From wholesale reliance to a scalable DTC engine.

Naturally Vain is a Canadian bath & body brand with strong product quality and a loyal customer base — but their growth was almost entirely dependent on Costco. Their wholesale channel was thriving, yet online revenue was stagnant and unpredictable, leaving the brand vulnerable to partner cycles and external decisions.

The mandate:
build a DTC growth system that could stand on its own — giving Naturally Vain control, predictability, and independence from wholesale partners.

What We Did

1. Rebuilt DTC Acquisition From the Ground Up

We introduced a structured testing cadence, re-engineered offers for DTC buyers, and implemented multi-channel acquisition systems designed for profitable, scalable growth.

2. Conversion Architecture That Clarified the Brand

We reframed product storytelling, improved value communication, and redesigned key buying flows to reduce friction and lift conversion rate.

3. Lifecycle Built for Repeat Purchase & Independence

We implemented segmentation, replenishment flows, and personalized messaging systems that turned first-time customers into loyal, recurring buyers — creating predictable revenue that wasn’t tied to wholesale timelines.

4. Brand Positioning That Worked Beyond Costco

We refreshed the brand story and purchase journey so Naturally Vain could acquire, convert, and retain customers on their own terms, not through a retail partner’s funnel.

Outcomes

- Reduced reliance on Costco by building a self-sustaining DTC revenue engine

- Higher conversion rates through clearer messaging and simplified buying flows

- Significant lift in repeat purchase rate through intent-led lifecycle systems

- Built a predictable, scalable growth model the brand fully controls

Independence achieved. DTC scaled with discipline.