Beauty is booming, but are your conversions keeping up? & How one product tells a thousand stories

It's busy (and exciting!) time here at DTC Live 🎉.

Just now we went live with a brand-new podcast featuring SURI’s co-founder.

In just a couple of weeks we’ll be in New York, and then it’s straight into the countdown for our flagship London conference in October.

This afternoon we went live with Mark Rushmore, co-founder of SURI, and Rebecca Worsley as we delve into:

💡 How a P&G background helped reinvent the electric toothbrush

🛍 Breaking into Selfridges & John Lewis as a young DTC brand

♻ Why repairability and recyclability are more than buzzwords

📈 Lessons from going DTC-first (and where retail fits in)

🔥 Disrupting even the sleepiest category

Watch the live here!

Mark knows the DTC Live stage well, he has spoken at a DTC Live London conference, so it was great to have him back with us for today’s podcast.

At its heart, DTC Live London isn’t just a conference, twice a year we bring founders, marketers, and operators together under one roof, and the energy in the room is unlike anything you’ll find online.

You’ll get key insights from the stage, but the real magic often happens in the breaks, swapping tips with other brands, meeting potential partners, and building relationships that last long after the day is over.

And this year we’re turning it up a notch, with entertainment, experiences, and plenty of space designed to spark conversations that matter.

Here’s a sneak peek at what’s waiting on stage:

• Disrupting the Fit: The Blueprint Behind TALA’s Rise in DTC, Brand and Culture
• Performance Under Pressure: Scaling Paid Media With Creative That Converts with Myprotein, One Good Thing and Rainy City Agency - Shopify Premier Partner
• Beyond the First Sale: Building Loyalty That Lasts with DECIEM | THE ABNORMAL BEAUTY COMPANY, Regalrose, ParcelPlanet and Hollywood Browzer Beauty
• The New Conversion Funnel: TikTok, Live Shopping & the Power of Community with Smoothie London Jewellery, Sprii, Hair Loving and INDU …and more sessions with Mallet, Mous, YETI, Sealskinz, Reia, and PACK'D.

If you’re serious about growth, this is where the people shaping the future of DTC will be.

Don’t be the one catching up on the conversations afterwards.

Why not sign up and come join us?

Sign up here and use code JAQRGFUAX for a free brand ticket!

One product tells a thousand stories

Selling through user journeys

Every product has multiple purposes, but not every brand shows that. A journal, for example, can be a planner, a self-care outlet, or a content tool depending on the user.

The product doesn’t change; the user’s perspective and story do.

Brands that embrace these diverse journeys connect authentically and meaningfully with customers.

What is a user journey? A user journey is the series of steps a person takes with your brand from discovery to engagement to purchase. Understanding this journey shifts your focus from “What the product does” to “How the product fits into their life.”

Why one product needs multiple stories If a journal is sold only as a productivity tool, you miss emotional buyers and content creators. People buy what a product means to them, not just what it is.

Ask yourself:

• What value does this product offer different users?
• What problems does it solve?
• What transformation does it create?

Example: Coca-Cola’s “Share a Coke” Instead of one generic message, Coca-Cola let consumers create personal stories with their bottles turning a single product into thousands of unique experiences.

How to sell through user journeys

1. Listen, Don’t Assume | Check reviews, community comments, and DMs. Capture unexpected user stories, they’re gold.
2. Visualise the Journey | Map stages from awareness to post-purchase, including:
3. Segment by Scenario, Not Just Demographics | E.g., “the solo traveler,” “the busy mom,” “the founder organizing content.”
4. Tell Real Stories | Use videos, copy, or visuals. Show users interacting with your product:

Your product is more than what it was built to do, it’s what people believe it can do for them. Let users see themselves in your story, and your brand will speak louder than any ad.

Book your CRO call now!

Beauty is booming, but are your conversions keeping up?

Beauty is booming, but as a DTC brand the real question is: are your conversions increasing?

Cooee’s Q2 2025 Beauty Industry Insights Report, based on data from hundreds of beauty and skincare eCommerce brands, has just landed.

It’s a practical guide with benchmarks and strategies you can apply right now, perfectly timed for BFCM and the upcoming festival season.

What the report reveals

✅ Industry benchmarks across key KPIs, so you know how your store compares on traffic, conversion, AOV, and retention.

✅ Traffic purchase intent insights, a breakdown of how high-, medium- and low-intent visitors behave, and the right way to engage each segment.

✅ Personalisation playbooks, tested tactics across homepage, collections, product pages, and cart, with the uplift results brands achieved.

How to put it into action

1. Benchmark your store ➡️ Compare your conversion rate, AOV, and repeat order rate to industry averages. If you’re below the median, prioritise quick-win optimisations before BFCM.
2. Map your visitor’s purchase intent ➡️ Don’t treat all traffic the same. High-intent shoppers need reassurance (reviews, trust signals), while low-intent browsers respond better to educational content or social proof.
3. Personalise key touchpoints ➡️ Use simple tools to adjust homepage banners, collection layouts, or cart offers based on customer behaviour. Cooee’s data shows this drives measurable conversion uplift.
4. Test before peak season ➡️ Run small experiments now, so the winning variants are live when traffic surges in November.

👉 Download the full Cooee Q2 2025 Insights Report

Adopt the strategies. Boost conversions. Get ready for your strongest quarter yet.

Check out Cooee here.

An overview of our upcoming events

DTC Live London

16th October | Fable, Holborn Viaduct, London

Talks, panels, drinks, and deep dives with teams from leading brands. More details to follow.

🎟️ Free brand tickets, use code JAQRGFUAX

Learning Labs Manchester: Annual Planning

22nd October| Huckletree, Ancoats

Everything you need to get your annual plans sorted, actionable workshops, templates, and honest discussion with other brands.

🤝 Book your spot

Gran Canaria Brand Retreat

24th–27th September | 5-star wellness resort

An all-expenses-covered* escape for founders, leaders and decision makers, focused on trends, tactics & transformation (*except flights).

🌴 If you’re interested, fill out this quick application: 📋 Exclusive Brand Retreat Application

Want a look at last time? Take a look at our highlights video, photos, and last year’s agenda!

Sculpt & Scale, An event of beauty and wellness brands

5th November | Reformer Pilates Studio, London

A private reformer pilates session, juices and breakfast, plus a chance to connect with other brands in health and wellness.

💪🥤Register your interest