41 per cent of the brand’s revenue came from loyal customers during the promotion late May 2025, the brand’s second Insiders Week. Influenced by enticing and stylish comms, loyal customers returned to the brand’s site to experience a vast array of members-only offers: double points on all purchases, random refunds, early access to new products, and scratch cards in every order were just a few of the promotions.
In addition, members of the free program’s higher tiers (INKEY Stars and INKEY Icons) received larger site-wide discounts and larger-sized free products as a reward for their enduring loyalty to the brand.
Loyalty program members generated over two-fifths of the brand’s revenue during the week, the brand’s highest ever contribution to revenue from loyalty. Those who redeemed points spent three times more than non-members, and new loyalty enrolments into the program were 221.71 per cent of usual figures.
Launched across four global regions, the INKEY Insiders program was designed to give customers reasons to keep coming back. Insider-only discounts, early access to new product drops, anniversary gifts, and exclusive events are just the start.
VIP tiers add another layer of excitement. Members who reach ‘Star’ or ‘Icon’ status (names deliberately chosen to feel exclusive and on brand) unlock benefits like free products and exclusive event invites. And the numbers back it up: Icon members spend 5.3 times more than those in the lowest tier and order 4.1 times more often.
One of the most innovative features of the program is how it gathers zero-party data. Through points-incentivised quizzes, customers share personal skin, hair, and breakout concerns, allowing The INKEY List to build personalised routines and better understand consumer needs.
Georgie Little, Head of Digital Strategy at The INKEY List said: “The ability to collect meaningful data directly from our customers that we can use to improve product development and support, has been vital. LoyaltyLion’s features allow us to reward customers for their input while making their experience with us more tailored.”
The program is integrated with Klaviyo, Attentive, and Gorgias, creating a connected experience across email, SMS, and customer support. This means customers receive targeted messages based on loyalty activity, such as reminders about rewards, and personal assistance from support agents who can see their Insider status and respond accordingly.
These integrations paid off. Email campaign click rates rose 62 per cent in 2024, driven by regular Insider-only promotions and personalised emails. During INKEY Insiders Week, a seven-day activation of exclusive discounts and perks, loyalty program members generated over a third of the brand’s revenue for the week. Those who redeemed points spent 10.6 times more than non-members, and new sign-ups jumped by 371 per cent.
INKEY Insiders Week, one of the company’s most successful loyalty initiatives, proves that exclusive rewards don’t just delight your best customers — they fuel growth. What happened:
- A week of Insider-only perks: double points on all purchases, random refunds, early access to new products, scratchcards in every member order and much more.
- Better benefits for higher tier members: site-wide discounts at 20 per cent off for Insiders, 25 per cent for Stars and 30 per cent for Icons, plus a free product (size dependent on tier) with every order.
- Loyal members spent 3x more than non-members during the week.
- 41 per cent of total revenue was attributed to the program, its highest ever weekly contribution.
- New member enrolments were 221.71 per cent of usual figures.
With 58 per cent of all revenue now coming from loyalty program members, and with a 14 per cent increase in average order value during Insider promotions, The INKEY List has shown what’s possible when loyalty is fully realised as a strategic growth driver rather than being seen as a ‘nice-to-have’.
“For some brands, a loyalty program is an afterthought. INKEY Insiders is different, it’s a key part of our revenue growth strategy,” Kiri Leach, Global Ecommerce Manager, said. “By making relationships the foundation of ecommerce at The INKEY List , we’re building a community of engaged customers who genuinely want to be part of our journey as we grow at pace.”
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