Beauty as a passion
Luxplus is a subscription-based beauty universe that challenges the traditional way of purchasing beauty products. With attractive and competitive member prices, a vast product assortment, and a strong focus on member value, Luxplus has created a compelling ecosystem where convenience, price, and quality go hand in hand - one in which digital innovation plays a central role in driving both growth and long-term loyalty.
Like many other subscription businesses, Luxplus faced a familiar and clearly defined challenge: relatively high churn early in the member journey. When members do not actively use their subscriptions, the perceived value declines, and the membership becomes an obvious place to cut costs when household expenses are reviewed around the kitchen table.
The task was rooted in the idea of developing a member universe that could serve as the hub of Luxplus’ subscription offering. The focus was not on attracting new members, but rather on retaining existing ones. How do you ensure that members continuously receive and experience value from their subscription, while also making the purchasing experience personal and engaging? Luxplus wanted to rethink the way people shop for beauty products, drawing inspiration from social media and community-driven thinking, where engagement and inspiration take center stage.
The core strategic question, therefore, was not how Luxplus could sell more, but rather how the value of a Luxplus membership could be made present and relevant in everyday life - beyond competitive pricing alone.
The solution is an app that brings together e-commerce, community, experience, and personalisation into one seamless journey. Based on insights from focus group interviews and an extensive concept test across markets, the app was developed as a complement to Luxplus’ webshop, with the clear purpose of strengthening member relationships through daily relevance, inspiration, and a more personal way of exploring the beauty universe.
The app’s design and UX are inspired by interaction principles familiar from social platforms, where all content and motion originate from the centre of the screen and users can easily swipe through content. Product channels form the backbone of the app, creating a dynamic and easily accessible structure that makes it simple to explore beauty in a way that feels personal, relevant, and always up to date - smoothly guided by user behaviour and individual preferences.
Visually, a light and modern universe has been created, where colours are used strategically to add personality and emotional value to the more exploratory parts of the experience, such as Routines and Your Beauty Shelf. Here, members can save favourite products, build personalised routines based on Luxplus’ recommendations, and get a clear overview of what suits them best. All of this results in an innovative, intuitive, and interactive way of shopping for beauty. The experience makes it easy to make choices, return to trusted favourites, and naturally integrate new products into existing habits. The shopping flow itself is kept clean and simple to ensure focus, clarity, and an efficient purchase journey.
The app is developed in Flutter, integrated with Luxplus’ existing infrastructure, and supported by data-driven recommendations via Hello Retail.
The result is a scalable platform that can be rolled out to new markets with ease and continuously expanded with new features and commercial opportunities without compromising the user experience. The app strengthens the member relationship and makes the value of the membership tangible in everyday life through personalized inspiration. The experience encourages repeated use and engagement, even between purchases, thereby supporting a strong focus on long-term loyalty.
The app has just been launched and is now entering its most critical phase: earning a place on the home screen of members’ phones. Within the first week after launch, the app was the #1 most downloaded in the category "Lifestyle" in App Store.
"The collaboration around the development of the Luxplus app has been both inspiring and value-creating. From the outset, there has been a shared ambition not only to build a new sales channel, but to create a digital universe that strengthens the relationship with our members and makes the value of the membership more present in their everyday lives. The process has been characterized by strong strategic understanding, close dialogue, and an ability to quickly translate ideas into concrete solutions. This has resulted in a solution that reflects both our brand and our ambition to create even greater value for our members."
