A Nottingham health-beauty brand · £45K → £310K MRR.

This archetype is a slice of Nottingham health-beauty DTC we ship into reliably. Picture a Boots-corridor or personal-care manufacturing-corridor operator at £45K MRR pre-engagement. The product is credible. But the Shopify Basic detail pages don't merchandise the regimen, there is no formal regimen-cadence subscription, and the Klaviyo flows can't tell AM buyers from PM buyers.

Three structural problems compounded the growth ceiling. First, the product detail pages hid what mattered: ingredient panels, evidence citations, regimen fit. Conversion sat at 1.5% while the industry baseline runs closer to 2.8%.

Second, the regimen-cadence SKUs (cleanser, serum, treatment, moisturiser, all consumed monthly) had no subscription product to attach to. The highest-LTV cohort never reached the recurring tier. Third, Klaviyo didn't segment AM-cleanser buyers from PM-treatment buyers, so the cadence message hit at the wrong daypart.

Workstream 1 · Shopify Plus + evidence-citation product detail. We migrated the store to Shopify Plus and rebuilt the theme around proof. Ingredient panels, evidence-citation surfaces drawing on third-party studies, MHRA-aware copy, regimen-fit callouts. Conversion rate lifted from 1.5% to 2.8% across 90 days.

Workstream 2 · Regimen-cadence subscription on Recharge. We wired Recharge into every regimen-cadence SKU: cleanser, serum, treatment, moisturiser. Skip, pause, and swap mechanics track how fast people actually use the product. Subscription attach reached 41% of repeat customers within 6 months.

Workstream 3 · Klaviyo AM-PM segmentation. We rebuilt the Klaviyo flows around three buyer types: AM-cleanser, PM-treatment, and full-regimen. Each gets cadence-aware messaging at the right daypart. Email revenue share moved from 9% to 30%.

Workstream 4 · Bundle + regimen-builder merchandising. We built bundle SKUs for the AM-regimen, PM-regimen, and full-regimen cohorts. Bundle attach rate reached 28%. AOV moved from £52 to £82 across 12 months.

Workstream 5 · Evidence-citation /research index. We built a /research surface that links every regimen claim to third-party studies inline, backed by structured schema markup. It became one of the top-three highest-converting page types on the site.

If your Nottingham health-beauty or personal-care DTC sits in the £30K to £100K MRR range, this playbook transfers. The profile: Boots-cohort credibility, manufacturing-corridor backing, no formal regimen-cadence subscription, generic Klaviyo flows. We ship into the East Midlands reliably. The 12-week timeline holds steady, and metrics typically land within plus or minus 20 percent.

Five capabilities transfer directly. Shopify Plus migration with evidence-citation and ingredient-panel surfaces. Regimen-cadence subscription on Recharge. Klaviyo AM-PM segmentation and replenishment SMS. Bundle and regimen-builder merchandising. And an evidence-citation /research index that links every claim to third-party studies.

Every Nottingham engagement starts with a 30-minute discovery call. Scope, timeline, and budget come back in writing within 48 hours.