Replenishment Flows
Replenishment flows are automated marketing sequences - usually email, SMS, or a combination - timed to reach a customer just before they are likely to run out of a product they have already purchased. In beauty, where products have a predictable consumption rate, replenishment flows are one of the highest-return automations a brand can build because they target buyers at maximum intent without requiring any additional advertising spend.
Why it matters
Beauty is one of the most replenishment-friendly categories in consumer goods. A cleanser lasts approximately 60 days. A moisturiser might be 90. A mascara typically two to three months. These timelines are predictable, which means you can reach your customers at almost exactly the right moment with an automated message rather than relying on them to remember to reorder.
Brands that build strong replenishment flows see measurably higher repeat purchase rates and customer lifetime value - not because they are better at marketing, but because they have reduced the friction of rebuying. A well-timed email three days before someone runs out of their serum, with a one-click reorder link, requires almost no persuasion. The customer already loves the product. They just need the nudge. Without a replenishment flow, you are relying on them to remember you at a busy moment in their day - and the reality is that they often do not, or they grab something from a shelf instead of returning to your website.
Key points
Time your first replenishment email to 75-80% of the product's average consumption window - slightly before they run out, not after
A two or three-touch sequence outperforms a single email: a heads-up, a day-of reminder, and a 'have you run out?' follow-up
Replenishment is an ideal moment to introduce a complementary product - bundle it naturally, not aggressively
Subscription or save-and-subscribe options should be prominent in replenishment flows for brands with a loyal customer base
Segment replenishment flows by purchase channel - a retail buyer and a DTC customer may need different messaging
Related reading
The Email That Brought Them Back: DTC Retention Playbook →