Aegles

Aegles is a dermatologist-founded supplement brand on a mission to clear hormonal acne from the inside out. Founded by Zoe — who cleared her own chronic acne through a natural, root-cause approach — the brand’s flagship product, Clear Skin Complex, targets the three most common causes of blemishes in women: hormonal imbalance, poor gut health, and blood-sugar spikes. With over 30,000 women now reaching their skin goals, the product has real conviction behind it.

By the time Tribe partnered with Aegles in July 2025, the brand had meaningful traction — viral social media presence, a Daily Mail feature, and a growing subscriber base. But the email infrastructure hadn’t kept pace. Flows were basic, campaigns were inconsistent, and the Recharge subscription journey had no dedicated retention layer to support it. When the product went out of stock — triggering a wave of pre-orders — there was no communication system in place to keep customers engaged, reassured, or retained.

Tribe came in as a full retention partner: designing, building, and managing the entire email and subscription communications programme from the ground up.

+129% total revenue growth
+160% total orders placed
+125% new subscriptions started
+319% subscription orders placed
+363% total Klaviyo-attributed revenue
+121% campaign conversion rate
+90% revenue per recipient

Before a single email was designed, Tribe rebuilt the technical infrastructure that everything else depends on.

A dedicated sending domain was set up, verified, and tested – establishing the deliverability foundation the account had been missing. Filters were applied across the existing Browse Abandonment and Abandoned Cart flows to exclude active subscription customers, removing irrelevant touchpoints and protecting the subscriber relationship.

A Shopify flow was built to accurately tag and segment pre-order customers, feeding directly into Klaviyo so communications could be targeted precisely — distinguishing new pre-orders, existing subscribers, and fulfilled customers from one another.

These weren’t glamorous changes. But without them, none of the flows that followed would have worked.

Aegles was out of stock. That’s a moment most brands dread — but with the right communications, it’s also an opportunity to deepen trust.

Tribe built a four-email Pre-Order Flow with conditional logic splitting new and returning customers into separate journeys. Email 1 confirmed the pre-order and set clear expectations. Email 2 sent customers Zoe’s personal story — written in her voice — prepping them for the best possible results while they waited. Emails 3 and 4 maintained engagement and managed anxiety as the restock approached.

The segmentation behind the flow was unusually precise: 1,807 total pre-order customers were identified across two cohorts — 1,016 tagged manually before the flow launched, and 791 captured automatically via the new Shopify flow post-launch. A further split into new and returning customers enabled personalised messaging throughout.

The back-in-stock campaign that followed achieved a 65.9% open rate — among the highest in the account’s history.

The welcome flow is the highest-value automation in any subscription business. Tribe rebuilt it from scratch.

The new Welcome Flow introduced subscribers to Aegles through a 7-step educational programme — walking them through the science behind Clear Skin Complex, setting realistic healing timelines, and framing the supplement as a long-term skin transformation rather than a quick fix.

Together the two welcome flow iterations reached over 47,000 recipients in the post-Tribe period, generating more than £50,000 in attributed revenue — compared to the previous welcome flow which generated £6,654 across the equivalent period.

For a subscription supplement brand, the period between purchase and visible results is the danger zone. Customers who don’t understand the science cancel before they see the outcome.

Tribe designed a six-email Subscription Retention Flow built around healing timelines. Email 1 opens with a personal founder welcome and sets month-by-month expectations. Email 2 — “Is this normal?” — proactively addresses the purging and adjustment phase that causes most early cancellations. Emails 3 and 4 provide encouragement and additional tools at months two and three. Email 5 bridges the maintenance phase. Email 6 invites long-term subscribers to become brand ambassadors.

The flow reached 15,405 subscribers post-launch with a 62.9% open rate — proof that subscribers are reading, not just receiving.

Pre-Tribe, Aegles was sending roughly one or two educational campaigns per month with average open rates around 47% and conversion rates below 0.6%. The email calendar was inconsistent, and revenue per recipient sat at £0.22.

Tribe restructured the approach — moving to a higher-frequency, more varied calendar that mixed educational content, founder stories, PR moments, community-led campaigns, and event invitations. Plain-text formats were introduced alongside designed emails to create variety and authenticity in the inbox.

The results across the 8-month post-Tribe period: 55.7% average open rate, 1.4% conversion rate, and £0.52 revenue per recipient — a 90% improvement.

The email programme Tribe built doesn’t exist in isolation. It’s the connective tissue between acquisition and long-term value — turning first-time buyers into subscribers, and subscribers into advocates.

Over the equivalent 8-month periods, Aegles’ total Shopify revenue grew by +129% increase. Orders more than doubled. New subscriptions started grew +125%, and Recharge subscription orders placed grew +319%.

Zoe, Aegles’ founder, put it simply after an early review call:

“It’s really really good… It’s going to transform the business, which is amazing.”