Doe Lashes: Effortless Onboarding in 30 Minutes

Doe Lashes: Effortless Onboarding in 30 Minutes

Doe

is a rapidly growing DTC beauty brand bringing eyelash extensions, handcrafted

from Korean silk hair, to the American market. After launching in 2019, Doe

saw 1,000x growth in its first year alone through successful influencer

partnerships and viral TikTok campaigns.

Today, the brand has lofty plans to expand into skincare, serums, and more. We

sat down with Doe founder

Jason Wong

to run through subscription growing pains, why he decided to switch from

Recharge, and how he evaluates new eCommerce tools in his brand’s tech stack.

“Skio was a no-brainer for us. Zero friction along every step of the way.”

The Early Days: Flawed Tooling & Scant Support

Prior to Skio, Doe ran their subscriptions on Recharge and encountered

blockages on a number of fronts, primarily due to the large size of the

company and correlating lack of support.

Jason’s team, in his words, prefers being able to directly touch base with the

operators or founders of the tools in their tech stack in order to help drive

product design and growth.

Establishing points of contact with Recharge, for Doe’s administrative team

as well as their consumers, was incredibly challenging.

Along similar lines, the team felt the speed of innovation for Recharge’s

platform couldn’t keep up with their ideal pace, likely due to the

bureaucratic slowdown of shipping new features that typically occurs within

larger companies.

Additionally, Doe users reported difficulty — often in the form of countless

customer support tickets — with Recharge’s subscription flow, indicative of a

larger UI/UX design flaw.

From a high level, customers struggled to modify subscriptions after placing

their orders and, as a result, users would churn completely instead of just

adjusting the subscription to their needs.

“Recharge just wasn’t cutting it for us. Ranging from UI and support issues to basic product functionality flaws, it was just a complete mess.”

Making the Jump: Dropping Recharge for Skio

While conducting a monthly audit of their tech stack, the Doe team found their

subscription growth rate under Recharge to be frustratingly low, while their

churn rate was concerningly high.

After evaluating the reasons for this subscription flatline —

namely unintuitive UI/UX and poor customer support — they

decided Doe needed a fresh platform led by a hyper communicative team that

could remove growth hurdles and proactively optimizes for their subscriber

success.

Enter Skio. In Jason’s words, migrating Doe’s data and operations from

Recharge to Skio was a seamless onboarding process that took roughly half an

hour from start to finish.

“The end-to-end onboarding flow took 30 minutes. I didn’t even lift a finger.”

Moving Forward: Ramping Subscription Growth

After onboarding with Skio, Doe has seen healthier subscription growth rates

month over month, significantly lower churn, and, overall, more positive

responses to the new subscription portal.

There are a number of components of Skio’s platform which have contributed to

the sense of seamlessness in customer experience that the Doe team was

striving for.

For instance, users can essentially self-service rather than turn to customer

support. This is due to Skio’s passwordless login and simple dashboards, which

allow subscribers to easily retool their own preferences — both small-scale

features that have aided in long-term retention.

These improvements have also allowed the Doe team to redirect their time

and focus from answering endless support inquiries towards building the

brand’s broader product catalog.

According to Jason, subscriptions comprise about 2% of Doe’s total revenue, a

metric they hope to boost substantially within the next year to a figure fit

for a highly replenishable DTC brand.

Not only does the team plan on doubling down on subscriptions by potentially

adding new incentives for purchase and options for restock cycles, but they’ll

also continue to work directly with the Skio team to jam on all the platform

possibilities that can help execute their ultimate vision.

“Skio’s been a net positive for us across every function. Critically, the ability to speak directly to the team has alleviated stress and wasted time.”