Refined, no-nonsense grooming essentials — a brand that lived on one-off purchases when its whole model wanted subscriptions.
Noir Lab sold consumables that run out on a predictable clock, yet subscription was buried as an afterthought radio button and its value was never explained. Loyal customers drifted back to one-off orders, or simply forgot to reorder and lapsed. The brand carried the cost of re-acquiring the same people it had already won.
We reframed the whole store around the ritual, making subscribe-and-save the default choice and spelling out its benefits in plain terms. A build-your-kit flow lets men bundle their routine at a subscriber price, and a self-serve portal makes it easy to swap items, skip, or reschedule without emailing support.
Framing subscription as the obvious path — and making it painless to manage — changed the economics. Subscriber share of new orders rose sharply, churn softened as customers controlled their own cadence, and customer lifetime value grew 28% across the first two quarters.
