ECLO BEAUTY — STRATEGIC EVOLUTION

From Makeup Brand
to LTV Machine

Three product phases — each lower investment, faster payback, higher lifetime value. The key shift: moving from products people buy once (0.2×/yr) to products they repurchase monthly (6-8×/yr).

ECLO 0.1Full Makeup ECLO 0.2Skincare + Pencils ECLO 0.3Supplements
Revenue
€862K
All time
Orders
15,284
Online Store
Customers
16,565
12.4% repeat
Avg AOV
€56.44
Margin €39.76
Products
143
217 variants
01
ECLO 0.1 — 2021 → 2024

Full Makeup Range

Brand Building & Product-Market Fit

Heavy investment in colour cosmetics. High cash outlay, long payback, very low repeat on makeup SKUs — colour products at 0.2×/yr, even mascara only 1×/yr.

Revenue (lifetime)
€862K
15,284 orders
Best Repeat (mascara)
1×/yr
Colour cosmetics: 0.2×/yr
LTV Multiplier
1.2-2.0×
Low repeat = low LTV
Invest / Range
€80-175K
Including R&D
Range
SKUs
Investment
Markup
Payback
Volume
Rep./Yr
Foundcealer Range
10165K€+10K€ R&D×6.048 mo30K0.5×SLOW
Shade-matched foundation. Runs out but low same-shade rebuy
Colour Full Range
11155K€+20K€ R&D×6.224 mo33K0.2×SLOW
Lasts 2-4 years. Collection buy, not replenishment
Solid Serum V1
140K€+10K€ R&D×58 mo5K2×OK
First consumable. Runs out every 4mo — customers come back
Eye Pencils V1
335K€×11.36 mo30K0.5×GOOD
High markup, fast payback, but makeup mindset = low repeat
Mascara
150K€+10K€ R&D×6.92 mo5K1×GOOD
€29 / €4.20 cost. Consumable — best repeat in makeup range
KEY INSIGHTS
→Colour cosmetics at 0.2×/yr — customers buy once and never come back
→Mascara (1×/yr) and Serum (2×/yr) were the signals that consumables work
→48-month payback on Foundcealer = terrible cash cycle
→Built brand equity and organic traffic engine, but no repeat revenue
VERDICT
Built brand & audience, but low repeat rate kills LTV
02
ECLO 0.2 — 2025 → now

Skincare + High-Margin Pencils

Cash Efficiency & First Repeat Flywheel

Strategic pivot: pencils (×24.4 markup at €0.78 cost) as cash machine, skincare for repeat — Soin Concentré, Sérum Lèvres, and Crème Main all at 2×/yr.

Crayon 3-en-1
×24.4
€19 / €0.78 cost
Mascara
×6.9
€29 / €4.20 cost
Skincare Repeat
2×/yr
Soin, Sérum, Crème
Cash per SKU
€8-28K
vs €80-175K for 0.1
Range
SKUs
Investment
Markup
Payback
Volume
Rep./Yr
Crayons 3-en-1 (Pencils)
5~15K€×24.42-3 mo15K1×GREAT
96% gross margin. Cash machine that funds skincare R&D
Mascara (continued)
2—×6.92 moongoing1×GOOD
Bridges both phases. Consumable, fast payback
Soin Concentré Bonne Mine
128.5K€+10K€ R&D×6.04 mo5K2×GOOD
Consumable skincare = the repeat breakthrough
Sérum Lèvres
1~20K€×5.53-4 mo5K2×GOOD
Same repeat profile as Soin Concentré
Crème Main
1~15K€×5-63-4 mo5K2×GOOD
Daily-use skincare. Runs out, customers repurchase
KEY INSIGHTS
→Skincare at 2×/yr — 10× the repeat rate of colour cosmetics (0.2×)
→Pencils = 96% margin cash engine. Not repeat, but funds everything else
→Mascara + Crayons at 1×/yr — consumable makeup works 5× better than colour
→Investment per SKU dropped 5-10× vs 0.1 ranges
VERDICT
Cash-efficient, first real repeat products at 2×/yr
03
ECLO 0.3 — June 2026 →

Supplements + Eye Patches

LTV Machine & Subscription Economics

8 supplement SKUs at 6-8× repeat/yr per SKU (monthly consumption) plus eye patches at 2-3×/yr. MOQ 1,000-1,500 per SKU. Fast payback: 2-3 months on both.

SKUs at Launch
8+1
8 supplements + eye patches
Suppl. Repeat / SKU
6-8×/yr
vs 2× skincare, 0.2× colour
Payback
2-3 mo
Both supplements & patches
Total Investment
85-105K€
Suppl. 70-80K€ + Patches 15-25K€
Range
SKUs
Investment
Markup
Payback
Volume
Rep./Yr
Beauty Supplements (8 SKUs)
870-80K€ total×5-62-3 mo8-12K6-8×GREAT
Monthly capsule. Highest repeat in catalog by far
Eye Patches
115-25K€×62-3 mo~3K2-3×GREAT
Impulse price + visible results = natural repurchase
KEY INSIGHTS
→Supplements at 6-8×/yr per SKU — 3-4× better than best skincare (2×/yr)
→Monthly consumption = subscription-native product category
→Eye patches at 2-3×/yr = same repeat as skincare, plus impulse price
→2-3 month payback on both = cash-positive within one quarter
→MOQ 1,000-1,500 per SKU: test fast, iterate, minimal dead stock
→16,565 existing customers + 25K+ Klaviyo = day-1 launch audience
VERDICT
Highest repeat, fast payback, subscription economics unlock
REPEAT RATES — ALL PRODUCT TYPES

Annual Repeat Rate by Range

How many times per year a customer repurchases the same product. This is the single metric that drives LTV.

Product Type
Buyers
Rep./Yr
Units 1Y
Units 2Y
Note
Colour (Rouge, Blush, Fard)
1.3-1.5K/ea0.2×1.2×1.4×Lasts years. People buy once and move on
Foundcealer
~8000.5×1.5×2.0×Shade-matched. Runs out but low same-shade rebuy
Eye Pencils
~1,0000.5×1.5×2.0×High margin, makeup mindset limits rebuy
Mascara
3,4801×2.0×3.0×Consumable. Best repeat in makeup category
Crayons 3-en-1
~5001×2.0×3.0×Small & consumable. Plus 96% margin
Skincare (Soin, Sérum, Crème)
2,0532×3.0×5.0×Consumable, runs out, customers return
Eye Patches
—2-3×3.5×6.0×Impulse price + visible results
Supplements (per SKU)
—6-8×8.0×15.0×Monthly capsule. Subscription-native
LTV MATH

1Y & 2Y Margin LTV by Range

Units 1Y = 1 + repeat/yr. Margin LTV = Units × Unit Margin (price HT − COGS).

Range
Phase
Markup
Price
Cost
Rep/Yr
Units 1Y
Units 2Y
1Y Mgn
2Y Mgn
LTV/Order
Multi.
Colour
0.1×6.2€28€4.500.2×1.21.4€23€26€231.2×
Foundcealer
0.1×6.0€39€6.500.5×1.52.0€39€52€391.5×
Eye Pencils
0.1×11.3€19€1.700.5×1.52.0€21€28€211.5×
Mascara
0.1→0.2×6.9€29€4.201×2.03.0€40€60€402.0×
Crayons 3-en-1
0.2×24.4€19€0.781×2.03.0€30€45€302.0×
Soin Concentré
0.2×6.0€35€5.802×3.05.0€70€117€703.0×
Sérum Lèvres
0.2×5.5€28€5.102×3.05.0€55€91€553.0×
Eye Patches
0.3×6.0€15€2.502-3×3.56.0€35€60€353.5×
Supplements (per SKU)
0.3×5-6€30€5.506-8×8.015.0€156€293€1568.0×
SIDE-BY-SIDE

The Evolution at a Glance

Metric
0.1 Makeup
0.2 Skincare
0.3 Suppl.
Investment / SKU
€35-175K€8-28K€9-13K
Total Investment
€360K+€80-120K€85-105K
Payback Period
8-48 mo2-6 mo2-3 mo
MOQ / SKU
5K-33K5K-15K1K-1.5K
Repeat/Yr (best)
1× (mascara)2× (skincare)6-8× (suppl.)
Repeat/Yr (worst)
0.2× (colour)1× (crayons)2-3× (patches)
Markup (best)
×11.3 (pencils)×24.4 (crayons)×5-6
LTV Multiplier
1.2-2.0×2.0-3.0×3.5-8.0×
1Y Margin LTV (best)
€40 (mascara)€70 (soin)€156 (suppl.)
Subscription
NoneLowNative (monthly)
THE ECLO 0.3 MATH

Why Supplements Change Everything

6-8× repeat/yr per SKU vs 2× for skincare vs 0.2× for colour. At €19.50 margin per unit, a single supplement customer generates €156 in 1Y margin.

💰
Launch Investment
€85-105K
Supplements 70-80K€ + Eye Patches 15-25K€
2-3 month payback on both
🔄
1Y Margin LTV (Suppl.)
€156
8 units/yr × €19.50 margin per unit
vs €40 Mascara · €70 Soin · €23 Colour
📈
2Y Margin LTV (Suppl.)
€293
15 units over 2 years × €19.50 margin
11× what colour cosmetics generate
DAY-1 CROSS-SELL
Customers
16,565
Shopify data
Klaviyo
25K+
Subscribers
5% Convert
~828
Day 1 buyers
35% Subscribe
€5-8K/mo
Recurring margin
THE STRATEGIC ARC
ECLO 0.1
Full Makeup
2021–2024
1.2-2×
LTV multi.
0.2-1×
repeat/yr
→
ECLO 0.2
Skincare+Pencils
2025–now
2-3×
LTV multi.
1-2×
repeat/yr
→
ECLO 0.3
Supplements
June 2026→
3.5-8×
LTV multi.
6-8×
repeat/yr
Less cash · Faster payback · Higher repeat · Higher LTV
ECLO 0.3 is the obvious next move.
Data: pilot.nextmomentum.io — 15,284 orders · 16,565 customers · 143 products