Who are Glaize?
Founded in 2022, Glaize was born from co-founder Gina's personal frustration with the time, mess, and damage of traditional manicures. Her solution: a smarter, faster, and healthier way to achieve salon-quality nails—without the salon. Glaize’s made-to-measure, stick-on gel nails offer the precision of professional polish with none of the compromise.
Based in London, Glaize is reimagining nail care from the ground up. Their formulas are vegan, cruelty-free, bio-based, and sustainably produced—proof that beauty can be bold, ethical, and effortlessly applied. With innovation at its core and convenience in every detail, Glaize is setting a new standard for modern manicure routines.
Chip in the Routine
Like many DTC brands, Glaize enjoys strong engagement—particularly around their signature made-to-measure gel nail experience. Their relationship with customers is built on a shared love of quality, self-expression, and ease, and that connection is reflected in the performance of their email flows, which consistently drive results.
But even the most well-crafted digital journeys have their limits. Glaize recognised that a portion of their audience—high-intent, product-aware, but unresponsive to email—was slipping through unseen. These weren’t cold leads. They were warm customers who simply hadn’t been reached in the right moment or medium. Glaize saw an opportunity to meet them there, and bring them back—without changing the message, just the format.
A Different Finish
Glaize partnered with Paper Run to reach customers who knew and loved the brand, but who had become unreachable through digital channels. Together, they launched 3 automated direct mail flows, each designed to mirror the tone, timing, and precision of their best-performing Klaviyo journeys—only now, delivered physically.
These flows run quietly in the background, triggered by the same behavioural cues as their digital counterparts. The result? Beautifully branded, personalised mail, designed to surprise and delight—arriving in the post instead of the inbox. With zero manual effort, Glaize is now bridging the engagement gap where email and retargeting fall short, while staying entirely on-brand.
Nailed It
9.4X
7.4%
The impact was both immediate and meaningful, proving that well-timed, well-crafted direct mail can perform just as powerfully as digital—when delivered with care.
9.4X Return on Ad Spend (ROAS)
7.4% conversion rate
Today, the direct mail program runs continuously, driving daily incremental revenue with no additional effort from the team. It has become a seamless extension of Glaize’s retention strategy—quietly expanding their reach beyond digital, and reconnecting with customers in a way that feels tactile, personal, and distinctly on-brand.
Co-Founder & CEO, Glaize
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