Winback
47%
60-day risk free trial
Made in the Netherlands. Built for Real Skin.
Meroda is a Dutch beauty brand founded in 2021 by Melvin van Bueren with a clear brief: make makeup that works for real women, on real skin, in real life. Its flagship product, a colour-changing foundation that adapts to individual skin tones, has driven over one million customers to the brand and built a loyal community across the Netherlands and beyond. Meroda's product range spans foundations, concealers, liquid blushes, mascaras, and primers, all designed to simplify the daily routine without sacrificing quality.
The brand has grown rapidly on the back of social-first marketing and strong word of mouth, with the Netherlands as its primary market and active expansion underway into the UK, Germany, and the rest of Europe. Meroda's DTC model and community-driven approach create a customer base with genuine affinity for the brand.
A Year Is a Long Time in Beauty
Beauty is a repurchase category, but it is also a highly competitive one. Some customers who had discovered Meroda were been lost in digital noise. For customers dormant for over a year, standard digital re-engagement was running into the same problem every brand faces: lower email open rates.
Meroda needed a channel that could reach these customers in the Netherlands with the kind of presence that cuts through, something that carried the warmth and quality of the brand, and arrived somewhere the customer was guaranteed to see it. Physical direct mail offered exactly that, with the added advantage of being a largely untapped channel in the Dutch beauty market.
Through the Brievenbus
Meroda partnered with Paper Run to build an automated winback flow targeting customers who had not purchased in over twelve months. The flow operates locally in the Netherlands, identifying dormant customers automatically and triggering a physical direct mail piece at scale, without manual campaign management from the Meroda team. The mailer carries Meroda's visual identity and speaks directly to the customer's previous relationship with the brand.
A holdout group was structured into the flow from the start, ensuring that every result reported reflects genuine incremental impact. Customers in the holdout receive no direct mail contact during the measurement window, giving Meroda a clean baseline against which to measure the true effect of the physical channel on reactivation. The flow runs continuously, compounding results as it processes new cohorts of lapsed customers.
Glow, Returned
The winback flow delivers a 3.4x incremental ROAS and a 47% uplift in reactivation, both measured against the holdout group. In a market where direct mail remains a differentiated channel for beauty brands, Meroda is reaching customers with a format that competitors are not using, and the results reflect that. A reactivated Meroda customer is not returning for a single transaction: the brand's range and product loyalty mean that a recovered customer has meaningful long-term value.
The Netherlands-first rollout gives Meroda a strong proof point as the brand scales into new European markets. The flow is now live across multiple markets in Europe, delivering reliably.
"Paper Run is ontzettend geweldig; 'absolutely awesome'. We're so excited to have them live in The Netherlands."
Founder and CMO, Meroda Cosmetics
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