Who are Tata Harper?
Tata Harper is a pioneer in the world of luxury, natural skincare. Founded with the belief that beauty should never be compromised by synthetic ingredients or unsustainable practices. Based on a farm in Vermont, the brand formulates, manufactures, and packages all of its products in-house to ensure the highest levels of quality, transparency, and freshness. Every product is made with potent, farm-grown botanicals and over 300 raw ingredients sourced from around the world, delivering real results without a drop of synthetic chemicals. Their vertically integrated approach and obsession with purity have made them a global leader in the clean beauty movement.
Committed to innovation and sustainability, Tata Harper has built a brand that not only champions green beauty but also redefines what effective skincare can be. With formulas engineered for performance and packaging designed to be recyclable and refillable, the brand appeals to a discerning, values-driven audience.
Glow up, drop off
For a brand like Tata Harper, driving second-time purchases is critical to long-term success. Skincare is inherently a routine-driven category. Customers see the best results when they integrate products into their daily regimen and use them consistently over time. That second purchase is often the tipping point where a curious first-time buyer becomes a loyal, high-lifetime-value customer. It signals trust in the product, belief in the brand, and the start of an ongoing relationship. For a business that prides itself on high-performance, natural formulations, ensuring customers return is key to both retention and sustained growth.
However, despite the brand’s strong story, premium positioning, and high-quality products, Tata Harper faced a challenge: many customers simply weren’t coming back to make that all-important second purchase. Whether due to distractions, forgotten carts, or the overwhelming nature of skincare choices, potential loyalists were slipping through the cracks. This gap between first purchase and second became a crucial focus. How could the brand re-engage these one-time buyers and guide them back into the routine their skin and the business would benefit from?
Putting Direct Mail to the test
The Tata Harper team partnered with Paper Run to test whether a post-purchase note could increase repeat purchases among new customers.
Leveraging Paper Run's integrations with Klaviyo and Shopify - the team set up an automated Direct Mail flows for first-time customers which would arrive shortly after their first purchase (to encourage them to build their Skincare routine). Tata Harper were then able to utilize our incrementality testing functionality to measure the impact:
💌 Test Group: New customers who received the post-purchase note after their first purchase.
❌ Control Group: New customers who did not receive the post-purchase note after their first purchase.
This test would allow Tata Harper to measure the impact on "repeat purchase rate" by sending these handwritten post-purchase notes.
The Personal touch of gold
Encouraging customers to make a second purchase is one of the most effective ways to help them build a habit and experience the long term benefits of Tata Harper’s products.
The post-purchase note led to a +24.7% increase in repeat purchase rates for new Tata Harper customers. Needless to say, the test was a success. As a result, Tata Harper has automated the printing and delivery of these notes to all new customers, making the entire process completely seamless and hands free.
Vie President of Online, Tata Harper
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