Who are UKLASH?
UKLASH is the world’s fastest-growing lash serum brand. Celebrated for its science-backed eyelash, eyebrow, and hair serums, UKLASH was founded in 2018 by Nima Pourian. Their iconic lash serum quickly became a bestseller, with one sold every 10 seconds online and over 50,000 five-star reviews.
Their e‑commerce success is built on clinically proven, vegan, and cruelty-free formulas that customers trust. By combining proven results, savvy digital marketing, and smart collaborations, UKLASH has achieved 300% year-over-year sales growth.
Blink and you'll miss it
Like most e-commerce brands, UKLASH has a sophisticated CRM and retargeting setup through their partner Klaviyo, with automated email flows designed to remind customers to replenish products and recover abandoned checkouts.
However, UKLASH noticed a problem: many of these automated emails were going unread. Despite excellent deliverability, emails were landing in the promotions tab or getting lost in crowded inboxes. The issue wasn’t "deliverability"; it was "reachability".
After seeing how Paper Run helped brands like ALT Fragrances, Dash Water and Function of Beauty overcome this exact challenge, UKLASH decided to test Paper Run for themselves.
Lash Chance
Using Paper Run's Klaviyo integration, the UKLASH team set up automated direct mail flows to send beautifully personalized postcards to customers who went through their top-performing Klaviyo flows but didn't open a single email, such as abandoned checkout, replenishment, and cancelled subscriber winback sequences.
To test the impact of the channel, they used Paper Run's holdout testing functionality to set up a simple experiment. Half of these customers received the postcards, while the other half did not.
This approach allowed them to measure the precise incremental impact of direct mail and their Paper Run flows.
Results you can trust
These tests delivered mind-blowing results. Paper Run is driving a +38% uplift in purchases from these customers and generating an incremental 4.85X ROAS (return on spend), making it one of UKLASH’s top-performing marketing channels.
These flows are now fully automated, sending postcards every day to customers that UKLASH’s Klaviyo flows cannot reach. They continue to drive incremental profits with zero ongoing effort.
Founder & CEO, UKLASH
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