How a Beauty Brand Captures 200+ Daily Retail Customers While Expanding Nationwide with Brij

About the Brand 

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This fast-growing cosmetics brand became a viral sensation and a must-have beauty brand for the next generation. The team has translated this viral moment into massive omnichannel expansion, scaling from digital-native brand to global retail presence in just a few years. Today, the brand is available on TikTok Shop, Amazon, Ulta Beauty, Target, Costco, and Boots UK.

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The Challenge

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The brand’s rapid retail growth created a familiar but critical problem: they were selling everywhere, but didn’t know who their customers were.

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Across 1,550 Target doors, 1,030 Ulta stores, Costco warehouses, Boots UK locations, and massive volume on TikTok Shop, customer data stays with the retailer. That means:

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• No visibility into who purchased
• No ability to retarget or nurture retail buyers
• Limited opportunity to drive repeat DTC purchases
• Reliance on promotions to drive retail lift
• Lack of customer ownership on emerging channels like TikTok Shop and inability to measure halo effect

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With thousands of daily retail purchases, the brand needed a scalable way to:

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1. Convert anonymous retail and TikTok Shop buyers into owned contacts
2. Plug retail-acquired customers into their existing CRM ecosystem
3. Support retail-specific promotions like rebates without operational burden 

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The Brij Solution 

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The beauty brand implemented QR codes powered by Brij on product inserts to bridge offline purchases with their owned ecosystem.

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1. Capturing TikTok Shop Customers via Product Inserts

Selling on TikTok Shop presents unique challenges for brands: 

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• A complete lack of visibility into the end customer
• No visibility into the true halo effect of their TikTok ad spend
• A need to remain compliant with TikTok and other channel platform rules

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 To overcome this, the brand leveraged Brij to create a value-exchange experience right inside the packaging. 

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By placing a QR code on a physical insert that read "unlock $25 bonus and insider tips. Scan me to get started" inside every lip product unit, the brand transformed every order, including those from TikTok Shop, into a data capture opportunity. 

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The brand included the same insert for all channels, and the inserts were placed inside the packaging. Brij’s digital hub functionality allowed consumers to be funneled down different digital experiences based on their purchase channel. This enabled them to seamlessly reach  customers across all channels without requiring channel-specific inventory management. 

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This strategy successfully converted anonymous TikTok Shop transactions into owned customer relationships, building a foundation for long-term engagement and retention.

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2. Sweepstakes-Based QR Inserts 

The team ran a sweepstakes where customers could scan and sign up for updates (via email)  for a chance to win $25.

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This experience lives on QR codes inside retail packaging, prompting customers to engage post-purchase.

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The sweepstakes model allowed the beauty brand to:

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• Reduce promo heaviness and liability
• Maintain strong incentive to scan
• Capture high-intent email subscribers
• Turn packaging into a consistent acquisition channel
  
  

Once scanned, users are automatically funneled into the brand’s existing Klaviyo welcome flow, ensuring immediate nurture, education, and cross-sell.

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3. SMS Rebates at Retail 

This beauty brand also uses Brij to power SMS-based rebate campaigns.

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Ulta Promotion: Buy any 3 products → Get $10 cash back

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Brij manages the full rebate process:

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• SMS entry
• Receipt upload
• Purchase verification
• Cash-back fulfillment

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The rebate program drives even higher daily engagement than the sweepstakes activation while simultaneously:

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• Capturing first-party data from SMS subscribers and receipt insights 
• Supporting retail sell-through
• Eliminating manual processing
• Delivering measurable retail ROI
  
  

4. Post-Purchase Education & Product Content

Beyond incentives, the beauty brand uses Brij QR flows to deliver:

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• How-to tutorials
• Product usage guidance
• Educational content
• Brand storytelling

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This reinforces product adoption and ensures viral-first customers become long-term loyalists.

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The Results

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By embedding Brij across packaging and retail campaigns, this brand has built a high-performing retail-to-DTC acquisition engine.

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Measurable Impact:

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• 200+ daily scans from sweepstakes inserts
• 98% submission rate on sweepstakes flow
• 370 daily scans from SMS rebate campaigns
• Seamless integration into Klaviyo welcome flow
• SMS list growth from rebate activations
• Reduced dependency on discounting
• Considerable year-over-year growth in total traffic and customer registrations from the TikTok Shop campaign

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Instead of losing customer relationships at checkout, the brand now systematically converts retail and TikTok Shop buyers into owned subscribers at scale.

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What’s Next 

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As the beauty brand continues to expand across additional retail channels, Brij is the infrastructure that scales with them.

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With thousands of new retail doors and growing sell-through volume, the priority is clear: ensure every incremental retail expansion drives proportional first-party data growth.

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By standardizing on-package QR codes and rebate workflows, the team can:

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• Maintain consistent retail-to-DTC capture across retailers
• Support new retail launches with built-in acquisition
• Scale subscriber growth alongside distribution growth
  
  

For a brand that turned viral momentum into nationwide retail scale, Brij ensures that every new shelf placement or TikTok Shop order isn’t just distribution; it’s a direct pipeline into long-term customer ownership.