YSE Beauty gains a new teammate with Moby 2, saving up to 10 hours a week
YSE Beauty launched in April 2023, founded by skincare entrepreneur, model, actress and podcast host Molly Sims to serve the underserved 40+ female consumer. In three years, the brand has scaled into an eight-figure DTC business with deep retention and an efficient acquisition engine. YSE also has an omni-channel presence, selling in Sephora nationwide. Susan Keating, SVP Growth & Digital Commerce, owns growth and paid media. Marina Adam leads retention, including email, SMS, and subscription. For the first year, Susan was a team of one, running the entire YSE growth function on Triple Whale from day one.
Challenge
New DTC brands rarely have the luxury of a dedicated business analyst. YSE was no exception. Susan and Marina were running Shopify, Meta, Google, Klaviyo, Fairing post-purchase surveys, Yotpo loyalty, and Recharge subscription data, and every platform reported attribution its own way.
That created two problems that compounded as the business scaled.
Attribution chaos. Different platforms, different windows, different methodologies. The team was constantly comparing models just to figure out what was actually driving performance versus what each channel was claiming.
No time to stitch data manually. Reporting time was decision-making time. As a lean team scaling fast, every hour spent in spreadsheets was an hour not spent acting on insight.
"Before Triple Whale, one of the biggest challenges was attribution visibility. Every platform has its own attribution window and reporting methodology, so it was extremely difficult to understand what was actually driving performance versus what each platform was claiming." - Susan Keating, SVP Growth & Digital Commerce, YSE Beauty
Solution
YSE adopted Triple Whale within weeks of launching the brand. The decision came down to three things: a unified source of truth across every platform YSE was already using, native integrations that didn't require a technical implementation, and the speed-to-decision a fast-growing DTC team needs to scale aggressively.
"We added Triple Whale almost immediately after launching YSE because we knew we wanted to build a modern, data-driven business from day one. I was an ecommerce team of one for the first year. Triple Whale gave us confidence that we could scale aggressively with deeper visibility into acquisition efficiency, customer quality, and profitability." - Susan Keating, SVP Growth & Digital Commerce, YSE Beauty
Three years later, Triple Whale and Moby 2 run across acquisition, retention, merchandising, and forecasting at YSE.
AI is only as good as the data feeding into it. Moby has the full context of our business in real-time. That's why we trust it to make the decisions that matter. We wouldn't be able to move as fast as we do without it.
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