Daughterela case study: quiz-driven personalisation for natural beauty
How Daughterela, a natural makeup brand, uses a quiz funnel to personalise the shopping experience and replicate in-store expert advice online.
Natural makeup is a category where the shade and ingredient questions a customer needs answered before buying are particularly hard to solve on a product page. Daughterela, a Canadian natural-makeup brand founded in 2019, built a quiz-driven personalisation layer to bridge that gap: three on-site finders (lipstick colour, foundation shade, skincare routine) that replicate the in-store consultation experience online and capture zero-party data the brand can use downstream. This case study walks through the approach, the marketing stack that surrounds it, and what other natural-beauty brands can borrow.
The case study is built around the RevenueHunt: Recommender Quiz for Shopify implementation. The same approach generalises to any natural-beauty brand running on Shopify, particularly in categories where shade or ingredient sensitivity drives the purchase decision.
What you'll learn
- →Marketing strategies you can apply to your own ecommerce store.
- →How a quiz funnel lifts customer engagement and store sales.
- →Why continuous product innovation is the lever that keeps a brand standing out.
Why Daughterela?
Daughterela was born out of the founders’ passion for makeup and a desire to offer products that are not only beautiful but also beneficial for the skin.
Understanding the importance of what goes into skincare and makeup products, they committed to creating a line that is 100% natural and talc-free. Formulated in 🍁Canada and produced in small batches, each product reflects a dedication to quality and environmental responsibility, including the use of eco-friendly shipping methods.
Daughterela appeals to individuals who view makeup as “jewelry for the face.” The brand is not just selling products; it’s accompanying customers on their makeup journey. With a wide range of shades and products, there’s something for everyone, ensuring that every customer can find the exact shade they’re looking for.
Product development
The brand’s commitment to natural ingredients doesn’t compromise the variety and quality of its offerings. Daughterela offers a wide range of 100% natural and hypoallergenic makeup and skincare products. Their offerings include items like lipsticks, powders, foundations, eyeshadows, mascaras, blushes, bronzers, and various skincare products formulated with natural ingredients. They also provide makeup tools and feature interactive product finders on their website to help customers select the perfect products for their needs.
Some of Daughterela’s best-selling products:
Translucent compact powder
A lightweight powder that sets makeup while maintaining a natural look.
View product →
Vitamin E skincare applicator
A skincare essential enriched with Vitamin E for skin nourishment.
View product →Daughterela continuously innovates by formulating new products, encouraging customers to subscribe to their email list for updates on the latest additions.
Marketing strategies
Understanding the role of digital tools in consumer engagement, Daughterela employs several marketing solutions to promote their products:
🛍️ Interactive finders powered by a recommendation quiz. The website features three finders for customers to discover their perfect lipstick colour, foundation shade and skincare routine. By integrating RevenueHunt: Recommender Quiz for Shopify, Daughterela offers a personalised shopping experience grounded in zero-party data collected directly from the shopper.
Daughterela’s integration of interactive finders aims to significantly enhance customer engagement and sales conversion rates. These quizzes allow customers to receive personalised product recommendations by answering a series of tailored questions about their preferences and needs. This level of personalisation replicates the in-store experience of receiving expert advice, which is often lacking in online shopping.
Other brands should consider implementing similar interactive tools because they not only improve the user experience but also collect valuable data on customer preferences. This data can inform future product development and marketing strategies, creating a feedback loop that continually enhances customer satisfaction and brand loyalty. For the underlying data strategy, see our first-party data guide.
💌 Email marketing. By encouraging customers to subscribe to their email list, Daughterela maintains direct communication, informing subscribers about new products and exclusive offers.
Maintaining a direct line of communication through email marketing has been a key strategy for Daughterela. By encouraging customers to subscribe to their email list, they ensure that their audience stays informed about new product launches, exclusive deals and company updates. This approach keeps the brand top-of-mind and fosters a sense of community among subscribers.
For other brands, email marketing is a cost-effective way to reach customers on a personal level. It allows for targeted messaging based on customer behaviour and preferences, which can lead to higher open rates and conversion. Regular, value-packed emails can nurture relationships, turning one-time buyers into repeat customers.
🌱 Eco-friendly messaging. Emphasising their commitment to the environment, the brand’s eco-friendly shipping practices resonate with environmentally conscious consumers.
Daughterela’s emphasis on eco-friendly shipping and sustainable practices resonates strongly with today’s environmentally conscious consumers. By highlighting their commitment to the environment, they differentiate themselves in a crowded market and build trust with their audience. This transparency not only attracts customers who prioritise sustainability but also enhances the brand’s overall reputation.
Other brands should consider adopting eco-friendly practices and incorporating them into their marketing messages. Doing so can appeal to a broader customer base, meet the growing demand for sustainable products and contribute positively to global environmental efforts. It’s a strategic move that benefits both the planet and the business’s bottom line.
Daughterela’s product recommendation quiz
The integration of RevenueHunt: Recommender Quiz for Shopify has been an important step for Daughterela. It enables the brand to help customers navigate the offering while delivering personalised assistance throughout the shopping journey.
What makes the quiz so appealing to brands like Daughterela? There are a few reasons:
1️⃣ Personalised recommendations. The app allows the brand to offer tailored product suggestions based on individual customer preferences, making the shopping experience more engaging.
2️⃣ Personalised user experience. Interactive quizzes keep customers on the website longer and increase the likelihood of a purchase. For more examples of this pattern, see our roundup of 11 ecommerce sales funnel examples.
3️⃣ Data-driven insights. The app collects valuable data on customer preferences, helping Daughterela refine their product offerings and marketing strategies.
4️⃣ Easy integration. The app seamlessly fits into Daughterela’s Shopify store, requiring minimal technical expertise and allowing for quick setup.
By setting up a quiz with RevenueHunt, Daughterela successfully elevated its online presence, providing a more personalised and satisfying shopping experience for its customers.
What this approach demonstrates
Stripped to the playbook, Daughterela’s setup illustrates four transferable patterns any natural-beauty brand can apply on Shopify:
- Multiple specialised finders, not one generic quiz. Three separate finders (lipstick colour, foundation shade, skincare routine) outperform a single catch-all quiz because each one optimises for the specific decision the customer is trying to make. Shade-matching and routine-building are different consultation flows and benefit from being structured differently.
- Zero-party data as the natural-beauty differentiator. Ingredient sensitivities, skin concerns and tone preferences are notoriously hard to infer behaviourally. A quiz captures them explicitly, with the customer’s consent, which makes both the recommendation and the downstream email segmentation precise from the first touchpoint. For the broader data category framing, see our zero-party data guide.
- Email capture inside the quiz, not via a popup. The customer hands over their email at a moment of stated intent (after taking the consultation), which produces leads more likely to convert than the generic “10% off — give us your email” popup pattern. For the consent design, see smart ways to ask for marketing consent in a product quiz.
- Sustainability messaging as a trust layer, not a marketing tagline. When the brand commitment shows up in shipping, packaging and product formulation, the messaging in emails and on the quiz lands as substantive rather than as greenwashing.
Frequently asked questions
Why does a natural-beauty brand need a product quiz?
Two reasons specific to the category. First, shade matching (lipstick, foundation, blush) is notoriously difficult online without a sales associate; a quiz that asks about undertone, finish preference and existing routine narrows the catalogue to a single confident recommendation. Second, ingredient sensitivities in this category mean a generic “best-seller” recommendation can be wrong for individual customers; the quiz captures the specific sensitivity profile and routes accordingly.
Should I run one big quiz or several specialised finders?
Several specialised finders typically perform better in beauty, as in the Daughterela setup (lipstick colour finder, foundation shade finder, skincare routine finder). Each finder optimises for one specific decision, so the questions are tightly scoped and the customer finishes faster. The trade-off is operational: more finders means more quiz versions to maintain. Most brands start with one finder and add others once the first is converting.
What zero-party data does a beauty quiz capture?
Skin type, skin tone and undertone, primary skin concerns (acne, sensitivity, ageing, dryness), product preferences (matte vs satin vs glossy), routine complexity, ingredient sensitivities, budget tier and intent (gift vs personal). Each maps to a customer tag in the RevenueHunt Quiz Builder that flows directly to Klaviyo as a profile property. For the customer-tag setup walkthrough, see how to use customer tags in product quizzes.
How does this approach work alongside email marketing?
The quiz captures the customer’s profile, Klaviyo receives the tags as profile properties, and per-segment email flows reference the customer’s stated profile explicitly (“for your dry, sensitivity-prone skin”). Platform data: Klaviyo-integrated quizzes convert 24% better and generate 66% more orders than quizzes without the integration. See how Klaviyo segmentation unlocks once zero-party data lands in profiles for the full activation chain.
What does the install look like on Shopify?
The RevenueHunt: Recommender Quiz for Shopify installs as a Built for Shopify native block: no iframe, no theme bolt-on. The quiz inherits your theme’s typography and colours automatically; you only need custom CSS for deeper design changes. For the full setup walkthrough, see Shopify quiz app: how to add one to your store.
Where this fits
The Daughterela setup is one specific configuration of the broader playbook: specialised quiz finders, zero-party data capture, Klaviyo segmentation downstream. For the foundations that produce a high-converting quiz, see how to build a successful product recommendation quiz. For the metrics worth tracking once the quiz is live, see product quiz metrics: what to track to convert better. For 11 real DTC funnels using the same pattern across other categories, see 11 ecommerce sales funnel examples that convert in 2026.
Install RevenueHunt: Recommender Quiz for Shopify and build your own natural-beauty finder this week. Free plan available.
To explore Daughterela’s products and brand, visit their website.
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