Fyne Cosmetics
The goal wasn’t just to sell more - it was to build a sustainable, data-led growth engine.
A CRO-first rebuild removed friction, improved clarity, and strengthened trust at key decision points.
Strategic bundles, upsells, and cross-sells increased basket size without disrupting the user experience.
QR-led data capture and Klaviyo automations turned marketplace buyers into owned, repeat customers.
Case
study
FYNE came to Marca with a strong brand presence and a rapidly growing audience across Instagram and TikTok. While this was driving impressive top-of-funnel awareness, their Shopify store was significantly underperforming.
Over 85% of their revenue was being generated through TikTok Shop. While this provided volume, it also created a serious strategic issue: TikTok gatekeeps customer data. This meant FYNE had limited ownership over their audience, restricted insight into customer behaviour, and very little ability to build long-term value through retention and repeat purchase.
The challenge was twofold:
Increase onsite conversion and revenue
Regain ownership of their customer data
We approached FYNE’s growth problem as both a conversion and ecosystem challenge.
First, we rebuilt their Shopify store to improve performance, clarity, and user experience. This wasn’t a cosmetic refresh — it was a CRO-first rebuild designed to guide users through the purchase journey with minimal friction and maximum confidence.
To extend their reach and improve accessibility, we also developed a dedicated mobile app, allowing customers to shop seamlessly on the go and strengthening brand touchpoints beyond social platforms.
On the commercial side, we implemented advanced sales strategies including bundles, cross-sells, and upsells, helping FYNE maximise revenue per customer while maintaining a personalised shopping experience.
The most critical innovation, however, was solving the TikTok data problem.
We designed a physical postcard that was inserted into every TikTok Shop order. This postcard contained a QR code that directed customers back to FYNE’s website with a 25% discount for their second purchase. This strategy achieved two key things:
• It encouraged repeat purchase
• It allowed FYNE to capture customer data on the second order
Once these customers were on-site, we integrated Klaviyo flows and automations, enabling FYNE to begin building real customer relationships, launching personalised remarketing, and increasing lifetime value.
Rather than relying solely on marketplace sales, FYNE now operates a multi-channel ecosystem where traffic, data, and revenue compound over time.
The Shopify store now converts more effectively, the mobile app extends their brand experience, and their funnel is no longer dependent on a single third-party platform.
Most importantly, FYNE now owns their customer relationships.
By turning TikTok orders into first-party data through QR-driven repeat purchases, the brand has unlocked automated remarketing, improved retention, and built a long-term growth loop rather than a one-time transaction model.
This transformation has allowed FYNE to shift from short-term sales volume to sustainable brand equity and profitability.
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