Quick Results
27% of total revenue now comes from loyalty purchases
4.7x higher customer lifetime value among members who have redeemed at least once
50.8% higher AOV on loyalty purchases compared to non-loyalty orders
9.5 days average time to first redemption
About SOPHIA MAE
SOPHIA MAE is a high-end Dutch lifestyle and beauty brand founded by Monica Geuze in 2020 and launched in 2022, built around a simple mission: bringing self-care back to its essence. The brand's collection spans perfume, make-up, tanning, skincare, home, and lifestyle products, each designed with a focus on empowerment, refinement, and connection, making luxury feel accessible rather than exclusive. Alongside its webshop, SOPHIA MAE operates a flagship store in Amsterdam and is stocked at boutiques across the Netherlands, Belgium, and Ibiza. The brand has also been featured in outlets like Vogue, Talkies, and LINDA.meiden, and partners with the mental health foundation MIND.
The Challenge
SOPHIA MAE's product range spans everything from a €29 tanning mist to premium eau de parfums, sold to a broad, highly engaged community built around the brand's founder and its presence across Instagram, TikTok, and Pinterest. That combination created a specific challenge: how do you turn a large, socially engaged following into genuinely loyal, repeat-purchasing customers, rather than one-off buyers drawn in by a single viral product?
With a product catalog this wide, the loyalty program also needed a reward structure that felt exclusive without being unreachable, giving casual buyers a reason to come back while still making the brand's most devoted customers feel recognized for their spend.
The Turning Point
SOPHIA MAE's team saw an opportunity in the brand's community itself. The audience was already primed to engage: attentive, active on social, and invested in the brand's story. The Muse Club was built to convert that existing attention into a structured relationship, one where every interaction, not just a purchase, could deepen a customer's connection to the brand and move them toward the next tier.
Why They Chose Leat
SOPHIA MAE chose Leat to power The Muse Club because it could support a three-tier structure, Muse, Majestic, and Goddess, that automatically upgrades members based on cumulative spend, unlocking additional perks like access to exclusive events and the brand's inner circle at higher tiers. Leat also allowed SOPHIA MAE to build in points-earning moments well beyond checkout: account creation, newsletter sign-ups, social follows, and even specific product launches, giving the brand a way to reward the exact behaviors that mattered most to its growth.
The Strategy
Step 1: Making membership automatic and immediately rewarding
Every customer becomes a Muse Club member the moment they create an account, with 125 points credited instantly, before a single purchase is made. From there, members earn 5 points for every euro spent. Removing any extra sign-up step and rewarding account creation itself lowers the barrier to joining to almost nothing, while giving new members a small balance to work with right away.
Step 2: A three-tier structure that grows with the customer
The Muse Club is structured around three tiers based on cumulative spend: Muse (€0–€120), Majestic (€120–€240), and Goddess (€240+). Every tier includes the core benefits, redeeming points for rewards, early access to launches, free shipping from €50, and access to The Archive, but higher tiers add further exclusivity: access to members-only events at Majestic, and access to SOPHIA MAE's inner circle, pre-early access, and even a role in product development at Goddess. The structure gives every member a clear reason to keep spending toward the next level.
Step 3: Nine ways to earn, not just one
Rather than tying points solely to purchases, SOPHIA MAE built nine distinct ways for members to earn Loyalty Points: creating an account, placing an order, subscribing to the newsletter, following the brand on Instagram, TikTok, or Pinterest, and shopping specific bestsellers like the Tan Blusher, Matte Bronzer, and Eyeshadow Palette. This turns the loyalty program into a tool for driving the exact actions SOPHIA MAE cares about most, whether that's growing its social following or moving a specific product, rather than only rewarding the purchase itself.
Step 4: A reward catalog with something at every level
The Muse Club's rewards catalog ranges from a 200-point sticker sheet to a 1,900-point Tan Blusher, with perfume samples, travel-size products, a notebook, a card deck, and gift wrapping in between. Points never expire, and returned orders simply have their points deducted, so there's no pressure to redeem before a deadline and no penalty for taking time to build up a balance toward a bigger reward.
The Results
Since launching The Muse Club, loyalty has become a core part of SOPHIA MAE's business rather than a side program.
27% of total revenue now comes from loyalty purchases
4.7x higher customer lifetime value among members who have redeemed a reward at least once, compared to those who haven't
50.8% higher average order value on loyalty purchases compared to non-loyalty orders
9.5 days average time from sign-up to first redemption
Loyalty purchases accounting for over a quarter of total revenue is a strong signal that The Muse Club has become one of the business's primary revenue engines. That's reinforced by the AOV gap: loyalty purchases running 50.8% higher than non-loyalty orders suggests members are building bigger baskets each time, likely as they work toward the next reward or tier. And with an average of 9.5 days to first redemption, SOPHIA MAE is getting new members to that first meaningful interaction with the program quickly, while their interest in the brand is still fresh.
Key Takeaways
When loyalty purchases make up over a quarter of revenue, loyalty isn't a side program anymore.
A 27% revenue share puts The Muse Club at the center of SOPHIA MAE's business rather than at the periphery. That kind of number usually reflects a program built around genuine value exchange, tiers worth working toward, rewards worth earning, rather than one built purely around discounting.
A 50.8% AOV lift suggests members shop with intent, not just habit.
Loyalty customers aren't only buying more often; their orders are substantially larger. For a multi-category brand like SOPHIA MAE, that's a sign the tier structure and reward thresholds are actively shaping basket size, giving members a reason to add one more item to reach the next milestone.
Diversifying how customers earn points builds loyalty beyond the transaction.
By rewarding account creation, newsletter sign-ups, and social follows alongside purchases, SOPHIA MAE turned The Muse Club into a program that captures value from the brand's broader community engagement, not just its buyers, widening the funnel of who eventually becomes a high-value, repeat customer.
