Six email flows for a skincare brand
CalScale makes a urea and lactic acid cream for dry, rough and scaly skin, sold on its own site, through Amazon and in Chemist Warehouse. We built 20 emails across six Klaviyo flows, live from 18 August 2026.
Overview
The challenge
CalScale sells one cream in two sizes, made for skin that is dry, rough, flaky or scaly. Its formula pairs 10% urea with 5% lactic acid, and the brand explains how each ingredient works rather than leaning on adjectives.
A product like that is bought on trust and bought again on results. The brand needed email that would carry the same plain explanation to people after they had found it, without someone sending each message by hand.
Our approach
-
Structure
The work was organised as automated flows rather than one-off sends, so each message goes out when a customer reaches the point it is written for.
- Six separate Klaviyo flows, each with its own job
- 20 emails across those flows
-
Build
Every email was built in Klaviyo, ready to run on its own once switched on.
- Flows and emails set up inside the brand’s Klaviyo account
- Live from 18 August 2026
Results and impact
The flows went live on 18 August 2026. We publish no open, click or revenue figures.
- 20
Emails built
Across six automated Klaviyo flows.
- 18 Aug 2026
Live
All six flows running from that date.
Key takeaway
For a brand with one product and a clear explanation of why it works, email is a way to repeat that explanation at the right moment. Build the flows once, and they keep doing it.
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