How Bask & Lather made subscribers 41% more likely to stay subscribed with Bubblehouse and Stay AI
What we've done
Bask & Lather, a subscription-led haircare brand, launched a seamless loyalty system with Bubblehouse that connects directly to its Stay AI subscriptions. Subscribers who take part in loyalty are 41% more likely to still be subscribed, spend 1.5x more, and lapsed subscribers who redeem points come back at 4.6x the rate of those who don't.
Bask & Lather runs subscriptions on Stay AI, and Bubblehouse syncs that subscriber data into the loyalty system to place subscribers into VIP Tiers and reward them for staying subscribed. Subscribers can redeem points on their subscription in one click from the loyalty landing page, and view and redeem rewards inside the Stay AI subscription portal. Gamified Achievements, voting, and receipt uploads from TikTok, Amazon, and other retail channels keep customers earning wherever they shop.
Bask & Lather
Bask & Lather Co. is a direct-to-consumer haircare brand built around scalp health and hair growth. Its Scalp Therapy System, oils, and stimulators are designed to help customers grow their hair and keep it too.
Because hair growth takes consistent use, subscriptions sit at the center of the business. Most of Bask & Lather's core customers replenish on a recurring schedule through Stay AI.
Hair growth results build over months of consistent use, so Bask & Lather's growth depends on keeping subscribers on their routine. The brand runs its subscriptions on Stay AI and wanted every renewal to feel rewarding.
Subscription brands often run loyalty as a separate program. Points live in one place, the subscription lives in another, and subscribers have to go looking for their rewards. Bask & Lather also sells across TikTok Shop, Amazon, beauty supply stores, and local events, and none of those purchases earned loyalty points.
Bask & Lather needed a loyalty system that could read subscription behavior from Stay AI, reward subscribers for staying on their routine, and recognize customers wherever they buy. That's when they partnered with Bubblehouse.
[PLACEHOLDER, needs approval]
A Fully Integrated Loyalty System
Built around the subscription
Loyalty drives retention when it's part of the subscription experience. For Bask & Lather, that meant connecting Bubblehouse to Stay AI so subscription behavior and loyalty rewards work as one system.
Bubblehouse syncs subscriber data from Stay AI into the loyalty system, so subscribers are placed into VIP Tiers automatically and rewarded based on how long they stay subscribed.
The same connection powers promotions built for subscribers. Bask & Lather runs points multipliers on subscription purchases, giving customers extra points when they subscribe or renew, and these campaigns have been some of the brand's most successful promotions.
One-Click Redemption, Inside the Subscription Portal
Most loyalty programs make subscribers manage points in one place and their subscription in another. With Bubblehouse's advanced Stay AI integration, Bask & Lather unified the two.
From the loyalty landing page, subscribers apply points to their next subscription order in one click. Inside the Stay AI subscription portal, they can see their points balance, exchange points for store credit, and redeem rewards without leaving the page where they manage their subscription.
Rewarding the Subscription Itself
Bask & Lather rewards the behaviors that matter most to a subscription business. Customers earn 60 points for starting a subscription, and the Loyalty Ambassador Achievement awards 200 points to customers who stay subscribed to a product for three cycles. Subscribers who apply points directly to a subscription order are 57% still subscribed today, compared with about 26% of subscribers who started in the same months.
Gamified Achievements
Engagement beyond the subscription
Bubblehouse's radically flexible earning rules let Bask & Lather reward the habits that build a haircare routine. Beyond subscription rewards, customers unlock Achievements such as:
Early Bird: 50 points for shopping the Scalp Therapy System collection
Accessory Stash: 100 points for purchasing five hair accessories
Bundle Up: 100 points for purchasing the same bundle three times
Loyalty Ambassador: 200 points for staying subscribed to a product for three cycles
Customers also earn by voting in “This or That?” polls, such as day-time vs. night-time scalp oiling, sharing their birthday, following Bask & Lather on Instagram and TikTok, and referring friends with a Give 20%, Get $20 offer. Each action keeps the brand part of the customer's routine between orders.
Receipts = Rewards
Earn points no matter where customers shop
Bask & Lather customers buy on TikTok Shop, Amazon, at beauty supply stores, and at local events. With Bubblehouse's receipt upload, customers upload a receipt from any of those channels and earn points for the purchase, the same as an order on the brand's site.
Receipt upload brings third-party and in-person shoppers into the loyalty system, giving Bask & Lather a way to recognize customers it would otherwise never see and invite them into a subscription on its own site.
[PLACEHOLDER, needs approval from Stay AI] “Bask & Lather shows what happens when loyalty and subscriptions work as one experience. When subscribers can see and use their rewards right in the subscription portal, staying subscribed becomes part of the reward.”
The Results
Since launching Bubblehouse with Stay AI, Bask & Lather's Loyalty Participants, compared with subscribers who started in the same months, are 41% more likely to still be subscribed, stay subscribed 26% longer on average, place 16% more subscription orders, spend 23% more on subscriptions and 1.5x more overall, and restart after cancelling at 3.8x the rate.
Subscribers who engage with loyalty in their first 60 days retain 23% better over the next six months. Lapsed subscribers who redeemed points while lapsed came back at 4.6x the rate of those who didn't.
What Bask & Lather achieved with Bubblehouse & Stay AI
Bask & Lather's results show what happens when loyalty is built into the subscription experience. By connecting Stay AI subscription data, one-click redemption, in-portal rewards, gamified Achievements, and receipt uploads into one loyalty system, the brand gives subscribers a reason to stay on their routine and come back when they lapse.
Bubblehouse partners with innovative brands like Bask & Lather to ditch rigid loyalty programs and build loyalty systems that drive real retention. Request a demo to talk with our loyalty experts and see what a fully integrated loyalty system can do for your subscription business.
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.