Hit a wall at $40k MRR. Our skincare subscription churn is killing us.
Hey guys, looking for a quick sanity check from anyone scaling high-volume autoship models.
We launched a high end skincare brand late last year. Scaling front-end traffic via organic/micro-influencers has been great, but our retention is a total leaky bucket. We crawled our way to $40k MRR, but our churn is hovering around 14% and completely wiping out our growth.
When I dig into the data, it’s a mix of two things:
- The Depletion Gap: Customers aren't finishing their 30-day serums or topicals before the next billing cycle hits. They get a bottleneck of unused product on their vanity, feel guilty, and hit cancel.
- Brutal involuntary churn: A ridiculous amount of active subscribers drop off purely due to failed renewals, card expirations, or random bank declines.
Skincare is supposed to be the absolute gold standard for subscriptions because of the built in customer runs out routine logic, but right now the operational backend is eating us alive.
For those past 6 figures how are you fixing the depletion bottleneck? And what are you doing about renewal failures besides standard, annoying Shopify email dunning flows?