How Humantra scaled its subscription programme to 30,000 members and launched SMS for international growth
153%
YoY increase in Klaviyo-attributed revenue for UK store over last 12 months
44%
of Klaviyo-attributed revenue from automations on UK store in last 12 months
49x
global Klaviyo ROI over the last 12 months
Humantra is a hydration brand on a mission to take electrolytes mainstream. Built on the belief that hydration is the foundation of long-term health and wellbeing, Humantra exists to help people make it a daily habit.
Since it started in 2022, Humantra has rapidly become the best-selling supplement brand in the UAE and a fast-growing name in the UK, securing shelf space in major British retailers including Boots, Tesco, and Sainsbury's. With a strong UK foothold, the brand is now extending its reach into continental Europe, with Germany first on its list.
Learn how Humantra scaled its subscription programme with Klaviyo and layered in SMS
Challenge
Since founder Charlie Wright had used Klaviyo at two previous businesses and trusted it to deliver, Humantra ran its email programme on the platform from day one. By 2024, the team knew their next phase of growth depended on deepening what they'd already built on Klaviyo, in two specific directions.
First, they wanted to nurture product subscriptions more strategically. For a brand in a category built on habit, converting one-time buyers into long-term subscribers was central to the business model. Humantra runs its subscription programme on Skio, and the team wanted to use their data from Skio to target non-subscribers with offers, reward active subscribers with early access, and win back cancellers.
Second, they wanted to launch SMS marketing. As Humantra planned its European expansion, text was a channel the team couldn't ignore, sitting alongside email as a core part of the direct marketing mix in those markets. Adding SMS meant finding a way to run it alongside email without fragmenting the customer view across separate tools.
Solution
Humantra realised they could use Klaviyo’s flexible, omnichannel B2C CRM to tackle both their key objectives.
On the subscription side, the team connected Skio directly to Klaviyo, bringing subscription events like new subscriptions, renewals, and cancellations into Klaviyo profiles. That gave them the customer data foundation to build subscription-specific communications across the full subscriber lifecycle.
"We went from nought to just under 30,000 active product subscribers in 12 months. That doesn't happen very often. Klaviyo played an integral role in our ability to build a best-in-class subscription business," says Charlie Wright, founder, Humantra.
When the team added SMS to support their European expansion, keeping it on Klaviyo was the obvious move. Email and SMS share one customer profile, one automation layer, and one reporting view, so the team can orchestrate both channels without oversending or manually squaring separate performance reports.
Having everything centralised in Klaviyo is super helpful from a bandwidth perspective, and being able to look at email and SMS reporting alongside each other means we can see the full picture in one place
Strategy
Humantra is now equipped to automate engagement across every stage of the subscriber lifecycle, through both email and SMS. Today, they’re using a range of Skio events to trigger automated flows and targeted campaigns that allow them to:
- Turn buyers into subscribers: One-time purchasers are served flows that make the case for subscribing, offering discounts and free delivery as incentives to commit.
- Reward active subscribers: Product subscribers are the first to hear about new flavour drops and limited editions, giving the programme an exclusive feel that keeps people engaged.
- Win back lapsed subscribers: A win-back flow triggered by a subscription cancellation offers trial packs to anyone who's cancelled, so they can explore the full flavor range and find a new favourite.
The biggest lever on our ability to scale quickly is the LTV piece, getting as many people as possible from order 1 to order 2 and keeping them for as long as possible. We simply couldn’t do that without Klaviyo.
Looking ahead, Humantra plans to go deeper with segmentation, speaking differently to customers based on usage frequency and where they are in their hydration journey. With a German launch on the horizon and more markets to follow, Klaviyo will continue to play a central role in how Humantra scales.