Saira Skin
An ongoing commercial design partnership helping Saira Skin create a more consistent, premium customer experience across email and wider marketing.
Premium shouldn’t mean slow, complicated creative.
Saira Skin is a British skincare and wellbeing brand founded by Saira Khan, inspired by her own experience with difficult skin and the Himalayan oil rituals passed down through her family. The brand combines natural, organic oils with a wider philosophy around confidence, self-care and feeling comfortable in your skin. When we were introduced through CRM consultant Kate Hammond and strategy and operations consultant Ciaran Grealish, the initial brief was for a Klaviyo email master template. Saira wanted its emails to feel more premium and consistent, while creating a more responsive and efficient way to produce ongoing creative.
A more consistent creative system for a growing skincare brand.
The opportunity quickly extended beyond one template. Saira is a lean, growing consumer brand, so creative needs to move quickly between launches, education, promotions, community stories and the realities of day-to-day ecommerce. Rather than applying the familiar clinical skincare formula of white space, minimal copy and distant luxury, we worked within Saira’s warmer, more human brand world — one rooted in real skin, personal experience, heritage and self-care. We also needed to work resourcefully with the content available, creating considered layouts and treatments that helped varied photography and internally produced assets feel cohesive rather than waiting for the perfect campaign shoot every time.
Flexible email creative built to support ongoing campaigns and customer journeys.
Premium doesn’t have to mean distant: creating a warm, confident visual experience around the brand.
We began with a flexible Klaviyo master template, giving the team reusable modules for campaigns and automated journeys. The relationship then developed into a Brand Growth Retainer, allowing Soley Creative to act as an extension of the Saira team across campaign email design, paid social creative, infographics and printed collateral. That ongoing model meant the visual standard didn’t have to reset with every new brief. We could build familiarity over time, respond faster and make design decisions in the context of the whole customer experience rather than one isolated asset.
Extending the same visual standard beyond the inbox into acquisition creative.
Consistent campaign design helps individual customer touchpoints feel part of the same brand.
The result is a more cohesive creative system across recurring customer touchpoints, with a leaner process for producing day-to-day marketing. The wider email programme has also delivered strong commercial signals: campaigns regularly achieved high engagement, multiple sends generated meaningful attributable revenue, and Klaviyo benchmarked key measures including open rate, conversion rate and revenue per recipient positively against comparable businesses.
Making product information easier to understand without losing the premium brand experience.
Reusable structure allows new campaigns to move faster without starting again each time.
Because CRM strategy, segmentation and campaign execution were collaborative, we don’t attribute those results to design alone — but the work demonstrates what happens when strong strategy is supported by consistent, commercially considered creative.
For Saira, that means fewer repeated design decisions, stronger perceived value and a brand experience that compounds rather than resets every time something new goes live.
The Brand Growth Retainer extends consistency across digital and physical customer touchpoints.
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