Bri Beauty runs creator gifting the way most beauty brands do at the start. A reel comes in, someone slides into the DMs, and then the real work begins. What shade do you want. What size. What is your address. Did you order yet. Every yes turned into a week of small questions, and half of them went quiet before anything shipped. This is what changed when the program moved onto Seed.
The starting point: a week of DMs per creator
The bottleneck was never getting a yes. Bri Beauty's creators are exactly the kind who want the product. The bottleneck was everything after the yes: the shade, the size, the address, and then a draft order typed by hand in the Shopify admin for each one. At a handful of creators that is annoying. At the volume a beauty brand needs, it is a full-time job that caps the whole program.
The change: one branded link
Bri Beauty replaced the back-and-forth with a single branded link. The creator opens it, picks their shade from live stock, types their own address, and a $0 draft order lands in the Bri Beauty Shopify admin, tagged to the campaign. No size question. No address question. No hand-built order.
The form is styled to look like Bri Beauty, so creators land on a page that feels like the brand instead of an unfamiliar tool. When the page feels like the brand, more creators trust it and finish it.
The first week: 40 orders, 42% within a day
Forty-three gift orders went out in the first seven days, every one of them a real $0 Shopify order. Bri Beauty became the most active brand on Seed almost immediately, and the pace held because the per-creator admin had dropped close to zero. Even better than the volume was the speed: 42% of creators ordered their gift within 24 hours of reach-out. Product that arrives while the creator still cares is product that gets posted.
We started with Seed to give creators a better experience and save time on the back and forth. We ended up with 42% of creators ordering their gift within 24 hours of reach-out, and not a single coupon code.
Zero coupon codes, on purpose
Beauty is the worst category for 100% off codes. They leak to deal groups, they get screenshotted, and they turn a gift into a discount you never meant to give. Seed skips checkout, so there was nothing to leak. The gift is a real $0 order, native to Shopify, and the fulfillment flow never changed. Bri Beauty issued zero coupon codes across the entire program.
What it looks like now
Gifting used to be a job someone had to sit on all week. Now it is a link they paste into a DM, and the orders show up ready to ship. The team spends its time picking creators and judging content, which is the part that actually moves the brand.