Making sensitive-skin beauty more accessible with Clearpay
The Beauty Crop gives shoppers more flexibility at checkout, helping more customers discover its skincare-infused cosmetics.
Ning Cheah had always struggled with sensitive skin, but when the stress of her corporate career caused it to flare, she found herself scouring drugstores for products that wouldn’t aggravate it. When she couldn’t find what she needed, she decided to create it herself.
In 2015, Cheah founded The Beauty Crop – a colourful cosmetics brand formulated specifically for sensitive skin at an affordable price point. Today, the brand has a range of 250 products and sells one Oui Cherie setting spray every minute.
From the start, accessibility has been a core brand value – which is why offering Clearpay was a no-brainer for Cheah, allowing new and existing customers to Buy Now Pay Later (BNPL).
“We’re always looking for ways to remove barriers for our customers,” she says. “Our customers are our true north… Clearpay makes it easier for them to get the products they want while also offering flexibility.”
Ning Cheah, Founder, The Beauty Crop
About The Beauty Crop
Every product from The Beauty Crop is skincare-infused and doesn’t contain sensitising ingredients. And unlike many products for sensitive skin, the brand’s playful packaging isn’t clinical-looking or plain.
Cheah, who previously worked in investment banking for 12 years, says that social media has been crucial to the brand’s success. She explains, “We were early adopters of TikTok… At different times, our products have gone viral and nine months’ worth of inventory has sold within days.”
Getting the right products to the right customers
Cheah knows how difficult it can be to find makeup for sensitive skin, making positive reviews from customers with eczema or rosacea all the more rewarding.
It’s why she’s committed to ensuring customers with reactive skin never have to compromise.
“Our brand ethos is that beauty should be accessible,” Cheah says. “Clearpay allows customers to spread the cost across four instalments without interest. It makes it easier for them to stock up.”
Ning Cheah, Founder, The Beauty Crop
Bigger baskets, higher spend
Cheah says customers who use Clearpay spend around 60% more per order than those who pay using other methods.
Clearpay gives them greater confidence to add bundles to cart, try something new or purchase higher-ticket items without paying the full amount upfront.
Converting more carts into sales
By offering customers a flexible payment solution at the checkout, Clearpay helps to reduce cart abandonment.
“The last thing we would want is to lose customers at the final step,” Cheah says. “Clearpay provides a payment solution at checkout [that gives] customers the option to split the payment out.”
Ning Cheah, Founder, The Beauty Crop
Offering Clearpay means that customers can still get the benefit of spreading out their payments without being locked into a subscription. She adds, “Clearpay has been really beneficial for our retention strategy.”
Giving new customers the confidence to purchase
New customer acquisition is essential to The Beauty Crop’s continued upward trajectory.
Three-quarters of Clearpay customers are new to the brand, according to Cheah. “That suggests that payment flexibility can help reduce the barrier to trying the brand for the first time.”
By making products more accessible, Clearpay has helped unlock an entirely new cohort of customers for The Beauty Crop, who may have otherwise not had the confidence to actually hit purchase.
She explains, “The way customers shop has evolved. Giving them flexibility in how they pay is not only important for your bottom line, it’s also part of providing great customer service.”
“Clearpay is no longer a nice to have, our customers expect it.”
Ning Cheah, Founder, The Beauty Crop
Disclaimer: All referenced statistics provided by The Beauty Crop.
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