How Minimalist turned replenishment cycles into 18% of total revenue

About Minimalist

Minimalist is one of India's fastest-growing direct-to-consumer skincare brands, known for its ingredient-first philosophy and science-backed formulations. Founded in 2020, the brand has grown to serve millions of customers across India and internationally, offering everything from niacinamide serums to multi-acid exfoliants at accessible price points.

Their product line is built around replenishment — customers don't just buy once, they run out and need to reorder. This predictability is both an opportunity and a challenge: capitalising on it at scale, without a bloated CRM team, requires smart automation.

The challenge

Minimalist's growth was creating a retention paradox. Their customer acquisition was exceptional — but repeat purchase rates weren't keeping pace. The team identified three core problems:

• No predictive replenishment. The team had no way to know when a customer was likely to run out of a product — campaigns were sent on generic schedules, not purchase-based timelines.
• Manual campaign building. Every WhatsApp and email flow was built by hand — time-consuming, inconsistent, and impossible to personalise at scale.
• Silent churn. Customers would simply stop reordering without ever unsubscribing. By the time the team noticed, the window to re-engage had already closed.

How Minimalist uses Purands

After evaluating several retention tools, Minimalist chose Purands for its ability to model product-specific replenishment timelines — not just generic re-engagement flows.

Predictive replenishment flows

Purands ingested Minimalist's purchase history and product SKU data to build a consumption model for each product category. A 30ml niacinamide serum used twice daily runs out in approximately 45 days — Purands uses this to trigger a personalised WhatsApp message at day 38, before the customer even thinks about reordering elsewhere.

Automated WhatsApp & email sequences

The Purands AI agent writes and schedules the campaign content based on the specific product purchased, the customer's order history, and their engagement profile. A first-time buyer receives a different message than a customer on their fifth replenishment — without any manual segmentation from the Minimalist team.

Silent churn detection

Purands flags customers who have gone past their expected replenishment window without reordering. A win-back sequence — typically three touches across WhatsApp and email — is triggered automatically, often recovering customers the team didn't know they were losing.

The results

Within three months of going live on Purands, Minimalist's retention metrics shifted materially:

• 18% of total monthly revenue now comes from fully automated Purands retention flows — with no incremental headcount.
• 62% of all replenishment campaigns are now sent autonomously, freeing the CRM team to focus on strategy rather than execution.
• 3.4× ROI on the Purands subscription in the first quarter, driven by recovered silent churners and higher replenishment conversion rates.
• WhatsApp open rates 2.1× higher than their previous broadcast campaigns, attributed to the timing precision and personalised product references.

What's next

Minimalist is now working with Purands to extend the model beyond replenishment — exploring cross-sell flows that recommend complementary products based on a customer's existing routine. The goal is to increase average order value on the second and third purchases, not just drive repeat orders of the same SKU.

They're also piloting Purands' push notification channel for high-frequency customers who engage primarily via the Minimalist app.