“A game changer in speed and cost efficiency to market; service to end customers, and delivering the dream of ELEMIS.com in a box globally, profitably and successfully.”

– Sean Harrington, co-founder and CEO at ELEMIS and executive director at L’Occitane International S.A.

Why Was DTC on the Rise in the Market?

Although brands had explored DTC models before to 2020, two major shifts accelerated its adoption:

1. Surge in Consumer Demand

Customer acquisition via DTC became more viable post-pandemic. Consumers are now more likely to buy directly from brands and are more likely to remain loyal, making the economics far more attractive than in previous years.

2. Lower Barriers to Entry 

Platforms like THG Ingenuity have revolutionised market access. By offering a fully managed, end-to-end ecommerce solution, including technology, fulfillment, trading, marketing, and customer services, THG significantly reduces the complexity of launching DTC channels.

With proven success in the UK and US, ELEMIS identified a strategic opportunity to grow its DTC presence in underpenetrated international markets.

How ELEMIS Embraced and Executed its DTC Strategy

Starting with a pilot site in Germany in May 2020, ELEMIS and THG Ingenuity co-developed a rapid rollout strategy. Within just 10 months, they launched an additional 15 sites across Europe and the Asia-Pacific region, compressing a five-year plan into less than a year.

By harnessing THG Ingenuity's full-service ecommerce infrastructure - including platform technology, distribution centers, warehousing, and marketing - ELEMIS avoided significant upfront investment while quickly building a global DTC presence. 

“It’s been an incredible learning curve, and fascinating to be involved in the process".

– ELEMIS' Global President and Co-Founder, Noella Gabriel

Using DTC to Drive Tangible Customer Insight

With fast implementation came immediate access to customer and operational insights. Rather than spending years building a strategy, ELEMIS could analyse real-world results almost instantly.

Two areas were particularly valuable in delivering insight:

Customer Acquisition and Data

Over 132,000 customer records were generated across the EU markets since launch. Using THG IQ, the brand gained valuable insight into consumer behaviour across new markets, supporting more tailored, data-led decision-making.

Operational Learnings

From fulfillment models to trading tactics, the fast pace of expansion allowed ELEMIS to test, learn, and iterate in real time. Both sides of the partnership embraced continuous optimization, driven by customer and performance data.

Looking Ahead

ELEMIS’ DTC sites are becoming more than just sales channels; they are now real-time barometers of customer behaviour. By integrating these insights into the wider business, ELEMIS can enhance decision-making across every touchpoint.

As THG Ingenuity's global operations continue to evolve, so too does the potential to scale ELEMIS’ reach, refine its offering, and further enhance its leadership in the global beauty market.