Systems Consultant · Beauty Brands & Service Providers

Your clients
already chose you. They're just not coming back.

I build the systems layer between your business and your client — CRM, retention automation, and the infrastructure that turns a first purchase or appointment into a lasting relationship.

23%
Average retention rate in beauty — most customers never return
67%
More that repeat buyers spend vs first-time customers
95%
Max profit increase from a 5% improvement in retention
Book a free audit → See what I build ↓
The diagnostic questions
"What happens when a client goes 90 days without coming back?"
Nothing — no automated follow-up or rebooking prompt
We don't know who our loyal clients or repeat buyers are
We send the same message to everyone
We fill the book through Instagram DMs and word of mouth only
After working with me, you will know
The customers who disappear after one purchase are not lost. They just haven't heard from you in the right way at the right time. That is a systems problem. I fix systems problems.
The problem

You're spending energy to
attract clients you then lose touch with.

Most beauty businesses invest heavily in attracting new clients — through Instagram, word of mouth, ads, events. Then they leave the relationship to chance. The data on what this costs is not subtle.

23%
Average retention rate in beauty and cosmetics. Nearly 8 in 10 customers don't come back.
Source: beauty industry benchmarks 2026
67%
More that repeat buyers spend compared to first-time customers on each purchase.
Source: ecommerce retention research 2025
5–95%
Range of profit increase from a 5% improvement in customer retention rate.
Source: Bain & Company research
<25%
Percentage of beauty brands that offer personalized customer experiences, despite rising demand.
Source: beauty industry survey 2025
"What does your communication look like after a client buys or books?"
Most businesses: an order confirmation or appointment reminder — then silence. No follow-up, no relationship-building, no next step.
"Do you know what percentage of your clients come back — and when?"
Most businesses: a rough guess. No rebooking rate, no lapse tracking, no data telling you who is at risk of not returning.
"When a client goes 90 days without booking or buying — what happens?"
Most businesses: nothing. The client who loved your service and disappeared is sitting in a booking system or spreadsheet waiting for someone to reach out.
Services

Three ways I work
with beauty businesses.

Every engagement starts with understanding your specific client or customer data — what you have, what's missing, and what it would take to stop leaving revenue on the table. Whether you sell products or provide services, the systems I build are the same.

Start here
00
One Flow, Deployed
$400 / one-time
For founders building part-time who want to start somewhere real — not a strategy document, not a recommendation. One automated email sequence written, built, and activated in your existing platform before we're done.
You choose: welcome sequence, post-purchase or post-appointment follow-up, or win-back for lapsed clients. One flow. Live and running.
  • One automated sequence — written and deployed in your platform
  • Your choice: welcome, post-purchase / post-appointment, or win-back
  • Works with Klaviyo, Mailchimp, GlossGenius, Square, or similar
  • 14-day check-in — how is it performing?
  • 30-day summary — open rates, clicks, rebookings or reorders attributed
  • Natural next step into the full CRM build when you're ready
01
Systems Audit
Free — first five brands this month
I spend 45 minutes reviewing your current client communication, booking or purchase flow, email setup, and retention data. You receive a written report of three specific things that are broken and what to fix first — whether you're a product brand or a service provider.
  • Review of post-purchase or post-appointment communication
  • Client or customer segmentation assessment
  • Rebooking rate or repeat purchase rate evaluation
  • Three prioritized findings — in writing
  • No pitch during the audit. Just findings.
Most popular
02
CRM & Retention Build
$2,500–$5,000 / project
I build or restructure your communication flows, set up client or customer segmentation, connect your booking system or e-commerce platform to your email tool, and write the three automated sequences every beauty business needs.
  • Welcome sequence — sets the relationship from day one
  • Post-purchase or post-appointment sequence — earns the return
  • Win-back or rebooking sequence — recovers lapsed clients
  • Segmentation by purchase behavior or service history
  • 4–6 week delivery
03
Fractional Systems Lead
$1,500–$2,500 / month
Ongoing monthly engagement. I am your part-time systems and retention person — building new flows, analyzing performance, and advising on client data strategy whether you're a product brand, a studio, or a solo service provider.
  • Monthly retention or rebooking strategy review
  • New flow builds as needed
  • Client and customer data architecture guidance
  • Loyalty and community strategy input
  • Approximately 15–20 hours per month
Why Daily Twine

Built for
every corner of beauty.

Whether you sell products or provide services — lash, brow, hair, skin, nails, makeup, wellness — the retention problem is the same. The client who came once and went quiet is the client you already paid to acquire. I build the system that brings them back.

Systems engineer by training
Professional background in pharmaceutical and food manufacturing — designing data systems, evaluating processes, and building infrastructure in regulated environments. This is applied, practical systems thinking.
Built a live customer system from scratch
Designed and deployed a full client intake pipeline — form handling, automated routing, Google Sheets logging, personalized email delivery, and ongoing retention touchpoints. No code agency. No budget. Just the work.
Deep in the beauty industry
Founder of Qoyl — a free hair care intelligence platform for type 4 hair. I evaluate products, understand the beauty industry from the consumer and brand side simultaneously, and have direct relationships with indie and Black-owned beauty brands. I know this community.
UVA Master's in Engineering · BU alumna
Completed an in-person graduate degree in Engineering at the University of Virginia while living and working full-time in Chicago. The work ethic that required is the same one I bring to every client engagement.
What I built for Qoyl
A complete client intake and retention system
Built solo, with no engineering team, in under 30 days. This is the exact infrastructure I now build for beauty brands.
Intake form with conditional logic and client segmentation
Automated routing from form submission to Google Sheets
Personalized invoice email firing within minutes of submission
Onboarding sequence matched to client profile data
Ongoing retention touchpoints — reminders, check-ins, revisions
Full pipeline operational with zero engineering support
The approach
"Most brands are spending money to bring customers in and then losing them before the second purchase — not because the product failed, but because there's no system between the sale and the relationship."
— Daily Twine
How it works

From scattered and manual
to a retention system that runs itself.

01
Free audit
45 minutes. I review your current email flows, customer data, and post-purchase communication. Three specific findings delivered in writing. No pitch during this call.
Week 1
02
Diagnosis
We align on the root problem — not the symptom. Most brands have a data architecture gap, not a marketing gap. I scope the build around what will actually move retention numbers.
Week 1–2
03
Build
I build the system — segmentation, flows, sequences, and the data infrastructure that runs them. You review at each milestone. No black boxes. You own everything I build.
Weeks 2–6
04
Handoff + support
Full documentation. Live walkthrough. 30-day check-in to review early performance. Optional ongoing retainer if you want continued support as the system matures.
Week 6+
Get started

Let's find where
your clients are going quiet.

The audit is free and takes 45 minutes. Works for product brands and service providers equally. Fill this out and I'll be in touch within 24 hours to schedule. No pitch — just findings.

I respond within 24 hours. The audit is free — no credit card, no obligation.

You're on the list. ✦

I'll be in touch within 24 hours to schedule your audit. Check your inbox — including spam, just in case.