Magnifaïk raises its average order value by 69%
How the makeup brand co-founded by Cristina Cordula recreated online the guidance of an in-store sales advisor: the right shade, the right products, and a step-by-step routine.
Book a demoResults you can measure from day one.
Since launch in late June 2026. Measured in the Ask-it dashboard.
Magnifaïk is a makeup brand co-founded five years ago by Cristina Cordula and Antoine d'Arifat, sold online and exclusively at Nocibé.
Its DNA: beauty coaching. Tutorials, videos, application tips: the brand wants to help every woman find the routine that brings out her best, with products for a natural, luminous finish, from complexion enhancer to dark circle eraser.
“We had started out on Typeform, but it was a huge, clunky machine. With Ask-it, everything was impressively easy.”
Léna, e-commerce manager
An in-store sales advisor's guidance, through a screen.
Finding your shade online
Without trying products on, picking the wrong foundation or concealer shade is the number one barrier to buying makeup online.
Scattered advice
Tutorials, videos, shade charts: the answers existed, but you had to look for them and read them, especially on mobile.
Winning over customers beyond the community
After its success with Cristina's loyal fans, the brand wanted to win over new customers who didn't know it yet.
A beauty coaching journey, just like in store.
Every visitor first says what she needs (even out her complexion, hide dark circles, look fresh, do her eyes or lips), in order of priority. The journey then adapts to her answers, with around twenty steps designed for mobile.
Choices you can see
Skin tone, eyeshadow palette, lipstick, bronzer, blush: every choice is made from images, like in front of a display, and comes with a short personalized note.
The right shade
Skin tone is chosen from photos, among eight complexions, to recommend the right foundation and the right concealer.
The right moves
Frequency, makeup skill level, brush or no brush: the routine adapts to the way each woman actually does her makeup.
Step by step
From complexion to lips, the routine is shown in order, like a tutorial, with the brand's application tips.
Cristina's voice
The brand's caring tone and its co-founder's advice accompany every step.
A complete routine rather than a single product.
Launched in late June 2026, the diagnostic raised average order value by 69%, or €34 more per order: customers leave with a complete routine rather than a single product.
It generates 4% of the store's overall revenue, and 82% of visitors leave their email at the end of the journey: that many new customers to nurture afterwards.
“A journey like talking to a sales advisor, something you can't do online. It was the tool we had wanted from the start.”
Léna, e-commerce manager
Emails that speak to every need.
A growing list
With 82% opt-in, the diagnostic brings new customers into the brand's email list every day.
Targeted emails
Answers become segments in Klaviyo: you don't talk the same way to someone looking for a fresh glow and to someone doing her eyes.
Better rates
Customers who came through the diagnostic open more emails and convert better, because the emails answer what they're looking for.
“You don't say the same thing to a customer looking for a fresh glow as to a customer looking for eye products.”
Léna, e-commerce manager
What she says.
“Smooth, simple and even fun, especially on mobile. The questions come at the right moment, and the recommendation makes you want to buy.”
“A personalized page customers can come back to at any time: that's priceless.”
“I expected it to take longer. From our first meeting to going live, everything was smooth and well organized.”
“Today, customers need guidance. This diagnostic recreates online the advice of a real person.”
- Client
- Magnifaïk, makeup co-founded by Cristina Cordula
- Need
- Recreating an in-store sales advisor's guidance online
- Solution
- AI Diagnostic, step-by-step routine and dashboard
- Results
- +69% average order value, 82% opt-in, +4% revenue