How Tatcha elevates personalization and revenue with Rokt mParticle

Tatcha has built a devoted following by blending timeless Japanese skincare rituals with modern science, creating products that feel deeply personal to each customer. Guided by the same philosophy of deep connection through personalization, Jacqueline Supman, Director of Product Management teamed up with Shannon Jörgenfelt, Senior Email and Retention Manager, to make their marketing feel just as intentional—ensuring every interaction reflected the care and thoughtfulness behind their products.

To achieve this, the marketing team turned to Rokt mParticle’s predictive capabilities, allowing them to connect with the right customers at the right time while driving higher lifetime value (LTV) and marketing efficiency.

The challenge: Scaling personalization without adding complexity

Tatcha had a clear vision: more personalized customer experiences that felt as intentional as the brand itself. But delivering that at scale—across channels, without overwhelming internal teams or building AI models from scratch—was a challenge. The team set out to:

• Enhance customer experiences by delivering tailored interactions across digital and physical channels.
• Increase engagement and retention to drive higher LTV and attract younger audiences.
• Scale their efforts efficiently, using advanced data and predictive tools without the burden of building AI models in-house.

A centerpiece of their personalization strategy was the Ritual Finder, an onsite quiz designed to help customers discover skincare routines tailored to their unique needs. Quiz completions not only enriched Tatcha’s understanding of its customers but also correlated with higher engagement and revenue.

The solution: Precision targeting with predictive insights

Tatcha leveraged Rokt mParticle’s predictive capabilities to identify customers most likely to complete the Ritual Finder quiz. By analyzing propensity scores, they focused their email campaign on a high-propensity audience—those with a 90% or higher likelihood of completion. This targeted approach was compared against their evergreen “Standard Audience,” comprising highly engaged email subscribers active onsite within the past 90 days.

Rokt mParticle’s platform allowed Tatcha to unify customer data across touchpoints and dynamically predict customer behavior without the heavy lift of building AI/ML models in-house. This enabled them to optimize every interaction and deliver personalized experiences that resonated with their audience. Jacqueline Supman, Director of Product Management at Tatcha, said,

We knew AI could improve our marketing, but we didn’t want to build complex models ourselves. Rokt mParticle makes it easy to build and apply predictive insights in a way that actually moves the needle.

Results: Predictive targeting drives superior outcomes

The campaign delivered outstanding results, proving that smarter targeting leads to better outcomes:

• 8.5x higher revenue performance compared to the evergreen, highly engaged Standard Audience.
• 3x higher click-through rate (CTR) and 5x higher conversion rate (CVR) were driven from the high-propensity audience.
• 60% of campaign revenue came from the high-propensity audience, despite it being just one-sixth the size of the Standard Audience.

Shannon Jörgenfelt, Senior Email and Retention Manager at Tatcha, said,

We expected strong performance, but seeing the predictive audience outperform our most engaged cohort—and exceed industry benchmarks for email CTR and conversion—was incredible. It not only validated our approach but also proved how predictive insights can drive smarter, more efficient engagement.

Rather than over-targeting their most engaged audience, AI-powered predictions allowed Tatcha to focus on a smaller, high-intent group—one that drove dramatically stronger results. This strategy didn’t just improve performance; it also helped them preserve engagement by keeping their broader audience fresh for future campaigns. By sending the right message to the right people at the right time, Tatcha avoided audience fatigue and maximized impact.

Looking ahead

Tatcha isn’t stopping with the Ritual Finder. As they scale their predictive strategy, they’re expanding how they apply Rokt mParticle’s insights across more touchpoints—from predicting subscription likelihood to optimizing post-purchase engagement and personalized upselling. Next, the team is exploring predictive targeting for paid media campaigns, ensuring they focus ad spend on high-propensity users while reducing waste on lower-intent audiences.

Supman and Jörgenfelt are excited to move beyond predictive insights into prescriptive decisioning through Next Best Action—moving from simply identifying likely behaviors to proactively determining the most effective engagement for each customer in real time. By continuing to unify data and apply intelligence across their marketing efforts, Tatcha is setting a new standard for data-driven personalization in luxury beauty.