From Reviews to Repeat Buyers: How Growave Amplified Social Proof at PinkyParadise

Founded in 2006, PinkyParadise is a global beauty brand specializing in colored contact lenses for everyday wear, cosplay, and creative expression. With nearly two decades of expertise, the brand offers over 600 designs ranging from natural styles to bold, theatrical looks. Known for pioneering the global circle lens trend, PinkyParadise is trusted by cosplayers, creators, and beauty enthusiasts worldwide, with all lenses meeting strict Korea-FDA, CE, and ISO safety standards.

Driven by a mission to make high-quality, stylish, and safe colored contacts accessible globally, PinkyParadise empowers individuals to express their unique style with confidence. Beyond contact lenses, the brand also offers wigs, accessories, and curated Asian beauty products, supported by global shipping and a user-friendly e-commerce experience that makes transformation easy and accessible everywhere.

Before implementing Growave, PinkyParadise faced a disconnect between customer interest and how confidently new shoppers could evaluate products online. Without enough real-world visuals, new customers had fewer cues to help them feel confident in their purchase decisions for a highly visual product. At the same time, limited loyalty touchpoints made it challenging to maintain consistent engagement beyond the initial transaction.

"The review tools stood out for us, especially the ability for customers to upload photos and engage directly around products. This helped shoppers make more informed decisions and feel more confident in their purchases.”

Jason Aw

The PinkyParadise Marketing Team

PinkyParadise implemented Growave to strengthen trust and engagement across the customer journey. Through Growave’s review features, the brand enabled customers to share photo-based reviews, giving shoppers real visual proof of how colored contact lenses appear across different eye colors and styles. This created a more transparent shopping experience and helped customers better understand how products look in real-life use.

The review section also evolved into a space where customers could seek additional clarity by engaging around product-specific questions and shared experiences. By combining visual proof with customer interaction, PinkyParadise reduced uncertainty and increased confidence at key decision points in the purchase journey.

To drive ongoing engagement, the brand introduced a points and rewards system that recognized purchases and customer interactions. By rewarding these actions, PinkyParadise built a more interactive relationship with its community, encouraging repeat engagement beyond the initial purchase.

(Jan 1, 2025 - Jan 1, 2026)

Loyalty redeemers significantly outperformed non-redeemers across all key metrics:

"The ease of integration and the platform’s centralized setup really stood out. Having reviews, wishlists, and loyalty in one place made managing everything much simpler for our team."

Jason Aw

The PinkyParadise Marketing Team

By combining visual social proof with a dynamic loyalty experience, PinkyParadise strengthened confidence at key moments in the customer journey. Customers who engaged with the loyalty program returned more often, purchased more frequently, and contributed higher average revenue, driving stronger lifetime value. The review section, enhanced with photo-based submissions and opportunities to seek clarification, reduced hesitation for new shoppers and made purchase decisions easier. At the same time, the all-in-one platform streamlined backend operations, allowing the team to manage reviews, wishlists, and loyalty programs more efficiently and support consistent engagement campaigns. Together, these improvements translated into a more loyal, active customer base and a sustainable growth model for the brand.