Klaviyo agency YOCTO on why supplement subscriptions are won in the second month
The retention agency says replenishment brands lose subscribers in a narrow window most email programs never address
NICOSIA, Cyprus, October 2026 Klaviyo agency YOCTO, a Klaviyo Elite Master, 2025-2026, works with supplement and wellness subscription brands, and argues the category’s retention problem sits earlier than most brands think to look.
“A supplement is bought on a promise with a delay attached,” said George Kapernaros, founder of YOCTO. “Nobody feels anything in week one. If the second bottle arrives before the customer has a reason to believe it is working, you are asking them to pay again for a result they cannot see yet.”
That makes the second and third orders the commercial problem in the category, while most email programs are built around the first order and the annual promotion.
Its published client work sits in that window. Frøya Organics, a subscription-first skincare brand, cut its cancellation and skip rate by 33% between the first and second order, and by a further 11% between the second and third. Vital Nutritive, a Barcelona supplement brand, grew email revenue by 368% in four months, taking email from 8.9% to 33% of its total revenue. Healf, ranked the fastest-growing company in Europe in the 2026 FT1000, grew its email revenue fivefold.
“There’s a level of intensity to working at Healf, parts change daily,” said Arman Uddin of Healf. “It’s been refreshing to see YOCTO keep and deliver with the pace, and I’ve frequently looked to them for guidance on our roadmap.”
YOCTO runs email, SMS and subscription retention only, working inside Klaviyo and the subscription platforms connected to it, including Loop, Recharge and Skio. It does not offer paid media, brand design or web development, and each of its strategists carries roughly seven accounts.
The agency says platform choice matters more in subscription than in one-off ecommerce, because the decisions that keep a subscriber are mostly not email decisions. Whether a customer can skip an order instead of canceling, what they are offered when they try to leave, and what happens when a card is declined all sit in the subscription platform.
“The page somebody sees when they try to cancel matters more than any campaign you will send that month,” said Kapernaros. “Most email agencies have never touched it, because it is not in the email tool.”
Supplements and wellness is one of the agency’s three verticals, alongside beauty and skincare, and femtech and fertility. Seven software platforms have published YOCTO-credited case studies under their own names, including Klaviyo, Loop Subscriptions and Skio, and its lifetime value framework, the LTV Parthenon, has been published in Forbes.
George Kapernaros sits on Klaviyo’s Partner Advisory Council.
About YOCTO
YOCTO is a lifecycle marketing and retention agency for subscription brands in health, wellness and consumer goods, on Shopify Plus and generating $5 million to $150 million a year. It was founded by George Kapernaros and is based in Nicosia, Cyprus.