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Equilibria is a premium cannabis & functional supplement brand designed by women, for women. Launched in March 2019, co‑founders Coco Meers and Marcy Capron Vermillion created Equilibria after discovering how life-changing CBD could be in managing their own health concerns. They’ve grown into a thriving community of over 250,000 women, thanks to their personalized support and evidence‑based products that bring systemic balance to modern women.
What makes Equilibria truly special is its dedication to quality, transparency, and education. They cultivate their hemp in Colorado, use full‑spectrum extracts rich in cannabinoids and terpenes, and proudly share lab results. Unlike generic cannabis + functional wellness product brands, they offer 1‑on‑1 consultations with dosage advisors, pharmacist‑level experts who help craft routines to address stress, sleep, pain, or hormonal changes. It’s this combination of premium ingredients, scientific insight, and heartfelt service that makes Equilibria feel more like a wellness companion than just a product line.
Equilibria’s holistic cannabis + functional wellness products, ranging from daily softgels and topical relief balms to curated routines for stress, sleep, and hormonal balance, are loved by women seeking natural, personalised solutions for everyday wellness. However, despite having a loyal customer base and strong repeat order rates, the brand faced a challenge in nurturing that community beyond the first few purchases.
Equilibria's early retention efforts were primarily one-off email sends, lacking the support of automation or segmentation. Without the resources to set up tailored cross-sell journeys, they couldn’t consistently introduce customers to complementary products, like pairing a Daily Drops reorder with a calming Daily Softgels, or recommending a new wellness routine based on purchase behaviour. This created two key obstacles:
Rachel Terry, Digital Marketing Manager, Equilibria, commented on the problems faced before Relo.
"We didn't have the resources to set up cross-sell or any retention flows on our own. We have such a strong customer base, especially with returning orders, but didn't have the bandwidth to nurture this audience as much as we would like. We didn't want to keep sending one-off emails and were looking for something automated that we could set and forget!"
Equilibria’s mission is to support women through every stage of wellness. To achieve this, they wanted a more effective way to guide customers toward products that could truly benefit them, without feeling overly pushy.
That’s where Relo came in:
After connecting Relo to their Shopify store, the team noticed immediate results. Customers who had purchased individual items such as daily drops or topical relief products were now seeing timely and relevant product suggestions, including curated subscription bundles or add-ons to enhance their wellness routines. This efficient approach not only saved time but also quickly became their highest-performing campaign, resulting in increased repeat orders and a growing subscriber base.
“Our cross-sell flow is our top-performing campaign in Relo! It has increased repeat orders significantly as well as converted many to a new subscription, which is our primary goal.”
Rachel Terry, Digital Marketing Manager, Equilibria
Here’s a look at Equilibria’s customer predictions. In just minutes, the Equilibria team could see exactly which customers to target, when they’d likely need a refill, and what product would be the perfect next step.
As soon as Relo figured out the next best product for each customer, it passed those suggestions into Klaviyo automatically, so the Equilibria team didn’t have to lift a finger to start boosting sales.
“Everything was super easy to set up (Shoutout to Joan!) and get up and running as well as track performance. We saw results so much quicker than we anticipated, and we only expect it to continue to grow. We love that it is run through Klaviyo, and we feel comfortable making edits, etc., as our product assortment or branding changes.”
Rachel Terry, Digital Marketing Manager, Equilibria
The Equilibria team set up a personalized cross-sell email using Relo in just a few clicks. Relo automatically selected the best product to suggest for each customer based on their order history. For example, Alana was recommended Daily Microbiome Defence, a natural next step in her wellness routine. The Klaviyo preview shows how this helpful suggestion appears in her inbox.
To simplify reordering for their customers, Equilibria introduced Relo’s Magic Cart, a mobile-first page designed for fast, frictionless repeat purchases. Each customer sees a version tailored to them, with their last order ready to go. With Magic Cart, coming back for more feels seamless and easy.
Magic Cart includes:
Equilibria saw results quicker than expected. In just a few weeks, they added a top-performing Klaviyo flow, boosted cross-sells, and saw a 63x return on investment (ROI) with Relo.
Thanks to these improvements, Equilibria is seeing stronger repeat revenue and greater value from its Klaviyo cross-sell flow. They're now better positioned to guide customers through a broader range of their offerings, supporting both short-term wins and long-term retention.
