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Highland was founded by friends Boone Whiteside and Ben Medalie in Boulder, Colorado, after years of frustration with chemical-heavy, synthetic hair products that didn’t align with their values or lifestyle. What began as a makeshift kitchen‑stove batch of their signature Glacial Clay Pomade eventually evolved into a full-blown brand, officially launched in the early 2020s in Colorado.
What truly sets Highland apart is the way it merges performance with conscience, delivering high performance styling powered by plant-based, health-boosting ingredients that respect both hair and our environment. Every product reflects its commitment to performance, sustainability, health, and transparency.
With minimal packaging, recyclable shipping materials, and carbon-offset initiatives already exceeding 80,000 pounds of emissions offset via their partnership with Corso and others. They also boast a long-term partnership with 1% For The Planet where they have already donated close to $100,000 to environmental organizations actively fighting the climate crisis at hand. The brand is featured in outlets such as Entrepreneur Magazine, Esquire and GQ.
Highland’s range of sustainable, health-conscious hair care and styling products is designed for those who want great hair without toxic compromise. With a focus on style and scalp-friendly formulas, the brand has built a loyal following among customers who care about what goes into their daily routines.
But as the product line grew, Highland ran into a challenge: knowing which customers should receive which cross-sell recommendations, and when. Their team was confident that someone who loved the Pomade might also benefit from The Wash or that shoppers restocking their Wash might be ready to try one of their stylers. The problem was that there wasn’t a consistent, automated way to match customers with the right add-ons.
This led to two main challenges for the team:
Ben Medalie, the Co-Founder at Highland, commented on the problems faced before Relo.
"We’re really interested in knowing which audiences are best suited for specific cross-sell offers and when to introduce them. Having that insight ensures we recommend the right products at the right time."
Before using Relo, the Highland team relied on guesswork when deciding what to send customers next. However, with a growing range of clean and effective hair care products, they wanted to get smarter about how they introduced customers to new products.
That’s where Relo came in:
This meant they no longer had to guess what to recommend. Customers started seeing timely suggestions that actually made sense for their hair routines. The result? A smoother buying experience, stronger customer relationships, and more repeat orders.
“Before Relo, we were making a lot of educated guesses when it came to timing and messaging. It delivers smarter, more timely messages that we simply couldn’t have managed with a manual approach, helped us make our experience feel more personalized and our marketing more impactful.”
Ben Medalie, the Co-Founder at Highland
A quick look at Highland’s customer predictions shows the power of Relo. In minutes, they could see who to target, when to do it, and which product made the most sense.
As soon as Relo predicted what customers might want next, it pushed those suggestions into Highland’s Klaviyo flow in real-time, allowing the team to act quickly and drive more revenue.
“The best part about Relo? It just works. The setup was simple, and once we turned it on, we could immediately see the value. You can literally flip it on and let it run. Plus, the team behind Relo has been incredibly supportive whenever we've had a question or needed help.”
Ben Medalie, the Co-Founder at Highland
Here’s how the Highland team used Relo to quickly set up a high-performing cross-sell email. Each recommendation is personalised based on what the customer has purchased before. In this case, Relo recognised that Luz had shown interest in specific products and recommended "The Wash" just for him. You can see the personalised suggestion in the Klaviyo preview on the right.
To make shopping easier for returning customers, Highland now uses Relo’s Magic Cart. It’s a fast, mobile-friendly page designed to simplify reordering. Each customer receives a personalised experience, so they can restock their favourites in just a few taps. Magic Cart comes with:
Relo made a quick difference for Highland. Within weeks, they added a high-performing Klaviyo flow and saw a 7.6x return on investment (ROI).
With these gains, Highland is now driving more repeat purchases and getting more value from each customer. Relo helps them deliver the right message at the right time, without relying on guesswork.
