we create value for our clients
The Challenge_
Mad Beauty is an award-winning, family-run UK beauty brand with over 24 years of experience producing licensed beauty gifts for global brands including Disney and Warner Brothers. While the business had long been successful supplying major retailers such as HMV and Amazon, its digital platform was no longer supporting its ambition to grow direct-to-consumer sales.
The existing ecommerce system was bespoke, difficult to manage internally, and heavily reliant on specialist developers for ongoing changes. This limited agility, slowed progress, and made integration with wider business systems increasingly complex.
Mad Beauty needed a scalable ecommerce platform that could:
- Integrate seamlessly with their existing ERP
- Support multiple territories and languages
- Automate fulfilment across global warehouses via Mintsoft
- Enable data-driven email marketing and customer engagement
- Be managed internally without constant development support
Wirebox was selected as a local digital partner due to its deep ecommerce expertise and experience delivering complex system integrations.
Our Solution_
Mad Beauty operates a complex global supply chain, requiring an ecommerce platform capable of communicating reliably with multiple systems. Wirebox designed and delivered a solution that unified these silos while giving the internal team greater control.
Ecommerce Platform
Magento was selected as the ecommerce platform due to its flexibility, scalability, and ability to support complex integrations. A new Magento store was built to replace the legacy bespoke system, providing a stable foundation for growth and international expansion.
ERP & Fulfilment Integration
Wirebox developed a secure API layer to synchronise product data, pricing, and inventory between Magento and Mad Beauty’s ERP system. Magento was also integrated with Mintsoft to automate order processing and stock management across multiple global warehouses, removing the need for manual intervention.
Email Marketing & Customer Engagement
To support Mad Beauty’s direct-to-consumer strategy, Wirebox integrated Klaviyo with the Magento platform. This enabled:
- Real-time syncing of customer and order data
- Automated email flows based on customer behaviour and purchases
- Advanced segmentation for targeted campaigns and product launches
- Improved lifecycle marketing without manual processes
The Klaviyo integration gave Mad Beauty full visibility and control over customer communications while supporting long-term retention and revenue growth.
The Result_
The new ecommerce platform provides Mad Beauty with a scalable, future-proof digital foundation.
Key Outcomes_
- A fully integrated Magento ecommerce platform aligned with ERP and fulfilment systems
- Automated stock and order management through Mintsoft
- Improved customer engagement through Klaviyo email automation
- Reduced reliance on specialist developers for day-to-day changes
- A platform ready to support international growth and multi-territory sales
Ongoing Support_
Wirebox continues to support Mad Beauty with ongoing platform optimisation, integration enhancements, and ecommerce consultancy to ensure the platform evolves alongside the business.
