How Maelys Unlocked Incremental Revenue Without Touching the Checkout Flow
Maelys Cosmetics is a fast-growing direct-to-consumer beauty brand known for science-backed body care products and a highly engaged customer community. With a strong focus on premium customer experience, the brand looked for a post-purchase solution that felt native to the customer journey while generating meaningful incremental revenue
The Opportunity
Maelys wanted to create a post-purchase experience that felt intentional, visually aligned, and valuable to customers, without disrupting the premium nature of the brand.
Most post-purchase experiences rely on generic ad placements that feel out of place and erode brand trust. The goal was to introduce a more curated and native approach that could drive engagement while maintaining brand trust.
Falcon partnered with Maelys to:
1
Design a native post-purchase experience aligned with the Maelys brand aesthetic
2
Launch seamlessly with minimal operational lift through a lightweight integration
3
Surface curated, beauty-adjacent offers designed to feel additive to the customer journey
4
Optimize placement visibility across the confirmation experience to maximize engagement
5
Continuously test and refine creative, layouts, and offer performance using real-time data
The Falcon Approach
Before Falcon, the Maelys order confirmation page generated no post-purchase revenue. Despite receiving thousands of daily visitors, the page remained an untapped engagement opportunity.
Falcon's first step was deliberate: launch fast, integrate cleanly, and let performance speak. Working closely with the Maelys team, Falcon introduced a dedicated brand collaboration unit: a custom post-purchase placement designed to feel at home within the Maelys confirmation experience.
Integration was intentionally lightweight. Using a single Google Tag Manager deployment, Maelys launched Falcon without disrupting the existing checkout flow.
Once the initial placement was live and generating engagement, Falcon began iterating.
The team tested the embedded experience against a new full-screen overlay format designed to increase visibility and shopper interaction.
The updated experience delivered a significant uplift in engagement and offer interaction, demonstrating that customers responded positively when the experience was presented more prominently at the right moment in the journey.
Following the test, Falcon rolled out the overlay experience as the default placement.
Today, the Maelys experience maintains strong interaction rates and delivers meaningful incremental revenue per transaction, making it a highly effective post-purchase placement within the Falcon ecosystem.
Why It Worked
Audience alignment: Maelys customers naturally over-index toward beauty, wellness, and self-care, making them a strong fit for curated premium offers.
Built together, not bolted on
The experience was designed collaboratively between Falcon and Maelys, using the brand’s own visual language as the foundation. The result felt native to the confirmation experience rather than layered on top of it.
Optimization from day one
The transition to the overlay experience resulted in a meaningful uplift in engagement, reinforcing the importance of visibility and placement timing within the customer journey.
Right audience, right offers
Maelys customers already skew toward beauty and wellness, making curated partner offers a natural fit rather than an interruption.
Seamless operational integration
Because Falcon runs post-purchase and deploys through a lightweight GTM integration, Maelys was able to launch without disrupting the existing checkout flow or requiring a heavy engineering lift.
“Falcon approached the experience differently from traditional post-purchase platforms. Instead of forcing generic placements into the journey, the team worked closely with us to create something that actually felt aligned with the brand and valuable to the customer.”
CEO, Maelys
