How Doting Beauty Hit a 32.8% Returning Customer Rate After a 46M-Follower Launch

The challenge

Brooke Monk and Devain Doolaramani, her longtime manager and co-founder, spent two years developing the lash line before it was announced. The vision was Old Hollywood-inspired lashes in four styles, from the natural Darling to the maximum-drama Bombshell.

When the project started there was no store, no finalized packaging, and no product names. The digital brand and the physical brand took shape in parallel. The site had to stand next to established beauty brands and win over first-time lash buyers.

Then there was the launch itself. Brooke had over 46 million followers on social media. With an audience that large, there is no soft opening. The store needed to handle a huge volume of traffic.

The solution

Translating Old Hollywood into a storefront

The creative direction was Old Hollywood glamour with a youthful spin. High-contrast editorial imagery with a grainy print effect, closer to a vintage magazine than a typical beauty site. Platter's design team built that vision into a full design system, so the store keeps its editorial feel everywhere from the homepage to the FAQ.

"The site looks super aesthetic while also functioning extremely well."

The product pages push the idea further. Each lash style has its own color world. The Darling is pink, Lovelace is blue, Starlet is yellow, Bombshell is black, and the buttons, review stars, and selectors shift with the product. For a shopper comparing four styles she's never tried, the color system does the sorting for her.

Built for first-time lash buyers

Most of Doting's customers are buying false lashes for the first time, many of them coming straight from Brooke's content. The store is built to teach as it sells. A How-To hub walks through application on video. The four styles sit on a drama meter running from natural to full glam. And the hero product, The Lash Wardrobe, bundles all four styles for $35 so a first-timer doesn't have to pick blind.

Speed, on a foundation built for launch day

The store runs on Platter's proprietary framework rather than a completely custom build. It enabled Platter to build the store with an aggressive timeline, even with a photo shoot that came together at the last minute. And it meant launch day ran on architecture already proven across 200+ merchant builds, with TikTok Shop connected so the audience could buy without leaving the app.

"Speed was big for us, and we were able to execute that pretty effectively."

The results

Doting Beauty launched on January 23, 2026, and the first week told the story.

• 1.97 million sessions in the first seven days
• The store held through the entire spike without any technical issues
• As of July, a 32.8% returning customer rate, a number that has climbed every month since launch

The returning customer rate proves it did more than survive the launch. Nearly a third of Doting's customers are coming back to buy again, a strong rate for any beauty brand and a rare one for a store that has only existed for 6 months.

"It was pretty incredible. Honestly, a great response to Brooke and the brand as well."

Conclusion

Brooke's audience got people to the store. It didn't turn them into customers, and it didn't bring them back. The store is a huge factor in whether a following turns into a business, the difference between fans and real customers who come back and spend again. Doting spent two years getting the product right, and the store had to be worthy of that when everyone showed up at once.

Now the foundation is the growth plan. Doting is working on new product categories beyond lashes, with the same playbook in mind.

"Hopefully we can rerun that same strategy and drive a ton of visitors onto the website. I think it's built out pretty well."

For Devain, the partnership came down to execution.

"Honestly, just a great experience overall. I don't really think there were any hiccups across the board, and we're super happy with how everything turned out."