15 Subscription-Based Brands on Shopify


Published by Charlotte Davies


There’s no denying that subscription ecommerce has grown enormously. In fact, according to McKinsey, the subscription economy has grown 100% year on year for the last five years.

As more and more businesses embrace subscriptions, big brands are taking note: Sephora, Walmart, P&G, Unilever, and many more have all launched their own subscription services. Rather than being a fad, subscriptions are here to stay. According to estimates, subscription services will make up 75% of direct-to-consumer brands by 2023

The rise of subscriptions is hardly surprising when you consider the benefits. Not only does it meet customers’ demand for convenience, but it’s also a consistent source of recurring revenue from repeat custom for merchants. 

However, despite the rise in subscription-based businesses and the whole host of benefits that subscriptions bring, there are still some ecommerce brands that aren’t convinced. 

That’s why we’ve put together a list of 15 brands that have incorporated subscriptions into their business, and haven’t looked back since.

1. Santo Remedio

Santo Remedio (a Velstar client) combines scientific research with the latest nutritional expertise to provide supplements that help people live healthier lives. On each of the brand’s product pages, they give their customers the option of a one-time purchase or ‘subscribe and save’. Those who sign up for the subscription service have their products automatically delivered on a schedule of their choosing. Also, customers can change or cancel their subscription at any time based on their health needs. 

What’s more, Santo Remedio has gone one step further by integrating the loyalty and rewards solution, LoyaltyLion, to provide subscribers with everything they need to stay satisfied and keep returning. 

2. Oatly

Oatly is the top-selling oat milk in the world, and has grown significantly in popularity over the years as consumers get more serious about their impact on the planet. Oatly’s dairy-alternative products aren’t just available online either, you’ll find them in large supermarket chains’ brick-and-mortar stores everywhere. But for those serious about a plant-based diet, the brand’s subscription service is perfect. All customers need to do is set up a subscription service via the website, and include how often they’d like to receive their oat milk.

3. Huel

Huel (human + fuel) is a meal replacement brand that offers its customers nutritionally complete food. Each of its products contains a balance of 26 vitamins, minerals, proteins, essential fats, carbohydrates, fire and phytonutrients. Customers can purchase products across a range of categories on a one-off basis or on subscription, which can be cancelled with no additional fee incurred. Also, customers can personalise their subscription based on their nutritional needs.


Founded in 2014 with a simple idea: women shouldn’t have to compromise when it comes to feminine care. From 100% cotton pads and tampons to cramp-care and sexual wellness products, LOLA is reinventing how women talk and feel about their reproductive health. LOLA offers its customers the flexibility of a one-time purchase or sign up to a ‘subscribe and save plan’, where customers can save up to 18% off their orders. Also, LOLA’s subscriptions can be personalised to suit a customer’s menstrual cycle or sent every three or six months. 

5. Personalised Co

Personalised Co (another Velstar client) is a direct-to-consumer supplement brand, bridging the gap between technology and fitness. From 30-day personalised vitamins and customised protein powder to your very own nutritionist, they make it easier for people to live healthier and happier lives. Personalised Co’s customers can either browse products for one-time purchases or create personalised vitamin plans by taking a quiz. After the quiz, customers will receive vitamin recommendations unique to their health goals and answers, which are shipped in a box of 30 daily sachets. Customers can cancel their subscription plan any time at no extra cost through their account portal.

6. Pixi Beauty

Founded over 20 years ago, Pixi has grown into a global beauty brand with a loyal following thanks to its natural, skin-loving products. For its most in-demand products, including toners and oils, it offers ‘auto-replenish’ subscriptions, which not only saves customers money but also ensures they never run out of their most loved products ever again. 


7. Friction Free Shaving

Launched in 2015, FFS is a brand only for women that takes the inconvenience out of shaving. Once a customer signs up for the subscription service, they receive a new razor and replacement blades. From then on, the subscriber receives fresh new blades with every shipment at a date of their choosing.

8. Wild

Wild is on a mission to change the way consumers use and throw away bathroom products. It enables shoppers to buy deodorant and soap refills, while just using one case, again and again. When a shopper signs up to a subscription plan they can choose the scents they like, how often they want a delivery and save 20% on their first purchase.

9. Premama Wellness

Recognising that the supplement and pregnancy space can be overwhelming and confusing for ‘new-mums to be’, Premama Wellness wanted to simplify the system with their science-backed supplements at every stage of the maternity journey. Customers have the option of making a one-time purchase or signing up to a subscription service, which they can cancel whenever they want.

10. Nutravita

Nutravita is a leading nutritional brand, offering a range of affordable nutritional products and health and well-being accessories. All Nurtravita’s products are available on subscription, with a ‘subscribe and save’ plan providing everything from a 5% to 15% discount depending on the product the subscriber has chosen compared to the price of a one-off purchase. Also, length of subscription varies from 1 month to 12 months depending on the product, but all selected products are automatically shipped on the subscribers schedule, and they can cancel at any time without the fear of being charged extra fees to do so.

11. Who Gives a Crap

Who Gives A Crap originated from a crowdfunding campaign in response to the fact that 2.4 billion people don’t have access to a toilet. It offers shoppers both the option of a one-off purchase and subscription options with £5 discounts on first orders.

12. Freshly Picked

Freshly Picked was founded in 2009 by CEO, Susan Petersen after she discovered there was a lack of cute baby shoes that wouldn’t fall off her little one’s feet. From creating their first pair of leather moccasins to now selling over a million pairs worldwide, Freshly Picked has become the go-to-brand ‘for mums by mums’. This brand offers its customer a VIP subscription membership model called The Fringe. Subscribers have to pay a monthly fee and in return they receive exclusive offers, VIP early access to limited edition products, and monthly store credit. This credit never expires so subscribers can build it up over time, which keeps their brand top of mind for months on end.

13. Pusheen 

The infamous cartoon cat, Pusheen, jumped onto social media in 2010 and has since built a cult following. For all Pusheen cat lovers, a subscription box was created named ‘The Pusheen Box’ containing officially licenced, first-edition and exclusive merchandise. The subscriptions box has proved hugely popular amongst fans, with 36% of subscribers signing up for the annual subscription plan. 

14. Hubble Contacts

Hubble is the first-ever contact lenses brand sold directly via an ecommerce subscription model. It offers subscribers FDA-approved daily contact lenses for $36 per month that are directly delivered to customer’s homes. 

15. Black Rifle Coffee

Black Rifle Coffee is a veteran-owned and operated roaster based in Utah, offering its customers multiple subscription options to choose from. This includes the ‘Sticker Club’ plan where subscribers get a limited edition set of 4 stickers with every shipment. Also, like many of the brands discussed above, Black Rifle Coffee gives shoppers the choice of a single purchase or ‘subscribe and save’. Subscribers can save up to 25% on orders, access free shipping and receive other exclusive discounts on partner brands.

Your Shopify subscription experts

Are you inspired to join this growing list of successful subscription brands on Shopify? Or are you still unsure whether a subscription-based model is right for your business? We can help. All you need to do is get in touch with our team of subscription experts and we’ll point you in the right direction. 

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