Case Studies

How Under Luna drives sales by getting personal with customers


minute read

A growing movement

For Under Luna co-founder Carly Castillo, her mission is about more than healthy hair. With premium ingredients that are 100% natural, sustainably grown, and ethically sourced, Under Luna products are as good for the planet as they are for you. 

Inspired by her background in food and wine and her passion for clean ingredients, Carly turned her attention to natural, sustainable hair care. After her original shampoo and conditioner quickly gained popularity, Under Luna became a comprehensive line of holistic hair care products with a cult following.

Under Luna SMS channel stats


Under Luna established a strong Instagram presence with an active and loyal base. But they needed a way to connect more meaningfully with customers, drive sales, and increase brand awareness in a crowded market. 

Their first foray into SMS, Wizard’s full-service conversational commerce platform gave their customers a direct line to hair care experts and a way to easily purchase all things Under Luna.

When I heard about Wizard on How I Built This, I knew it was the text platform for Under Luna. We’re connecting with customers the way we want–1:1–at scale.
- Carly Castillo, CEO & Founder


When it comes to personal care, customer support is, well, personal. Under Luna uses Wizard to have 1:1 conversations with customers, providing personalized recommendations on how to get the most out of their products. In doing so, they’re building a loyal and engaged fanbase.

Under Luna text-to-buy conversation

Wizard’s text platform also helps Under Luna drive sales and makes repurchasing their products a breeze. It takes place entirely over SMS—reducing the immediate friction of having to create an account or download an app—and it safely secures customer payment information so they’ll be ready to purchase the moment their cart is full and their hair care questions are answered.

Using Wizard has given us opportunities to give our customers even more access to the brand, whether it’s sharing content about our backstory or educating them on our products. It’s been so rewarding to meet them ‘where they are’ by text and cultivate our VIP community.
- Carly Castillo, CEO & Founder

Campaigns that inspire

Under Luna doesn’t rely on discount codes and website links to drive sales via SMS. Here are campaigns that showcase how to drive engagement and reap rewards from a two-way channel–no price cuts necessary.

The Founder Engagement Play
  • 25% higher AOV from campaign-related orders
  • 11% sales increase from the campaign
Under Luna SMS engagement campaign

The VIP Treatment Campaign
  • 20% of subscribers responded
  • 27% increase in sales from the campaign
Under Luna New Year SMS campaign


In just 2 months after partnering with Wizard, Under Luna’s text channel increased their sales by 8% and drove up to 72x ROI. Thanks to its conversational capabilities, 50% of Under Luna subscribers actively engage in two-way conversations with hair care experts.

  • Up to 72x ROI 
  • 8% increase in sales in the first 2 months
  • 50% of subscribers engage in 2-way conversations

Ready to drive sales and boost your customer experience?

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