Xlash

HOW XLASH GREW 61% IN ONE YEAR – NEW DIRECTION, NEW PAYMENT PARTNER

The goal of building something more scalable led to a new strategy with a new platform, a new payment partner, and a new pace. After ten years with the same solution, Xlash needed a fresh start. A year later, the numbers speak for themselves. We met the team at Fiskargatan in Södermalm, Stockholm, to dive into the journey. Cobblestones and old facades reflect something long-term and genuine, with quality in every detail – much like the brand itself. A nice contrast to a noisy industry.
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The result

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ABOUT XLASH

It all began in 2012, when Svante Gabrán and his co-founders launched Xlash as a side project. Over time, it became clear they'd found a gap in the digital beauty market, where quality, innovation, and authenticity were missing. Their first lash serum quickly won awards, and that same foundation still carries the brand today: products that can take years to develop, dermatological testing as standard, and ingredients shipped by boat instead of by air.

Today, Xlash is a beauty brand with an engaged community of customers, creators, and beauty lovers growing alongside the brand. The range has expanded from lashes to brows and skincare, and now to its own world of genuine experiences. Xlash is sold in over 900 stores across Sweden, Norway, Finland, and Denmark, with a growing e-commerce business leading the way forward.

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CHALLENGE – OUTGROWING AN OLD SETUP

After a period of rapid growth between 2018 and 2020, two tough years followed that forced a sharper, more mature business. More selective partnerships, clearer communication, and a long-term view of everything from market entry to partnerships.

After ten years with the same payment provider, the setup had become part of everyday life. It worked – the team was used to it, and customers recognized it, but the business was no longer the same. The pace had picked up, demands had grown, and the need for a payment partner and platform that could handle expansion could no longer be ignored.

SOLUTION – MORE THAN JUST A CHECKOUT SOLUTION

The ambition was to build something more scalable, faster, and more flexible: a new platform on Shopify, a new strategy for the Nordics, and a setup that could actually keep pace as Xlash grew. In that process, choosing the right payment partner became just as important as the platform itself.

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What stood out from the very first conversations was the dialogue itself — a personal chemistry, a concrete business-focused discussion, and a partner who treated Xlash as a brand to grow with, rather than an account to manage. The Shopify integration was technically strong, and Qliro's flexibility made it possible to plan a careful, market-by-market rollout.

Svante is open about the fact that the decision wasn't taken lightly.

"We'd been loyal for ten years, and you don't take a decision like that lightly. But the close dialogue, the partnership, and the conviction that something better was out there. That's what made us take the step. And it really paid off."

RESULT – A SMOOTH TRANSITION AND A NEW GROWTH CURVE

The transition went just as smoothly as the team had hoped. Customers were satisfied — if not more so, judging by the numbers that followed. Xlash first moved Sweden over, then Norway and Finland, in a structured rollout. Today, Qliro is live in all key markets.

What began as a bold decision has, within a year, translated into a clear business impact compared to the previous year:

  • +61% e-commerce growth
  • +48% new customers
  • +9% higher average order value

Conversion has also stayed stable throughout the transition, which was one of the team's top priorities during the switch. Svante describes it as an entirely new kind of collaboration.

"Beyond the great numbers, the dialogue and partnership from day one were a big reason we chose Qliro, which continues to deliver a completely different kind of collaboration than we were used to."

And that's exactly what keeps this story going beyond a successful transition.
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“What I appreciate most about the partnership with Qliro is that there are real people on the other end. We can always pick up the phone, test ideas, say what we think, and get challenged back. It's a level of presence we hadn't had before, and that's where the biggest difference lies for us – beyond the clear results."

– Svante Gabrán, CEO at Xlash.

FUTURE – GROWING WITHOUT LOSING WHO YOU ARE

Xlash continues its journey with a clear direction. With the lash serum still the bestseller and the very origin of the brand, the product range keeps expanding into clearer categories. New partnerships and retailers are always on the radar. Right now, much of the focus is on Finland, with an eye on further markets down the line.

The community remains the hub of everything. It's where the brand is tested, built, and grown, and where the energy always returns. In parallel, the team is taking the next step in how they work with data and AI, guided by the same principle that has defined Xlash from the start: it has to feel genuine. Technology should serve the brand, not the other way around.

This is just the beginning. Together, we keep spreading genuine, innovative, and sustainable skincare, and building a brand that lasts.

FREEDOM TO FOCUS ON COMMUNITY, QUALITY, AND CONTINUED GROWTH

For Xlash, the switch to Qliro has been about more than just a checkout. It has been about creating room to focus on the product, the community, and long-term brand building. Together, we keep building Xlash for the long run.

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