A Tokyo-born haircare brand used Tangent's AI-powered hair quiz to guide shoppers to the right ritual, achieving 102% AOV uplift on recommended orders and a 61.5% quiz completion rate.
Kiwabi is a Tokyo-born haircare brand built on Japanese formulation science, known for gentle gray-coverage color care and scalp health products designed to treat hair while they color it. Founded in 2012, the brand combines Japanese botanical science with a scalp-first philosophy to deliver products that treat hair while they color it.
Kiwabi needed a way to translate a technical, ritual-based product lineup into a clear personal recommendation at scale. Without a guided experience, shoppers had no obvious path from concern to the right formulation.
Scaling a considered, technical range to new shoppers surfaced several challenges at once.
Shoppers arriving at the storefront had no obvious starting point across a technical range spanning color care, scalp treatment, and hair growth.
Gray coverage, thinning and scalp health are sensitive and highly individual. Shoppers needed guidance to match their own concern to the right formulation and shade.
Kiwabi's results depend on using products together over time. A single-product purchase understates the routine and undercuts the outcome shoppers came for.
The brand needed the reassurance of a personal consultation delivered through the storefront, available to every visitor at any hour.
Kiwabi's guided hair quiz experience, powered by Tangent AI
Tangent deployed an AI-powered hair quiz on Kiwabi's storefront, translating each shopper's concerns and goals into a tailored ritual and a matched set of products.
Guided questions capture hair and scalp concerns, then map them to the formulation and shade best suited to each shopper.
Results are framed as a complete routine rather than a single product, so shoppers understand how the range works together.
Each recommendation explains the reasoning, building the confidence a shopper needs to commit to a complete routine.
Quiz responses become structured customer profiles the brand owns, ready to personalise follow-up and lifecycle messaging.
Completion, recommendation adoption and order value tracked in one view, so the team can see exactly what guided discovery contributes.
Personalized haircare routine recommendations on Kiwabi, powered by Tangent AI
Recommendations That Double the Basket
When shoppers followed their quiz recommendations, they bought the ritual rather than a single item.
Quiz Engagement and Conversion Performance
Strong completion and conversion rates across the quiz experience.
The quiz does two jobs at once. It removes the guesswork that stops a shopper from committing to a technical range, and it reframes the purchase from a single product to a complete ritual. The result is an audience made up overwhelmingly of first-time customers who spend roughly twice as much when they follow their recommendation.
