The modern Ayurvedic haircare brand moved its hair quiz to Tangent, the AI-powered Shopify quiz app built for beauty brands. Email capture rose from 44.2% to 54.7% of quiz starters, and recommended orders carry an 18.2% higher AOV than quiz orders without recommendations.
SHAZ & KIKS is a modern Ayurvedic haircare brand built on a scalp-first philosophy. Its founders grew up spending summers with family in the Himalayan foothills, caring for their hair with Indian herbs, oils and flowers, and turned those rituals into high-performing formulas with amla, turmeric, ashwagandha and moringa.
Featured in The Cut, Vogue and Harper's Bazaar and stocked at Sephora, the brand uses its Ayurveda Hair Health Quiz to guide shoppers from scalp and strand concerns to the right ritual.
SHAZ & KIKS was not replacing a broken quiz. Its previous quiz app had solid numbers, so the switch had to prove itself against real benchmarks, not a blank slate.
The team had clear completion, conversion and email numbers from the old quiz.
Roots and lengths often need different care, so one hair profile was not enough.
Herbs like amla and ashwagandha are new to many shoppers.
Email capture mattered as much as the first order.
The SHAZ & KIKS 60-second hair quiz, powered by Tangent AI
Tangent rebuilt the hair quiz as a Shopify-native experience and handled the migration end to end, designing it to profile scalp and strands separately and to turn every result into a ritual.
The Tangent team mapped the catalogue and recommendation logic during onboarding and launched the new quiz in place of the previous quiz app.
Questions cover hair type, thickness, oiliness or dryness, then scalp and strand concerns separately, so recommendations reflect both roots and lengths.
Shoppers can add a selfie for AI-assisted analysis alongside their answers. It informs cosmetic recommendations and is not a medical diagnosis.
The email step sits just before the results page, positioned as the way to receive a personalised ritual rather than a pop-up to dismiss. Shoppers who opt in can receive personalised post-quiz emails through Tangent's Klaviyo integration, set up by the Tangent team during onboarding.
Results pair cleansing, conditioning and styling products into a step-by-step ritual matched to each shopper's scalp and strand profile.
Orders count when shoppers buy within 2 days of finishing the quiz, or buy a recommended product within 7 days, giving a cleaner read on what the quiz drives.
AI selfie analysis on SHAZ & KIKS, producing an Ayurvedic Hair Health Score, powered by Tangent AI
Tangent results from launch in May 2026 to October 2026, compared with the previous quiz app's May to July 2025 figures where the metrics are measured the same way.
More Shoppers Captured, Same Conversion
Quiz conversion remained around 10% under Tangent's stricter attribution model, while email capture increased from 44.2% to 54.7% of quiz starters.
Recommendations That Win New Customers
Most quiz revenue came from recommended products, and nearly every quiz order came from a shopper buying from the brand for the first time.
A personalized three-step Ayurvedic hair routine on SHAZ & KIKS, powered by Tangent AI
SHAZ & KIKS switched with real benchmarks in hand. On Tangent, more quiz starters share their email, conversion sits around 10% under stricter attribution, and the quiz has become a reliable way to bring first-time customers into the brand.
