Youswim is a London swimwear brand built for the body you're in. Instead of a dozen traditional sizes, it makes swimsuits in two adaptable sizes, Stretch I and Stretch II, cut from its own Versoform crinkle fabric with four-way stretch. Production is entirely UK-based, from the knitting to the sewing, and every piece is quality-checked at the brand's London studio. Youswim sells direct through two Shopify stores: youswim.com, its global store, and usa.youswim.com for American customers.
“We moved to Mage from the most well-known platform, and the only regret is not doing it sooner. It costs us less, does more, and the support is in a different league. White-glove from the first call, and you're dealing with the founders directly rather than a ticket queue. The UI was the other deciding factor. Most loyalty apps bolt something onto your storefront that immediately looks like a third-party widget. Mage's is genuinely premium and sits on-brand, like it was custom-developed for our brand. Switching to Mage is a huge upgrade. Couldn't be happier.”
Youswim's two stores arrived at Mage from opposite directions. The US store ran a points program on Yotpo that asked a lot of customers: work out how many points you have and what they're worth, save up until you hit one of a few fixed discount amounts, then go to the loyalty page, generate a code, and carry it to checkout. The global store had no loyalty program at all. Neither store had an account sidebar or a wishlist. Youswim wanted one program that worked the same way on both stores, felt like part of the Youswim brand rather than a bolt-on, and was simple enough that a customer returning after a year would understand it at a glance.
Youswim launched The Tide on both stores in August 2026. Instead of points, members earn store credit: 5% back on every order, plus credit for signing up, their birthday, following on social, and leaving a review. Three VIP tiers, Sand, Sea, and Sky, are based on spend over a rolling year, and each one raises the cashback rate, up to 10% at the top.
Credit is visible at every step of a purchase: product pages show exactly how much an item earns back, checkout shows the credit due on the order, and members apply any amount of their balance as a discount right there at checkout.
The Mage team sat down with Youswim co-founder Julian Tali to work out the program's strategy together, from the cashback rates to the tier thresholds, then rebuilt every customer's tier and store credit from their last 12 months of spend rather than converting Yotpo points at a flat rate. The migration took one week. Both stores got a redesigned loyalty page, Mage Customer Accounts, and a wishlist, all of which were new to Youswim.
Members earn a balance that's worth exactly what it says, starting at 5% back on every order. No conversion rate to learn and no waiting to hit a fixed discount amount: any amount of credit can be spent, so even a small balance is worth using.
Members apply their credit as a discount directly at checkout, in whatever amount they choose. No trip to the loyalty page and no code to generate and paste.
Every product page shows exactly how much store credit that swimsuit earns back, and checkout shows the credit due on the order, so the reward is in front of the customer at the moment they decide to buy.
Sand is free to join, Sea unlocks at $250 in spend over a rolling year, and Sky at $500. Each tier raises cashback, from 5% to 7% to 10%, and adds perks: a bigger birthday reward, early access to sales and launches, free expedited shipping, free returns and exchanges, and a free Youswim gift at the top.
A branded slide-out account that keeps credit balance, tier, orders, wishlist, and recently viewed swimsuits on-site. Nearly 1 in 5 clicks on Recently Viewed turns into an order.
Shoppers save the styles they're considering and come back to them from inside the account sidebar, rather than a separate page or app.
Through the Judge.me integration, members earn store credit for every review, with more for a photo and more again for a video, so the best social proof is also the best rewarded.
Give $15, get $15. Every member has a unique referral link right in their account sidebar, with device and IP fraud protection built in.
Rather than converting points at a flat rate, every US customer's tier and store credit were rebuilt from 12 months of order history, so returning customers landed where their spend had already placed them. Handled end to end by the Mage team in one week.
A Tide page designed to match Youswim's own look, with earning, tiers, and perks laid out for members and first-time visitors on both stores.
Points ask customers to do maths: how many do I have, what are they worth, how far to the next reward. Store credit skips all of that. A balance in pounds or dollars means the same thing on the account page as it does at checkout. That matters more for swimwear than for most categories. Many Youswim customers buy once a season, and a points total they last looked at twelve months ago is easy to forget and hard to value. A credit balance isn't. Youswim then put that balance where buying decisions happen. Each product page shows how much credit a swimsuit earns back, checkout shows the credit due on the order, and members spend their balance as a discount right there, in any amount, without visiting a loyalty page or generating a code. The tiers follow the same logic: rather than a points multiplier, each tier simply raises the percentage of every order that comes back as credit, from 5% to 7% to 10%.
The live Tide page Youswim built with Mage: how to earn store credit, the Sand, Sea, and Sky tiers, and the refer-a-friend offer. Scroll through it below.
