LOVR x VYORA · The Waitlist
The waitlist journey.
vyora. speaks quietly and never twice about the same thing. Every person who picks an essence on the waitlist page steps into the sequence below, dressed in the brand’s own palette and register. The list is warm long before there is anything to sell, and on launch day it buys before the feed ever hears.
The moment they join
The welcome lands instantly with their share link and their essence noted as a vote. Referring is framed as self interest from the first minute.
Five days later
The brand world: where vyora. came from and why it looks the way it does, no pitch, closing on Instagram.
Day twelve
A note from the founders: why the category needed better, why Coconut comes first, and how this list decides the next essence.
Week three
The referral nudge: two friends opens early access before the public, five locks a one-off founding rate, guaranteed.
The months between
Founder broadcasts every few weeks on ready-made templates: milestone notes when someone moves up, and threshold updates as the list climbs toward 1,500. Regular contact keeps the list warm without per-person automation.
When the list hits 1,500
The early access notice: the first 500 orders lock in a one-off founding rate, once and never repeated.
Launch minus seven
One week out. Referrers learn their window opens before the public, and the next email is the one.
Launch day
press. go. The founding run opens by email and text together, and the list buys before the feed ever hears.
After launch
Vote for the next essence: one tap per subscriber, and the list chooses the next manufacturing run.
The emails.
Shown at reduced size, in send order. Click any email to read it in full. The dashed markers are personalised fields: each subscriber sees their own name, their chosen essence and their own share link.
The moment they join
The welcome
Sent the instant an essence is picked. Confirms their place, notes their essence as a vote for what gets made next, and hands over their share link while the moment is warm. The sharing window is the first minute, so the link leads.
Subject: you're in.
early has privileges. quiet ones.
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vyora.
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you're in.
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Done, then, First name.
You're on the list for PocketLube, and the list is not a metaphor. It holds Coconut before anyone else knows it exists, 50ml in cast concrete, small enough to disappear into the jacket you actually wear.
Your essence pick, Essence, was counted as a vote. What gets made next is decided by the people who were here first, and the list hears everything before the feed does.
Now the part worth thirty seconds. The link below is yours alone. Send it to the friends who'd want in before the crowd, the group chat that appreciates a good object, the one person you know who already owns too much nice skincare.
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Bring two and you shop before the public does. Bring five and your founding rate is locked, whatever happens on launch day. We keep count so you don't have to.
Expect restraint. When we turn up in your inbox, it will be worth opening.
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vyora.
you joined a list. we intend to behave like we know that.
leave anytime
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Click to view the full email
Five days later
The brand world
Where vyora. came from and why it looks the way it does. No pitch, one line that carries the whole idea. No more paper bags, just a bottle worth carrying. Closes on Instagram.
Subject: small bottle. strong opinions.
concrete outside. considered all the way through.
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vyora.
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small bottle.
strong opinions.
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It's called PocketLube. The name is the whole brief.
Micro-concrete, cast not moulded, cool in the palm and heavier in the hand than fifty millilitres has any right to be. We designed it the way you'd design anything that lives in plain sight, because that's where it lives. On the shelf, by the bed, in the pocket of the coat by the door. An object with weight doesn't get hidden in a drawer. It gets kept.
Inside is the part we weighed even more carefully: Coconut essence in a water-based formula, pH-matched to the body because precision is the polite form of respect. Never sticky, and nothing on the label you'd have to explain to whoever picks it up off the nightstand out of curiosity.
Designed to be used. Made to be kept close.
We're posting the build as it happens. The finish is yours.
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vyora.
sent occasionally, and only when true.
unsubscribe
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Click to view the full email
Day twelve
A note from the founders
Brooke and Tys in first person. Why the category needed better, why Coconut comes first, and how this list decides the next essence. Loaded as a draft for the founders to make their own.
Subject: from brooke and tys.
why we built a personal lubricant you'd leave out.
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vyora.
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from brooke and tys.
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Our kitchen table, late, two mugs going cold, and a question neither of us could put down: why does everything in this category assume it should hide?
We're Brooke and Tys. We kept buying beautiful things for every room of the house, then apologising in plastic for exactly one of them. That seemed worth changing, so we didn't change you, we changed the object.
PocketLube is what we landed on. A personal lubricant built like homeware, weighed in the hand more times than we'll admit before we let the bottle exist, filled with a formula we'll happily defend ingredient by ingredient.
It started at a kitchen table, which in hindsight tracks.
The bottles are close. We wanted you to know whose hands you're in.
Brooke and Tys
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Write back. We read everything.
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vyora.
this one was written at the table in question.
unsubscribe
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Click to view the full email
Week three
The referral nudge
A quiet reminder that their place can move. Two friends opens early access before the public, five locks a one-off founding rate, guaranteed, and the 1,500 threshold sits underneath it all.
Subject: good company counts.
two friends opens the door early. five does more.
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vyora.
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good company counts.
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Who's the friend whose flat you quietly study? The one where everything looks chosen and nothing looks expensive on purpose.
They belong here, and bringing them opens doors you can't open alone.
Two friends through your link and you walk in early, before the public launch, while every bottle of the first pour is still sitting there untouched. Five, and the rate the first pockets were promised is yours no matter how fast it goes, plus a note from Brooke and Tys tucked into your first box.
Access, never discounts. We don't mark things down, we let people in.
Your link remembers you.
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Taste travels. Let it.
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vyora.
no spam travels on your link. we'd sooner not launch.
unsubscribe
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Click to view the full email
When the list hits 1,500
The early access notice
Fired by the founders the day the list crosses 1,500. The first 500 orders lock in a one-off founding rate that will never be repeated. Five-friend referrers already hold theirs, guaranteed.
Subject: the line just moved.
the waitlist did something, so we're doing something.
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vyora.
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the line just moved.
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Fifteen hundred.
The list just crossed it, and sits at Live count as this sends. That is three names for every founding-rate order there will be.
The maths on your link hasn't changed, only the crowd has. A second name still buys you early entry. Five still holds your rate.
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When we open, the first 500 orders lock in a one-off founding rate.
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vyora.
ships in a plain box. the drama stays in the design.
unsubscribe
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Click to view the full email
Launch minus seven
One week out
One week. Referrers learn their window opens before the public, and the list is told the next email is the one. Nothing to do today, which is exactly the point.
Subject: for the hour after.
one week out. the quiet before.
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vyora.
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for the hour after.
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Days now, not weeks.
One week from today we open, early for the people who earned it, then everyone. Your link knows the way in, same as the day you got it.
The bottle waits in plain cardboard that keeps its opinions to itself. Coconut, 50ml, cast concrete, never sticky, matched to the body the way everything about it is.
Between now and then, nothing is required of you except the pleasant kind of waiting, the sort you do with low light and no plans.
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Worth clearing the evening for.
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vyora.
unsubscribe below, though it seems a strange week for it.
unsubscribe
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Click to view the full email
Launch day
Launch day
The founding run opens. Coconut, one run, a one-off founding rate for the first 500 orders. The waitlist hears first, in their inbox rather than on the feed, one press away.
Subject: press. go.
coconut, 50ml, live now. the early rate is real and brief.
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vyora.
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press. go.
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First name. Doors open.
You've been here since the concrete was wet, so here's the short version: PocketLube is live. Coconut first, 50ml, concrete that sits in the palm like it has somewhere to be later.
Price, plainly: the first 500 orders carry a one-off founding rate. When the five hundredth order lands, it goes with it.
One press below and it's done. No forms you haven't seen, no codes, no committee.
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What happens after delivery is none of our business.
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vyora.
plain box, plain label. the courier will learn nothing.
unsubscribe
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Click to view the full email
After launch, whenever the founders choose
Vote for the next essence
One tap counts a vote for Strawberry, Sandalwood or 0% Essence. The list chooses the next manufacturing run, and the count plays out on Instagram.
Subject: your vote, one press.
strawberry, sandalwood, or nothing at all.
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vyora.
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your vote, one press.
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Coconut has had you to itself long enough.
The next essence gets made because you press a button. That was the arrangement from the start, and the tally has been running quietly since the day you joined.
Strawberry is warm and unserious in the best way. Sandalwood takes the evening seriously. 0% Essence is for the purists, the same water-based formula with nothing added and nothing talking over it, glide and warmth and not one word more.
For the record, you told us Essence at the door. Loyalty is noted. So is a change of heart. We don't judge, we only count.
One press below and it's counted. That's the whole ballot.
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The next pour is yours.
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vyora.
one vote per pocket. we check.
unsubscribe
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Click to view the full email
The text messages.
Three texts support the launch leg, from a monitored number a subscriber can simply reply to. They go only to people who opted in at signup.
Early access, launch minus two days
vyora.: your early access opens in two days. Small first batch, quiet start, and your link opens it. Reply STOP to opt out. Link
Launch day
vyora.: doors open. The rate promised to early names holds for the first 500, and yours is one press away. Reply STOP to opt out. Link
Abandoned cart, parked until the store exists
vyora.: we set your bottle aside. It keeps, that's rather the point. Finish whenever suits. Reply STOP to opt out. Link
The engine underneath
The referral machine.
The list grows itself, and it does it without a single discount. Three mechanics carry the whole thing, each one written into the emails above.
01
A one-off founding rate
One rate for the first 500 orders of the founding run. When they are gone, that price retires forever. No sitewide discounts, ever.
02
The 1,500 trigger
When the waitlist crosses 1,500, the founding rate opens for the first 500 orders. Every share moves the number, so sharing becomes self interest.
03
Rewards that cost nothing
Two friends opens early access before the public. Five guarantees the founding rate even if the 500 sell through, plus a founder note in the first box. Access, never discounts. Margin untouched.
Visit the waitlist page
A note on what you are seeing. The dashed markers show where each message personalises itself. The share link, the threshold number and the launch day store link are wired in once the referral mechanic and the store are locked, and nothing sends before then. Copy shown is the working draft and sharpens further before anything goes live.
