FARSÁLI: A beauty brand making a comeback with AI for Shopify and Zendesk

Here’s a quick summary:

• Who: FARSÁLI, a direct-to-consumer beauty brand.
• The problem: Their small team was swamped with the same questions over and over (“Where’s my order?”), especially during a big relaunch. They needed to give customers fast answers without hiring a giant support team.
• The fix: They brought in an AI agent from eesel that hooks right into their Shopify and Zendesk to handle the easy stuff automatically.
• The results: A huge chunk of common questions now get answered instantly. Response times are way down, and the human team is free to handle the trickier problems that actually require a person.

First, a little about FARSÁLI

If you’re into skincare, you’ve probably heard of FARSÁLI. They’re known for their cool, ethically-made serums and elixirs. The company took a pretty unusual path, hitting pause on production and pulling out of big retail stores for a bit to handle some personal things. Now, they’re back and focusing on connecting directly with their customers. For them, it’s all about quality products and building a real relationship with their community.

The big challenge: Growing without drowning in support tickets

As FARSÁLI kicked off its relaunch, making customers happy was job number one. A good support experience was non-negotiable for rebuilding trust. But for their small team, that was easier said than done. They were up against a few hurdles:

• The same questions, again and again: The support inbox was constantly flooded with “What’s my order status?” and other basic product questions. 
• Customers don’t sleep (but the support team has to): People expect answers right away, no matter what time it is. For a team working normal business hours, that’s a tough expectation to meet.
• Too much tab-switching: To answer one simple question about an order, an agent had to jump from Zendesk over to Shopify, find the info, and then jump back.
• Winning back trust: After being away and dealing with some past feedback on their customer service, they knew they had to nail it this time. Fast, reliable support was key to showing customers they were back and better than ever.

How they fixed it with an AI assistant

FARSÁLI started using eesel to build an AI agent that acts as the first person a customer talks to. It gives instant answers and knows exactly when to pass a conversation over to a human.

Giving the AI a brain: First, eesel basically hoovered up all of FARSÁLI’s knowledge into one spot. The AI learned from:

• Their public website and the entire Zendesk Help Center.
• Internal PDFs with detailed product info.
• And, most importantly, all their old Zendesk tickets. This taught the AI how to talk like FARSÁLI and understand the real-world issues customers run into.

Putting the AI to work with automations: But the real magic came from eesel’s AI Actions, which plug right into the tools FARSÁLI uses every day:

• Instant order lookups: When a customer asks, “Where is my order?” in the chat bubble, the AI uses Shopify actions like “Fetch Order details” to pull up the answer on the spot. No human needed.
• Smart ticket management: If something does need a human eye, the AI uses Zendesk actions to automatically: Add tag, or Assign ticket to the right person.
• When the problem is solved, it can even Close ticket to keep the queue tidy.

Making life easier for the human team: Even when a ticket gets passed to a person, eesel’s AI Copilot is still in the background helping out. It suggests on-brand replies based on all the info it has, which helps the team answer people quickly and consistently.

The outcome they wanted and needed

Bringing eesel on board totally changed how FARSÁLI handles customer support.

The numbers part:

• Instant answers: a significant portion of all questions that come in are now completely handled by the AI, mostly the order status and product questions.
• No more waiting: For most customers, first response time dropped from hours to just a few seconds.
• Happier agents: The support team now spends much less time on boring, repetitive work. They can now focus on the more interesting, complex problems that actually help build customer loyalty.

The ‘how it feels’ part:

• A better customer experience: People get correct answers 24/7, which is a huge deal for building trust.
• Ready for anything: FARSÁLI can now handle way more orders without having to hire more and more support agents.
• Building on a foundation of trust: By giving customers a genuinely helpful and instant support experience, FARSÁLI showed they were serious about their comeback.

Wrapping it up

FARSÁLI turned a tricky situation into a win. Instead of getting buried under manual tickets, they used eesel’s AI to build an efficient support system that just works. By connecting their e-commerce and support tools, they didn’t just get faster, they delivered the kind of experience that helps a brand grow and keep its customers happy.

Want to stop drowning in support tickets, too? You can book a demo with eesel AI and see how it works.