Skincare Brand (Barrier Repair)

The Story

Founded by a YouTuber frustrated with overcomplicated skincare routines. They built a cult following with a single “barrier repair” hero product. But DTC was capped at ~$120K/month — too niche, weak ad angles, and heavy reliance on organic content.

Our Playbook

  • Creative Angles: Shifted messaging from “minimalist skincare” to “reset your skin barrier.” TikTok-style myth-busting (“Why your 12-step routine is destroying your skin”) hooked viewers.

  • UGC: Partnered with small creators with acne-prone skin. Their 30-day transformations became high-converting BOF ads.

  • Meta Ads: Tested raw comparison ads: Krave vs. “big brand routines.” CTR doubled.

  • Google Ads: Owned intent keywords (“best barrier cream,” “skin barrier repair”).

  • Retention: Post-purchase email series framed the product as a “lifestyle reset,” encouraging subscription.


Results

  • Revenue scaled from $120K → $1.3M/month in 11 months.

  • BOF retargeting ads hit 14x ROAS.

  • Subscription base grew 4x in under a year.

‹ Case study

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