Skincare Brand (Minimal Luxury Routine)

The Story

Two beauty influencers launched a skincare line built on the “clean girl” aesthetic. Their early success came from Instagram hype, but after $250K/month DTC, they struggled to scale profitably. Their polished ads felt like every other skincare brand, and CAC was climbing fast.

Our Playbook

  • Ad Angles: Instead of just “hydration” messaging, we ran creator-driven “what’s actually in my bag” UGC. It tapped into aspirational but authentic storytelling.

  • Meta Ads: Scaled 40+ new creatives monthly, testing minimalistic flatlays vs. “morning routine” UGC. “The 3-step 5-minute routine” became a hero angle, cutting CAC 35%.

  • TikTok: Activated a micro-influencer seeding program (500 creators, <100K followers). Authentic GRWM (“get ready with me”) clips crushed polished campaigns.

  • Retention: Bundled SKUs into starter kits + subscription refills. Post-purchase email flows with skincare tips boosted repeat purchase rate from 22% → 44%.

  • Google Ads: Built branded + competitor conquesting campaigns. Keywords like “dupe for [luxury brand] moisturizer” converted 6x ROAS.


Results

  • Scaled from $250K → $2.8M/month in under 12 months.

  • Blended ROAS 5.2x across Meta, TikTok, and Google.

  • 50%+ of revenue now comes from returning customers.

‹ Wellness Brand (Hydration Formula)

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