Skincare Brand B

The Story

Started by two sisters with a passion for clean beauty, the brand initially relied on physical retail partners. Their DTC channel was weak, stuck at 4M ARR, and online ads bled money with CAC > 70$.

Our Playbook

  • ICP refinement: Split their customer base into two avatars: (1) ingredient-conscious millennials and (2) older buyers looking for anti-aging. Messaging was rewritten for each.

  • Full-funnel ad structure: We built educational TOF campaigns, social proof MOF campaigns, and urgency-driven BOF ads.

  • Subscription model: We introduced an auto-refill system. Data showed customers churned at month 3, so we shipped free gifts at the renewal point to extend LTV.


Results

  • ARR scaled from 4M → 24M in 14 months.

  • CAC dropped from 700 SEK → 190 SEK.

  • Subscription retention doubled → average customer lifespan increased to 9–12 months.

‹ Skincare Brand C

Skincare Brand (Uni Girl) ›