Case Study: $30M DTC Cosmetics Brand
A Growth Story in Motion
When we first sat down with The Founder and her team, we found a brand with enviable heritage: decades of skin‑care science and a patented hero ingredient and yet a conversion rate stuck at just 1.2 %. Paid ads were delivering clicks at a decent ROAS of four‑to‑one, but far too many shoppers were slipping through the cracks once they reached the site. As her e-commerce lead said said, “I’m happy that you guys saw the same problems that I saw here. I’m not the only one voice anymore.”
Note: There is a similar post called "Skin Care Tear Down" - this is a different DTC company and does not reflect the brand depicted here.
Where the Leaks Were Hiding
1. One‑size communication. New subscribers were added to a single email list, receiving the same offer regardless of age, purchase history, or concern. Paid ads showed identical discounts to first‑time visitors and loyal customers alike often even to men, a low‑intent segment for a women‑centric line. The emails were all flyer style pushing products which people were ready to buy.
2. Message‑to‑page disconnect. “80 %‑off” ads landed on the generic home page where a 20 % pop‑up appeared, shipping thresholds weren’t clear, and a rotating hero banner buried the very product people had clicked for. The brand was premium but also heavily discounting by price as a motivator.
3. Data without plumbing. Klaviyo held 27,000 email addresses, but no birth years, no VIP tags, and no purchaser‑suppression feed to Meta or TikTok. Influencer campaigns delivered mediocre engagement, yet lacked tracking codes, so revenue was anyone’s guess.
4. Agency Mismanagement, We discovered agency manipulating social metrics which was preventing the brand from moving forward with plans to scale. Meta ads were mostly not performing, and only deep discounting ads had any impact, causing a lower profit margin per sale without an increased AOV.
The Flexible Plan Forward
Rather than prescribing a rigid project list, we delivered a week‑to‑week fractional engagement of senior strategy and support,The first two weeks were a Prioritisation Sprint:
Pause all paid media and regroup on Ad Spend - migrate to new Meta Andromeda and Advantage Campaigns
Review and redesign all Email flows, and take a new approach to copywriting and headline development
Develop tools to create paid media planning, content design.
Update Shopify to fix funnel breakage and begin testing different purchase schemes.
From Week 3 onward, we executed, reviewed metrics every second Friday, and adjusted the sprint plan in real time.
Early Results
Between Aug 1 and September 25, 2025, The Client saw $65,392 in attributed revenue through Klaviyo - a 28.4% increase year-over-year. Growth was fueled by stronger campaign execution, consistent flow performance, and continued gains in email deliverability compared to industry benchmarks.
Paid Media (Meta)
Fixing Ads drove Shopify traffic up 4x, including 3x first time visitors upon updating ads to leverage new Meta Campaign Features.
