Beauty marketing agency for profitable growth
Good Moose is an independent beauty marketing agency in New York. We help skincare, fragrance, cosmetics and DTC beauty brands scale profitably through paid media, creative testing, analytics, retention and omnichannel growth strategy across the United States, Europe and Latin America.
Showing 13 Beauty clients.
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Scale your beauty brand with the right growth strategy
Beauty might be the hardest consumer category to grow profitably. A single purchase can run through a TikTok post, an Instagram review, a Google search, an Amazon comparison and a trip to Sephora, often before a customer ever reaches your site. Media buying alone no longer moves the needle. Profitable growth comes from a connected system — one where insight into the beauty buyer feeds sharper creative, more efficient acquisition and revenue that holds its margin.
We are a New York based beauty marketing agency with deep experience in skincare, fragrance, body care, cosmetics, hair care and wellness. We help beauty brands grow across DTC, retail and marketplace channels for brands like Sol de Janeiro, True Botanicals, Facetheory, Henry Rose and Orlane, among many others. Our work covers paid media, creative testing, analytics and retention under one unified team, so brands spend smarter, learn faster and scale the things that actually move the business.
As a beauty advertising agency, we run the channels that matter most to beauty buyers — Meta, TikTok, Google, YouTube, Amazon and retail media — with creative and measurement built specifically for the category. Whether you need a skincare marketing agency, a cosmetics marketing agency, or a full-funnel beauty digital marketing agency, we build the strategy, creative and media plan around your margin and your growth stage.
Sol de Janeiro grew from roughly $60M to $1B in revenue between 2021 and 2025, a 15x climb, and on the other side defined the pre-launch strategy for brands like Henry Rose to support them during their launch. We have experience working every stage of a beauty brand, and know where focus and investment need to go at each one. We have lived in the beauty category and worked tirelessly to find the right models for profitable growth.
Data shows us what to test, where to invest and when to scale across the complex orchestration of DTC, retail and marketplaces. We build customized reporting focused on the outcomes that move your P&L. But data only tells you what happened, not why — real differentiation comes from marrying that data with deep brand understanding, so the strategy behind every test is built to set you apart, not blend in.
For the beauty consumer, the creative is the brand — what they see and judge long before they weigh a purchase. That makes it the biggest lever you have, more than targeting or bidding. So we test it relentlessly: hooks, demos, UGC, ingredient stories, before-and-afters, and the objections that quietly talk people out of buying.
With so many options competing for attention, the beauty consumer rarely buys on the first touch. We plan for the whole journey — balancing awareness that builds demand with a conversion push that fills the funnel. And because traffic alone is not growth, we dig into landing pages, PDPs, offers and mobile experience so what happens after the click delivers on the promise the ad made.
Beauty Creatives
A sample of the work behind our beauty campaigns — from award-winning holiday pushes to product launches and creator partnerships.
Sol de Janeiro, the Brazilian-inspired body care brand that turned the Bum Bum Cream into a global obsession, a Sephora best seller with 720K+ loves and one of the top prestige body care brands in the U.S. Known for cheeky names and addictive gourmand scents, the brand reaches far beyond body care into fragrance, hair and SPF.
Henry Rose, the celebrity-founded clean fragrance house from Michelle Pfeiffer, the first fine fragrance line to be EWG Verified® and recognized at the 2026 Digiday Awards. Crafted with fully disclosed ingredients, it proves luxury perfumery can meet the strictest clean beauty standards.
Orlane, the French heritage skincare house founded in Paris in 1947, best known for Crème Royale, a prestige anti-aging cream formulated with fresh royal jelly and 24K gold. Its royal-jelly-powered formulas remain a symbol of timeless luxury and serious skincare science.
Summer Fridays, the influencer-founded skincare brand from Marianna Hewitt and Lauren Ireland, makers of the internet-viral Lip Butter Balm and the #1 U.S. prestige lip brand in 2025 (YipitData). With millennial-pink tubes and a laid-back California vibe, it turned a single lip product into a social media phenomenon.
The Inkey List, the British science-first skincare brand that made ingredient-led routines mainstream, most products under $15 and home to the Oat Cleansing Balm, a Sephora fan favorite. Its no-nonsense education empowers customers to build their own routines without the luxury price tag.
OneSkin, the longevity skincare brand founded by four PhD scientists, creators of OS-01, the first peptide shown in peer-reviewed research to reduce cellular senescence in human skin. Its science-forward formulas target the root causes of skin aging for customers who want evidence-backed results.
Facetheory, the British direct-to-consumer skincare brand known for clinically-informed, vegan and cruelty-free formulas made in the UK. Its Retinal Supreme MultiCream and hero serums have built a loyal following of skincare enthusiasts who want dermatologist-grade actives at accessible prices.
Living Proof, the biotech-powered haircare brand born out of MIT that reinvented what shampoo and conditioner can do. Powered by patented molecules like Healthy Hair Molecule (OFPMA) and Triple Bond Complex, its full range delivers salon-level results for every hair type, proven in independent clinical testing.
Beauty marketing agency services
We design channel, budget, and testing plans that turn ad spend into predictable, scalable revenue rather than disconnected activity.
We capture demand and build awareness across Meta and Instagram with structured creative testing and continuous performance optimization.
We find the hooks, creators, and trends that make beauty brands feel native to TikTok and convert views into customers.
We protect branded search, capture high-intent shoppers, and acquire new customers through Search, Shopping, and YouTube.
We run disciplined tests across hooks, demos, UGC, and offers to identify the creative that consistently drives growth.
We improve product messaging, proof, and mobile experience so the post-click journey converts the promise made in the ad.
We connect DTC, Amazon, retail, and media data into one clear view so you make faster, more confident budget decisions.
Built for DTC & ecommerce beauty brands
We work with emerging and established beauty brands selling through their own ecommerce sites, Amazon, major retail partners or a combination of channels. As a beauty digital marketing agency, we build the connected system — media, creative, analytics, conversion and retention — so teams stop guessing and start making faster, more confident calls.
Scale DTC revenue while protecting acquisition efficiency and margin.
Connect paid media with retail, Amazon and broader omnichannel demand.
Build a repeatable creative testing framework instead of relying on occasional winning ads.
Launch products with coordinated awareness, consideration and conversion strategies.
Improve measurement when platform, ecommerce and retail data do not tell the same story.
Increase repeat purchase through better lifecycle, product education and retention planning.
Expand into new channels, audiences, retailers or international markets.
Create growth that is not dependent on constant promotions or discounting.
Get GOOD.
Let's chat →Beauty categories we work in
Every beauty sub category buys differently. Margins, repurchase cycles, proof requirements and retail distribution all change what profitable growth looks like, so the plan changes with them.
Skincare marketing
Skincare is sold on evidence. Ingredient stories, routines, before and afters and review depth carry more weight than any targeting change, and repurchase economics decide how much you can pay for the first order. We build creative and measurement around both.
Fragrance marketing
Fragrance cannot be sampled in an ad, so demand is built through story, discovery sets and search capture around the launch window rather than through demonstration.
Body care and prestige beauty
Prestige and body care brands grow where DTC, retail and international expansion pull in the same direction. Sol de Janeiro grew from roughly $60M to $1B in revenue over our 2021 to 2025 engagement, platform reported.
Cosmetics, hair care and personal care
Color cosmetics, hair care and personal care live and die on creative volume and shade or format education. We run the concept pipeline and the retail and marketplace measurement alongside it.
Beauty Growth Challenges, We Help Solve
- CAC climbing faster than revenueWe rebuild the media mix and creative strategy so incremental investment brings back incremental revenue instead of paying more for the same customer.
- Creative fatigue outpacing productionA weekly concept pipeline and testing rhythm keeps fresh angles in market before performance dips. Creative remix support is built into our media management fee, so reformatting and reworking your existing assets never waits on a separate production budget.
- Traffic and engagement that does not convertWe rework the funnel from hook to checkout so campaigns sell product, not just perform inside the platform.
- Attribution split across DTC, retail, and marketplacesOne blended measurement view, so a single number guides the budget instead of three platforms each claiming the same sale.
- Plenty of data, no clear next moveCustomized dashboards built around your business, so every team is looking at the same north star and the next move is obvious.
- Growth leaning on promos and bundlesFull price demand strategy, so the business grows without discounting its margin away.
How we work
Audit
We review paid media, creative, tracking, attribution, landing pages, product pages, retention, reporting and current growth blockers. The audit creates a shared view of what is working, what is limiting performance and where the strongest opportunities exist.
Planning & strategy
We turn the audit into a prioritized growth plan — channel mix, budget allocation, creative direction, measurement setup and the tests that will unlock the next stage of growth.
Test framework for audiences & creatives
We build a structured roadmap across channels, audiences, creative concepts, creators, offers, products and landing experiences. Each test has a clear hypothesis, success metric and next action.
Execution
We move investment toward the combinations of channel, message, audience and experience that deliver the strongest business results. As the brand grows, we keep testing so performance does not depend on one platform, audience or creative idea.
Weekly reporting
Every week we share a clear view of spend, performance, learnings and next steps against the metrics that matter to your business. No vanity numbers — just the signals that guide faster decisions.
Monthly creative reviews
Once a month we review creative performance, fatigue signals and emerging opportunities to refresh the concept pipeline. We align on upcoming angles, formats and tests so the next batch of creative is always in motion.
Proof from Beauty campaigns
We have helped beauty brands improve acquisition efficiency, increase new customer revenue, scale creator-led campaigns and connect paid media with retail and ecommerce growth.
YoY revenue growth from paid channels during the Sol de Janeiro engagement.
Decrease in Meta retention CPA in eight months for True Botanicals.
Increase in Google Search impressions for Henry Rose's Dave fragrance in 30 days.
Every beauty case study we have published.
Ten published case studies across skincare, fragrance, body care and prestige beauty, covering Meta, Google, YouTube, TikTok, OOH, influencer and landing page work.
- Sol de JaneiroScaling from roughly $60M to $1B in revenue since 2021
- Sol de Janeiro × GoogleYouTube and Discovery to grow branded search demand
- Sol de Janeiro InternationalOOH, paid social and video across France and Sephora France
- Sol de Janeiro × SphereThe Las Vegas Sphere takeover for the 10 year anniversary
- True BotanicalsRestructuring paid media channels for revenue growth
- FacetheoryMore profitable Cyber Week customer acquisition year over year
- Henry Rose — CreativeAn emotionally resonant video that lifted paid and organic
- Henry Rose — InfluencerCreator-led storytelling, Digiday award winning
- Henry Rose — Landing pageLong form brand storytelling from media to landing page
- OrlaneScalable, profitable expansion for a prestige skincare house
Sol de Janeiro × Good Moose, 2021 to 2025
We worked with Sol de Janeiro for over 4 years starting in 2021, and helped the brand grow from roughly $60M to $1B in revenue, a 15x climb our published case study breaks down in detail. We owned creative and channel diversification, global and regional media, audience and creative testing, conversion strategy and the brand's biggest moments, beating media holiday goals four years running.
Read the case study →When Crystal Nicole organically posted a TikTok about Henry Rose's Dave fragrance, we spotted the momentum fast, locked in usage rights and put real paid budget behind content that already felt authentic. It earned Henry Rose and our team Best Influencer Partnership at the 2026 Digiday Media Buying & Planning Awards. Within 30 days, Google Search impressions for Dave jumped 258%, with 40% of that coming after we boosted the video. By December 2025 the post had pulled in more than 800,000 impressions and nearly 50,000 likes, and drove close to 37% of paid media multi-touch attribution revenue.
We took home the 2025 BeautyMatter Awards honor for Best Performance Marketing Campaigns for Sol de Janeiro's holiday push. Going into a noisy election year, with competition climbing and social commerce pulling at attention, we made a deliberate bet: build awareness and grow the retargeting pool early, well before Cyber Week. That upfront investment in reach and recall made the later retargeting far more efficient, and Sol de Janeiro scaled spend while holding record level returns.
Good Moose CEO Daniel Romano was named to the Adweek Media All-Stars in 2024, recognized for embracing changing technology and shaping the future of media. The list highlights the media leaders driving the industry forward, and it reflects the way we work with every brand we partner with: staying ahead of platform shifts and turning them into an advantage.
Beauty marketing agency FAQs
Grow your Beauty Brand
If you are looking for a beauty marketing agency that can connect paid media, creative, analytics, conversion and retention instead of running them in separate silos, we will build you a growth strategy around your margin and your stage. No bloated retainers, no vanity metrics — just profitable growth you can feel in the business.
Let's chat →