Beauty marketing agency for profitable growth
We help beauty brands scale profitably through paid media, creative testing, analytics, retention and omnichannel growth strategy.
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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 growth marketing agency with deep experience on the beauty category. We help skincare, fragrance, body care, cosmetics, hair care and wellness brands grow across DTC, retail and marketplace channels for brands like Sol de Janeiro, Tatcha, Living Proof, Summer Fridays, True Botanicals and Henry Rose, 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.
We helped Sol de Janeiro grow from $60M to $1B in revenue 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 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. When media, creative, analytics, conversion and retention finally talk to each other, 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 Growth Challenges, We Help Solve
- Rising paid social costs? We rebuild the media mix and creative strategy so CAC stops climbing and every new dollar has a job.
- Creative fatigue outpacing production? We run a weekly concept pipeline and testing rhythm that keeps fresh angles in market before performance dips.
- Traffic and engagement but not enough sales? We rework the funnel from hook to checkout so campaigns convert, not just perform in-platform.
- Product pages missing the story? We rebuild PDPs around ingredients, benefits and routines with the proof points buyers actually need.
- Landing pages losing the ad's promise? We design and test dedicated LPs that carry the creative through to the buy button.
- Fragmented attribution across DTC, retail and marketplaces? We stand up a blended measurement view so one number guides the budget.
- Growth leaning on promos and bundles? We build full-price demand through creative, audiences and retention so margin comes back.
- Launches spiking then dying? We plan sustained post-launch programs across paid, lifecycle and creator so demand keeps compounding.
- Lots of data, no clear next move? We turn it into a prioritized testing roadmap tied to the metrics that move the P&L.
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.
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 for Sol de Janeiro.
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.
Sol de Janeiro × Good Moose
As the agency of record for Sol de Janeiro for over 4 years starting in 2021, we have helped the brand grow from roughly $60 million to $1 billion in revenue — a 15x climb our published case study breaks down in detail. We have 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 and 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 Award for Best Performance Marketing Campaign 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.
Beauty marketing agency FAQs
Grow your Beauty Brand
If you are ready to scale, we will build you a growth strategy that connects paid media, creative, analytics, conversion and retention instead of running them in separate silos. No bloated retainers, no vanity metrics — just profitable growth you can feel in the business.
Let's chat →