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.
How beauty brands win on each channel
The same channel behaves differently for a cleanser, a fragrance and a prestige skincare line. Here is how we think about the channels beauty buyers actually use, and the role each one plays in profitable growth.
Meta and Instagram
For most beauty brands this is still the discovery engine. We treat creative volume, hook variety and testing rhythm as the main lever, and we structure campaigns around prospecting, retargeting and retention so budget follows the role each audience actually plays.
TikTok
TikTok rewards creator-led content that feels native to the feed and punishes polished ads that look like ads. We build creator pipelines, test hooks in the first two seconds and scale the concepts that earn watch time.
Google Search and Shopping
Search captures demand that already exists. We protect branded terms, bid on category and competitor intent where it is profitable, and keep Shopping feeds healthy, because beauty shoppers compare prices and formats before they commit.
YouTube
YouTube is where beauty education happens: tutorials, routines, ingredient explainers and reviews. We use it to build consideration that paid social alone cannot, and to support launches with demo-rich creative.
Amazon and marketplaces
Marketplace shoppers arrive with high intent and low patience. We keep listings, images and reviews working hard, connect upper funnel media to marketplace conversion and watch for the halo effect across your other channels.
Retail media
When your brand is on shelves, retail media closes the loop. We plan retail media alongside paid social so the two reinforce each other, and we measure incrementality rather than assuming every retail sale was influenced.
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.
Beauty growth strategy by stage
What profitable growth looks like changes with the stage of the brand. The media plan, the creative and the measurement all shift as you move from launch to scale to new channels and new markets.
Pre-launch and launch
Build demand before the product is available, capture high intent shoppers during the launch window and set up the testing plan that keeps momentum after week one.
First real scale
Find the repeatable acquisition engine, protect margins while volume grows and build the reporting that separates what is working from what is merely spending.
Retail and omnichannel expansion
Coordinate DTC, marketplace and retail media so the channels reinforce each other, and measure the halo effects that single channel attribution always misses.
International growth
Port what worked in one market, adapt the creative and messaging for the next and decide which markets deserve full investment based on economics, not excitement.
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.
Beauty advertising agency vs a generalist agency
A strong generalist can run competent campaigns in any category. The difference shows up in what the team already knows on day one, and in what the reporting optimizes for. Here is where the two approaches part ways.
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.
How to choose a beauty advertising agency
Whether you hire us or not, these are the questions worth asking before you sign with any agency. Good answers separate teams that know the category from teams learning on your budget.
- Can they show beauty results, not just beauty logos?Ask for specific outcomes from beauty brands, such as acquisition cost changes, new customer revenue and retention improvements, and ask what the agency's own work contributed.
- Who actually runs the account?Ask whether senior strategists stay on the account after the pitch or hand it to junior operators once it is signed.
- How do they handle retail and marketplace attribution?An agency that only reports DTC will misread a brand selling at Sephora or on Amazon. Ask how they measure omnichannel impact.
- What does their creative testing process look like?Ask how many new concepts they test each month, how they decide what to make next and how quickly learnings reach production.
- How do they report, and how often?Ask for a sample weekly report. It should connect spend, creative learnings and next steps to the metrics that matter to your P&L.
- What happens in the first 30 days?Ask how the audit, tracking review and first tests are sequenced, so momentum starts before the strategy deck is finished.
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 →