E-commerce: ESAS Beauty, New York.
October 2023

How to scale your Wellness / Beauty brand (follow up case study)

This is a follow up case study for a New York Beauty brand. In the current case study, we discuss the next stage of growth.


Meta & Tiktok Ads


Tiktok, Facebook, Instagram

Result 1

Increased Revenue

Result 2

Increase in ROAS

Project Overview

The initial strategy getting things off the ground can be found here.

Once we achieved initial success using the offer strategy to break into a competitive market, we moved towards the 'scale phase'.

If you are asking yourself any of the below questions, then this case study is for you:

  • How do you scale efficiently?
  • What the "right" balance for scale?
  • What are CPA numbers, ROAS numbers, MER numbers that you should keep in mind when scaling?
  • What are the indicators to turn up ad spend and capture marketshare?


With a lot more data, we now had a much better trove of insight to draw from. The question now was:

  • How do we move from a great offer, which is an investment into getting people to notice you, towards a more sustainable offer?
  • How do you scale without VC funds?

How do you scale profitably?

  • The Content

After the great offer, we experimented with content that could take us to the next stage, and do so profitably and with a level of predictability.


And that's exactly what we did. Testing testing testing testing and more testing.

  • We needed to find an ad, that can educate, deliver the value props, attract the right customer and inspire to make a change in their beauty routine
  • After running through multiple stages of testing, we finally found a winning combination that delivered results

This ad helped us run at profit, and scale - predictably over months.

  • We more than doubled revenue, month over month and set new targets each month.

Scale with profits: It's the goal of every start up brand, to scale with profits. And it's certainly possible, but you have to clearly define the stages, and most importantly, you need to know industry benchmark numbers to understand how, and when to scale.



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