A year-long partnership that drove over $9 million in tracked revenue for a fast-scaling beauty brand through relentless creative testing and full-funnel media.
Malia Hair is a beauty brand with a hero product line and a highly engaged community. Beauty is one of the most creative-hungry categories in e-commerce, winning means out-testing the competition, week after week.
Over twelve months we ran Malia's paid acquisition and retention as a single, compounding system across Meta, TikTok, Google, email and SMS.
In beauty, creative is the campaign. Fatigue is brutal and the brands that scale are the ones shipping the most winning angles, fastest.
Malia needed both an always-on testing engine to keep new customers flowing and a retention layer strong enough to make aggressive acquisition profitable.
A weekly cadence of UGC, before-and-after, educational and offer-led formats kept a steady supply of fresh winners feeding the algorithm.
Meta and TikTok drove discovery while Google captured the branded and category demand all that activity generated.
Email and SMS flows turned first-time buyers into repeat customers, pushing repeat revenue past 40% of the total and making acquisition far more profitable.
We continuously re-weighted spend toward the channels and creatives driving genuine incremental new customers.
Across twelve months Malia Hair generated over $9 million in tracked revenue and grew 120% year-on-year, with a relentless creative engine keeping new customers flowing even as spend scaled.
A strong retention layer, over 40% of revenue from repeat customers, meant the brand could acquire aggressively and still protect its margins.
They out-test everyone. The volume and quality of winning creative they produce is the reason we've scaled the way we have.
Take the guesswork out of growth. Book a free discovery call and let's build a system that drives consistent, profitable revenue.
Let's talk↗
