How a skincare startup became a feed staple

A two-year-old direct-to-consumer brand selling a fragrance-free moisturizer and a vitamin C serum, mostly through its own store. The product had strong reviews and a loyal base of repeat buyers.

Almost every new customer came from paid social, and acquisition costs had risen every quarter for a year.

Their brand TikTok had around 2,000 followers and averaged under 800 views a post. Creator partnerships worked, but each one took weeks to negotiate and rarely lasted beyond a single video.

They needed organic reach that showed up every day, didn't depend on one viral moment, and didn't turn their four-person team into full-time content producers.

We treated the brand as part of other people's routines rather than the star of its own channel. Our team owned everything from persona design to daily posting; the client approved the strategy and reviewed a sample of each week's batch.

1. 01

   Three personas, one routine

   We designed a skincare-curious college student, a new mom with sensitive skin and a 40-something skeptic. Each had a believable reason to reach for the same moisturizer.

2. 02

   Routine, not review

   Accounts posted morning and night routines instead of product reviews. The moisturizer showed up every day as part of the routine, never as the pitch.

3. 03

   Warm, then scale

   We ran 12 accounts for three weeks to learn which formats held attention, then scaled to 36 accounts using only the formats that worked.