The Problem

No Makeup Makeup was starting from scratch — no presence on Google, Meta, Amazon, or anywhere else. Developed by the legendary Victoria Jackson, the brand had big ambitions but needed help to get off the ground.

Their goal? To scale quickly and hit millions in revenue within the first year. With just one hero product to work with, they had to navigate challenges like post-holiday slumps and sudden traffic surges tied to PR coverage and a QVC launch.

Our Services

• Paid Social

  • Meta

  • Pinterest

  • TikTok Ads

• Google Ads

• TikTok Shop

• Email/SMS

• Link Building

• Creative

• Amazon

Our Strategy

To help No Makeup Makeup scale efficiently, we took a multi-channel marketing approach designed to reach customers wherever they were. We started by optimizing their paid social campaigns, testing creative hooks, and refining targeting to maximize engagement and conversions. On Google Ads, we restructured their account to align with seasonal trends and PR pushes, launching demand generation and shopping campaigns for full-funnel coverage.

At the same time, we built their email and SMS lists from the ground up, warming up their domain and creating tailored flows to drive re-purchases. From TikTok Shop to Amazon, every channel was optimized to work together seamlessly.

Proven Success

No Makeup Makeup achieved an incredible milestone, generating ~$1.5 million in revenue within just 7 months — all with a single hero product. This success was fueled by a cohesive marketing strategy that reached customers at every touchpoint, from paid social to organic search. We were able to launch this business from 0 to 8 figures in under one year.

By combining targeted campaigns, creative testing, and strategic optimization, we helped the brand scale quickly while maintaining cost efficiency. Every channel worked together seamlessly, laying the groundwork for long-term growth and proving that even with a small product line, massive success is possible.

Visual Representation of Results: YoY Growth

The above graphs show the growth in ad spend over time, with a 10,418% increase year-over-year and a clear upward trend in daily investments.

The table shows a 44.14% decrease in cost per purchase, highlighting improved efficiency in ad spend.

Amazon

Our Approach

To establish No Makeup Makeup on Amazon, we focused on optimizing their product listings, generating reviews, and capturing branded traffic. We created a fully optimized Brand Store to ensure a seamless shopping experience and implemented review-generation strategies to build social proof. We also managed inventory levels to keep up with demand and prevent stockouts, ensuring continuous revenue growth.

Examples

• Built and optimized a branded Amazon Storefront to enhance visibility and credibility.

• Launched a review generation strategy using Amazon Vine to increase product credibility.

• Managed inventory levels to avoid stockouts and maximize sales during peak demand periods.

• Captured all branded search traffic, preventing competitors from intercepting high-intent shoppers.

• Consistent rise in conversion rates and lower Cost Per Click (CPC) as the product gained traction.

• Improved Ad ROAS with Amazon favoring No Makeup Makeup’s listings due to strong shopper engagement.

Our Results

• 50% Decrease in Amazon Cost Per Acquisition (CPA) 

• 120% Increase in Organic Clicks

TikTok Shop

Our Approach

TikTok Shop was a game-changer for No Makeup Makeup. To build traction and awareness, we focused on a three-phase strategy: laying the foundation, scaling outreach, and driving long-term growth. We recruited micro-creators, optimized content for the algorithm, and ran automated CRM campaigns to increase conversions and recover abandoned carts.

Examples

• Reached out to thousands of creators weekly to test different audiences and content styles.

• Created targeted creator briefs to refine messaging for different demographics.

• Adjusted sampling strategy to focus on high-engagement creators with 10K-100K views.

• Built relationships with top-performing creators, turning them into brand advocates.

• Introduced automated CRM messaging to retarget recent customers, high-intent users, and abandoned carts.

• Launched flash sales and had creators promote them to boost urgency and visibility.

Our Results

• $3,000+ in Weekly Revenue

• $13.5k in Revenue from Flash Sales

Link Building

Our Approach

To increase authority and search visibility, we executed a high-impact link-building strategy focused on consistent backlink acquisition from high-authority beauty, lifestyle, and fashion publications. By securing contextually relevant backlinks, we strengthened No Makeup Makeup’s credibility in search rankings, driving more qualified traffic and improving conversions from organic search.

Examples

• Published guest content with embedded links to product and category pages.

• Secured backlinks from relevant, high-traffic publications in the beauty space.

• Developed PR-driven SEO campaigns that earned natural links from influencer and media coverage.

• Created data-backed articles to attract organic citations from authoritative sources.

• Optimized internal linking strategies to enhance site crawlability and distribute link equity effectively.

Our Results

• 150+ High-Authority Backlinks Secured

• 38% Increase in Referral Traffic

• 22%+ in Conversions from Organic Search

• 15-point Increase in Domain Rating

• #1 Ranked for "No Makeup Makeup"

Creative

Our Approach

A strong creative strategy is essential for standing out in a crowded beauty market. Instead of producing random new ads, we focused on refining messaging, testing high-performing hooks, and leveraging audience insights. By leaning into content that resonated most — like user-generated content (UGC) and targeted messaging — we optimized performance while maximizing ad efficiency.

Examples

• Tested different creative hooks to identify the most engaging messaging.

• Developed "Women Over ___" hooks to refine audience targeting and drive relevance.

• Incorporated high-performing UGC to boost relatability and social proof.

• Iterated on sales sequences and models to continuously optimize performance.

• Analyzed engagement rates to identify the best-performing video and ad formats.

Our Results

• 36% Engagement Rate on Top-Performing Content

• 27% Increase in CTR

• 20% Decrease in CPA

• Spend $26,394.05
  ROAS:1.37x 

• Revenue: $36,168.16

• CPA: $58.78

• Thumbstop Rate: 43.78%

• Spend: $50,258.02
  ROAS:1.35x 

• Revenue: $67,947.44

• CPA: $57.90

• Thumbstop Rate: 37.84%

Email/SMS

Our Approach

We built No Makeup Makeup’s email and SMS strategy from the ground up, focusing on list growth, automation, and high-converting campaigns. Our priority was warming up their domain for strong deliverability while creating engaging, targeted messaging that encouraged both first-time purchases and repeat customers.

Examples

• Email list grew from 0 to 10,978 subscribers, with 7,112 SMS subscribers added.

• Migrated from Omnisend to Klaviyo for better segmentation and automation.

• Developed customized email flows to engage customers at every stage of the life cycle.

• Ran A/B tests on landing pages to optimize placed order rates.

• Integrated a shade finder into email flows and campaigns for a more personalized experience.

Results

• 10,206% Increase in Attributed Revenue

• $161.6k+ in Revenue Generated

• $43,693 Generated by SMS Campaigns

• 73% of Revenue from Automated Flows

• 27% of Revenue from Campaigns

• 42+ Increase in Deliverability Score

• $32k in Revenue in January 

• Campaign-Only Performance

  • NMM Open Rate: 52% vs. Industry Benchmark Open Rate: 44%

  • NMM Click Rate: 1.33% vs. Industry Benchmark Click Rate: .54%

  • NMM Placed Order Rate: .17% vs. Industry Benchmark Placed Order Rate: .09%

SMS List Growth:

Email List Growth:

Google Ads

Our Approach

To maximize performance, Google Ads was restructured to align with seasonal trends and PR pushes, including a QVC airing and major media coverage. Campaigns were segmented to improve targeting, ad relevance, and conversion rates, ensuring full-funnel coverage from brand awareness to purchase.

Examples

• Restructured Brand Search campaigns for better ad relevance and quality scores.

• Launched Demand Generation campaigns to drive top-of-funnel and mid-funnel traffic.

• Expanded Performance Max campaigns with broader targeting and audience segmentation.

• Introduced a high-priority Shopping campaign to increase visibility and drive direct conversions.

• Implemented bid adjustments to capture increased search demand, leading to 93 conversions in a single day at a 6.4x ROAS.

Results

• +49% Increase in Conversions

• +202% in Conversion Rate

• +12% in ROAS

• 9% Increase in CTR

Extended bid adjustments to capture increased search demand, contributing to 93 conversions in a single day (1/18/2025) at a 6.4x ROAS.

After restructuring the account, launching a Demand Generation campaign, expanding our Performance Max campaign and launching a Shopping Campaign, we observed significant performance improvements across key metrics:

Paid Social

Our Approach

A data-driven strategy was used to optimize paid social campaigns, balancing evergreen video ads, UGC creatives, and retargeting tactics. By refining audience targeting and scaling high-performing assets gradually, we maximized return on ad spend while maintaining cost efficiency.

Examples

• Tested creative video hooks to increase engagement and drive conversions.

• Balanced budget allocation between evergreen video ads and UGC campaigns for optimal performance.

• Leveraged Advantage+ targeting and cost cap bidding to lower CAC and improve efficiency.

• Developed and A/B tested landing pages to improve conversion rates and optimize the user journey.

Results

• 8 Figure Increase in Revenue Growth

• 44% Reduction in CAC

• $76.58 Average Order Value (AOV)

These graphs show how paid social optimizations scaled revenue from $2K to $200K, cut CAC by 44%, and boosted AOV to $76.58, proving smart ad spend and targeting drive real growth.