Beauty and skincare marketing that brings customers back when they run out
Your best customers come back when the bottle is empty. We time email and SMS to that moment, and judge your ads on profit, so spend goes to the products that earn it.
Free, 30 minutes, and you'll leave with at least one clear next step.
The reorder is the business
A cleanser lasts a certain number of weeks. A serum lasts a bit longer. When it runs out, your customer buys more, from you or from whoever shows up first. Most beauty brands earn their profit on the second, third and fourth order. Yet the reminder that should bring it in is often one generic email, sent on a fixed schedule to everyone.
We time reorder emails and texts to each product. If a moisturizer usually lasts about two months, the reminder goes out a little before that. If someone bought the large size, it waits longer. We work out the timing from your own Shopify orders, by looking at how long customers take to come back for each product. We test that timing and adjust it.
What gets in the way of the second order
Beauty founders and growth leads mention these most often.
Reorders are left to chance
Customers run out and buy from someone else, because nothing reminded them at the right time.
Paid social looks expensive
The numbers inside Meta make it hard to tell which ads are making money and which ones only look busy.
TikTok Shop is hard to predict
Some brands do well there. Many spend on samples and creators and see little back.
Claims rules limit the ads
Meta, the FDA and the FTC all restrict what you can say, and a rejected ad can stall a launch.
What we run for beauty brands
Reorder flows timed to each product
Plus launch, subscription and win-back flows in Klaviyo.
Email marketingMeta and Google judged on profit
Demo, routine and before-and-after creative, reported against Shopify instead of the ad platform.
Paid adsA TikTok Shop test plan
Creators, affiliates and a fixed test budget, with a clear rule for when to stop.
Stock on the same screen as spend
Inventory sits next to ad spend in your dashboard, so you see a product running low before the ads keep pushing it.
Ad tracking and reportingShould a beauty brand sell on TikTok Shop?
It can work, and for some beauty brands it has become a major channel. It also eats money fast, and plenty of shops sell very little. The brands that do well usually keep a steady supply of creators and samples going. One viral video rarely carries a shop for long.
So we treat it as a test. Before anything starts, we agree on a budget, how long the test runs, and the number that decides whether it continues. That number is profit after samples, creator fees and TikTok's cut. If the test clears it, we scale. If it doesn't, we stop and move the money back to channels that work. Either way, you know where you stand within weeks.
What can you say in a beauty ad?
Less than you'd like. Cosmetics ads can talk about how a product looks and feels. Claims about changing how skin works or treating a condition start to sound like drug claims. Meta, the FDA and the FTC all care about that difference. Before-and-after images have their own rules on Meta.
Every ad gets written to Meta's rules. If a line looks risky, your legal team sees it before it goes live. We aren't lawyers, and we won't act like we are. What we can do is keep a list of what's been approved and rejected in your account, so the same mistake doesn't hold up the next launch.
Why the first order undersells a beauty ad
So much of a beauty customer's value comes from reorders that happen weeks later. Judging an ad only on the first order undersells it. Judging it on what Meta claims oversells it.
We start with total revenue against total ad spend for the whole business. Next comes profit per order after product cost and shipping. Last, we track how many new customers buy that same product again. An ad that finds people who reorder beats one that finds one-time discount shoppers. Meta may score them the same, but your bank account won't.
Your first months
- Day 1
A free 30-minute call
Pick your three best sellers. We'll show you when those customers usually come back and whether anything reminds them.
- First weeks
Reorder timing and dashboard
We work out how long each product lasts from your orders and set up reporting on profit.
- Ongoing
Flows, ads and tests
Reorder flows go live, ads get judged weekly, and any TikTok Shop test runs to its agreed stop point.
More specific pages
Pick the page closest to your business. Each one covers the problems we see most in that part of beauty and skincare.
Skincare
Meta, Google and TikTok ads plus Klaviyo flows for skincare brands, planned around routines, skin types and the claims rules that get skincare ads rejected.
Cosmetics and makeup
Ads, Google Shopping feeds, email and SMS for makeup brands, with shade matching, launches and gift sets planned in. How we'd run your cosmetics marketing.
Fragrance
Ads, sampling and email for fragrance brands selling online, where shoppers can't smell the product first. How we'd plan discovery sets, gifting and reorders.
Beauty and skincare questions
What return on ad spend should a beauty brand aim for?
Set your target from what a customer spends over their first few months, including reorders. Meta mostly reports the first order, so its number will look low for products people rebuy. Also check total sales against total ad spend each week.
Should we sell on TikTok Shop?
It's worth a test if you can fund creators and samples steadily. Set a budget, a time limit and a stop rule before you start.
Which ad platforms work best for beauty brands?
Meta and Google carry most beauty brands, and TikTok works well for many. We test each one against sales in Shopify, including reorders, and move budget to what pays.
When should a reorder email go out?
A little before the product usually runs out. We work that out per product from how long your customers actually take to reorder.
Should a skincare brand offer subscriptions?
Yes, for products people use up on a steady schedule. Make it easy to skip or delay a delivery, because many people stay longer when cancelling isn't the only option.
How do you keep beauty ads compliant?
We stick to how a product looks and feels and follow Meta's ad rules. Anything borderline goes to your legal team first.
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Find the reorders you're missing
We'll look at your flows, ads and stock on the call and show you where repeat orders slip.