Organic and vegan skincare
Pinks Boutique
21.48xROAS
The situation.
Pinks Boutique is one of the UK's first certified organic skincare lines, and it is female-founded. Retail was strong. Direct-to-consumer conversion sat below the benchmark. The growth infrastructure was fragmented. Content production was consuming the team's time. Earlier paid media had been inconsistent. The business needed retail and direct-to-consumer to work together. Traffic was arriving, and it was not converting.
What we did.
CRO first
Before any ad spend scaled, we audited the full site journey. Friction points were identified, product pages restructured, trust signals improved and the checkout flow tightened. The work was standard CRO: layout, design and language. Upsells and subscriptions were left as they stood. That foundation made the email, content and paid work convert harder.
A complete email marketing programme was built and launched from the ground up: welcome flows, post-purchase sequences, win-back campaigns and a broadcast strategy. Email became a reliable owned-channel revenue stream that needed no ongoing ad spend behind it. It ran inside the same system as the site, content and paid work.
Content
Content planning and production management were taken over, freeing the internal team from production logistics and giving them their time back for brand-building work. Content was built to serve multiple channels at the same time: paid creative assets, organic output and email, so every piece produced returned more than one use.
Paid ads
Paid performance campaigns ran for 18 months, iterating relentlessly on creative, audience structure and bidding strategy. What began as inconsistent returns was progressively engineered into a system: 21.48x ROAS, delivered consistently through accumulated learning. Orders grew 70% across DTC and wholesale, and the conversion rate lifted 10% on the CRO foundation laid first.
Tools namedThe published account names conversion work, an email programme, content production and paid ads. It does not name the email platform.
Model for the taskThis account ran on SIBT orchestration across more than 12 agent-specific models, including content models such as Seedance 2.5 and Nano Banana Pro. The work is picking the best model for each task.
The results.
Starting point
- DTC conversion below the benchmark
- Growth infrastructure fragmented
- Content production consuming the team
- Earlier paid media inconsistent
End point
- 21.48x ROAS
- +70% total orders
- +10% conversion rate
What they said.
“Within 90 days we had a ROAS system we could rely on.”
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