Scaling a DTC Beauty Brand With Precision Growth
A natural skincare brand struggling with high CAC and inconsistent scaling.
About the Client
\ Nioracares
Nioracares is a direct-to-consumer skincare brand focused on science-backed formulas. Their audience includes women aged 22–35 looking for clean, minimalist routines.
Client
Nioracares
Industry
Skincare / Beauty
Services
Performance Marketing
The Challenges
Lumora relied on broad, interest-based targeting that grouped hobbyists with actual skincare buyers. The brand also rotated creatives randomly, with product shots that lacked emotional cues or clear benefits. Their funnel had no structured retargeting layers, causing costly leaks.
On top of that, analytics were incomplete — missing events, duplicate conversions, and unclear attribution. As a result, decision-making was based on “spend more when sales look good,” rather than a measurable growth framework.
Solution Approach
We built persona-based segmentation: ingredient-conscious buyers, minimalist-routine buyers, and sensitive-skin buyers. For each segment, we created creative angles focused on problem → transformation → proof, using UGC, dermatology messaging, and comparison visuals.
We rebuilt the funnel with structured retargeting buckets and frequency controls to prevent fatigue. Creative testing became systematic, with weekly winners, monthly refreshes, and clear rotation logic.
Tracking was reimplemented server-side, stabilizing attribution and enabling deeper analysis of AOV, retention, and LTV.
Results & Outlook
The transformation was substantial and exceeded projections:
$4.2M in online revenue within the first 14 months (up from $320K previous year).
380% increase in returning customers after implementing retention loops and personalized email flows.
210K new followers across Instagram & TikTok through consistent short-form content + UGC.
32% higher average order value (AOV) from strategic bundles and upgraded landing pages.
Retail expansion into 18 beauty stores across the region after strong online brand presence.
Featured in two major beauty publications for “fastest-growing indie skincare brand.
45%
Revenue lift in 4 months
3.4x
ROAS across evergreen
32%
Rise in repeat purchase rate
"Working with Devnest has completely transformed our paid search performance. Our strategic, data-driven approach has allowed us to unlock incremental growth, reduce reliance on brand campaigns, and drive highly efficient revenue across our short-and long-haul destinations. The results speak for themselves: smarter spend, stronger ROAS, and a more integrated search strategy that supports our broader marketing goals."
— Margery Turner
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