The fastest way to PLN 100 per month selling cosmetics online (and how to scale it further).
An effective DTC strategy for a cosmetics brand isnt just about beautiful packaging and influencer marketing. Its about something more fundamental – a compelling offer, an effective message, and a well-designed product landing page (LP).
We have had the opportunity to work with many cosmetics brands – from startups to large brands that have evolved from a DTC model with their offer to traditional distribution and are available in retail chains.
They tested, analyzed, and iterated until they created a model ready to scale. Once they had a well-functioning sales funnel, they didnt immediately jump into new channels or products. Instead, they maximized what was already working until the brand achieved satisfactory revenue.
A simple plan for scaling your beauty brand.
Paid advertising – Finish line first… unfortunately.
Some love Meta Ads, others hate them – but the facts are simple: its one of the best tools for reaching customers in the beauty industry.
If youre just building a beauty brand, start with Facebook and Instagram. Theyre the fastest way to find product-market fit and see consistent results.
Dont test other channels unless you can profitably spend several thousand zlotys per month on Meta Ads.
Why Meta Ads?
- Quickly test creatives and messaging – instantly verify what works.
- Easy targeting and precise data collection – the Meta algorithm works well even with small budgets.
- Low entry threshold – you can start testing from just a few thousand zlotys per month.
The larger your testing budget over a short period of time, the faster youll collect statistically significant data. Based on this data, youll be able to decide what needs to be changed or improved.
What about Google Shopping? When should you add it to your strategy?
Google Shopping is a great complement to Meta Ads campaigns, but it shouldnt be the first choice for a new DTC brand. It works best when you already have a proven offering and a well-optimized sales funnel.
When is it worth starting Google Shopping?
- You have products with precise applications, such as vitamin C serum or SPF 50 cream for sensitive skin – customers search for them directly on Google.
- Your prices are competitive – Google Shopping compares products, so if your cosmetics cost twice as much as the competition without any clear added value, it will be difficult to achieve good results.
- You have a properly configured product feed in Google Merchant Center – without it, ads will not display correctly.
The biggest advantages of Google Shopping:
- High purchase intent – you reach customers who are actively looking for products and are ready to buy.
- It complements Meta remarketing well – users who saw your ad on Facebook can come back to you via Google Shopping.
- Greater control over ROAS – well-optimized campaigns can deliver a stable return on investment.
What to watch out for
- Not a replacement for Meta Ads – Google Shopping is a great tool, but it doesnt work as well for new market launches that require customer education.
- It requires precise optimization – errors in the product feed or incorrect settings can cause ads to burn through the budget.
If youre planning a long-term strategy for your brand, Google Shopping can be a solid foundation once youve achieved stable results on Meta Ads. Its best to consider it as the next step in scaling, not a starting point.
Advertising creations – simplicity wins.
Dont mess around with expensive productions. TikTok-style videos are the best format for cosmetics ads. Show the product in use, the problem being solved, and the delivery time.
Ask yourself: Would this video be good enough to organically garner thousands of views? If not, dont waste your budget on it.
Page optimization – the foundation of conversion. – the foundation of conversion.
Your website should educate, engage, and persuade people to buy. People need to understand:
- What you sell and why its unique.
- What real benefits does the product bring?
- How long does delivery take and what are your returns options?
Good social proof (opinions, reviews, awards, tests) further increases trust.
Navigation: If your parents or grandparents cant easily shop on your website, it means its not simple and intuitive enough.
Upsell in cart: test automatic addition of a second product at a discount.
Upsell after purchase: Shopify allows you to add another product without having to checkout again.
Communication optimization – building persuasive messages.
People dont buy cosmetics just because theyre natural or made with organic ingredients. They buy them because they want to solve a specific problem.
Example – Instead of writing: Natural deodorant with organic oils , better to use: The only natural deodorant that lasts a 5 km run.
Theres no magic to it. Its not about viral celebrity posts. Its about an effective foundation: a good offer, a well-thought-out website and simple, convincing advertising.
This is a proven path to your first PLN 1-5 million in sales.
I saw this strategy implemented by a two-person team comprised entirely of founders. They clearly understood online marketing, but werent experts in performance marketing, copywriting, or UX. The key to their success wasnt a massive agency or multi-million dollar budgets, but consistent testing and optimization.
Instead of spreading themselves thin across dozens of channels and tactics, they focused on what worked: simple, effective ads, a clear message, and a well-constructed sales page.
The result? In just a few months, they built a brand that generated stable revenue and could be scaled.
And thats good news – because if they could do it with a two-person team, that means you can too. Its not a matter of luck, but of strategy. If you want to build a brand that truly grows, start with the foundations.
Many new beauty brands have a great product, but lack the strategy to sell it effectively. Without well-chosen advertising and an optimized website, it is difficult to scale sales, and the marketing budget is often wasted.
Thats why we help the brands we produce for develop a complete launch and scaling strategy – from the offer to Meta Ads and Google Shopping campaigns. This allows them to enter the market faster and avoid costly mistakes.
