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Beauty marketing agency for skincare and cosmetics brands

Paid media, creative, and email for skincare, cosmetics, and personal care brands. Category-aware tracking and performance creative helped Topicals lower CPA and build demand through its Sephora launch.

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A tube of Sonsie Multi Moisture Cream resting on a yellow gardening glove with fresh carrots

What is beauty marketing?

What it is

Beauty marketing sells skincare, cosmetics, and personal care through ads, creators, and email. It runs on visual proof: texture, application, and results on real skin.

Who it is for

Beauty and skincare brands selling direct to consumer, from launch to retail partnerships. Our roster includes Topicals, Blu Atlas, Sonsie, Le Prunier, Lion Pose, and SVR.

What MVR does

We run paid media, creative strategy, and email marketing as one system, measured on store revenue in MVR Studio.

Monthly ad spend managed, much of it in beauty and skincare
$3M+
Of 100 on ADWEEK’s Fastest Growing Agencies Female-Led list
#6
New creative every week
Weekly

#21 of 75 on ADWEEK’s Fastest Growing Agencies list

Results

First-purchase CPA
Topicals’ first-purchase CPA fell from $50+ to under $16
Hero product sold out
4x
Higher repurchase rate from email
35%

Creator-led paid social and email for a skincare brand. Performance that proved demand helped Topicals secure its Sephora partnership.

View Topicals case study
Topicals creator ad with a woman holding a Faded tube
Topicals Faded carousel ad showing the serum applied to a dark spot
Topicals Like Butter mask ad in a mobile web layout

For beauty and skincare brands spending $100K+ a month that need creative, acquisition, and category-aware tracking under one team.

  • Tracking built for the category

    We build measurement with the rules around skincare and health claims in mind.

    ProofVella Bioscience stayed live 2+ years in a restricted category.

  • Creative tied to acquisition cost

    Conversion data guides creative and media decisions together.

    ProofBlu Atlas tested 4,100+ creative variations on its way to an 8-figure exit.

  • Demand beyond the website

    ProofTopicals sold out on Sephora.com within 48 hours.

View case studies

  • Lion Pose

    Lion Pose ad reading Meet your new SPF BFF, with a blue Ghost-Buster SPF 43 bottle splashing in amber water
    A hand holds an orange bottle of Lion Pose Unspotted serum against a pink-to-orange backdrop
    An orange bottle of Lion Pose Unspotted serum on a fluted pedestal beside a glass vase and an orchid

  • SVR

    SVR [C] Eye Biotic and Collagen Biotic cream arranged on pink with a swatch of cream
    A bottle of SVR Xerial exfoliating body wash lying in blue foam

  • Le Prunier

    Le Prunier ad on how to get glowy skin at any age: a woman applies Plum Beauty Oil beside 3 numbered benefits
    Le Prunier ad on how to get glowy skin at any age: a bottle of Plum Beauty Oil on yellow with 3 numbered benefits

  • OurX

    OurX ad for its award-winning system for textured hair, with a Glamour awards badge and 4 benefit callouts on natural coils
    OurX review ad quoting a customer named Howard on the only non-oil scalp moisturizer he has found, beside the scalp serum

  • Keep ads from going stale

    You need a steady pipeline of application videos, before-and-after sequences, ingredient education, and creator testimonials.

  • Keep claims compliant

    Before-and-after claims, skin-condition language, and some ingredient references get ads rejected or accounts flagged. We keep claims substantiated, on the cosmetic side of the FDA line, and within FTC advertising rules.

  • Put creators to work

    We build UGC pipelines and creator programs so fresh content is always in market.

  • Spend with the seasons

    Holiday gifting, back-to-school routines, summer SPF, and launch windows each need their own plan.

We usually put 60 to 70% of a beauty budget on Meta.

SVR ad styled as a Who What Wear beauty editor article

Meta

Meta ads for beauty brands

We launch with a full set of concepts, refresh every week, and watch for active ads that look too much alike. We use broad targeting with varied creative and assess results against store revenue in MVR Studio.

  • Reels
  • Stories
  • Advantage+
  • Broad targeting
  • Conversions API

TikTok and creators

TikTok and creator content

Creator-led video built for TikTok search and the feed, boosted as Spark Ads when it lands.

  • Spark Ads
  • UGC creators
  • Influencer seeding
SVR creator applying Hyalu Biotic cream

Email and retention

Bring beauty buyers back

We build Klaviyo flows for post-purchase education, replenishment timed to product usage, cross-sells, and win-backs.

  • Klaviyo
  • Replenishment flows
  • Cross-sell flows
  • Win-back campaigns

  1. Creative brief

    The MVR Creative Brief connects a specific audience and pain point to a clear solution, hook, and format. The ingredient-obsessed buyer and the one who just wants clearer skin get different concepts.

  2. Launch the test

    We test concepts across static, video, carousel, and creator formats.

  3. Review on day 7

    Results and sample size decide whether we scale, revise, stop, or keep testing.

  4. Adjust the budget

    Spend moves to the concepts bringing in new customers at your target CPA.

Illustrative example. All figures are synthetic.

See acquisition and repeat purchases together in MVR Studio.

  • New and returning customer revenue, reported separately
  • Blended CPA across Meta, Google, and TikTok
  • Repurchase rate and flow revenue from Klaviyo
  • Synced nightly from Meta, Google, TikTok, GA4, Shopify, and Klaviyo
ResultsDataMediaCreativeStart

When product categories need different goals, we build a separate conversion signal for each.

For 5+ years, Alo Yoga and McGraw Hill have trusted MVR to refine their data, from tracking to attribution, so their teams can make business decisions with it.

How we work

We plan media around your revenue, profit, or lead targets.

  • Bigger first orders, not markdowns

    We raise average order value with bundles and starter sets built around a customer need, instead of cutting price.

    Read our approach: Bigger first orders, not markdowns

  • New concepts, not rotation

    When people see the same ads more often and costs rise, we test new concepts built around different customer needs.

    Read our approach: New concepts, not rotation

  • New customers come first

    Paid media goes after people who have not bought yet. Email and SMS bring past buyers back.

    Read our approach: New customers come first

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What makes beauty marketing different from other industries?

Beauty runs on visual storytelling, creator culture, and fast-moving trends. Ads have to show texture, results, and lifestyle appeal on the platforms where beauty buyers spend their time, and they wear out faster than in most categories.

Which platforms work best for beauty and skincare brands?

Instagram, Facebook, and TikTok drive most beauty growth. Google Shopping captures high-intent searches, and YouTube carries the tutorial and review content that builds trust.

Do you work with beauty influencers and UGC creators?

Yes. We run influencer partnerships and UGC programs with micro-influencers, dermatologists, and beauty editors.

How do you handle FDA and advertising regulations for skincare?

Every claim is substantiated and written to FDA guidelines and FTC advertising rules.

How do you market a new beauty product?

We build demand before launch, coordinate influencer seeding, run launch-day campaigns, and keep momentum with ongoing performance marketing and email.

What results do beauty brands typically see?

It depends on your stage and margins, so we set targets from your numbers, not a promise.

Share your goals.

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