Skincare case study: a new brand did ₹30L in revenue in its first month
Case study
What changed
Day 10 is revenue so far in month 1. Month 1 and month 3 are monthly totals. Month 2 was not published, so it has no bar.
The numbers we shared
| What we shared | Figure |
|---|---|
| Products in the range | 6 |
| Price per product | ₹499 to ₹1,199 |
| UGC videos made before launch | 18 |
| Starting daily budget | ₹17,000/day |
| Revenue by day 10 | ₹7.8L |
| Month 1 revenue and orders | ₹30.1L from 3,750 orders |
| Average order value | ₹803 |
| Ad spend and ROAS | ₹8L at 3.75x |
| Cost per purchase | ₹213 |
Context
Where the brand stood
A new skincare brand with 6 products: a face wash, a Vitamin C serum, a moisturiser, a sunscreen, an under-eye cream and a night repair cream. Clean ingredients, minimal packaging, ₹499 to ₹1,199 a product.
The founder had spent 14 months developing the formulations with a cosmetic chemist. She had strong conviction in the products, no DTC experience, and no idea how to introduce an unknown brand to cold audiences on Meta. She wanted ₹30L in month one.
Problem
What was holding it back
Skincare is not an impulse buy. People worry about putting an unknown brand's products on their face, and they need to believe it works before they buy. A product photo and a discount code do not solve that.
The brand had zero reviews and zero awareness, in a category where trust decides the sale. Before buying, people needed proof it works, proof it is safe, and proof that someone has used it.
What we did
What we changed
18 UGC videos before any ads
We did not spend a rupee on ads until 18 UGC videos were ready, which pushed the launch back by 12 days. 6 were before and after, 4 daily routines, 4 ingredient explainers, 3 honest first impressions and 1 walkthrough of what each product does.
Honest, not promotional
Creators were briefed to be honest. If the texture felt odd, say so. If the scent was subtle, describe it as it is. The selling was left to the ad copy.
Three campaigns from launch
Cold acquisition ran the before and after and routine videos to women 22 to 40 in metro India at ₹10,000 a day. From day 5, an education campaign retargeted anyone who watched 50%+ of a cold video at ₹3,000. From day 8, a conversion campaign for product page visitors and cart abandoners ran at ₹4,000.
Scale on a clear signal
CPP opened at ₹380 in days 1 to 3, then fell to ₹260 by days 4 to 7 as the pixel learned. The before and after video drove a 4.9% CTR, so we doubled its ad set. Once combined ROAS hit 3.5x in days 8 to 10, the daily budget went from ₹17,000 to ₹28,000.
A combo offer and fresh variants
In days 11 to 20 we added 4 ingredient-led variants to keep cold audiences fresh, and a combo offer: any 3 products with free shipping and a mini kit. AOV on buyers who saw it went from ₹720 to ₹1,140. In days 21 to 30 the budget reached ₹30,000 a day, with frequency on the lead video still at 2.1.
The numbers
How to read these numbers
The chart shows the three revenue points we published. By day 10 the brand had done ₹7.8L. Month 1 closed at ₹30.1L. In month 3, monthly revenue crossed ₹62L.
Month 1 in full: 3,750 orders at an average order value of ₹803, ₹8L in ad spend, a 3.75x ROAS and a cost per purchase of ₹213.
Result
Where it ended up
A brand that did not exist 30 days earlier closed its first month at ₹30.1L, against the ₹30L the founder had asked for.
The brand stayed with us. Monthly revenue crossed ₹62L in month 3.
For founders
What it means for a founder
In skincare, the first sale is a trust decision. Have the videos that answer those doubts ready before launch day, even if it costs you a couple of weeks.
Brief creators for honesty. A creator who says the scent is subtle is easier to believe than one who says everything is amazing.
Let the first days be expensive. CPP was ₹380 in days 1 to 3 and ₹260 by days 4 to 7. Scale when the signal is clear, not before.
A bundle can lift order value fast. The 3-product combo took AOV from ₹720 to ₹1,140 for buyers who saw it.
Questions
Questions founders ask
How long did the UGC take?+
The launch waited 12 days so that all 18 videos were ready before the first ad ran.
What did the first month cost in ads?+
₹8L, at a 3.75x ROAS and a ₹213 cost per purchase.
Sources
Where we shared this story
- Our website, 10 Jun 2026New Skincare Brand Hits ₹30L in First Month
- Our Google Business Profile, 9 Aug 2026New Skincare Brand Hits ₹30L in First Month
This work ran on our performance marketing service, and the beauty and skincare guide covers the wider approach. Want the same for your brand? Book a call.
More results we shared
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