How to win the second order: a reorder plan for skincare brands
The first order pays for the ad. The second order pays you. Here is a simple plan to time, write and measure the reorder.
// Insights
Insights
Plain-English notes on growing a beauty brand: ads, creative, Shopify, email and the numbers that matter.
MER vs ROAS: the one number beauty founders should watch
Platform ROAS tells you what each ad platform claims. MER tells you what your business actually earned. Here is how to use both.
Beauty ad claims: what you can and can’t say
A plain-English guide to cosmetic versus medical claims in beauty ads for the UK, EU and US. Not legal advice, but a safer starting point.