The full-service marketing agency built for skincare, haircare, and fragrance brands
Paid social, Google Shopping, SEO, analytics, websites, and retention for beauty brands. Campaigns that optimise against real customer lifetime value, not first-order ROAS.
Updated 23 April 2026
Beauty marketing in 2026 runs on paid social plus retention
Paid social leads acquisition. Shopping and branded Search defend intent. Email and CRM run the retention engine that turns first-time buyers into regulars.
Beauty categories share one feature that rewires how paid media should be run. Most of the profit sits in the second, third, and fourth purchase, not the first. Creative has to refresh weekly to keep paid social cheap, measurement has to connect the first purchase to the full lifetime value of the customer, and the retention stack has to compound with paid media rather than compete with it for credit.
BYLT runs the full stack against that reality. Meta and TikTok acquire the customer. Google Shopping, Performance Max, and branded Search defend intent. Klaviyo and lifecycle email run the retention engine. SEO and content earn organic discovery. Analytics and server-side tracking feed clean value signals back to bidding algorithms. The programme is coordinated, not stitched together.
Start with our paid social service.
A beauty and fragrance retailer, seasonal campaigns, in partnership with our agency partner Marketise Me.
Black Friday sales
Read the full case studyWhat BYLT does for beauty brands
Full-stack digital marketing across paid, organic, retention, and measurement, with the channels that matter most for beauty leading the programme.
A beauty marketing agency that only runs acquisition, or only runs email, is half the stack. The brands that compound work with partners who coordinate acquisition, retention, and measurement as a single operating system. That is the work BYLT runs.
BYLT works with skincare, haircare, fragrance, colour cosmetics, and beauty retail brands, both challenger and enterprise, with or without in-house teams, across the UK, EU, North America, and beyond. We plug in as a full-service partner running the programme end-to-end, as a specialist channel partner alongside an existing in-house team, as a measurement partner rebuilding the data and attribution layer, or as a creative pipeline partner feeding weekly assets into paid social.
Six workstreams that together cover the full beauty marketing stack. Lead channels vary; the service coverage is the same.
Meta paid social campaign management
Full-funnel Facebook and Instagram with Advantage+ Shopping where data supports it. Cold prospecting, retargeting, weekly creative refresh. Campaigns report against blended contribution margin, not platform-reported ROAS.
TikTok paid social activation
Spark Ads, Smart+ Shopping where eligible, and creator amplification. For brands with genuine creator fit, often the cheapest new-customer channel in the mix. For those without fit, we say so upfront.
Google Shopping, PMax, and paid search
Feed hygiene, custom-label taxonomies by margin and seasonality, PMax asset groups structured by intent. Branded and non-branded Search layered beneath to defend and extend demand. Feed audit on day one.
SEO and content for beauty
Technical SEO, category and product-detail optimisation, content that earns non-branded discovery, and local SEO for brands with physical retail. Organic visibility compounds with paid and reduces CAC over time.
Klaviyo and email lifecycle
Flow audit, replenishment, winback, subscription economics, and segmentation tied to paid-media audience signals. Email drives most of the profit in beauty; we rebuild or extend Klaviyo alongside the acquisition stack.
Analytics, server-side tracking, and CRO
GA4, Conversions API, Enhanced Conversions, cohort-based LTV reporting, and funnel testing. Clean value signals in, better bids out. Site-side CRO closes the loop on paid spend.
Every engagement follows four stages: audit, strategy, build, and scale.
Audit
Tracking, paid, organic, lifecycle, and creative review across Meta, Google, Klaviyo, and GA4. Two to three weeks.
Strategy
LTV-based CAC targets, channel mix, retention architecture, creative roadmap, and SEO plan. Delivered as a written playbook with milestones.
Build
Campaign rebuild, server-side tracking, Klaviyo flows, SEO fixes, creative sprint. Typical first-quarter turnaround.
Scale
Weekly creative refresh, monthly LTV and contribution-margin reporting, quarterly strategy review. Compounding gains as bidding calibrates.
Six beauty verticals where paid social, retention, and organic search create outsized wins.
Skincare brands
DTC skincare with a hero SKU and retention flywheel. Meta leads, email drives repeat, Shopping defends branded demand.
Haircare brands
Prestige and masstige haircare with subscription or replenishment economics. Klaviyo flows matter as much as paid spend.
Fragrance retailers
Branded discovery with seasonal spikes. Demand Gen, Shopping, and Meta on a blended attribution model.
Colour cosmetics
Creative-led paid social with rapid refresh. TikTok and Meta primary, Shopping secondary.
Professional salon chains
Local demand plus e-commerce retail. Google Local and Meta for salons, DTC paid media for the product side.
Spa and wellness groups
Booking-led paid media with a retail attachment. Meta, Search, and local campaigns tuned to booking volume and retail AOV.
A beauty and fragrance retailer, seasonal campaigns, in partnership with our agency partner Marketise Me.
Founder-led. Beauty specialist. Industry voice.
10+ years in performance marketing. Master's in economics and finance. £150m+ paid media spend managed. Previously at Dentsu.
Read Teo's full profile →
Ex-Dentsu lead of international expansion, scaling seven- and eight-figure brands into new markets. Owns BYLT's web, brand and editorial accuracy.
Read Lorenzo's full profile →- Brighton SEO April 2026 speaker on paid media measurement
- Lunio podcast guest and blog contributor
- Organiser of SEM Stories & More, Scotland's dedicated performance marketing conference
- Channel focus: Meta and TikTok lead, Google Shopping and Search secondary
- Sector focus: skincare, haircare, fragrance, and colour cosmetics
- Geographic focus: UK, EU, and North America
Frequently asked questions
It runs the full digital marketing stack for skincare, haircare, and fragrance brands: paid social, paid search and Shopping, SEO, analytics, email, and CRO. The channel mix shifts with the brand, but the coverage is always full-stack, with measurement tied to customer lifetime value rather than first-order ROAS.
Meta and TikTok usually lead beauty acquisition because demand is created visually. Google Shopping and branded Search defend intent. Klaviyo and lifecycle email drive most of the profit. SEO compounds over time. Every brand mix is calibrated against its own cohort economics.
We build cohort tables from Shopify, BigCommerce, or equivalent at 30, 60, and 90-day windows. That LTV figure feeds Meta's value-based bidding and Google's Enhanced Conversions, so campaigns bid on predicted customer value rather than first-order revenue.
Yes. A meaningful share of our work is alongside in-house marketing teams at enterprise brands. We plug in as the specialist paid media, measurement, or SEO partner, or as the external team that extends capacity without adding headcount.
We are platform-agnostic. Shopify, Shopify Plus, BigCommerce, WooCommerce, Magento, and bespoke platforms are all fine. What matters is whether the pixel, Conversions API, and transactional data flow reliably. If they do we run the programme; if not, we fix that in audit.
The tracking and creative foundation takes 4 to 8 weeks. Performance improvements typically follow in the first quarter, with compounding gains through months 2 and 3 as value-based bidding calibrates on cleaner LTV data.
We work with brands spending from £10,000 per month in combined ad spend and fees, with no upper limit. Pricing is fixed-fee for the management layer, so agency cost does not grow just because media spend grows. Exact pricing is set after an initial audit call.
Globally. We work with beauty brands across the UK, EU, North America, and beyond. Our measurement stack, creative pipeline, and channel expertise translate across markets. Client calls run remotely; onsite visits happen when useful.
Book a 30-minute audit call
Tell us about your beauty brand and we will show you where your paid media is under-measuring LTV and where your full-stack opportunity is largest. 30-minute call, no deck, no slides, no pitch. Run by our senior paid media team, not a sales team.
Book a 30-minute call