Minimalist: beauty brand transformation
An ingredient-led content strategy broke Minimalist through the noise in 30 days, reaching 320K reel views and pushing engagement 89% above category benchmarks.
Minimalist, a sustainable beauty startup, needed to cut through a crowded skincare market without a heritage brand name or celebrity ambassador budget.
0K
Reel Views
In the first 30 days
0%
Engagement Rate
Above industry average
Anchored the content strategy to ingredient education rather than aspirational imagery, building audience trust before pushing product
Seeded Instagram tutorials and TikTok skincare routines with creators whose audiences were aligned with clean beauty values
Ran A/B tests on reel hooks to identify which ingredient claims drove the most saves and shares per impression
Layered customer testimonials into paid retargeting to close purchase intent built by the organic content layer
Treating product education as the primary creative asset rather than a footnote produced engagement rates the category had not seen from a new entrant.
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