Scaling a DTC skincare brand past $1M/month
Lumen Skincare
- 412%
- ROAS increase
- -38%
- Cost per acquisition
- $1.2M
- Monthly revenue
Challenge
Blended ROAS looked healthy at 2.1x, but attribution was double-counting returning customers. Real new-customer ROAS was under 1.0 — they were losing money on every acquisition.
Approach
We rebuilt tracking with server-side tagging and new-customer-only conversion goals, then restructured Shopping around margin tiers instead of product categories.
Outcome
New-customer ROAS moved from 0.9x to 3.7x over seven months while spend tripled. Monthly revenue crossed $1.2M without additional headcount.
The account was spending well but reporting badly. Once the measurement was trustworthy, the optimisation decisions became obvious.