Beauty & personal care
A Cairo D2C beauty brand was scaling revenue but losing the plot on profit. We replaced reactive ad-buying and fragmented reporting with a growth system that made demand, margin, and execution measurable week by week.
The brand was growing on paid social, but blended ROAS hid the truth: several "winning" campaigns were unprofitable after returns and discounts. Reporting lived in three places, no one owned the number, and every month felt like starting over.
We ran a growth diagnostic, then built the engine: a contribution-margin model that priced in COGS, shipping, and returns; a channel portfolio with stop/scale rules tied to margin; rebuilt email and WhatsApp retention flows; and a single weekly growth review the founder now leads. We managed the media for four months, then handed the system to the in-house team.
Within six months the brand could see true profit per channel and cut 22% of spend that was quietly losing money. Contribution margin improved by 34%, repeat-purchase rate rose from 19% to 31%, and growth became something the team could forecast instead of hope for.
Scaling spend before you can see margin is scaling a leak. Once the brand could read profit per channel every week, the decisions got simple — and the growth got durable.
