Seoulista Beauty

The Numbers:

• CPA reduced by 50 per cent across Google and Meta

• 300 → 500 monthly orders, steady and repeatable

• £15 → £45 AOV through thoughtful up-sell and cross-sell paths

• £4.5k → £25k monthly revenue, with the same team and product range

The problem

Seoulista had strong brand recognition and a loyal retail customer base, but the e-commerce side wasn’t working at full capacity. Paid acquisition fluctuated. The homepage didn’t provide a clear path to purchase. Returning customers weren’t being supported or guided into routines, bundles, or repeat orders. The ingredients were there. The system wasn’t.

The solution

We rebuilt the e-commerce environment so each part supported the next.

1. Paid acquisition

Google and Meta campaigns were redesigned around real buying behaviours. Targeting, sequencing, and creative were aligned to product intent rather than broad reach. This tightened spend and immediately reduced CPA.

2. Homepage and user journey

We simplified the entry points. Clearer signposting. Fewer steps to key products. A cleaner path through the site resulted in more visitors becoming buyers, and performance became consistent week to week.

3. Retention and lifecycle marketing

HubSpot was introduced as the automation layer. New customers received structured guidance on routines and product combinations. Returning customers entered timely flows based on behaviour rather than fixed broadcast schedules. Retention strengthened, and revenue became more repeatable.

4. Upsell and cross-sell strategy

Complementary products were surfaced at the right stages in the journey. Product pages, cart, and checkout were adapted to offer logical add-ons. This was the main driver behind the jump in AOV.

5. Content built around customer decisions

Short, useful explanations of routines, ingredients, and product benefits were added throughout the journey. The aim was simple: reduce hesitation and improve conversion.

The results

• Orders stabilised at 500 per month

• CPA was cut by half

• AOV reached £45

• Monthly revenue grew to £25k

• Email and automation became a dependable revenue source

• Performance became predictable rather than variable

The Core Theorem

Growth wasn’t unlocked through bigger budgets or new products. It came from a connected system that supported how customers actually buy. Seoulista shifted from isolated tactics to a coherent structure, and the commercial results followed.