Seoulista Beauty
- Oct 20, 2025
- 2 min read
Updated: Jan 22
Seoulista Beauty E-Commerce Turnaround: 8x Monthly Profit Growth in 90 Days
How we transformed a retail-focused beauty brand into a high-margin digital business.
Services: Unit Economics, Commercial Engineering, Digital Operations Sector: Consumer Goods (Beauty)
The Numbers
£4.5k → £37.5k monthly profit increase
500% increase in Average Order Value (£15 → £75)
50% reduction in Cost Per Acquisition (CPA)
The Challenge
Seoulista had a loyal retail following, but their e-commerce engine was failing.
Paid acquisition was eating margins, and the website wasn't converting traffic effectively. Worse, the unit economics were upside down: customers were buying single, low-cost items (averaging £15 per order) and never returning. The brand was trapped in a cycle of expensive one-time transactions.
The Solution
We applied the CoreTheorem framework to fix the mechanics of how they sold.
Financials: Fixing the Unit Economics
Selling £15 items via paid ads is a quick way to lose money. We overhauled the acquisition model, cutting waste and targeting high-intent buyers. Simultaneously, we re-engineered the on-site merchandising strategy. By introducing logical upsells and cross-sells at the cart and checkout, we pushed the Average Order Value from £15 to £75. Suddenly, every transaction was profitable.
Commercials: The Retention Engine
The business was leaking customers after the first purchase. We diagnosed the lack of lifecycle marketing and implemented HubSpot to fix it. We built structured onboarding flows and timely replenishment sequences based on actual product usage rates. We turned one-time buyers into recurring revenue.
Operations: Removing Friction
We mapped the user on the website journey, identified conversion blockers, and streamlined the navigation. We gave the team a blueprint for clearer entry points and decision-focused content. The site stopped confusing visitors and started converting them.
Talent: breaking Silos
The team was capable but lacked a shared framework. We trained them to see the connection between acquisition costs, retention, and profit. We empowered them to make strategic decisions without constant oversight.
The Impact
With the unit economics fixed and the retention engine running, monthly e-commerce profit jumped from £4.5k to £37.5k within weeks. When we left after three months, Seoulista had already generated £99k in additional profit.
Orders stabilised, ad spend became efficient, and the team now operates a predictable, high-margin system, driving real e-commerce profit.
