Beauty Pie, a UK-based beauty brand with 100+ SKUs, needed to launch and scale its US Amazon business from scratch, without diluting a premium positioning that had earned it a cult following.
We launched the channel, then kept operating it. Twelve months on, Q2 2026 is up 230% year over year, US pacing is at 113% of plan and UK at 124%, and the editorial machine that made the brand famous is now feeding Amazon demand we can measure.
No Amazon Presence
Needed a complete channel buildout from catalog architecture to content.
Competitive Category
Competing head-to-head with legacy brands and digital-native players.
Brand vs. Marketplace Balance
Premium positioning had to be preserved in a price-sensitive environment.
Compliance Risk
Beauty categories face strict compliance and suppression risks.
Launch clean during Prime Day, then treat Year Two as a scale problem, not a launch problem.
Strategic Positioning
Analyzed US competition and consumer search behavior to build a differentiated positioning.
Channel Buildout
Developed all content, keyword maps, and catalog architecture from the ground up.
Prime Day Launch
Timed launch with Prime Day for maximum awareness; hero SKU took #1 New Release, and top-line grew 3x within 30 days.
Year Two: Editorial Halo, Measured
A major celebrity editorial feature landed on the final day of Prime Day; the hero SKU had sold a single unit that day. The article drove 200 to 300 additional units per day across featured SKUs at full price, on zero incremental ad spend. We measured the halo and rebuilt the spend plan around it.
Ulta Marketplace launch in flight for August 2026, turning a single-channel launch story into a multi-channel one.
Launch is chapter one
The interesting problem starts on the day the launch metrics stop being new.
Editorial demand is measurable
The halo isn't a vibe. Instrumented right, it becomes a line you can plan spend against.
Cross-market compounding
A brand pacing above plan in both the US and UK is a brand ready for the next channel, not the next tactic.
