Amira Essence: Growing a Beauty Brand at 5–10x ROAS
Skincare & beauty brand · Meta Ads + Shopify · June–September 2024
Overview
Amira Essence sells skincare and beauty products: lip glow, blush, derma rollers, ice rollers, brushes and related personal care. Between June and September 2024 we ran its Meta Ads, moving the account from a testing phase into consistently profitable prospecting and retargeting.
5–10x
ROAS range over 4 months
6.70x
Average ROAS, June 2024
10.21x
Best campaign ROAS
4.42%
Peak-day conversion rate
June 2024: Full Month
Across 51 active and test campaigns in June, the account generated Rs 728,120 in purchase value from Rs 108,692.09 in ad spend: an average ROAS of 6.70x at an average cost per click of Rs 8.86.
Key results (June 2024)
- Ad spend: Rs 108,692.09
- Purchase value: Rs 728,120.00
- Average ROAS: 6.70x
- Average CPC: Rs 8.86
Meta Ads Manager, all campaigns, 1–30 June 2024
Top-Performing Campaigns
| Campaign | Spend | ROAS | Purchases |
|---|
| Pixi Blush Sales | Rs 20,852.82 | 9.25x | 166 |
| Silicon Roller Sales | Rs 19,477.21 | 10.21x | 170 |
| Gua Sha Sales | Rs 11,077.75 | 8.41x | 79 |
| Derma Roller Sales | Rs 13,237.12 | 5.23x | 82 |
| Blackhead Image Creatives | Rs 18,086.55 | 6.89x | 94 |
Single-day sale (13 June 2024)
- Sales: Rs 85,194.00
- Orders: 75
- Sessions: 1,697
- Conversion rate: 4.42%
From Learning Phase to Profit
New ad sets start in Meta's learning phase, where cost per result runs higher while the algorithm gathers data. We tracked this phase separately, so spend was judged on the right timeline instead of being cut too early.
Even during learning, several ad sets hit strong returns (Retargeting B at 9.99x, Summer Derma Roller at 6.50x), a sign that the creative and audiences matched from the start.
Meta Ads Manager, 8 ad sets in the learning phase, July 2024
Key results (1–17 July 2024)
- Ad spend: Rs 160,342.09
- Purchase value: Rs 967,231.00
- Average ROAS: 6.03x
- Average CPC: Rs 7.42
Single-day sale (15 July 2024)
- Ad spend: Rs 10,229
- Purchase value: Rs 89,361.00
- ROAS: 8.74x
- Average CPC: Rs 8.56
Scaling Into September
By September we had consolidated the winners into larger campaigns (CBO Sales, Monsoon Derma and Pixi Blush), each outperforming June's single-audience campaigns, while we kept testing new lookalike and ad-set structures alongside them.
| Campaign | Spend | ROAS | Purchase value |
|---|
| Monsoon Derma (lookalike) | Rs 43,957.07 | 5.83x | Rs 256,318.24 |
| Pixi Blush Sales (audience test) | Rs 48,438.98 | 5.64x | Rs 273,202.00 |
| CBO Sales | Rs 33,457.96 | 3.11x | Rs 103,929.00 |
Consolidated campaigns, September 2024
What Drove the Results
Test first, then scale.
We tested each core product across interest-based, city-targeted, lookalike and open audiences before raising spend. Lookalike and city-targeted audiences won consistently, and most products had a clear winning audience within the first month.
Give the learning phase time.
We didn't judge new campaigns before Meta had enough data. Several performed strongly even during that window.
Scale what works.
Once the winners were clear, we ran a seasonal push across nearly every product line, mixing new and retargeting audiences. We then rebuilt the account around the strongest campaigns while keeping budget aside for testing.
Prove demand with a flash sale.
A one-day promotion drove sales, orders and traffic well above the brand's daily average, at a higher conversion rate: evidence that the audience we had built was warm and ready to buy.
Let Instagram lead.
Instagram consistently outperformed Facebook, and social was the top source of both traffic and sales, ahead of direct and search. That fits a visual, texture-driven beauty brand.
Summary
Over four months, Amira Essence held a 5–10x ROAS while spend increased, across ice rollers, colour cosmetics and derma devices, and across open, interest, lookalike and retargeting audiences. The structured testing in the first months decided what we scaled in September.
Results reflect this client's account during the period shown. Outcomes depend on product, market and budget; past results don't guarantee future performance.
