Beauty — D2C
Rebuilding a category leader from unit economics up.
A plateaued founder-led beauty brand repriced, repackaged and rebuilt around contribution margin rather than top-line spend.
Business Problem
Founder-led beauty brand plateaued at ₹40cr with declining contribution margin. Growth spend was masking a broken model.
Strategic Thinking
Repriced core SKUs, restructured pack architecture, rebuilt media mix around top-funnel efficiency, and moved Amazon from a channel to a P&L.
Execution
New positioning, packaging refresh, DTC site rebuild on Shopify, Amazon flywheel setup, creator-led content system, and CRM re-architecture — delivered by one team over 90 days.
Commercial Outcome
0×
Contribution margin growth
+0%
Revenue in 6 months
-0%
CAC blended