D2C Beauty · case study
Lumen Skincare
Repositioned a clinical skincare brand around its founder's story — and watched DMs become the biggest revenue channel.
4× in 90 days
Saved-post rate
30 → 600+
Monthly DMs
+182%
Content-attributed revenue
The challenge
Lumen had a strong product line but generic content. The founder was visible nowhere, and the brand sounded like every other skincare D2C — full of clinical claims, no human voice. Sales had plateaued.
Our approach
We ran a 4-week story sprint with the founder, surfaced the personal story behind the formulation, and rebuilt the content pillars around her on-camera. We installed a hook library tuned for skincare and a DM funnel that captured every product question as a sales opportunity.
The outcome
In 90 days, saved-post rate jumped 4×, monthly DM inquiries went from 30 → 600+, and content-attributed revenue overtook paid ads as the top channel.