The challenge
SkinTheory had strong products but struggled to communicate their benefits quickly enough to new customers. Traditional product photography was not giving potential customers enough confidence to purchase. Sulia’s job was to make the brand feel more real, demonstrable, and trustworthy.
What we did
Built a UGC engine:
We sourced customer-style content showing product routines, before-and-after experiences, demonstrations, common problems, and frequently asked questions.
Tested creators, not celebrities:
We prioritised smaller creators whose audiences closely matched SkinTheory’s target customers.
Turned UGC into paid advertising:
The strongest organic creator content became paid social campaigns testing creator × hook × product × audience.
Added social proof to the website:
High-performing creator content was introduced into product pages and landing pages to answer, “Does this actually work for someone like me?”
The result
“Sulia helped us understand that customers didn’t need more advertising. They needed more reasons to believe us.”Maya Thompson — Founder, SkinTheory