19.53×
Increase in D2C annual recurring revenue
The brand grew to more than 10,000 processed orders per month.
D2C HAIR CARE · PERFORMANCE COMMERCE
19.53× D2C ARR in 14 months, from a first-year brand.
Curlvana entered a mature hair-care market with a sharply differentiated product. We used structured discovery across audiences, messaging, products, pages and pricing to turn that distinction into repeatable D2C demand.
See how we got there- Category
- Glycerine-free curly hair care
- Scope
- Meta, Google and commerce optimisation
- Objective
- Establish and scale a new D2C category brand
- Engagement
- Fourteen-month growth programme
increase in D2C ARR
orders processed per month
from discovery to scale
of Google budget focused on Shopping
01 · THE BRIEF
Build a new category brand while discovering what could scale.
The differentiation was real. The market still had to understand it.
Curlvana is a glycerine-free, cruelty-free and vegan hair-care brand formulated for curly hair in India's tropical conditions.
In its first year, the business needed to identify the audiences, messages, products, pages and price points that could establish a durable online position against mature hair-care competitors.
THE GROWTH QUESTION
How do you turn a distinctive formulation into a scalable acquisition system for a category still being educated?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
A young brand in a mature market
Established hair-care names already owned recognition, shelf memory and habitual demand.
Differentiation needed clarity
Glycerine-free formulation and tropical relevance had to become simple, compelling consumer benefits.
The growth variables were unknown
The strongest audience, product, page, message and price combination still had to be discovered.
“The early job was not to force scale. It was to learn exactly what deserved to scale.”
03 · THE SYSTEM
Use commerce data to sharpen the brand's route to market.
Meta accelerated creative and audience learning while Google organised demand around products, price ranges and purchase intent.
Map the growth variables
Audience, message, product, landing page and price-point tests created an evidence base for the account.
Turn creators into media
Whitelisted influencer ads extended trusted voices into the paid acquisition system.
Bundle the winners
Best-selling products were combined into bundles that strengthened value and lifted average order value.
Structure Google by value
Performance Max campaigns were split by product price range, with Shopping carrying most of the budget and other formats widening demand.
Audience→
Message→
Product→
Page + price→
Order data
Creator whitelisting on Meta
Best-seller product bundles
Price-range Performance Max structure
04 · THE OUTCOME
19.53×INCREASE IN D2C ANNUAL RECURRING REVENUELearning velocity became commercial scale.
D2C annual recurring revenue increased 19.53 times across fourteen months.
Curlvana went on to process more than 10,000 orders each month, supported by a clearer value proposition, a stronger product mix and a channel system built around purchase behaviour.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Discovery came before scale
Five commercial variables were tested before the account committed to a repeatable growth model.
Creators carried trust
Whitelisted ads connected category education with voices the audience already recognised.
Merchandising amplified media
Bundles and price-based campaign structure improved the value created after the click.
Curlvana grew when product truth, creator trust and performance data began reinforcing one another.
YOUR NEXT GROWTH CHAPTER
Turning an emerging category into a scalable D2C business?
Bring us the product, the customer questions and the commercial target. We will help you build the learning system around them.
Start a conversation Explore all case studies