We started by stripping the messaging back to the one thing that actually sells skincare — the ritual and the result, not the ingredient deck. From there we built a creative library of UGC-style routines, before-and-afters, and benefit-first hooks made to feel native to the feed rather than like another beige serum ad, with enough variations to test hard from week one. On paid, we ran a full-funnel program across Meta and TikTok, pushing budget behind whatever lowered cost-per-acquisition while holding quality. Then we brought in trusted skin creators to seed proof at scale. One metric settled every call: new customers. Pretty creative that didn't convert got cut.