Building the System Behind the Growth

Growth has a way of outrunning the infrastructure meant to support it. Nakery Beauty had spent the past stretch launching new products, new packaging, and new campaigns in quick succession, exactly what you want to see from a skincare and wellness brand serving women the industry has historically underserved. But every new launch had been solving its own problem in isolation, and the brand had reached the point where packaging, website, and social each felt like a slightly different company.

services

Brand Strategy & Positioning
Visual Identity Systems
Design Systems
Messaging
Product Architecture
Social & Channel Application

CONTACT US

115k

Total Revenue in the Month of Feb.

57%

Year-Over-Year Revenue Growth

50%

Returning Customer Rate

50%

Returning Customer Rate

the challenge

When The 21st Agency took over Nakery Beauty’s paid media, the account had plenty of activity but very little strategy behind it. Campaigns had fallen into a repetitive cycle of flash sales and discount-led messaging, with no clear creative system, no consistent testing framework, and no real sense of what was driving profitable growth.

Meta and Google were also operating as separate efforts instead of one connected paid media ecosystem. There was no shared framework for efficiency, no clear pipeline for identifying winning creative, and little structure around how spend should be allocated or optimized over time.

The numbers reflected it. In the 12 months before our takeover, blended ROAS sat at just 1.26x, with a low point of 0.76x. Nakery didn’t need more campaigns or more promotions. It needed a smarter system for turning its existing budget into sustainable growth.

the goals

Our goal was to rebuild paid media into a profitable growth channel without relying on deeper discounts or simply increasing spend. That meant getting clearer on Nakery’s audience, identifying the products with the strongest potential to scale, and creating a creative strategy that could sell the brand on more than price.

We also needed to improve blended efficiency across paid media, build a stronger structure around repeat purchase behavior, and create a testing process that could consistently surface winning messages and creative concepts.

The mandate was simple: make the account work harder before asking the budget to work bigger.

the solution

The 21st Agency rebuilt the account around efficiency, creative discipline, and a more intentional campaign structure. Instead of chasing volume for the sake of volume, we created a system designed to identify what was working, scale it with purpose, and make every dollar compound over time.

That meant prioritizing Nakery’s highest-performing products, tightening brand consistency across paid creative, and building a structured testing process around messaging, formats, offers, and concepts. Rather than launching ads and judging performance in isolation, we used ongoing A/B testing to understand what actually moved this audience, then fed those learnings directly into future creative and campaign decisions.

We also treated Meta and Google as parts of one growth system rather than two disconnected channels. Campaigns were continuously optimized around audience behavior, conversion performance, and efficiency, giving the account a much stronger foundation for scale without defaulting to constant promotions or oversized budget increases.

the results

Comparing our first 12 months managing the account to the 12 months before takeover, the difference is significant. Meta-attributed revenue increased 71%, from $191,150 to $325,979, while spend grew just 18%. Orders increased 89%, from 3,558 to 6,726, showing that the account wasn’t simply generating more revenue. It was converting at a much higher volume.

Efficiency improved at the same time. Blended ROAS increased 44%, from 1.26x to 1.81x, while average cost per purchase dropped from $42.80 to $26.80. By July 2026, monthly ROAS had climbed to 2.89x, the strongest month in the brand’s history and more than 3.5 times the low point from the prior year.

That’s the real story of the first year. Revenue grew nearly four times faster than spend, order volume nearly doubled, and acquisition became materially more efficient. The growth didn’t come from throwing more money at the problem. It came from building a better system.