Creator, Amazon and DTC marketing built for beauty and skincare brands.
How can we help you get found?
Then your name and website.
Questions this page answers
- Skincare marketing agency for Amazon and Shopify
- Beauty brand marketing agency that runs TikTok Shop
- How to get approved for Amazon Premium Beauty
- What skincare claims turn a cosmetic into a drug
- How to get UGC for a skincare brand
- Cosmetics brand marketing for retail and DTC
Where growth is won or lost in skincare.
A skincare purchase usually starts with someone else's face. A creator shows the texture, the routine and the result, the viewer checks reviews, and the sale happens wherever buying is easiest: TikTok Shop in the moment, Amazon if they want fast shipping, the brand site if there is a sample offer or bundle, or a retailer on the next trip. Brands that plan for only one of those paths leak sales to the others, and often to resellers who fill the gaps.
The second purchase is where beauty brands make money, and it depends on fit. A shopper who picked the wrong formula for oily skin, or the wrong shade, does not come back and may leave a review that stays on the listing for years. Replenishment timing matters too, since a cleanser and an eye cream run out on very different schedules. Many prior agencies ran ads and creators well but never built the quiz, sampling or replenishment layer that turns a viral moment into steady revenue.
Theory Road builds the full path. We set up the Shopify store with a skin type finder, regimen bundles and samples, run Amazon with A+ content, Brand Store and Brand Registry protection, and build TikTok Shop and a monthly creator pipeline that feeds paid ads on every channel. Klaviyo and Recharge handle replenishment. Every claim stays on the cosmetic side of the FDA line, and pricing stays disciplined enough to protect retail relationships.
The problems we fix in beauty and skincare brands.
Discovery depends on creators you do not control
A single video can sell out a SKU, then sales drop to nothing a week later. Without a steady creator pipeline and paid amplification, revenue swings with the algorithm instead of the plan.
Wrong shade, wrong skin type, returned
Shoppers who cannot tell which formula or shade fits them either do not buy or buy the wrong one. Returns and bad reviews follow, especially on Amazon where the review sticks to the listing.
Claims that make it a drug
Words like repair, heal, treat acne or boost collagen can move a cosmetic into drug territory under FDA rules. Many brands learn this from a warning letter or a rejected Amazon listing.
Retail and DTC pricing conflicts
Ulta, Sephora or Target buyers watch Amazon and DTC pricing closely. Unauthorized resellers and deep site discounts can damage a retail relationship that took years to earn.
Web, marketing, creative and systems for beauty and skincare brands.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Home page by concern
- Product page with texture and swatches
- Skin type or shade finder
- Regimen builder
- Ingredient glossary
- Samples and trial sizes
- Where to buy
- Ingredients and safety page
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
A short quiz or shade matcher that recommends a regimen by skin type, concern and sensitivity, captures consent, and cuts wrong-product returns while giving Klaviyo the data to personalize follow-up.
- Regimen and bundle pagesRoutines built as bundles with a clear order of use, morning and night steps, and a set price, raising order value while teaching the shopper how products work together.
- Ingredient glossaryPlain pages on each active ingredient, what it is used for, how to layer it and who should patch test first. They earn search traffic and answer AI assistant questions accurately.
- Sample and trial offersDeluxe samples or trial sizes sold at low cost with a credit toward full size, turning hesitant first-time buyers into customers without training everyone to wait for a sale.
- Creators and UGCMonthly creator batches
- TikTok ShopAlways on, heavier in Q4
- Amazon AdsAlways on
- Meta adsAlways on
- Klaviyo email and SMSTimed to product usage
- Google Search and ShoppingAlways on
Demand, search and reputation.
A steady monthly flow of creators seeded with product, briefed on allowed claims and disclosure, with the best content licensed for Meta, TikTok and Amazon video ads.
- TikTok Shop and affiliate creatorsTikTok Shop listings, affiliate commission tiers, sample requests managed for fit, and paid boosts on the videos already converting, so one viral clip becomes a repeatable channel.
- Amazon Ads for beauty searchSponsored Products by concern, ingredient and competitor terms, Sponsored Brands video, and Sponsored Display to retarget shoppers who viewed but did not buy, measured on total Amazon sales.
- Klaviyo replenishment flowsPost-purchase how-to-use, patch test reminders, replenishment timed to product size and usage, and cross-sells into the next step of the regimen.
- A+ content and Brand StoreA+ modules with ingredients, skin type guidance and how to use, plus a Brand Store organized by concern so shoppers can build a routine without leaving Amazon.
- Claim-safe copy systemA reviewed word list of approved and avoided phrases, applied to product pages, ads, creator briefs and packaging so every channel stays cosmetic in its claims.
Brand, photography and collateral.
Close-up texture shots, swatches across skin tones, and real routine videos that answer how it feels and how it looks on me, which is what beauty shoppers actually decide on.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Shopify
- Amazon Seller Central
- TikTok Shop
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Price monitoring across Amazon, TikTok Shop and retail, Brand Registry enforcement against unauthorized sellers, and MAP alerts so retail partners see a disciplined brand.
- Unified order and review dataShopify, Amazon and TikTok Shop orders joined by SKU with Okendo or Yotpo reviews, so we can see which products drive repeat purchase and which produce complaints.
- Subscription for replenishmentRecharge subscriptions for cleansers, moisturizers and other daily products, with cadences set from product size and usage and easy skip options.
- Support routingGorgias tagging for shade exchanges, reactions and shipping issues, with any reported adverse reaction routed to the brand for its MoCRA record keeping and reporting obligations.
What a great skincare website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Home page by concern
Routes shoppers by concern such as dryness, breakouts or dullness, and by skin type, with best sellers and reviews from people who look like them.
Product page with texture and swatches
Texture video, swatches across skin tones, key ingredients, how to use, who it is for and not for, reviews filtered by skin type, and subscribe option.
Skin type or shade finder
A short quiz that recommends products or shades, cuts returns, captures email and SMS consent, and passes answers into Klaviyo.
Regimen builder
Shows morning and night routines in order of use, sold as bundles, with guidance on layering actives and introducing new products slowly.
Ingredient glossary
One page per active ingredient with plain explanations and links to products, built for organic search and accurate AI assistant answers.
Samples and trial sizes
Low-cost samples with a credit toward full size, giving hesitant shoppers a safe first purchase and a reason to come back.
Where to buy
Lists authorized retailers and the official Amazon Brand Store so shoppers buy genuine product and retail partners see support from the brand.
Ingredients and safety page
Explains formulation standards, patch testing guidance and how to report a reaction, which builds trust and routes reports correctly.
Where the demand comes from, and when.
The tools beauty and skincare brands already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Shopify
Store build, skin quiz, shade matcher, bundles and sample offers with product metafields for ingredients.
Amazon Seller Central
Category approvals, Premium Beauty application, A+ content, Brand Store, Brand Registry and Amazon Ads.
TikTok Shop
Product catalog sync, affiliate creator commissions, sample requests and shop ads on converting videos.
Klaviyo
Quiz answers, skin type and concern segments, replenishment timing and cross-sell flows.
Okendo or Yotpo
Reviews with skin type and age attributes, photo reviews and syndication into ads and product pages.
Gorgias
Shade exchange macros, reaction reports routed to the brand, order edits from the helpdesk.
Recharge
Replenishment subscriptions for daily-use products with cadences based on size and usage.
What we run the account by
Repeat purchase rate.
Share of first-time buyers who purchase again within the expected usage window for their first product, read by channel.
Blended customer acquisition cost.
Total paid, creator and affiliate spend across channels divided by new customers across DTC, Amazon and TikTok Shop.
Return and exchange rate.
Share of orders returned or exchanged for shade or skin type mismatch, used to judge the quiz and product page clarity.
Creator content hit rate.
Share of creator videos that earn paid use after testing, showing whether briefs and creator selection are working.
Amazon TACoS.
Total Amazon ad spend divided by total Amazon sales, showing whether ads are building organic rank over time.
Rules we respect
MoCRA registration and listing.
The Modernization of Cosmetics Regulation Act requires facility registration, product listing, safety substantiation and serious adverse event reporting to FDA. The brand owns compliance; we route reaction reports.
Drug versus cosmetic claims.
Claims to treat, heal or change skin structure can make a product a drug under FDA rules. Sunscreens are drugs. We keep marketing copy to appearance claims.
FTC endorsement and review rules.
Creators and affiliates must clearly disclose material connections, and fake, incentivized or suppressed reviews are prohibited under FTC rules. Briefs and review programs are built to match.
California Proposition 65.
Products with listed chemicals above safe harbor levels may need clear warnings for California buyers on the site and listings. Your counsel should confirm each product's status.
The skincare playbook.
Audit claims, channels and pricing.
We review every claim across site, listings, ads and packaging, check Amazon category approvals and listing health, and map pricing across DTC, Amazon, TikTok Shop and retail.
Fix choice and replenishment.
We build the skin type finder, regimen bundles and sampling offer, then set replenishment and subscription timing so each new customer has a clear reason to reorder.
Build the creator pipeline.
Monthly creator seeding, TikTok Shop affiliates and licensed UGC feed Meta, TikTok and Amazon video ads, with budgets moved toward the content producing repeat buyers.
Protect the brand for retail.
Brand Registry enforcement, MAP discipline and clean channel pricing keep retail buyers confident, while retailer-specific promotions are coordinated with the DTC and Amazon promotional calendar.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why beauty and skincare brands choose us.
We operate our own Amazon Professional Seller accounts with Brand Registry, so category approvals, A+ content, Brand Store builds and reseller removal are handled by people who do this for our own brands.
- Creators as a system, not a lotteryWe plan creator volume, briefs, licensing and paid amplification every month, so the brand is not waiting for one lucky video to carry the quarter.
- Claims kept cosmeticEvery channel runs on a reviewed claim list built around the drug and cosmetic line, so listings stay live and ad accounts stay healthy as spend grows.
Reading for beauty and skincare brands.
- Agency Guide · Takeaway
A good ecommerce marketing agency reports new customer revenue, contribution margin and blended marketing efficiency from your store and finance data, not only the ROAS each ad platform claims.
Agency Guide · 12 min read
Best Ecommerce Marketing Agency: How to Choose One That Fits.
Ecommerce marketing looks easy to measure until you subtract returns, discounts, shipping and the sales you would have made anyway. Here is how to judge an agency on profit instead of platform ROAS.
Read - E-commerce · Takeaway
The best DTC agency plans Meta, Google Shopping and Performance Max, Amazon and Klaviyo together and reports blended MER and contribution margin from store data, not summed platform ROAS.
E-commerce · 10 min read
Best Marketing Agency for DTC Brands: How to Choose.
Choosing an agency for a Shopify or DTC brand that also sells on Amazon comes down to one question: can it run Meta, Google, Amazon and email against one P&L and prove the margin. Here are the criteria, questions and red flags we use.
Read - E-commerce · Takeaway
Amazon Brand Analytics is a free set of dashboards in Seller Central for Brand Registry owners that shows search, conversion and purchase behavior for their own brand and the category around it.
E-commerce · 10 min read
Amazon Brand Analytics: How to Use Every Dashboard That Matters.
Brand Analytics is the free data Amazon gives Brand Registry owners about how shoppers search and buy. Most brands open it once. Here is what each dashboard shows and how we turn it into listing, ad and product decisions.
Read
Hiring an agency for a skincare business.
- Who is the best marketing agency for beauty and skincare brands?
- Pick one that writes claims as carefully as it writes hooks. Copy that promises to treat or change skin can turn a cosmetic into a drug, and creators must disclose material connections. It should tie TikTok Shop, Amazon and your site together and track repeat purchase rate. Ask how they help shoppers choose the right shade or skin type before buying. Our build covers a Shopify store organized by skin concern, Amazon A+ content with Brand Registry, creator programs, and Klaviyo replenishment timed to how long a jar lasts.
- Do you run Google Ads and Facebook and Instagram ads for beauty and skincare brands?
- Yes. On Facebook and Instagram we scale winning creator content to new audiences and retarget quiz takers and product viewers, with paid usage rights licensed for every creator video. Google Search and Shopping catch branded and ingredient searches on the DTC store with sample and bundle offers. Ad copy stays on the cosmetic side of the drug line, so nothing claims to treat, heal or change skin structure, and creator ads disclose material connections under FTC rules. We measure blended customer acquisition cost, repeat purchase rate and creator content hit rate.
- How to get approved for Amazon Premium Beauty
- Premium Beauty is a restricted Amazon category that requires approval. Amazon reviews the brand's positioning, pricing, distribution and the listing and imagery quality before approving. We prepare the Brand Registry record, clean listings, A+ content and a Brand Store, then apply through Seller Central when the brand fits the criteria. Approval is Amazon's decision and requirements change, so we check the current terms before applying.
- What skincare claims turn a cosmetic into a drug?
- FDA looks at intended use. A cosmetic cleanses, beautifies or changes appearance. Claims to treat acne, heal skin, cure a condition, or change the structure of skin such as rebuilding collagen can make the product a drug that needs drug approval or monograph compliance. Sunscreens are regulated as drugs. We keep copy to appearance language and flag anything uncertain for your regulatory counsel.
- How do you get UGC for a skincare brand?
- We recruit creators monthly by skin type, tone, age and concern so the content matches the customers you want. Each creator gets product, a brief with approved claims and disclosure rules, and clear usage rights terms. The best videos are licensed for paid ads on Meta, TikTok and Amazon. We track which creators produce repeat buyers, not just views, and invest more with them.
- Should a beauty brand sell on Amazon if it is in Ulta or Sephora?
- Often yes, because shoppers search Amazon for the brand whether or not you are there, and unauthorized resellers will fill the gap. The key is pricing discipline and a controlled assortment, sometimes sizes or bundles that do not compete directly with retail. We talk through retailer agreements with you first, since some partners have expectations about Amazon presence.
- Does MoCRA affect my marketing?
- MoCRA, passed in 2022, requires cosmetic facility registration, product listing with FDA, safety substantiation, adverse event reporting and record keeping. It does not dictate ad copy, but it raises the stakes on accurate claims and on routing customer reaction reports to the right person. We build support and review workflows so reactions reach your team. Compliance itself is the brand's responsibility, with its counsel.
Running ads? Check the Google Ads and Meta rules that apply to beauty and skincare brands in our free Ad Policy Map, or work out your break-even cost per lead.
Get in touch
Let’s grow your skincare business.
Tell us what you sell and what you want more of. A senior strategist will be in touch, by email or phone.