How we built a 4-Year Growth Partnership with m'Chel Haircare.
Brand Story
m'Chel Haircare creates sustainable, refillable packaging and safe, effective haircare formulas free of harmful chemicals. Their patented designs combine beauty with responsibility, proving that sustainability can still be luxurious.
The Challenge:
When we partnered with m'Chel in 2021, they had strong values but no customer acquisition system, so as you'd expect, scaling sustainably was tough. They needed structure, profitability, and a steady content pipeline to keep growing.
The Strategy:
We built everything around first-order profitability and creative scale.
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Developed clear customer acquisition goals tied to CAC
targets
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Balanced ad spend with 90-day return tracking for second
purchases
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Built a creator & influencer pipeline to solve content
bottlenecks
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Produced 40+ new creative concepts monthly for Meta &
TikTok
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Reworked landing pages and funnel flow to boost conversion
rates
This was more than an ad partnership: it was an ongoing evolution of strategy, data, and creative assets.
Performance Analytics
Increase in Blended Ad Spend YoY
Increase in Sitewide Conversion Rate
Decrease in New Customer CAC
Increase in NC-ROAS
LTV to CAC Ratio Achieved
A Glimpse Into The Creative Strategy And Structure That Helped Turn Things Around.
Biggest Takeaway
m'Chel's growth came from consistency and alignment. By combining steady creative production, CAC control, and a strong creator ecosystem, we helped the brand scale sustainably year over year. Their 200% increase in ad spend and 27% drop in CAC reflect what happens when a brand invests in both message and method over time.
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