Baybella: Growth Case Study
How Ecom Republic scaled Baybella's magnetic lash brand profitably across Meta, Google and TikTok, delivering a 16% increase in revenue year-on-year in the first 30 days.
The challenge
Before partnering with Ecom Republic, Baybella needed a paid acquisition engine that could scale a proven product profitably across multiple channels — Meta, Google and TikTok — while protecting new-customer economics as competition in the beauty and lash space intensified.
About Baybella®
Baybella Beauty is an Australian magnetic lash brand offering glue-free, reusable magnetic lashes designed for everyday wear — no adhesive, no lash damage, on in three seconds. Backed by a 30-day money-back guarantee, Baybella has built a loyal customer base looking for a faster, kinder alternative to strip lashes and extensions.
The system
What we changed to make growth more repeatable.
Multi-Channel Media Buying
Scaled profitable acquisition simultaneously across Meta, Google and TikTok Ads, diversifying channel risk and expanding reach beyond a single platform.
High-Velocity Creative Testing
Produced and tested 30+ distinct UGC and static ad concepts — lifestyle, before/after, problem-aware hooks and testimonials — to keep cost-per-acquisition low as ad fatigue set in.
New Customer Acquisition Focus
Prioritised campaigns and offers built to protect new-customer economics, keeping over 90% of revenue attributable to new customers throughout the engagement.
Conversion-Focused Offers
Used the 30-day money-back guarantee and seasonal bundle messaging (EOFY, Mother's Day) to convert lash-extension switchers without eroding margin.
Full-Funnel Search Support
Extended paid search and shopping campaigns alongside social to capture high-intent demand generated by top-of-funnel creative.
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