DTC skincare — United States
Velmora — from promising to unavoidable.
A clean-formulation skincare brand with a cult following and a ceiling: every attempt to push past $40k a month in spend had eroded returns. Nine months later, spend is 3x higher — and so is efficiency.
| Campaign | Spend | ROAS | CPA | Purchases |
|---|---|---|---|---|
| Advantage+ Shopping — Hero serum | $46,200 | 5.1x | $9.40 | 4,915 |
| Prospecting — Creative test lab | $18,400 | 4.2x | $12.80 | 1,437 |
| Retargeting — 14d engagers | $21,800 | 7.8x | $6.90 | 3,159 |
| Retention — Past buyers, new SKU | $12,100 | 9.2x | $5.40 | 2,240 |
| Google — Brand + PMax | $19,500 | 6.4x | $8.70 | 2,241 |
| Month 9 total | $118,000 | 5.4x | $9.80 | 13,992 |
Before Orvalis
- Spend capped near $40k/mo — every push collapsed ROAS
- Two creatives carrying the entire account
- No retention layer; every sale bought cold
- Blended ROAS 3.9x and falling on scale attempts
After the engagement
- $118k/mo spend with ROAS improving on the way up
- A weekly creative matrix feeding 12–15 live ads
- Klaviyo flows compounding: 31% of revenue from owned audiences
- 5.4x blended, held for three consecutive months
The problem
Velmora had what most brands beg for — a product people repurchase and talk about. What it didn't have was an account built to spend. Structure had accreted over two years of ad-hoc launches: overlapping campaigns, retargeting cannibalising prospecting, and creative refreshed only when someone remembered.
What we did
Month one was a rebuild, not a launch: one clean Advantage+ core per hero product, a separate creative test lab with its own budget, retargeting cut down to windows that actually add value, and Klaviyo flows rebuilt so paid traffic compounds instead of evaporating. From month two onward the operation was rhythm: new angles queued weekly, winners promoted into the core, budget stepped only after the account held target for a full week.
What happened
Spend tripled in nine months — and efficiency rose with it. That's the part that matters: scale that improves the account instead of taxing it. Velmora now plans product drops around a paid engine it trusts, with cost per purchase 31% below where we found it.
They didn't promise us a number. They promised us a process — and the number showed up anyway.
Amara C., founder — VelmoraNext step
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