return on ad spend
TikTok ads for beauty brands: reaching younger buyers as Meta costs rose
TikTok ads for beauty brands work differently from Meta, and this brand needed them because Meta was getting expensive and younger buyers were not seeing it. A steady stream of creator-style videos, weekly hook tests and scaling first-purchase winners delivered 2.4x return on ad spend.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- Beauty
- Services
- TikTok Ads Management Services + more
- Platforms
- TikTok
- Duration
- 4 months
Where they started
Meta ads were getting expensive and the brand was not reaching younger buyers.
The approachWhat we changed
We built a steady stream of creator-style videos, tested hooks weekly and scaled the ads that drove first purchases.
What other businesses can take from this
Beauty brands that grew on Meta often hit a ceiling. The same audiences see the same ads, costs rise, and the brand ages with its customers. Younger buyers spend more time on TikTok, but brands frequently bring polished Meta creative with them, and studio-style ads look out of place in a feed of people talking straight to camera.
The lesson is that TikTok rewards volume and speed of creative. Producing videos that look like creator content, testing the opening hook every week and scaling only the ads that drive a first purchase keeps spend tied to new customers. Here 41% of new customers were under 25, and blended acquisition cost fell 22%.
Consider it if you run a beauty or personal care brand whose Meta costs are rising and whose audience skews older than you want.
What moved
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