Ciate London

2021 to date

Beauty

Doubled Revenue YoY for Established British Beauty Brand

Ciaté London is a trend-forward UK beauty brand known for turning runway trends into everyday essentials — accessible, playful, and bold. As a digitally native brand, its growth heavily depends on high-performing paid media and ecommerce.

Key Results

2× YoY revenue growth since 2021, and improved contribution margin

Built scalable creative system enabling ongoing testing and localization across UK & North America

Challenges

After the iOS14 update, Ciaté’s paid media efficiency collapsed:

ROAS turned negative
CPAs increased by 3× to 9× compared to pre-iOS14 levels

The brand needed a complete reset of its performance marketing engine — from targeting to creative to financial planning.

Solution

Actions

Rebuilt Paid Media Strategy to Restore Scale and Efficiency

Structured Meta ad accounts for TOF/MOF/BOF funneling and consistent learning
Prioritized top-selling SKUs to drive efficient first-time customer acquisition
Aligned media efforts with brand calendar moments to sustain momentum across seasons

Built a Creative Testing Engine and Long-Term Capacity System

Built a repeatable ad creative testing engine: brand statics, UGC, PR-led ads, and partnerships
Iterated across landing page formats — listicles emerged as top performers
Delivered a creative capacity system enabling the team to continuously produce, test, and scale winning combinations
Supported scale across both UK and North America with localized content strategy

Installed a Profitability Framework to Guide Media Spend

Defined ROAS targets at the SKU level to guide spend and prioritization
Built a marketing P&L to connect media spend to contribution margin
Helped the team shift from top-line growth to profit-driven scaling — with full visibility across creative, spend, and SKU economics

Testimonial

“

Laura Hanku

E-Commerce Director, Ciaté London / Lottie London

"Frontline Growth’s emphasis on growth has always been a key element of our success as we doubled and tripled our paid social channel revenue these past few years. Their understanding of content and localisation has helped us thrive in both the UK and North America as we continue our global expansion. Trustworthy and aware of our business KPIs, they set constant optimisations towards making our channels more profitable and improving our contribution margins. Crucial members of our organisation, they work seamlessly with ecommerce, marketing and design departments."

FRONTLINE GROWTH

FRONTLINE GROWTH