Half Magic Beauty Case Study

Brand overview

Born from the world of boundary-pushing TV and makeup artistry, Half Magic Beauty delivers bold, expressive products that empower self-expression. With a Gen Z-heavy audience and buzz-worthy brand equity, they needed infrastructure to transform creative ambition into scalable performance.

Services:

Paid Media

Creative Strategy

Email & SMS Marketing

Retention Lifecycle Strategy

Background

Opportunities for Growth:

High-growth potential but lacked media scaling structure.
TikTok and Meta strategies weren’t aligned for cross-platform efficiency.
Creative testing was inconsistent and lacked performance feedback loops.
Email/SMS weren’t deeply connected to broader campaign strategy.

What We Did

We architected a performance system designed to support rapid growth without creative burnout. This included a high-volume creative testing framework, granular audience targeting, and platform-specific optimization for TikTok and Meta. Each campaign was mapped to a specific funnel stage, creating clear feedback loops to inform future iterations.

Outcomes

With new operational systems in place, Half Magic was able to scale paid media confidently. Creative output increased, CPA stabilized, and performance marketing became a reliable engine—powering growth while preserving the brand’s boundary-breaking identity.

Success

We helped Half Magic build the backend to match the boldness of their brand—turning creativity into conversion.

390%

Increase in Revenue Year Over Year

166%

Increase in Ad Spend

165%

Increase in Meta ROAS

110%

Increase in TikTok ROAS

We helped Half Magic build the backend to match the boldness of their brand—turning creativity into conversion.

What We’ve Created

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