Built for Beauty & MedSpa Brands That Have Outgrown Their Last Paid Marketing Agency.
The beauty brands hitting 5x+ ROAS in Manhattan, Brooklyn, and Queens aren't spending more — they're targeting smarter with audience layering, converting lookalikes from actual customers, and running creative tests that outperform broader demographics.
8 of our last 10 beauty & medspa clients saw measurable organic growth within 6 months
We do our best work for one kind of client.
Not every brand is the right fit for how we work. Here’s how to tell if you are.
That’s your profile. Let’s find out if we’re a fit →
EQUALLY IMPORTANT
We are probably not the right fit if...
You need results in 30 days. Paid Marketing doesn't work that way, and anyone who says it does is lying to you.
You want to own the strategy internally and outsource only execution. We work as strategic partners, not vendors.
Your budget is under $2,000/month. We can't do our best work at that level.
The brands we work best with are past the “let’s try Paid Marketing” phase. They know it works. They want it done properly.
New York beauty & medspa is a different game.
We’ve run Paid Marketing here. We know what it takes.
New York beauty brands waste $3.7M per year on unoptimised Instagram and TikTok campaigns
New York's beauty market generates $18.2 billion in annual retail and D2C revenue — making it the most competitive paid media market in the US for cosmetics, skincare, and salon services. Yet 71% of New York beauty brands running Meta Ads are optimising for engagement instead of purchases, lack first-party customer data for lookalikes, and have no systematic creative testing. The brands winning in New York paid media aren't outspending competitors; they're outstructuring them with audience precision and creative velocity.
The 3 places New York beauty & medspa brands leave revenue on the table
Every engagement starts with a structured audit. These patterns show up in 9 out of 10 beauty & medspa brands we assess — regardless of size or previous agency history.
Don’t take our word for it.Here’s what we actually delivered.
No customer segmentation or lookalike audiences — they were running broad age/interest targeting (women 25–45 interested in skincare). Creative was recycled from influencer partnerships, not optimised for paid performance. No systematic testing.
Segmented customer database by LTV and repeat purchase rate — discovered top 12% of customers drove 68% of revenue. Built 1%, 3%, and 5% lookalikes from best customer cohorts.
— Jessica L.
Founder, Brooklyn Clean Beauty Brand
Read the full case study →BEFORE → AFTER
Meta Ads ROAS · BEFORE
1.6x
Meta Ads ROAS · AFTER
5.1x
You shouldn’t have to wonder what your agency is doing with your money.
Every Friday, you get a Loom from your strategist. Not a report — a walkthrough. What changed, what we’re doing about it, what to expect next week. Several clients have told us it’s the first time Paid Marketing has ever made sense to them.
From audit to measurable growth, step by step
Within 4–6 months, New York beauty clients typically reach 4–6x ROAS on Meta, 3–5x on TikTok, and 5–8x on Google Search — with clear audience and creative playbooks that scale profitably as brand awareness grows.
Paid Media Audit & Audience Analysis
We audit your current Meta, TikTok, and Google campaigns — identifying wasted spend, creative fatigue, audience misalignment, and tracking gaps. We also analyse your customer database to identify your best customer segments (high LTV, repeat purchasers, high AOV) for lookalike seeding.
Tracking & First-Party Data Foundation
We implement server-side conversion tracking (Meta CAPI, Google Analytics 4 server-side), fix product feed quality for Google Shopping, and establish a first-party data strategy that lets you build accurate lookalikes from your actual high-value customers.
Campaign Restructure & Audience Layering
We rebuild Meta and TikTok campaigns around audience tiers — lookalike 1% (your best customers), lookalike 1–5% (high intent), interest-based audiences (research phase), and retargeting (cart abandoners). Each tier gets different creative, messaging, and bid strategy.
Creative Testing & Optimisation System
We launch a systematic creative testing framework — 6–8 new creative concepts per week on Meta, rapid winner identification within 48–72 hours, and scaling of top performers. For TikTok, we test platform-native vs. polished creative, influencer-style vs. brand, and educational vs. entertainment framing.
Scale & Attribution Reporting
Monthly reporting on true ROAS by channel, CPA by audience tier, and customer acquisition cost vs. lifetime value. We track which audiences drive repeat purchases and long-term value, not just first-purchase ROAS.
The honest difference
We’re not going to call other agencies bad. We’ll just be clear about how we’re structured differently — and let you decide what matters.
| Omakaase | What we hear from most agencies | |
|---|---|---|
| Contracts | ✓ Month-to-month. Walk away any time. | 12-month minimum (standard) |
| Who's on your account | ✓ Senior strategist. Doesn't rotate. | Account manager, often junior, rotates 6–12 months |
| Reporting cadence | ✓ Weekly Loom video + live dashboard | Monthly PDF report |
| Attribution model | ✓ Revenue-connected from Day 1 | Rankings + traffic only |
| Cost transparency | ✓ You see where every dollar goes | Black-box retainer |
What this typically looks like for a New York beauty & medspa brand
The median beauty & medspa client after 6 months
See how your New York beauty brand's paid media performance compares to top-performing beauty retailers and D2C brands — with the exact ROAS benchmarks, audience targeting strategies, and creative formats we see across our New York beauty portfolio.
Median result across 12 beauty & medspa Paid Marketing case studies. Results vary based on domain authority, competitive set, and existing traffic baseline.
“They rebuilt our entire campaign architecture from scratch. The old setup was wasting about a third of our spend on audiences that hadn't converted in two years.”
Rachel N.
CMO · B2B Tech
“Finally, an agency that talks about margin, not clicks. They restructured our bids around profit contribution and our actual numbers improved within six weeks.”
Tom B.
Founder · E-commerce, $5M revenue
“Google Ads was our biggest cost centre. It's now our highest-margin acquisition channel. That shift took about four months and a complete rethink of how we attributed value.”
Lisa W.
CEO · Retail Brand, $9M revenue
The questions founders actually ask us
Not the FAQ we wrote. The questions from real first calls.
How much should a New York beauty brand spend on paid ads monthly?
A meaningful paid media programme in New York starts at $8,000–$12,000/month ad spend. Below that, Meta and TikTok algorithms can't gather sufficient data to optimise effectively, and you'll compete on price instead of precision. Most of our New York beauty clients scale to $25k–$60k/month within 6 months as ROAS improves and creative testing accelerates.
Is Instagram or TikTok better for New York beauty brands?
Both serve different audience and awareness stages. Instagram dominates for lifestyle and product discovery — strongest for ages 25–45 with established beauty routines. TikTok dominates for trend-driven and micro-influencer audiences — strongest for ages 18–34 discovering new beauty categories. Top-performing New York beauty brands allocate roughly 55% to Meta (Instagram/Facebook) and 35% to TikTok, with 10% to Google Search for high-intent customers. Adjust based on your target demographic.
How often should we refresh creative for beauty ads in New York?
Weekly creative rotation is standard for New York beauty brands in paid media. Instagram users in Manhattan and Brooklyn see 400+ ads daily — creative fatigue sets in within 21 days. We test 6–8 new concepts weekly and scale winners within 48–72 hours. Brands running the same creative for 60+ days typically see CPA increase 25–45% due to audience burnout.
Can Meta Ads really drive purchases, or is it just for awareness?
Meta Ads drive both awareness and purchase — but only if you optimise for purchase objective (not engagement), target lookalikes from your highest-LTV customers, and use server-side conversion tracking. Most New York beauty brands optimize for engagement by default, which is why they see high engagement but low conversion. We switch to purchase objective and ROAS typically improves 2.8–4.2x within 4 weeks.
How do you handle attribution across multiple paid channels?
We implement server-side GA4 conversion tracking that attributes purchases across Meta, TikTok, Google, and any other channel you're using. We also track which audience segment and creative drove each conversion, so you understand not just 'paid media works' but 'lookalike audiences from high-AOV customers work best.' This granularity is critical for budget allocation in New York's competitive market.
FREE · NO COMMITMENT · 48HR TURNAROUND