Skincare buyers compare ingredients and hunt for deals before the holidays, and a lot of that research happens on Reddit. So we ran organic and paid together through Q4.
An actives-led skincare brand at roughly $12M ARR, built around a hero serum. Q4 is their biggest quarter and their most competitive.
In Q4 every skincare brand buys the same audiences and CPMs climb all quarter. They needed somewhere buyers were still comparing products rather than being sold to.
15 to 20 disclosed comments a month in r/SkincareAddiction, r/30PlusSkinCare and r/AsianBeauty.
It matched people to their skin type and condition, with a travel pack at the end.
Creative written from what people were actually saying, which lifted CTR and add-to-carts.
10 creatives, refreshed every six weeks.
Measured on 7-day click, 1-day view, platform-reported. Paid performance came in on par with their Meta account.
Yes. This brand reached 2.1x ROAS on paid through Q4, on par with their Meta account, while scaling from $5K to $20K a month. Reddit skincare communities are unusually research-driven, which suits ingredient-led products.
r/SkincareAddiction, r/30PlusSkinCare and r/AsianBeauty are where most of the comparison happens. They are also strict, so participation has to be disclosed and genuinely useful or it gets removed.
No. Skincare moderators remove AI-written comments on sight, and a removed account takes the brand presence with it. Every comment on this account was written by hand.
That is when it earns its place. Q4 CPM inflation hits the auctions every skincare brand crowds into. Reddit gave this brand somewhere buyers were still comparing rather than being sold to.
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