They asked me to help launch an acne-first D2C skincare brand.
We went from zero to shelf space in 6 months
100+
Influencer Collaborations
4X
ROAS Achieved
₹400
Average CAC
We didn’t just launch.
We tested the market first.
The Soft Launch Strategy
Before going all-in, we introduced HiPer through Foxy. Every skincare order got a free HiPer Mini. No risk for users. Maximum feedback for us.
The bet: If people liked the free sample enough to buy the full product, we had something real.
Free HiPer Minis
Included with every Foxy skincare order. Let the product speak for itself.
Real Feedback
Collected reviews, refined formulations, understood what resonated.
25%
Conversion Rate
1 in 4 users who received a free HiPer Mini came back to purchase the full-size product.
That’s not just good. That’s validation.
We knew the product worked. Now, it was time to build the brand.
Building the brand
from the ground up.
THE POSITIONING
HiPer Skincare: High Performance Skincare
Not another “gentle” acne brand. HiPer is about powerful actives that deliver results.
Rice. Sulphur. Succinic Acid. Benzoyl Peroxide. Niacinamide. Ingredients that work, formulations that prove it.
MY ROLE
→ Wrote the entire website copy
→ Optimized for SEO
→ Created product card descriptions
→ Developed brand voice and messaging
→ Positioned HiPer as acne-first, results-driven
→ Built content around active ingredients
THE POSITIONING
Powerful Actives
No fluff. Just ingredients that work.
Acne-First
Built for problem skin, not perfect skin.
Powerful Actives
Performance you can see and measure.
THE WEBSITE
The product lineup.
BESTSELLER
Sulphur Cleanser
Deep cleansing with sulphur to target acne-causing bacteria and control oil.
KEY ACTIVE: Sulphur
BESTSELLER
Rice Microfoliant
Gentle exfoliation with rice enzymes for smoother, brighter skin without irritation.
KEY ACTIVE: Rice Enzymes
Post Acne Breakout Serum
Brightening and pore-refining serum for fading acne marks and scars.
KEY ACTIVE: Niacinamide
Succinic Zit Fix
Targeted spot corrector for calming and healing active breakouts.
KEY ACTIVE: Succinic Acid
Ceramide Cream
Medical-grade acne treating face cream for stubborn, painful acne.
KEY ACTIVE: Tasman Pepper
5 products. 5 powerful formulations. Each one designed to solve a specific acne problem. No fillers. No compromises. Just high-performance skincare that works.
Then we went retail.
Broadway, Ambience Mall, Delhi. From D2C to shelf space.
THE LAUNCH
Secured premium shelf space at Broadway, one of Delhi’s hottest beauty retail destinations.
This wasn’t just distribution. It was validation. From online-only to standing next to established brands.
What This Meant
Brand Credibility
Physical presence builds trust that digital alone can’t.
New Audience
Reached customers who prefer to touch, test, and buy in person.
Market Validation
Retailers don’t give shelf space to unproven brands.
My first major campaign at Foxy, where I promoted, organized, hosted and conducted our first Webinar
Leads Acquired: 300+ | More than 100+ Guests
We had started bringing on dermats and creating unique routines with them for our users.
More than a 1000 users joined our routines in the first month of them going live.
Think dermatologists are expensive? Not on Foxy, where you can get consultation from a dermat at just ₹1
5000+ Consultations Provided
Then we brought in
the influencers.
The Strategy
100+ influencer collaborations. A mix of micro and macro creators. All with one mandate: show real results.
No staged photoshoots. No generic testimonials. Just before-and-after reels showing actual skin transformations.
100+
Influencers
Mix of micro and macro creators across beauty, lifestyle, and skincare niches.
₹400
Average CAC
Efficient customer acquisition through authentic creator partnerships.
4X
ROAS
Every rupee spent on influencer content returned 4 rupees in revenue.
The Content Format
Some Videos Hit Millions
When you nail the formula—authentic creator + real results + relatable storytelling—the content spreads itself.
2M+
Views on top-performing reels
15%
Average engagement rate across influencer content
The content I created
to make it all work.
I didn’t just strategize. I was creating as well.
PRODUCT ADS
Scripted and directed product ads that doubled as educational content. Showed how the products work, not just what they look like.
SOCIAL CONTENT
Daily content across Instagram and other platforms. Educational posts about actives, user testimonials, launch announcements.
Educational Content Strategy
Acne skincare is confusing. Most brands just sell products. I educated users on why our actives work.
How it kills acne bacteria
Gentle exfoliation explained.
Brightening science
Spot treatment breakdown
Making Waves At HiPer
✓ Launched a D2C brand from scratch in under a year
✓ Secured retail shelf space at premium beauty destination
✓ Built brand positioning that differentiated in a crowded market
✓ Created content strategy that drove millions in organic reach
✓ Managed 100+ influencer relationships simultaneously
What I learned launching HiPer
1. A good product is the best marketing.
All the influencers, ads, and content in the world won’t save a mediocre product. But when the product actually works? Marketing becomes amplification, not persuasion. That 25% conversion rate from free samples wasn’t luck—it was proof.
2. D2C success = omnichannel thinking.
We started online. We expanded to retail. We used influencers. We educated through content. Every channel reinforced the others. Retail gave us credibility online. Online content drove foot traffic to retail. The brands that win are the ones that show up everywhere their customers are.
3. Launch fast, learn faster.
From soft launch with Foxy to retail in 12 months. We didn’t wait for perfect. We tested with free samples, learned what resonated, doubled down on bestsellers, and moved. Speed beats perfection when you’re learning as you go.
Check Out The Rest Of My Journey
From Copy to Strategy at CupShup
Copywriter at a marketing agency, working on pitch decks, campaign planning, and creative execution.
Being Flawless at Foxy
Owned promotional and event driven communications, performance marketing, and content strategy.