Application — Growth
Your shade range is the asset: HUESKIN Hydrating Serum Concealer has 25 variants at $29.00, yet the home pitch stays generic.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- HUESKIN Hydrating Serum Concealer has 25 variants at $29.00, named by undertone from very rich to fair. That range is the clearest proof of inclusive makeup, and it should lead the ads.
- The HUESTICK® Sampler costs $5.00 and returns a $5 off code toward a full-size Huestick. That is a low-risk trial, and a natural first offer for creators to demo.
- One page shows 1014 Reviews and another 447 Reviews. Proof like that belongs on every landing page we send traffic to, next to the price and the shade range.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the click lands on the $29.00 concealer or the $5.00 Sampler.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with HUESKIN shade hooks and Huestick demos.
- Creators: deep-skin and fair-skin makeup lovers, hyperpigmentation-care voices, and sunscreen-without-white-cast reviewers, each showing the shade range of Hueguard and Huestick on camera.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me, and I'd want it right before the first ad spend.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, ten live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow: 12 ads a week at first, 20 by week five. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Build a hook library from the shade range: one ad per undertone family on the concealer and the Huestick, each testing a single variable.
- Recruit the first creators around the Sampler trial, briefing each to show their own shade and their own skin concern on camera.
I'd love to chat if this makes sense. Grab a time here.
Danilo