Lumen
Skincare
A full rebrand and an always-on paid social engine that took Lumen from a quiet DTC label to a category leader — growing revenue 3.4× in nine months.
Great formulas, invisible brand.
Lumen had a cult product and a loyal first 10,000 customers — but a brand that looked like every other clean-beauty startup on Instagram.
Paid social had plateaued at a 1.6× blended ROAS. Creative fatigue set in within days, CAC was climbing 9% month on month, and a new retail partnership needed packaging that could hold its own on a crowded shelf.
- No distinctive brand assets — the logo, palette and tone were interchangeable.
- A single ad account running three static creatives on repeat.
- A Shopify store converting at 1.4%, well below category benchmarks.
Build the brand and the engine together.
Instead of a rebrand followed by a media plan, we ran both in parallel — so every brand decision was tested against real customer behaviour.
In the first two weeks we interviewed 40 customers, audited 18 months of ad data and mapped the moments where Lumen actually changed people’s routines. The insight was simple: customers didn’t buy ingredients, they bought the glow at 7am.
“We stopped selling skincare and started selling the best ten minutes of the morning.”
That idea became the brand platform, the visual system — warm light, soft gradients, honest skin — and the creative framework for 120+ ad variations in the first quarter.
A brand that glows — and a funnel that converts.
A complete identity, packaging range and a new Shopify experience, launched alongside an always-on paid social programme.
What we shipped
- Brand platform, logotype and a light-driven visual language.
- Packaging for 14 SKUs, designed for both shelf and unboxing.
- A rebuilt Shopify storefront with quiz-led product discovery.
- A creative testing engine shipping 30 new ads every two weeks across Meta and TikTok.
Every launch was tracked in a shared dashboard, so Lumen’s team could see — week by week — which ideas were building the brand and which were driving the bottom line.
Numbers that glow too.
Nine months after launch, Lumen is the fastest-growing brand in its category — and profitable on first order.
Revenue growth in nine months, with blended ROAS rising from 1.6× to 4.2×.
Launch impressions in the first 30 days — 62% of them organic.
Lower customer acquisition cost, while store conversion climbed to 3.2%.
“Kyro felt less like an agency and more like an unfair advantage. They rebuilt our brand, fixed our ad account and tripled revenue in two quarters.”
