Building a Gen Z Clean Beauty Brand from Zero with Influencer Marketing
Launched in 2021. GMP certified. Vegan. Cruelty-free. We helped Atulya Skincare carve a distinct identity in India's crowded D2C beauty space through creator partnerships and performance marketing.
Inspired by Incredible Nature — Est. 2021
Atulya is the premium tier brand from Beacon Bio Life Sciences Pvt. Ltd. (founded by Gaurav Singh), launched in 2021 as the sister brand to Khadi Natural. Atulya positions itself as a bioscience-meets-Ayurveda clean beauty brand — offering GMP-certified, vegan, cruelty-free, paraben-free and phthalate-free skincare and haircare. The brand sells across its own D2C website plus 12+ marketplaces. Tagline: "Inspired by Incredible Nature."
Standing Out in India's Most Crowded Beauty Market
- Competing against well-funded incumbents (Minimalist, Plum, Dot & Key, WOW) that dominate Instagram and D2C.
- Differentiating from sister brand Khadi Natural without confusing consumers or cannibalizing sales.
- Building brand awareness from scratch for a brand launched in 2021 with limited marketing history.
- Explaining the "bioscience + Ayurveda" fusion positioning to a mainstream beauty consumer.
- Scaling sales profitably across both owned D2C website and marketplaces (Amazon, Flipkart, Nykaa).
Creator-Led Growth Strategy
🤳 Influencer Marketing — Core Growth Driver
We built an end-to-end influencer marketing program for Atulya — scouting, briefing, and managing 150+ beauty creators ranging from nano-influencers (10K–50K followers) to mid-tier skincare content creators. Creators produced authentic skincare routine videos, ingredient deep-dives, and honest reviews that drove high-intent traffic directly to Atulya's D2C store. This influencer content doubled as high-converting ad creatives in paid campaigns.
🎯 Performance Marketing
Ran Meta Advantage+ Shopping campaigns using UGC from influencer collaborations as ad creatives, achieving a 3.5x+ ROAS. Dynamic retargeting kept Atulya in front of cart abandoners and website visitors across Instagram and Facebook.
📱 Social Media Content Strategy
Developed Atulya's Instagram aesthetic — botanical imagery, ingredient showcases, clean flat-lay product photography, and educational reels on clean beauty ingredients. Grew social engagement by 280% within the first campaign cycle.
🛒 Marketplace Strategy
Listed and optimised Atulya products across 12+ marketplaces (Amazon, Flipkart, Nykaa, Purplle, JioMart) with A+ content, keyword-optimised listings, and targeted marketplace ads to capture high-intent beauty shoppers.
We worked* with Atulya Skincare to build a credible, high-engagement D2C beauty brand from the ground up — with creator partnerships driving both organic reach and paid conversions, led by our Founder Pratham Kapoor.
3.5x+
Return on Ad Spend (ROAS)
280%
Social Media Engagement Growth
150+
Creator Collaborations Managed
12+
Marketplaces Active
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