Proven beauty business ideas, backed by real ad data

Why ads prove an idea

Beauty products are cheap to make, easy to show on camera and bought again when the jar runs out. That is why so many brands crowd into the category, and why the ones that last pick one buyer or one problem and own it.

A simple way to find what works is to follow the money. Meta ads cost money every day they run, so a brand that keeps one ad live for more than a year is telling you that ad pays for itself. These four beauty brands do exactly that.

1. Fragrance dupes at a fraction of designer prices

Duppe Scents sells fragrances inspired by designer perfumes, for a fraction of the price. It advertises in almost every European country as well as the US, Canada and Australia.

Its longest-running ad has been live for more than a year and a half and is still running. It is a short video selling a bundle of six designer-inspired scents under one headline: designer scents, without designer prices.

Duppe ScentsAffordable luxury fragrances for everyday indulgence

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2. Organic balms for skin that needs more

Frøya Organics sells small-batch balms made from Arctic plants and beeswax, made for mature skin. It advertises in 26 European countries as well as the US, Canada, Australia and New Zealand.

Its two longest-running ads have each been live for more than 600 days. One leads with a customer review, the other with a curiosity headline, and both promise better skin in 60 days or your money back.

Frøya OrganicsPure organic products for mindful living

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3. Makeup for women over 50

Prime Prometics makes pro-age makeup for women in their 50s, 60s and beyond, a buyer most beauty brands ignore. It advertises in the UK as well as the US, Canada, Australia and New Zealand.

Its longest-running ads have been live for more than 400 days and are still running. They are simple product pictures of mascara, lash serum and lipstick, under copy that talks straight to the buyer.

Prime PrometicsPro-age makeup and skincare for mature women

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4. Shower filters that fix hard water

Hello Klean sells shower filters and haircare made for hard water, built on one idea: the water, not your products, is what dries out hair and skin. It advertises in the UK and across Europe, and has run more than 250 ads there.

Most of its ads are short videos of the filter going on and the water coming through. Its longest-running ad, live for more than eight months, shows the whole range together, with 20% off for subscribers.

Hello KleanShower filters and hard water haircare products

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What their ads have in common

Three moves come up again and again in these brands' longest-running ads.

They name who it is for. Prime Prometics speaks straight to its buyer: “Even if you are 50, 60, 70 or beyond.”

They remove the risk. Frøya Organics takes the doubt out of the first order: “clear, dewy, and radiant skin in 60 days or you get your money back…”

They start with a frustration. Hello Klean opens on the buyer who has given up: “So you've tried everything? Meet Hello Klean Rain Shower.”