Beauty and Haircare: Paid Media for Beauty Brands

Beauty is won on launches, sales and the moment a product goes viral. As a beauty marketing agency, Vroom runs paid search and paid social for beauty and haircare brands, from a founder-led Irish haircare brand that went viral with Bridgerton to a distributor’s portfolio of 12 international names.

What beauty brands need from paid media

Beauty runs on a calendar: launches, payday and bank holiday sales, Black Friday, Christmas gifting. It runs on product feeds and a constant stream of creative. And more and more, it is discovered on TikTok and driven by celebrity and cultural moments. That takes speed, structure and checks that catch mistakes before customers do.

The Belle Brush: catching a Bridgerton moment

Founded by an Irish hair stylist and built for extension wearers, The Belle Brush had a cult following before Nicola Coughlan shared it at the height of Bridgerton’s popularity. Suddenly, a wave of new customers was searching for a brush they had just seen.

Our job was to make sure they found it, and bought it. We rebuilt the Google Ads account around order value, split Performance Max by best sellers and rewrote product titles so Shopping ads showed for the searches that mattered. When the attention hit, the account was ready for it. Across the Q4 peak, Google Ads returned 880% ROAS.

One brand, three platforms

In 2025, The Belle Brush brought Meta and TikTok in alongside Google. Shopping and Performance Max caught search demand, upgraded to full image and video assets. On Facebook and Instagram, our Meta ads team added static, carousel and catalog ads to a video-led account and built campaigns around gift sets, bundles and launches like the Wave Comb. The best video ad, a customer’s hair journey, returned 10.5x ROAS.

Launching TikTok Shop in Ireland

As TikTok Shop opened in Ireland, our TikTok ads team took The Belle Brush live on GMV Max, pushed promotions around their TikTok Lives and bundles, and turned creator videos into Spark Ads once usage rights were in place.

TikTok

Timing a rebrand

Before the new look launched, The Belle Brush cleared the old packaging with a Rebrand Blowout Sale, and we pivoted every campaign straight into it. The sale went live at 8pm on a Friday, and new search ads and a fresh asset group in every Performance Max campaign were live the same evening. When the new brand went live, the campaigns moved with it.

A beauty distributor: 12 brands, one plan

For an Irish beauty distributor, we ran paid social across 12 brands, including K18, Luna by Lisa, Bare by Vogue and Colour Wow. That spanned salon-professional haircare, heated styling tools, cosmetics, tanning, skincare and body care, sold online direct to consumers and through retail in Ireland and the UK.

Twelve brands means twelve calendars, catalogs and creative pipelines. So we built the structure first: product catalogs and conversion tracking set up brand by brand, a shared promotions calendar, and one always-on media plan that showed both teams exactly what was live, where and on what budget, with a two-step QA check built into every launch.

A year of moments, across every brand

Payday sales ran across up to nine brands at once, each with its own code, offer and landing page, live for the weekend and off by Sunday midnight. Seasonal sales followed the calendar, from St Patrick’s Day flash sales to summer sales of up to 70% off. Black Friday and Cyber Monday launched across every brand in the same week, on Meta and TikTok, followed straight after by Christmas gifting campaigns.

In between, product launches gave each brand its own spotlight: a new body oil, a professional steam styler, a smoothing shampoo and conditioner, a makeup brush range. Gift-with-purchase offers, like a free mini treatment with every order, gave shoppers a reason to buy now. And always-on bundles such as Pair & Save kept every brand selling between the peaks.

Awareness and creative testing

Not every campaign was a sale. Awareness campaigns on Meta and TikTok introduced new products and hero ranges to new audiences, building the warm audiences that every sale then drew on. And because the creative came from a dozen brand teams, we tested formats, hooks and offers constantly, and built a creative performance tracker so the distributor could see which assets were driving sales, brand by brand.

Campaign moments from the brands

Brands we have run paid social for include K18, KEVIN.MURPHY, Aveda, ELEVEN Australia, Hot Tools, Luna by Lisa, LUNA Professional Haircare, Bare by Vogue, Colour Wow, Zolo Beauty and asap skincare, alongside The Belle Brush. A few of the Meta ads we ran across the portfolio:

Got a launch or sale coming up? We can have it planned across Google, Meta and TikTok before your creative is even finished.

Creative that works as hard as the media

Our beauty clients have their own creative teams, so our role is to make every asset count. We audit what is holding paid social back, show which formats and hooks are selling, and pick the organic and creator posts worth putting money behind.

FAQs: paid media for beauty brands

Running a beauty or haircare brand? Book a call with our team and tell us what is coming up next: a launch, a sale or your Christmas plan.