Niche Beauty Lab

THE OBJECTIVE

Unlocking Scalable Growth in a Dynamic Beauty Market

Niche Beauty Lab, an innovative Spanish beauty brand known for its science-backed and accessible skincare formulations, was seeking a way to rapidly scale its business and increase brand reach across international markets. Operating in a highly competitive sector, the brand originally relied on a 100% lower-funnel performance acquisition model. Niche Beauty Lab partnered with performance agency Adsmurai to execute a strategic restructuring of their campaign setup. However, to build long-term brand equity while continuing to drive online sales, the brand needed to expand beyond bottom-funnel tactics. Their core goal was to prove the incremental value of an always-on, full-funnel TikTok strategy —demonstrating how upper-funnel investments generate downstream demand and measurable revenue growth across their multi-channel ecosystem.

THE SOLUTION

An Always-On Full-Funnel Framework Powered by Measurement Rigor

To achieve sustainable growth, Niche Beauty Lab collaborated closely with TikTok and Fospha on a holistic, always-on strategy designed to merge brand building with performance. Marking the brand's first dedicated investment into upper-funnel objectives, Niche Beauty Lab made a bold bet on brand awareness for their summer campaign, leveraging high-impact premium formats like TopView alongside TopFeed and native In-Feed Ads. These placements showcased authentic, creator-led content centered on summer protection and daily SPF routines, driving maximum visibility and engagement. To evaluate and optimize this approach, two complementary measurement solutions were integrated for H1 2026 for the Spanish market:

1. TikTok Unified Lift Study (BLS + CLS): Combining Brand Lift and Conversion Lift methodology, this study measured incrementality across the entire funnel—from attitudinal metrics like Ad Recall and Brand Awareness to web actions like View Content, Add to Cart, Start Checkout, and Purchases. The study covers 13 international markets across EU, APAC, and LATAM: Australia, Belgium, Costa Rica, Denmark, Finland, France, Germany, Greece, Italy, Portugal, Spain, Sweden, and the UK.

2. MMA: Fospha Media Mix Attribution: Fospha was integrated as an independent Marketing Mix Modeling (MMM) platform. Fospha provided clear attribution insights across Niche Beauty Lab’s multi-channel strategy, capturing top-of-funnel impact and evaluating true channel-level efficiency beyond last-click model limitations.

THE RESULTS

Full-Funnel Incrementality and Dominant Customer Acquisition

The combined findings from the Unified Lift Study and Fospha proved that TikTok is a primary engine for demand creation and revenue generation for Niche Beauty Lab:

• Massive Full-Funnel Incrementality: The Unified Lift Study confirmed statistically significant uplifts across all funnel stages, highlighting a +42.1% relative lift in View Content and a +16.7% relative lift in Incremental Web Purchases. Brand sentiment also surged, achieving a +5.9% lift in Brand Awareness (surpassing European Beauty benchmarks) and a +4.0% lift in Ad Recall.

• No. 1 Driver of New Customer Acquisition: Despite the heavy weighting toward upper-funnel objectives, TikTok proved to be the single largest acquisition channel across the paid media mix, driving 32.6% of all new customer acquisitions in the ES market. Proving how awareness campaigns can drive net new demand into the funnel, which can subsequently be captured by lower funnel channels.

• Unlocking True ROI Beyond Last-Click: Fospha revealed that last-click had undervalued TikTok by 91.6% during this period - a gap that makes TikTok's budget nearly impossible to defend for brands still measuring on last-click alone. Backed with Fospha data, Niche Beauty Lad had the confidence to scale TikTok spend by +515% period-over-period, which saw TikTok ROAS remain stable - proving exceptional channel elasticity and scalability at significantly higher spend levels.

What Brands Can Learn

1. Move Beyond Last-Click Attribution: Relying solely on last-click attribution prevents brands from proving TikTok’s full-funnel impact, leading to underinvestment across the funnel and increasingly expensive customer acquisition. By shifting to Fospha’s always-on, full-funnel measurement firstly, and then using incrementality tests to validate the biggest performance questions, they gained a clear view of what was truly incremental.

2. Upper-Funnel Spend Creates Lower-Funnel Revenue: Investing in Awareness and Consideration builds new audience demand that ultimately converts down the funnel, driving top acquisition volume without immediate efficiency fatigue.

3. Efficiency Holds at Scale: Increasing channel spend significantly (515%+) without degrading ROAS demonstrates TikTok's strong elasticity and audience reach for scaling consumer brands.