MASIC BEAUTY
Brand Strategy / Content & Growth
About the Project
Masic Beauty is a vegan, cruelty-free beauty brand co-founded by Malvika Sitlani and Veronica Bahl. The brand had strong founder recall and product appeal, but needed a clearer system to support growth across content, campaigns, website, performance marketing, and community touchpoints.
Coal Studios stepped in to refine the brand’s positioning, improve product communication, and build a more cohesive digital-first growth strategy.
The Challenge
Masic had launched 12 SKUs, but some newer body care products were underperforming and overstocked. The Shopify website was not converting well, and marketing across Instagram, email, WhatsApp, LinkedIn, and ads felt fragmented.
The task was to make the brand feel more premium and consistent while also improving sales, engagement, and customer trust.
Our Approach
We repositioned Masic as an accessible luxury beauty brand with a warmer, more refined voice. The strategy combined product-focus campaigns, website conversion improvements, performance marketing, social storytelling, and community-led activations.
We also helped shift the communication from a heavily Gen Z tone to a more sophisticated beauty language while keeping the founder-led warmth intact.
Result
Within six months, Masic saw 41% revenue growth and a 37% increase in social media engagement. Seasonal campaigns boosted revenue by 30% in key months, while ROAS improved from around 3x to 8-10x.
Hot Mama became one of the top three products within 45 days, So Chic moved from a low-selling SKU to a top seller, and 50% of overstocked inventory was sold before expiry.