case study

the goal

comprehensive. long-lasting.

Founded in 2017, Curlsmith create products for curly hair. The Ecrubox team were brought in to drive an increase in online sales by working closely with its founders and internal marketing team from March 2021 to April 2022 on a digital growth strategy.

Ecrubox designed and built a new website to optimise the site’s conversation rate alongside a user experience programme and integrated performance marketing support to target its core target market.

The team created Curlsmith’s first TikTok ads, plus a Facebook and Instagram advertising strategy. This helped to turbo charged Curlsmith’s launch in Germany. The result? Exponential growth. Ecrubox recently celebrated with the client when Curlsmith was bought for $150million.

product shot

the method

ambitious. assertive. authentic.

Heather Horton, CEO of Ecrubox says; “We’re known for breaking the rule book to help support company growth for our clients, but this project was off-the-scale. We are thrilled Curlsmith has become part of Helen of Troy’s portfolio. It’s an exciting time for the company as we know even more people will fall in love with it.”

methodology 1

  • New website creation
  • Conversion rate optimisation
  • Performance marketing support
  • User experience programme

methodology 2

  • TikTok launch
  • Facebook strategy
  • Instagram strategy
  • Ecommerce acceleration

“We couldn’t have achieved the digital drive without the expertise of Ecrubox. From the moment we met they shared ambitions for our business. They achieved knock-out results that helped to propel Curlsmith on its mission: helping even more customers feel empowered about their hair while taking the best possible care of people, communities and the planet.”

Angus Jenkins

Curlsmith’s Ecommerce Director

the results

while they worked with us, the brand saw...

clear results

This tightly integrated approach paid off and in just one-year Curlsmith’s D2C ecommerce revenue doubled from $5million to over $10million. This stellar growth caught the eye of beauty product investors Helen of Troy who welcomed the haircare brand to its extensive portfolio last month.

always extra

The partnership goes from strength to strength with Ecrubox now responsible for continued web development and integrations.

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