Beauty
$1M+
in sales from a lash brand I own
Creative strategy for DTC brands
Most brands don't have a traffic problem. They have a creative problem
I'm Martin Löfvall. I build the ad creative and offers that lower new-customer CAC for beauty, supplements, sleep and wellness brands doing €50k to €800k a month. You work with me, not an account manager.
Book an ad account audit
€1,350 one-off · paid work, not a sales call
Brands I own and run
BARE
NYGHT
COSNETIC
Receipts
Eight years of building, measured in my own P&L.
Beauty
Sleep
3.37
peak MER on a sleep brand I co-own
Supplements
84
statics shipped in one testing cycle
Method
21
angles written, briefed and tested
Proof
749
Trustpilot reviews feeding the creative
Operator
8+
years running my own DTC brands
Numbers from brands I own and run.
Where the money leaks
If ads feel harder this year, it is usually one of these three.
You're paying too much for a new customer.
CAC has climbed for three quarters straight and the answer keeps being more budget instead of better creative. Media buying can only fix so much of that.
Your testing has no system.
Ads get made when somebody remembers to make them. Nobody can say which angle won last month, or why, so every test starts from zero.
Revenue grows. Margin doesn't.
Every extra €100k in sales costs more than the last €100k. The dashboard looks like a good year while contribution margin stays flat.
The method
The AHPO System
Four stages. Every stage ships a file you keep.
This is the system I run on my own brands, in the same order, every month. Each stage has an input, an output and a number that says whether to keep going.
01Angle
We pick the belief we are changing, not the feature we are showing. One angle per cycle, written down, with the competitor angles it fights.
OutputAngle brief: "Your lashes aren't thin. Your remover is." Ranked against 6 competitor angles.
02Hook
The first three seconds decide what the rest of the spend costs. Ten hooks per angle, cut as separate ads so the winner is obvious.
Output10 hook scripts plus shot list. Judged on 3s hold rate and cost per click, not opinion.
03Proof
Proof keeps the click cheap after the hook lands. Creator footage, user diaries, review counts, claims that stay inside EU rules.
OutputProof block plus signed claim file. Every on-screen line mapped to a source.
04Offer
The offer sets AOV and payback. Bundles, subscription, first-order gift, and the page that has to carry them.
OutputOffer test: 2-pack versus single plus refill plan, with break-even CAC for each.
Weekly 1 angle, 10 hooks, 4 edits shipped
Monthly testing roadmap and claim file updated
Reported on CAC, contribution margin, AOV, repeat rate
Recent creative
How we work together
Three ways in. All of them run on AHPO.
Creative Strategy Retainer
The full system, run monthly, with me on the account. You get the thinking and the files, your buyer gets a queue of ads worth testing.
- Angle research and written angle briefs
- Ten hooks and full ad scripts per angle
- Creator briefs, ready to send
- Monthly testing roadmap
- Weekly review of what won and why
1 angle / week
plus 10 hooks and 4 edits, shipped on a fixed cadence.
From €5,400
a month, plus a bonus on contribution margin.
Best for brands already spending €30k+ a month on Meta.
UGC Engine
Creator volume without your team managing it. I recruit, brief and run the pipeline, you get finished ads.
- Creator recruitment and vetting
- Briefs built from winning angles
- Production pipeline, done for you
- Editing to platform-ready cuts
- Usage rights handled up front
Standing roster
creators briefed monthly, not chased one campaign at a time.
Rights, signed
paid usage agreed before a single frame is shot.
Best for brands short on footage, not on ideas.
Offer and CRO Sprint
Fix what the traffic lands on before you spend more on getting it there.
- Offer and bundle architecture
- AOV and subscription design
- Landing page and PDP rewrites
- Post-purchase and upsell path
- Break-even CAC for every offer
Fixed scope
one sprint, one set of decisions, no open-ended retainer.
Margin first
every offer priced against what it leaves after COGS and shipping.
Best for brands with cheap clicks and thin margin.
Compliance-safe claims for beauty and supplements (EU). Every claim mapped to a source.
Case 01
My own money first. Then yours.
New-customer CAC
Contribution margin
Index, week 1 = 100. Example report structure, not client data.
- Challenge
- A strong repeat product sold as a one-off. Paid social carried the whole business, creative was one format on repeat, and every new customer had to pay for itself on the first order.
- Built
- Subscription relaunch: refill plan and bundles so the second order was designed in, not hoped for. UGC system: a standing creator roster briefed from winning angles, shipping weekly. Email and SMS flows: welcome, replenishment reminder and winback tied to the refill cycle.
- Result
- Past $1M in sales and 20,000 customers, with 749 Trustpilot reviews feeding the proof stage.
- Still true
- I own it and still run it, so the system keeps getting tested on my own P&L before it reaches a client.
Founders
What it's like to work with me.
"Martin is one of the sharpest ecommerce people in my network. You can feel the many years of experience and the breadth of it: operations, website, CRO, paid ads and branding."
"Martin er en af de skarpeste jeg har i mit netværk til ecommerce. Man kan tydeligt mærke de MANGE års erfaring han har og den brede forståelse for optimering og skalering af alle aspekter af en ecom: drift, hjemmeside, CRO, paid annoncering og branding."
Original, Danish
TM
Thomas Melgaard
Skagen Clothing
About
Martin Löfvall · Nicosia, Cyprus
I'm Martin. Danish, based in Cyprus, and I have been building and running DTC brands for more than eight years.
I started on the operator side, not the agency side. My own brands paid for my mistakes: a lash brand past $1M in sales and 20,000 customers, plus supplement and sleep products that taught me how fast margin disappears when creative goes stale.
That is the whole reason to hire me. I still run my own brands, so every angle, hook and offer I recommend has already been tested with my own money. If it doesn't work there, I don't sell it here.
You get me on your account. No account manager in between, no strategy deck written by someone who has never paid for a customer.
Calculator
What a lower CAC is worth to your P&L.
Put in your own numbers. It shows what you make or lose on first orders today, what a lower CAC changes, and where the retainer pays for itself.
€
€
€
%
%
A scenario to test against, not a promise.
Your numbers, first orders only
New customers / month
889
1,111 at the lower CAC
First-order result / month
€-8,222
€-278 at the lower CAC
What 20% lower CAC is worth
+€7,944 / month
About €95,333 a year, from the same ad spend.
The retainer from €5,400 a month pays for itself at a 14.5% lower CAC.
Good fit for the retainer. Start with the audit to find where the CAC is being lost.
Book an ad account audit
Counts first-order contribution only. Repeat orders make every number here better.
How pricing works
A retainer, plus a bonus tied to contribution margin.
Start here
Ad account audit
€1,350 one-off
A teardown of your account and your best ads, plus three tests to run next. Most brands start here before anything else.
Base
Monthly retainer
From €5,400 / month
Angles, hooks, scripts, creator briefs, the testing roadmap and my time on your account. Scope moves it up from there.
Upside
Performance bonus
On margin
Paid on contribution margin against the baseline we agree before we start. Nothing is owed if margin doesn't move.
Revenue bonuses reward spending more, which is easy to do and often costs you money. Contribution margin is the number that pays your salary, so that is the number I get paid on. The retainer floor is real: below it I cannot give an account the hours it needs, so I would rather say no than do it badly.
Questions
Straight answers before you book.
Why is the audit paid?
Because it is real work, not a sales call. I go through your account, your best and worst performing ads and your offer, then hand you a teardown and three tests you can run whether you hire me or not. Free audits get treated like free advice, and both sides waste an hour.
Do you run the ads, or just make the creative?
Media buying stays with your buyer or team. I build the creative, the angles and the offer, and I tell your buyer exactly what to test and how to read the result. If you have no buyer, I'll tell you what to look for in one.
What do you need from me to start?
Read-only access to the ad account and analytics, the last twelve months of spend and margin, product samples, your review exports, and whatever claim rules you already work under. The first angle brief lands within a week of that.
How fast do we see something?
Creative ships in week two. Reading CAC honestly takes a full testing cycle, usually four to six weeks, because anything faster is noise. I would rather tell you that now than sell you a fast number.
Do you work with brands under €50k a month?
Rarely. Below that, spend is too small to read tests properly and you would be paying me to guess. If you're close, book the audit anyway and I'll say honestly whether it makes sense yet.
Who actually does the work?
Me. Editors and creators work to my briefs, but the strategy, the scripts and the calls are mine. That also means I take a small number of brands at a time, one per category.
Next step
Book an ad account audit.
€1,350one-off · about 10,000 DKK
- ✓A 30-minute call, with me
- ✓A teardown of your top performing ads
- ✓Three concrete tests to run next
It is paid because it is real work. You keep everything in it whether we go further or not.
Best fit for brands doing €50k+ a month.
Thanks. Request received.
I'll reply from martin@mbhl.dk within one working day with times for the call and the invoice for the audit. Before we talk, I'll have looked at your top ads.