Case Study · Performance · Social · SEO

Client

Kayura Effect

Clean beauty,
built into a trusted brand

Scaling a clean-beauty and wellness label into a recognized, community-led brand - performance marketing, social storytelling and SEO working as one engine over 12 months.

3.9x

Return on marketing spend

₹1.3 Cr

Ad-driven sales

+170%

Instagram follower growth

Client

Kayura Effect

Industry

Wellness & skincare (D2C)

Region

India · United States

Duration

12 months

Scroll the story

The Client

Ayurveda-rooted self-care, backed by science.

Kayura Effect is a wellness and skincare brand focused on holistic health through herbal remedies, natural skincare and considered wellness routines - rooted in clean ingredients, Ayurvedic traditions and modern self-care science. Its goal: to become a trusted lifestyle brand that helps people achieve balance, confidence and holistic wellbeing.

Positioning

Science + Nature, Ayurveda-rooted self-care

Service focus

Performance, social & SEO - digital-first D2C growth

Region

India · United States

The Challenge

Trust over hype in a crowded clean-beauty market.

A saturated wellness and skincare category, ingredient-led claims that had to be believed rather than shouted, and an 80%+ mobile audience that had to convert into loyal, repeat buyers.

A crowded clean-beauty market

Standing out in a saturated wellness and skincare category.

Trust over hype

Building genuine credibility for natural, ingredient-led claims.

Science meets Nature

Balancing clinical credibility with a warm, holistic brand feel.

Digital-first conversion

Converting an 80%+ mobile audience into loyal, repeat buyers.

Our Approach

Performance, social and search, one engine.

An integrated engagement across four workstreams - each feeding the next, from discovery and education through to conversion and loyalty.

Performance marketing

Full-funnel campaigns across Meta, Google Search & Display, YouTube and Amazon Ads.
Targeting health-conscious millennials and Gen Z, plus NRIs seeking Indian clean beauty.
Science + Nature creative - clean aesthetics and wellness-driven messaging, tested continuously.

Social media marketing

Educational Reels, everyday-wellness lifestyle content and Kayura Journeys customer stories.
Community engagement via live Q&A with dermatologists and wellness experts.
Collaborations with 50+ micro and macro influencers for authentic trials and testimonials.

SEO & content marketing

Keyword targeting around natural skincare, clean beauty and holistic wellness queries.
Content pillars - ingredient education, skincare routines and wellness guides.
On-page optimization and authority backlinks from wellness platforms and beauty editors.

Website optimization

E-commerce enhancements - streamlined categories, ingredient-led browsing and simplified checkout.
Content integration - product education, wellness blogs and FAQs to reduce drop-offs.
Trust signals - reviews, testimonials and certifications, on a mobile-first design.

Capabilities enabled

Performance marketing (Meta · Google · YouTube · Amazon)Social media & customer storytellingInfluencer collaborations (50+)SEO & content marketingAI-search (AEO) visibilityWebsite & e-commerce optimizationConversion rate optimization

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Kayura Effect - a performance static and two feed-first video ads for the No Rays, Thanks mineral sunscreen.

Performance Ad · Static

Every sunscreen breaks you out? Try this one. The No Rays, Thanks mineral SPF 50 static - four proof points doing the selling: 100% mineral zinc, no chemical filters, non-comedogenic, lightweight dewy finish.

Product Film · Video

No Rays, Thanks, on camera. The broad-spectrum SPF 50 PA++++ mineral story told in-feed - texture, application and the pack close, ending on the find.

UGC Comment Reply · Video

"Does it leave a white cast?" A real question pinned on screen, answered on camera - fifty seconds of proof in the creator-reply format the feed trusts.

Results

Conversion, visibility and community, all moving up.

Measured where it matters - conversion, organic visibility, community growth and a cost-efficient sales pipeline.

₹1.3 Cr

Ad-driven sales across Meta, Google, YouTube & Amazon

3.9x

Return on ad spend, up from 2.6x

+170%

Instagram follower growth - 15K to 41K

Cost per lead cut from ₹230 to ₹155 (-33%) against the industry average, with ad-driven sales up 136% year on year.
Website conversion up 29% (1.4% to 1.8%), bounce rate down from 49% to 30% and AOV up 22% in six months.
Community at 41K followers and a 7.1% engagement rate (up from 2.4%), with 50+ influencer collaborations driving 1.2M+ UGC impressions and 9,000+ incremental website visits.

SEO outcomes

75+

High-intent keywords ranking on page one, from zero at start

Organic traffic growth from baseline

1,390+

Quality backlinks earned, from 280+ referring domains

Indexed footprint widened from 17 pages to 115+, with content pillars across ingredient education, routines and wellness guides.
The No Rays, Thanks product page became the top organic performer - ranking for its own category terms and converting search visits into purchases.
Organic engagement holding at ~2 minutes per session with organic bounce around 26% - search traffic that reads, browses and buys.
AI-search (AEO) visibility compounding month on month - brand citations across answer engines up 16x through the year, an organic engine that keeps reducing dependency on paid spend.

The Outcome

A lifestyle brand, recognized and trusted.

Through a blend of performance marketing, social-media storytelling, SEO and website optimization, The Brand Bee scaled Kayura Effect into a recognized wellness and skincare brand - a high-engagement community, a growing organic engine that reduces dependency on paid spend, and a sustained 3.9x return on marketing investment.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Clean beauty,
built into a trusted brand

Ayurveda-rooted self-care, backed by science.