Case study — Beauty & Cosmetics
Lumina Skincare: the build that paid for itself.
Great products, invisible brand. A technical reset plus an editorial program that turned ingredient-led content into the brand's #1 acquisition channel.
Fig. 01 — SEO ProgramLondon, UK
The challenge
Lumina spent £18k/month on paid acquisition while organic contributed under 6% of revenue. The site had the classic beauty-brand problems: JavaScript-rendered collections Google couldn't crawl, cannibalized ingredient keywords, and a blog written for algorithms circa 2016.
Compounding it: the brand's real authority — a founder who was a working dermatological chemist — appeared nowhere in its content.
The approach
Phase one was surgical: server-side rendering for collection pages, a rebuilt internal-link architecture, and schema across products, reviews and FAQs. Indexation went from 41% to 96% in six weeks.
Phase two was editorial. We built an 'ingredient intelligence' program — 45 evidence-led guides authored with the founder, reviewed against clinical literature, each targeting queries that purchase-intent customers actually search.
Digital PR did the compounding: the founder's data commentary landed placements in three national beauty desks, and the ingredient guides began earning citations — including from AI answer engines.
- SSR rebuild of collection templates (41% → 96% indexed)
- 45 evidence-led ingredient guides, expert-authored
- Digital PR: 31 authority placements in 12 months
- AI-search optimization: cited in 3 answer engines
The results
For the first time, our best salesperson works while we sleep. Organic is now the channel everything else is measured against.Dr. Priya Anand — Founder, Lumina Skincare
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