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Bringing prebiotics to a new generation of wellness seekers

Tula (P&G Specialty Beauty)

Our Role:

  • Stakeholder Discovery,
  • User Testing,
  • Competitive Assessment,
  • E-Commerce,
  • UX/UI,
  • Brand Design,
  • Content Strategy,
  • Implementation + VQA,
  • Social Strategy,
  • Performance Creative
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In a crowded health and wellness space, TULA stands apart as a P&G beauty brand offering doctor-founded, prebiotic-powered products that support skin from the inside out. As their strategic partner, we simplified and elevated the entire ecosystem — reimagining the brand, migrating from headless to native Shopify, and driving performance marketing to help TULA compete, grow, and convert their market-savvy customers.

Smoother steps, stronger results

Through a deep UX discovery, we identified how customers navigate differently and built a flexible foundation around these refined user flows, supporting multiple paths to purchase across product eduction, brand storytelling, and promotional incentives. We also focused on streamlining integrations to make campaign testing and customization easier to manage, making it easier for their team to power multiple storefronts from this central hub.

Giving customers more ways to shop

Removing unnecessary friction at the most critical moments guides new customers toward their first try-and-buy purchase while offering rewards and offers for loyal or more highly invested fans, transforming simple transactions into meaningful retention drivers. Streamlining the storefront experience allows product teams to shift resources from technical maintenance to conversion-focused optimizations.

Minicart
Thoughtful UI keeps the experience from feeling overwhelming and smart integrations makes it easy to scale high-performing tactics without needing to re-invent the platform.

Launch. Learn. Improve. Repeat.

Our performance marketing team partnered closely with Tula to develop an approach to social media that spans formats, audiences, and messaging, scaling insights and tactics across Meta, TikTok, and PMax. Organizing their approach into promo, evergreen, and curated audience targets, allows for intentional creative diversification that optimizes for AOV and minimizes creative fatigue.

Each ad plays a role in bringing new users into the ecosystem. Our structured two-track testing model identifies high-performers and opportunities that drives performance.
Campaign
In order to optimize campaign reporting, we built a customized promotional system that manages campaign content entirely in the Shopify theme via metaobjects - no code changes required.

A glow up that keeps on giving

Every product launch, campaign and site optimization funnels through our team — and we create the content and assets needed to feed their ecosystem from the inside out. Whether we’re planning a photoshoot, compositing, or optimizing content for cross-channel placements, our teams work in step to maximize creative output alongside quality and our shared strategic vision.

Healthier performance across channels

  • 15%

    decrease in Paid Social Bounce Rate

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  • 25%

    increase in users viewing more than 1 page

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  • 39%

    increase in Paid Social CRV

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