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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.

SEO Services SEO Program 2024

Fig. 01 — SEO Program London, UK

Client
  Lumina Skincare
Year
  2024
Industry
  Beauty & Cosmetics
Location
  London, UK

01

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.

02

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

03

The results

R—01 +212% Organic-attributed revenue
R—02 96% Pages indexed (from 41%)
R—03 -38% Dependence on paid spend
R—04 1 #1 rankings for 19 ingredient terms

> 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

04

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