Company Name: Nyrah Beauty

Industry: Beauty

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Company Overview

Nyrah Beauty is an Irish skincare brand founded by Lorraine Corcoran. They develop products for hormonal, mature, sensitive and rosacea prone skin, helping women create straightforward routines for their changing skincare needs.

Their bespoke formulas are developed and made in Ireland in small batches using plant based, cruelty free ingredients. Their Trial Pack introduces customers to a guided morning and evening routine, allowing them to experience the products before purchasing the full size range.

The Brief

Nyrah Beauty wanted to promote their Trial Pack through paid Meta ads.

The campaign was built around five micro personas, each with different skin requirements. To bring those profiles into the content, Nyrah Beauty needed a wide range of creators who reflected the ages, ethnicities and concerns of their customers.

Finding women over 40 who felt comfortable on camera and could produce high quality content had proved particularly difficult.

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The Strategy

Twirl turned a difficult sourcing brief into a straightforward production process. Nyrah Beauty found creators across all five profiles, including people experiencing rosacea and hyperpigmentation.

The UGC content paired personal experiences with before and after footage, giving the campaign a clear visual narrative. Each creator presented the Trial Pack from their own perspective, while the content was delivered efficiently and to a consistently high standard.

Nyrah Beauty then launched the UGC content across Meta Ads.

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The Outcome

The campaign used multiple pieces of UGC content, but one video delivered the strongest results. It generated a 4.2x return on ad spend, achieved a 38% thumb stop rate and drove over 300 sales.

As the top performing video targeted audiences at the top of the funnel, the 4.2x return was exceptional.The diversity of creators, range of skin concerns and before and after results resonated with Nyrah Beauty’s customer profiles, helping them acquire a high volume of new customers.

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Impact

• 4.2x return on ad spend
• 38% thumb stop rate
• Over 300 sales
• A high volume of new customers acquired
• Five micro personas represented
• High quality UGC content reused over time

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“We used Twirl creators to promote our trial pack. It was so easy to find a variety of creators to match our five micro personas in an easy to navigate platform. Even very niche skin concerns were very easy to source due to ethnic diversity. Everything from rosacea to hyperpigmentation was covered by a creator, and the delivery was efficient and of a very high standard.”

Nyrah Beauty

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