- The Spanish cosmetics brand has transformed its TikTok strategy to reach new audiences and establish the platform as its leading customer acquisition channel.
- The collaboration with Adsmurai, featured in an official TikTok for Business success story, demonstrates how a full-funnel strategy combining brand awareness and conversion can unlock new growth opportunities.
Barcelona, 3 November 2026. – Niche Beauty Lab, a Spanish cosmetics brand specialising in science-backed skincare formulations, has accelerated its digital growth in partnership with Adsmurai, a company specialising in technology and growth strategies, through a full-funnel advertising strategy on TikTok that connects demand generation with tangible business results.
The initiative, featured in an official success story published on TikTok for Business, demonstrates how a strategy connecting brand awareness and conversion can transform a social platform into a driver of new customer acquisition and business growth.
In the highly competitive cosmetics market, Niche Beauty Lab sought to expand its reach and accelerate customer acquisition without relying exclusively on campaigns focused on immediate conversions. Until then, its advertising strategy had centred on lower-funnel activities, prioritising users who already demonstrated purchase intent.
To address this challenge, the brand partnered with Adsmurai to strategically restructure its campaigns and move towards a model capable of generating new demand, strengthening brand awareness and converting that interest into sales.
TikTok becomes the leading channel for new customer acquisition
To tackle this challenge, Adsmurai supported Niche Beauty Lab in restructuring its TikTok advertising strategy, introducing brand awareness initiatives to complement its existing customer acquisition campaigns.
The new approach took shape through a summer campaign focused on sun protection and skincare routines, combining creator-led content with innovative advertising formats available on the platform.
This strategy enabled the brand to expand its reach among new audiences, connect with consumers through relevant content and leverage TikTok's potential both to generate interest and drive customer acquisition.
The most significant result was the consolidation of TikTok as Niche Beauty Lab's leading paid media channel for new customer acquisition in Spain, accounting for 32.6% of new customer acquisitions.
In addition, the campaign recorded a 16.7% relative increase in online purchases and a 5.9% improvement in brand awareness. These results also supported a 515% increase in TikTok advertising investment compared with the previous period, while maintaining a stable return on ad spend (ROAS).
Measurement also played a key role in understanding TikTok's impact on business performance. Through Fospha's attribution solution, Niche Beauty Lab gained a more comprehensive view of the platform's contribution throughout the customer journey. The analysis revealed that last-click attribution models underestimated TikTok's contribution by 91.6%, highlighting how a significant part of its impact was not captured by traditional measurement metrics.
A success story reflecting the evolution of marketing in the beauty industry
The success story, published on TikTok for Business, highlights how strategies that connect brand awareness and conversion can contribute to business growth, particularly in sectors such as beauty.
Niche Beauty Lab's experience demonstrates that expanding a brand's reach does not have to be a separate objective from customer acquisition. By integrating both dimensions into a single strategy, companies can unlock new commercial opportunities and reach consumers who are not yet part of their customer base.
For Adsmurai, recognised as a TikTok Premier Partner, this collaboration reflects the importance of connecting technology, strategy and expert knowledge to help brands generate demand, identify new commercial opportunities and turn their advertising investments into business results.
Niche Beauty Lab's experience reinforces TikTok's role as a platform that goes beyond visibility, connecting brand discovery with new customer acquisition and establishing itself as a strategic channel within the advertising ecosystem.
Read the full success story published on TikTok for Business.
About Adsmurai
Adsmurai is a Growth-Tech Partner that helps brands transform marketing into a connected, measurable and scalable growth system. By combining proprietary technology, strategic intelligence, artifi cial intelligence, data and human expertise, the company connects decisions, investment, execution and business outcomes to drive more effi cient and sustainable growth.
Through AMP, Kata and its specialized solutions, Adsmurai supports brands in managing, optimizing and measuring their marketing strategies, combining media strategy, creativity, ecommerce, data intelligence and automation.
About Niche Beauty Lab
Niche Beauty Lab is a Spanish cosmetics company specialising in the development of science-backed skincare products. Its approach combines research, innovation and effective, accessible formulations, with a strong commitment to digital growth and direct engagement with consumers.
For more information, interviews or additional comments, please contact: Paula Moreno - paula.moreno@adsmurai.com
