Haute Minute Makeup Built a UGC-Led Paid Media System That Drove 7x Blended ROAS
How Brenton Way helped Haute Minute Makeup turn compact, travel-friendly beauty products into a repeatable paid social system, pairing UGC production with blended-ROAS discipline to lift revenue 120%.
Performance Recap
Who is Haute Minute Makeup?
Haute Minute Makeup is a D2C clean beauty brand built around compact, travel-friendly makeup for customers who want products that fit into real routines, not oversized beauty rituals.
The growth opportunity was straightforward but demanding: make the mini-format product promise obvious in paid social, prove the use case quickly, and turn creative testing into measurable Shopify revenue.
Brenton Way’s role was to connect creative production with paid media decision-making so UGC became more than content volume. It became a testing system tied to blended ROAS, average order value, and top-line revenue.
What problem did they face?
Make the product instantly legible in paid social
Haute Minute Makeup needed shoppers to understand the value of compact makeup before they scrolled past the ad. The creative had to show when the product mattered, why the mini format was useful, and how it fit into everyday beauty routines.
Scale revenue without letting creative volume become noise
The brand needed a steady UGC pipeline, but more assets alone would not solve the problem. Each concept had to be tied to a clear growth hypothesis: portability, quick application, clean beauty, night-out use, travel, or routine-based convenience.
- Keep paid social fresh enough to avoid creative fatigue.
- Translate “glam to go” positioning into product-led performance creative.
- Measure decisions against blended ROAS and revenue lift, not isolated channel metrics.
- Use creative output to improve acquisition quality, not just increase posting volume.
How we solved it
Brenton Way built a UGC-led paid media system around buying moments, not generic product claims. The program gave each creative angle a job: make the mini format useful, show the product in context, and create enough variation for the media account to find winners quickly.
Creative strategy built around real use cases
The creative system organized concepts around quick-use routines, travel, night-out touchups, and clean beauty benefits. That gave the brand a sharper way to communicate product convenience while keeping the ads grounded in situations customers could recognize.
Production volume with performance discipline
Brenton Way helped create 30+ new UGC assets every month for paid and social testing. The point was not to flood the account with disconnected clips. It was to build a reliable pipeline of hooks, demonstrations, and lifestyle angles that could be read against performance data.
Media decisions anchored to business outcomes
The paid media system was managed against blended ROAS, average order value, and top-line revenue lift. That kept the program focused on profitable growth instead of over-optimizing for surface-level engagement or single-channel wins.
Looking to experience similar growth results?
Book a discovery call. We'll walk through what's possible for your brand — no decks, no pressure.
The methodology
Start with the customer use case
The work began by clarifying why someone would choose compact makeup in the first place. Instead of treating the mini format as a novelty, the strategy positioned it around speed, portability, and routine fit: the practical reasons a shopper would add the product to cart.
Turn UGC into a structured testing matrix
Each asset was evaluated by the role it played in the account: hook, product demonstration, lifestyle proof, offer support, or objection handling. This made creative feedback more useful because the team could see which buying moments and messages were actually moving performance.
Scale only what proved business value
The account did not chase creative variety for its own sake. Winning angles were expanded when they supported revenue, AOV, and blended ROAS. Losing concepts were cut quickly so production time and media spend stayed focused on the clearest growth signals.
Measurable impact
The program helped Haute Minute Makeup reach 7x blended ROAS, an $80 average order value, a 120% increase in top-line revenue, and a repeatable creative pipeline producing 30+ new UGC assets every month.
The strategic win was not just more creative. Haute Minute Makeup gained a system for identifying product use cases, shipping creative consistently, and tying paid media decisions back to business performance.
For a compact beauty product, that discipline matters. Growth depends on making the product feel immediately relevant while keeping acquisition economics healthy enough to scale.
More success stories
Want to get similar results?
Book a discovery call. We'll walk through what's possible for your brand — no decks, no pressure.