$0 → $4.1M ARR in 18 months
Kelp launched with two SKUs, a strong founder story, and zero retail presence. We built the brand system, the site, the paid-creative engine, and the email program — then handed it off in month 18 with the team they hired in-house.
The numbers
that mattered.
What they came to us with.
The category (seaweed-based skincare) was confusing to first-time buyers. Founders were explaining the science in every ad and the CAC reflected it: $94 on a $36 AOV.
What we actually did.
Stop explaining. Start showing. We rebuilt creative around the result — visible texture and tone changes — and let the science live one click deeper. Built a 4-email lifecycle that prioritized reorder over discount.
How it unfolded.
Brand & site
Identity, packaging direction, a Shopify build that respects the category.
Paid foundation
Meta + TikTok, 12 creatives/week, kill thresholds, no agencies-of-record nonsense.
Lifecycle + bundles
Reorder flow, 3-pack hero bundle, founder-letter sequence.
Handover
Hired their first growth marketer; spent 90 days walking him through everything.
Ready to grow
on purpose?
Book a 30-minute call. We'll either give you 3 things you can do this week — or politely pass and recommend someone better. No pitch deck