How We Turned Mi Amante From 5 Figures a Year Into a Multiple-7-Figure Brand.
Premium professional hair care / EU multi-market / Full-funnel
A premium professional hair care brand from Bulgaria, scaled as one connected system: store, creative, paid media, email, SMS, and CRO. Today the range is stocked by major European beauty retailers, B2B grows alongside the store, and the brand holds a leading position in its home market.
Scaled from 5 figures a year to multiple 7 figures a year at up to 9+ blended ROAS.
Partners for 7+ years
The outcome, up front
Peak vs steady state: 9+ is the promo-window high. Regular, non-promotional scaling holds at 4-5 blended ROAS.
Full-funnel, run as one system
Creative strategy
Angle brainstorming per product, in-house design and production, briefs for UGC creators, and influencer content repurposed into paid-ready assets.
Full-funnel media
Meta, Google, and TikTok bought as one system with one measurement view: blended performance over per-channel vanity metrics.
Store, launches, CRO
The Shopify Plus v2 store, every product page built and copywritten in-house, launch and promo planning, banner systems, and CRO with our partner Craftberry.
Retention
Klaviyo email and SMS flows, localized per market, turning first orders into repeat revenue.
Creative leads the account
Creative strategy leads the account. Every product gets an angle bank before it gets a media plan: we brainstorm the hooks, produce the assets in-house, and write the briefs for UGC creators that the Mi Amante team disseminates to its creative partners. Paid media then scales what the creative earns.
Creator UGC: the account's top-performing format
Behind these videos are long-term partnerships with UGC creators and influencers who genuinely use and love the brand. They bring their own creative input, often shooting winning content on their own initiative, and that loyalty is what makes the ads feel authentic instead of scripted. Authentic is what converts.
Two launches, one playbook
The COLORI color line launched in January 2026. ReGENIQ Intelligent Recovery followed in June. Both ran the same system: engineer the basket before the first ad, then let creative velocity carry the launch.
Offer + PDP first
Buy-box upsells designed into the product pages and optimized round after round. Bundle constructions like buy-2-get-3 priced in before launch, so average order value is engineered before the first click.
Angle bank per product
Every launch starts with a brainstormed angle map: mechanism authority, promo mechanics, shade-level scarcity, creator UGC. Briefed and produced before day one.
Creative velocity
Statics and video ship through a dedicated testing lane week after week, while the launch campaigns scale in parallel. Fresh creative keeps frequency honest.
Graduate the winners
Proven ads move from the testing lane into scaling campaigns across Meta, Google, and TikTok. Fatigued creative rotates out before performance decays.
Where they started
Salon-famous, online-invisible
When the partnership started, Mi Amante Professional was a premium salon-grade line with real professional credibility: hairdressers knew it, clients asked for it in the chair, and a thin direct-to-consumer trickle brought in around €15,000 a year. The brand's reach ended where the salon door closed.
An OpenCart store that couldn't carry the brand
What stood in for ecommerce was a dated OpenCart storefront: no conversion architecture, no funnel behind it, no retention layer, no creative system feeding it. A professional-grade product was being sold through infrastructure that read nothing like the product.
The brief: build the entire engine
Not a media retainer. The mandate was the full machine: product pages engineered to convert, advertising angles worth testing, a Shopify store built for scale, and the complete ecommerce infrastructure around it, from email and SMS to launch and promo mechanics.
What we built
The store + the funnel
One full-funnel creative and technical team, end to end. We built the v2 store on Shopify Plus, with our partner Craftberry contributing to the build. Every product page created and copywritten in-house. Full-funnel acquisition across Meta, Google, and TikTok, bought on one blended measurement view.
A creative operating system
Angles brainstormed for every product before any media plan. Assets designed and produced in-house. Influencer and creator content repurposed into paid-ready formats. Briefs for UGC creators, routed by the brand's internal team to its creative partners.
Retention, launches, expansion
Klaviyo email and SMS flows localized per market. Every product launch and promotion planned as a campaign, with banners and offers built in-house. A CRO program run with Craftberry, compounding conversion on traffic already paid for.
Craftberry - Shopify Plus & CRO agency
EcomLabs360 owns the funnel, the creative, and the testing cadence on Mi Amante. For the CRO program and the Shopify Plus v2 store build, we partner with Craftberry: their engineering and design depth, our growth system.
Visit CraftberryReady to run this play for your brand?
For DTC brands at $100k+ monthly revenue, scaling with paid acquisition + retention + creative as one connected system.
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