D2C skincare · 2025
Lumen
The brief
Lumen had the rare thing in skincare — a product people actually re-bought without being asked. The reviews were glowing, the formula was real, and word of mouth was carrying the whole business. But word of mouth has a ceiling. Outside their first few thousand customers, nobody knew Lumen existed, and every rupee of ad spend was being thrown at the same broad audiences as everyone else. They came to us to turn a beloved product into a findable brand.
The thinking
Everyone in skincare sells the 'after'. Glowing skin, glass-skin, the dream. We did the opposite. We found that Lumen's most loyal customers all shared one frustration before they found it — they'd given up after a shelf of products that overpromised. So we built the whole brand around earned trust, not aspiration: real timelines, real ingredient honesty, real customers mid-routine. The insight was that in a category drowning in perfection, the most disruptive thing you can do is be believable.
The work
The result
Ruffdraff didn't just run our ads — they figured out what our brand was actually for. We've never grown this fast or this cleanly.
Next project
Great food, invisible funnel.