From Beauty in Beta to a DTC Brand Built to Scale
Client:
LEAKED LABS
Industry:
BEAUTY
Services:
CREATIVE
THE BRIEF:
Leaked Labs partnered with Base Beauty to transform its disruptive "beauty in beta" concept into a scalable brand and content ecosystem. Founded by the Lipstick Lesbians, the brand entered the market with a highly engaged audience and a differentiated product development model rooted in transparency and consumer participation. The objective was to build a strategic foundation and content engine capable of sustaining conversation, education, and growth long after launch.
OUTCOME:
Leaked Labs sold out its first product drop in just 12 hours. The campaign generated earned media value exceeding 20 times production costs and sparked viral conversation across TikTok, Instagram, and Reddit. More importantly, the launch established a scalable content infrastructure that continued fueling engagement and brand visibility well beyond the initial release, positioning Leaked Labs for long-term growth rather than a one-time launch moment.
KEY CHALLENGES:
Leaked Labs had a compelling concept and founders with a built-in audience, but turning attention into a scalable brand required more than a great idea. The challenge was translating the "beauty in beta" model into a clear, credible, and cohesive brand experience while building a content system capable of supporting ongoing education, participation, and community engagement across channels.
PROCESS:
Rather than approaching launch as a standalone event, Base Beauty developed it as the first chapter in an ongoing brand conversation. Through focused strategy sessions and streamlined pre-production planning, we aligned on the founders' vision and translated it into a structured brand and content framework. Every asset was intentionally designed to support a larger ecosystem, creating a library of photo and video content that could work across DTC, social, media, and future campaign needs.
solution:
Base Beauty delivered both the strategic creative foundation and the content engine required to bring the brand to life. The content mix included founder-led storytelling, product education, model photography, behind-the-scenes moments, and social-first creative designed to invite participation. High-fidelity assets supported DTC and media efforts, while mid-fi content fueled real-time social engagement. Together, the system enabled Leaked Labs to show up consistently across platforms while reinforcing the transparency and community-driven values at the core of the brand.