A luxury, sustainable, vegan haircare and body brand born from a mother-daughter story. Salon owner Suzie and her daughter Olivia, who struggled to find products gentle enough for sensitive skin, created a range that doesn't ask for a compromise between clean ingredients and a genuinely luxurious experience. Moo & Yoo came to us with beautiful products and a strong brand, but they were seeking growth and struggling to be heard in one of the noisiest, most expensive verticals in DTC.

THE CHALLENGE

Haircare and beauty is brutally competitive on paid. The brands with the biggest budgets dominate the obvious keywords, and for an independent, fighting them head-on isn't a strategy, it's a way to burn through spend.

We needed to find Moo & Yoo's customers somewhere the big players weren't looking.

THE RESULTS

New customer acquisition grew 96.5% year-on-year. The growth came from finding a niche the category had largely ignored; people who already knew their hair type and were searching for products designed specifically for it. We built the Google strategy around those searches, developed an on-site quiz to guide customers through the 12 recognised hair types to the right products for them, and supported the brand in scaling creative output on Meta as the account grew.

The quiz became an owned asset the business has since built on - Klaviyo segments, personalised flows, and platform audiences all fed by the same insight.

WHAT THE CLIENT SAID

"Before working with Julie and Sophie at Nutshell, we felt a bit lost with our digital marketing. We had a strong brand and a clear vision, but struggled to translate that into a consistent and effective online strategy.

From the start, it was clear that Julie and Sophie took the time to thoroughly research and understand our sector. They really understood our values, our audience, and what makes us different, and built a strategy that felt tailored to our goals.

Their advice went far beyond just running ads. Their input on our website, landing pages, and overall customer journey was incredibly valuable and showed us they were genuinely invested in helping our whole business grow, not just driving traffic.

What we've appreciated most is how brilliantly they've communicated and managed the partnership. They've been responsive, collaborative, and just really lovely to work with — always clear, honest, and on the ball.

If we were to recommend Nutshell to a friend (and we often do!), we'd say they're smart, strategic, and genuinely care. Their approach is thoughtful, no-nonsense, and grounded in a real understanding of what businesses need to grow."

Suzie Gillespie, Co-Founder, Moo + Yoo