Stockholm influencer-founded beauty brand co-created by Bianca Ingrosso, scaling to $50M+ DTC revenue by fusing social reach with professional beauty formulation since 2018.
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See all ads on AdLibrary →CAIA Cosmetics is a Stockholm DTC beauty brand founded in 2018 by influencer Bianca Ingrosso alongside Vanessa Lindblad, Mikael Snabb, and Jesper Matsch. Combining Ingrosso's 1M+ Instagram following with professional beauty industry expertise, CAIA scaled to over $50M in annual revenue, expanding from makeup into skincare, haircare, and fragrance. Also searched as Caia.
CAIA's paid strategy is built on the influencer-as-brand-founder model: Bianca Ingrosso's personal audience provides built-in demand, which paid media amplifies and systematises. Creator partnerships, product seeding, and performance Meta campaigns work in concert to maintain discovery and conversion across the funnel. Browse CAIA's active ad creatives at AdLibrary.
Instagram is CAIA's home turf—Ingrosso's content blurs the line between organic and paid, making brand posts feel authentic rather than promotional. Facebook campaigns handle retargeting and broader demographic acquisition. TikTok has become a growing channel for product demonstrations and unboxing content reaching younger beauty consumers.
Core themes: accessible luxury, Ingrosso's personal endorsement, trend-forward product drops, and Scandinavian beauty aesthetic. Copy is warm, personal, and aspirational—co-authored by the founders themselves across channels. Limited edition launches and collabs create urgency and social discussion.
CAIA is a case study in the founder-influencer DTC model: by embedding an influencer as brand founder rather than brand ambassador, they secured ongoing authentic endorsement at zero incremental cost. The lesson: authentic founder visibility + professional execution > celebrity endorsement for sustainable DTC beauty growth.
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