Coco & Eve went from one viral hair masque to a multi-million beauty brand — organic Instagram growth powered by before/after content and tropical branding.
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See all ads on AdLibrary →Coco & Eve was founded in 2018 in London by Alexandra Preston-Morley and Emily Hamilton, inspired by Bali beauty rituals. Launched with the Like A Virgin Hair Masque, the brand expanded into self-tan and skincare, with the Honey Bali Bronzing Foam becoming a viral hit. Available at Space NK, Sephora, and major retailers globally. Also searched as Coco.
Coco & Eve built its brand on before/after transformation content — the type that dominates organic beauty feeds and translates directly to paid ad creative. The brand's Bali-inspired tropical aesthetic is visually distinct in UK beauty feeds dominated by minimalist or clinical aesthetics. Influencer haul content and unboxing videos are amplified through paid Meta campaigns. Browse Coco & Eve creatives in the Coco & Eve ad library.
Coco & Eve's Instagram presence is heavily visual — the gold-and-tropical packaging photographs extremely well. Facebook and Instagram ads mix transformation content (hair masque before/afters, tan results) with seasonal campaign creative. The brand runs strong sale campaigns and bundle promotions through paid social, with retail launch campaigns geo-targeted by market.
Core themes: Bali beauty rituals, hair transformation, natural ingredients, tropical luxury at accessible prices, self-tan confidence, and bundle value. Copy is warm, summery, and confident — consistent with the brand's aspirational but accessible positioning. UGC featuring customer hair and tan results features prominently.
Coco & Eve demonstrates that distinctive visual identity — in their case, gold packaging with tropical motifs — earns disproportionate organic sharing on visual platforms. The brand's category straddling (hair + tan + skin) also allows efficient cross-sell in a single customer relationship, improving LTV without needing separate acquisition funnels per category.
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