Freshly Cosmetics turned chemistry expertise into Spain's most trusted clean beauty brand — 1M+ customers, 99%+ natural formulas, and a subscription model built on the kind of ingredient transparency that makes brand-switching feel like a risk.
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See all ads on AdLibrary →Freshly Cosmetics is a Barcelona-based clean skincare and haircare brand founded in 2015 by chemists Miquel Antolin Civil and Mireia Trepat Marti. The brand has grown to over one million customers and is Spain's benchmark DTC clean-beauty brand, distinguished by its commitment to 99%+ natural formulations, clean INCI ingredient lists, and packaging that is 95% recyclable. Freshly operates a subscription and loyalty model that generates strong repeat-purchase revenue, supplemented by performance social advertising and content marketing centered on ingredient transparency. The brand expanded internationally with its first flagship outside Spain on London's Carnaby Street. Also searched as Freshly.
Freshly Cosmetics' advertising strategy is built on ingredient education as conversion infrastructure. The founders' chemistry backgrounds give the brand genuine expertise to translate into consumer-friendly content — explaining why certain synthetic ingredients are avoided, what specific natural actives do, and how Freshly's formulas achieve efficacy without compromise. This ingredient education content drives organic search traffic, social engagement, and paid media efficiency: consumers who've read Freshly's ingredient content arrive at ads pre-educated and pre-trusting, reducing paid conversion costs. The subscription model is the primary business model, so ads are optimized for first-subscription acquisition rather than single purchases. Explore Freshly's ads at AdLibrary.
Facebook and Instagram are Freshly's primary paid channels, targeting clean beauty and natural skincare audiences primarily in Spain, with international expansion targeting active in the UK market. The brand's Instagram content blends editorial beauty photography with ingredient education — a hybrid that performs both as brand-building and direct response. Facebook is used heavily for subscription acquisition campaigns, with free-trial and starter-kit offers that reduce first-purchase friction. Freshly's content marketing investment means significant organic social engagement that supplements paid reach, creating an efficient blended cost per acquisition across paid and organic.
Freshly's copy leads with ingredient specificity and transparency: ingredient names, percentages, and explanations appear in product ads rather than being relegated to the product page. Clean INCI certification, vegan status, and recyclable packaging are copy constants rather than footnotes. The brand's founder story — two chemists who wanted beauty products they could trust — provides authentic origin narrative that ads reference to establish expertise credibility. Spanish-language copy is warm, educational, and accessible; the brand writes about chemistry in plain language, making ingredient knowledge feel empowering rather than intimidating.
Freshly demonstrates the long-term business value of genuine domain expertise in product development. Because the founders are actual chemists, their ingredient education content carries authority that marketing-first brands cannot replicate — and that authority compounds over time as the brand's educational library grows. The subscription model also illustrates how first-purchase economics should be evaluated against lifetime value: Freshly can afford higher acquisition costs than single-purchase beauty brands because each subscriber generates recurring revenue across a retention-optimized product ecosystem. For clean beauty brands, Freshly's 1M+ customer milestone without venture-capital scaling is evidence that ingredient credibility plus subscription infrastructure can build very large DTC businesses organically.
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