HelloBody is the Berlin DTC body-care brand that scaled to €65M through aggressive Meta performance ads and influencer-driven personalised beauty routines.
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See all ads on AdLibrary →HelloBody is a Berlin DTC natural body-care brand founded in 2016 by Bjoern Keune and Gennadi Tschernow via Invincible Brands. The brand became Europe's fastest-growing DTC beauty player, generating €65M+ in revenue. Henkel acquired a 75% stake, alongside Banana Beauty and Mermaid+Me.
HelloBody's growth playbook is one of Europe's most studied DTC performance marketing case studies. The brand systematically converts influencer content into performance ads — seeding hundreds of micro-influencers, then testing their content as dark-post creative at scale. Personalised product quiz funnels increase conversion from click to purchase by matching customers to routines. Browse their ad library at AdLibrary.
Meta (Facebook + Instagram) is HelloBody's primary and dominant channel. The brand is known for running hundreds of ad variants simultaneously, with continuous creative testing. Instagram Stories and Reels drive upper-funnel awareness; Facebook conversion campaigns with retargeting drive purchase. Mobile-first vertical video is the default creative format.
Copy themes: natural ingredients, skin transformation, 'your personal body care routine'. Before/after creative features prominently. Product quizzes ('find your perfect routine') are embedded in ad landing pages. The brand uses social proof aggressively — review counts, star ratings and user testimonials in ad copy.
HelloBody operationalised influencer-to-performance-ad conversion better than almost any European DTC brand of its era. The systematic approach — seed broadly, test creatively, scale winners — is a replicable playbook for any beauty DTC brand. The personalisation funnel (quiz → routine → subscription) also increased LTV by matching customers to products they would actually use.
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