Scaling Wavy to a 7-figure run-rate in just 9 months.

Wavy

Wavy is a haircare brand offering the Everyday Curl Crème to help individuals embrace their natural curls with confidence. Wavy positions itself as a brand that not only provides effective haircare products but also fosters a community centered around embracing natural curls and personal authenticity.

+429%
YoY Revenue Growth

+158%
YoY New Customers Growth

3.3x
NC ROAS

"Working with Envu so far has been extremely beneficial for Wavy. Apart from knowing all of the fundamentals of what makes a D2C brand tick, the team continues to go above and beyond and creatively help us scale our paid socials and newsletter flows."

Ariel Booker | Co-Founder

Overview

Wavy launched in June 2023 and quickly gained traction among curly-haired consumers. However, they hit a growth plateau and came to us to accelerate their revenue growth while maintaining profitability.

Challenge

Despite achieving initial organic growth post launch, Wavy faced the challenge many new brands encounter: breaking out of their early growth bubble to reach a broader audience and hit the next revenue milestone. With a strong hero product in The Everyday Curl Crème and a loyal customer base, Wavy had the foundation for success. However, as a new entrant in the competitive haircare market, they lacked a clear, scalable strategy to accelerate their growth and hit a seven-figure run-rate.

To bridge the gap, Wavy required a comprehensive paid media strategy that would:
‍
1. Attract and convert new customers profitably.
2. Amplify their unique value proposition to resonate with their target audience.
3. Provide a sustainable path to scaling revenue while ensuring strong profit margins.

Solution & Results

To overcome these challenges, we implemented a multi-channel growth strategy tailored to Wavy's goals:

‍Paid Social:
‍UGC and Static Ad Creative: Leveraged authentic UGCs alongside high-converting static ads to highlight The Everyday Curl Crème’s unique benefits.

Constant testing: Constantly refined Wavy’s messaging to align with their audience's pain points to find winning and scalable ads.

‍Targeting: Focused on curly-haired individuals across by showing Wavy's ICPs in our creatives to maximise relevance and engagement.


Email Flow Optimisation:
We revamped Wavy’s Klaviyo email automations to drive consistent revenue and boost customer retention.

Key improvements included:

‍Replenishment Flow: Timed reminders to reorder The Everyday Curl Crème, increasing repeat purchases.

‍Optimised Welcome Sequence: Personalised emails converting new subscribers into first-time buyers.

‍Abandoned Cart Recovery: Enhanced emails showcasing reviews and urgency to recover lost sales.


The results:
‍
- 429% increase in revenue since working with us.
- Maintained a 4:1 LTV / CAC ratio for sustainable scaling.
- Achieved a 158% YoY increase in new customer acquisition.
- Delivered 3.3x ROAS on new customer acquisition.