Maya Beauty

Built a direct-to-consumer beauty brand from the ground up — go-to-market strategy, Shopify store, social media, and a full digital marketing engine for a pandemic-born IPL hair removal device.

Brand Launch · E-Commerce · Digital Marketing

Year
2021-2022

Client
Shalini Saidha

The Challenge

Maya Beauty launched during the pandemic with a strong product and no marketing infrastructure. The IPL hair removal market was saturated with established brands, and Maya had no audience, no brand identity, and no strategy to compete.

A hand holding a bottle of Maxa Beauty Superfruit Pro Vitamin Antioxidant Booster Serum outdoors with a blue sky and water background.
A white MAXA skincare device with a round copper ring and a black base, along with a smaller black and copper device, placed on a wooden surface outdoors near water with a blurred background of trees and mountains.
Multiple skincare bottles with gold caps and labels showing a lion's face logo, lying on a sandy beach with small pebbles and a piece of driftwood.

What I Did

I came in as a full marketing partner and built everything from scratch.

Starting with market research and competitive analysis, I identified Maya's key differentiator — advanced cooling technology that made hair removal painless — and built the brand positioning and messaging around it.

From there I developed the go-to-market strategy, optimized the Shopify store with conversion-focused product pages and social proof, set up Amazon, built out email marketing, and managed social media content across channels. I created audience personas around three core customers — waxers, shavers, and laser treatment users — and developed targeted campaigns speaking directly to each one's pain points.

I also sourced and managed influencer partnerships and executed a structured product launch including soft launch testing, feedback collection, and paid advertising rollout.

Close-up of a woman's legs and feet on a sandy beach with ocean waves in the background, promoting Maui Skin Care.
Person using a MAXA Skincare device on their leg in a cozy room with beige curtains, with the MAXA Beauty logo in the bottom right corner.
Screenshot of MAYA Beauty website featuring botanical skincare products, including cleansers, toners, creams, and serums, with product images and prices.
Product page showing a black and beige bottle of Superfruit Antioxidant Booster Serum from Maya Beauty, with a white pump top and gold collar, priced at $28.

Influencer Marketing

Three Mayla beauty skincare products, including a facial cleanser and a cream, are arranged on a white surface with shadows cast by sunlight.
A woman sitting cross-legged by a swimming pool, wearing a large sun hat and sunglasses, smiling and holding an ice-cooling device, with trees and a clear blue sky in the background.
A woman relaxing on a lounge chair outdoors, wearing sunglasses, with a skincare device labeled "MAYA" in the foreground, and flowers in the background.
A handheld device with blue light emitting from the bottom, a digital display showing a number, and a rose gold ring around its middle. There are black sunglasses next to it.
A white and rose gold skincare device with various labeled parts, including a ventilation outlet, flashing button, power and ice-cool buttons, ventilation outlet, flash outlet, and ice-cool plate.
Diagram illustrating five energy levels for a skincare device with a display showing a temperature of 99.9 and icons for different functions, surrounded by arrows and ice cubes, indicating cooling and temperature control features.
A modern facial steamer with a white body and rose gold accents, digital display, and control buttons labeled 'Power', 'Freeze'. The digital display shows a temperature reading of 99.9 degrees.
A step-by-step guide on how to use a skincare device, showing images of shaving and cleaning the skin, connecting the device to a power source, wearing goggles, adjusting energy levels, placing the device on the skin, and applying skincare products.
A small jar of Mayan Beauty anti-wrinkle marine collagen hydration cream with a gold lid, placed on a brown surface beside a flat, round bread or cracker on a wooden table with a pink background.
A bottle of skincare product surrounded by halved oranges and black kale leaves on a green background.
A display of skincare products with a lion's face logo, set against a green background with yellow flowers and a reflective surface.
A jar of Maya Beauty Anti-Wrinkle Marine Complex Hydration Cream, a white seashell, and a starfish on a pink background with a reflective surface.
Three skincare product bottles on wooden coasters against a pink background with a large green monstera leaf with pink holes.

The Results

  • Built a complete brand identity and digital presence

  • Drove thousands of visitors to the website and Amazon storefront

  • Produced influencer collaborations, video content, and infographics

  • Delivered a scalable marketing infrastructure ready for ongoing growth

  • Increase in customer acquisition

  • Supported a second product launch

“Brought my business back to life and gave me the push to start running my business again."

— Shalini