Maison Verre make fragrance-free skincare in glass, with a small, devoted following and ambitions to sit alongside the big names in a national department store. The founders had done everything themselves and needed a partner who could grow the audience while protecting the understated feel of the brand. We built an influencer programme on long-term relationships rather than one-off posts, and ran PR around the department store launch.
Creator partners on retainer
18 creators
Earned media value
£340K in a year
Press features landed
31 pieces
Direct sales growth
+88% year on year
The founders were wary of influencer marketing. They’d seen brands they admired cheapened by a flood of discount codes and wanted no part of it. The brief was to grow awareness among women in their thirties and forties who read ingredients labels, support a launch into a flagship department store, and keep every piece of content feeling like something the brand would make itself.
Sanna hand-picked eighteen creators, most with modest followings and all with a genuine interest in skin, and signed them to twelve-month partnerships with a say in how products were featured. No codes, no countdowns. Alongside that, we pitched the founders’ story to beauty editors and set up a quiet launch evening in the department store with a handful of press and the creators in the room.
The slow approach paid off. Earned media value reached £340,000 across the year, thirty-one press pieces ran, including two of the glossy monthlies the founders had always wanted, and direct sales rose by 88 per cent without a single discount. The department store extended the trial into a permanent counter. Several of the original creators are still partners three years on.
Lido never once pushed us towards something that didn’t feel like us. They found people who genuinely love the products and built relationships, not transactions. The brand has grown without losing itself.
- Isabelle Marchand, Co-founder, Maison Verre
Building a beauty brand and want growth that doesn’t cheapen it? We take the long view with creators and press. Tell us your story at hello@lido.example.
