Kitsch is a beauty and haircare brand known for turning everyday routines into elevated, accessible experiences. With a broad portfolio spanning haircare, sleep essentials, fragrance, and beauty accessories, the brand has built a strong following by pairing trend-forward design with practical products made for daily use. Kitsch has grown into a category leader, with products sold online and at major retailers like Target and Ulta Beauty.
Scaling on AppLovin with a product-first campaign strategy
With a portfolio spanning hundreds of products, Kitsch needed a way to put each one in front of the shoppers most likely to want it, and AppLovin became part of that answer. Kitsch partnered with AppLovin to reach new customers in mobile games, and built its AppLovin Ads account around a simple idea: let each product find its own audience.
Kitsch ran a dedicated campaign for each product, giving the team greater control over spend while allowing every campaign to develop product-specific learnings and targeting based on its creative. Designed around Kitsch’s broad product portfolio and product-focused creative strategy, this tailored structure supported stronger overall performance and enabled the team to quickly scale spend behind individual products as demand increased.
Most of these campaigns were run as Discovery campaigns, designed to reach people who had not previously visited Kitsch's site, and each was optimized toward a Day 0 ROAS goal, with a focus on driving purchases the same day a user clicked an ad.
Discovery campaigns opened up an audience we simply weren't reaching anywhere else: people meeting Kitsch for the very first time inside mobile games.
Scaling spend without losing efficiency
Since partnering with AppLovin, Kitsch has turned mobile games into one of its strongest growth channels.
According to Northbeam attribution data, Kitsch increased its AppLovin spend 3.4x year over year. New-customer efficiency improved at the same time: new-customer ROAS rose 50.1%, while the share of new visitors increased 20.9%. Together, these results show that Kitsch scaled its investment while continuing to acquire net-new customers efficiently.
Driving discovery with creator-led video and interactives
Kitsch's ads lean into authentic, creator-led storytelling. Most feature real people using the products on camera and sharing their experiences in a natural, UGC-style format. Many open with a relatable hook, like cutting a 20-minute routine down to 30 seconds with Kitsch’s product, or a direct callout to shoppers with frizzy, curly, or wavy hair, then show how the product solves the pain point.
AppLovin's fullscreen, 3-part ads give stories room to unfold. The ad experience carries the featured product from a portrait video into an interactive card built around the same item, then into a dynamic catalog that turns the interest into exploring, showcasing a broader range of Kitsch's products that consumers may be interested in.
Behind the scenes, AppLovin's algorithm continuously learns from performance, testing and refining creative combinations over time to find what resonates most with shoppers.
For Kitsch, this 3-part ad experience turns a single product story into a personalized path to discovery, helping consumers understand the product, engage with it, and explore more of the brand’s broad portfolio within one ad.
By pairing product-level campaign structure with creator-led creative and AppLovin’s full-screen, 3-part ad experience, Kitsch built a repeatable way to match individual products with the shoppers most likely to want them. Discovery campaigns then extended this strategy to net-new audiences, reaching people who had not previously visited Kitsch’s site.
What made it easy to lean in was that the efficiency held as we scaled. We grew our AppLovin spend 3.4x and our new-customer ROAS actually improved. That's the opposite of what usually happens when you ramp a channel, and it's why AppLovin has earned a permanent seat in our media mix.
