69%
Reduction in nCPA
29%
Increase in Customer Retention
15%
Increase in NC AOV
About the Brand
Founded by Lucie Macleod, the brand scaled from a kitchen remedy to national retailers including Boots, ASOS, and Beauty Bay. When growth outpaced profitability, Hair Syrup partnered with Prospa to bring structure, creative clarity, and a profit-first approach to scale sustainably.
Client
Joined
Services
The Challenge
Fragmented paid performance
Organic reach was strong, but Meta and Google lacked structure and consistency.
Over-reliance on TikTok Shop
Heavy dependence on TikTok sales limited control over profitability and data visibility.
No unit economics clarity
Strong revenue masked weak margins — growth wasn’t translating into profit.
Lack of central growth strategy
Channels worked in silos without a unified, long-term roadmap for scale.
Our Solutions
Defining Profit Clarity
We began by dissecting Hair Syrup’s unit economics at SKU level to establish financial control. Margins were mapped across all product lines, and breakeven CPA and ROAS targets were calculated to connect ad spend directly to contribution margin. This analysis created a clear profitability framework - shifting the focus from revenue growth to measured, sustainable performance.
Forecasting for Scalable Growth
With profitability benchmarks in place, we developed a forecasting model that projected sales, contribution margin, and long-term revenue performance. The model provided a forward-looking view of how spend, efficiency, and margin interacted - enabling data-led decision-making and confident financial planning. Growth became predictable, not reactive.
Rebuilding Paid Media Infrastructure
Paid media lacked structural cohesion and was underperforming across acquisition channels. We rebuilt the full funnel from the ground up - implementing a framework where every campaign had a defined role. Founder-led creative was deployed for acquisition, educational content for mid-funnel engagement, and value-led messaging for conversion. The result was a clear, testable system that eliminated wasted spend and improved channel efficiency.
Transforming CRM into a Retention Engine
Retention was identified as a critical profit lever. We re-engineered Hair Syrup’s CRM to move beyond discount-led campaigns, building automated flows across key customer journeys - from acquisition to reactivation. Segmentation, cadence, and creative direction were refined to mirror brand tone and customer intent, turning CRM into a consistent revenue driver that strengthened LTV.
Reducing CAC and Increasing LTV
Initial analysis showed customers only became profitable after 11 months. We focused on compressing this payback period through optimised bundling, retention automation, and performance-driven creative. Over time, Hair Syrup achieved profitability from first purchase - marking the transition from fast, reactive growth to a structured, profit-first model.
The Results
Profit rose 84% year-on-year as Hair Syrup shifted from viral-driven growth to structured, margin-led scale. Every channel now operates under a clear, measurable framework for sustainable performance.
69%
Reduction in nCPA
29%
Increase in Customer Retention
15%
Increase in NC AOV
84% Profit Growth Y-o-Y
Driven by clearer unit economics, structured acquisition, and improved retention efficiency.
Lucie Macleod
Founder - Hair Syrup
Client Feedback
"It's just so easy and seamless working with Prospa. I can't recommend them enough."
