The Hair Tool Taking the Beauty Industry by Storm

Nu Pro Hair and Beauty, a rising UK-based company, specializes in Hotbrush Stylers and Hairbrushes, expanding into high-quality makeup brushes. Launched in 2020 with Dotsquares’ help, Nu Pro evolved from a startup with minimal online presence to a major player in the hair and beauty industry. Initially selling one product under the name Nu Hair Pro Styler, the company sought to establish a strong brand identity and grow its market presence through strategic digital solutions.

Nu Pro approached Dotsquares a month after launching in 2020, selling a single product without a website, branding strategy, or advertising plan. Their social media accounts, inherited from the CEO’s previous company, needed a complete overhaul to legitimize the brand. The challenge was to create a robust online presence, including a Shopify store, and implement organic and paid social media marketing, plus influencer campaigns, to compete with established brands. The goal was to grow their Instagram following, drive sales, and maintain high-quality engagement within a tight budget and timeline.

Dotsquares partnered with Nu Pro Hair and Beauty to build a strong digital foundation, starting with a Shopify store launched in 2020 to support their single-product offering. As the brand grew, we restyled the store to accommodate their rapid expansion into makeup brushes, ensuring a seamless, user-friendly experience optimized for conversions. Our team developed a clear branding strategy to position Nu Pro among industry giants, focusing first on organic social media marketing. We designed high-quality creatives, established a consistent tone of voice, crafted engaging captions, and implemented dedicated engagement processes to grow their Instagram following while attracting quality followers.

Next, we introduced an influencer marketing strategy, identifying medium-sized influencers with engaged audiences likely to respond to Nu Pro’s promotions. These influencers created diverse content, including Reels, Stories, and Grid Posts, to boost brand credibility and visibility. By July 2021, with six months of organic growth and ample content, we launched paid Facebook Ads, starting with Video Views, Traffic, and Conversion campaigns. These were informed by data from organic efforts, ensuring precise targeting. Our engagement strategy included four key tactics: Follow/Unfollow, Interest Targeting, Competitor Targeting, and Geotargeting. We curated an Instagram feed blending customer and influencer images with on-brand graphics and quotes, creating an aesthetically pleasing yet informative grid to build trust and drive sales. All efforts were executed within Nu Pro’s budget, with agile coordination ensuring rapid delivery and alignment with their evolving needs.

Since Nu Pro’s official launch in November 2020, Dotsquares’ efforts transformed the brand from a startup to a household name in the hair and beauty industry. The first six months focused on organic social media and influencer marketing, resulting in over 10,000 new Instagram followers and £143,000 in sales. Our engagement strategy—Follow/Unfollow, Interest Targeting, Competitor Targeting, and Geotargeting—paired with a curated Instagram feed of customer images, influencer content, and branded graphics, built trust and engagement. The revamped Shopify store supported rapid growth, handling increased product offerings and sales volume. Influencer campaigns with medium-sized creators amplified brand visibility, while the launch of targeted Facebook Ads in July 2021 further boosted conversions. Nu Pro’s ongoing expansion into makeup brushes and strong market position reflect the success of our strategic digital solutions.