How IVY Beauty Uses Authentic UGC to Drive a 24% Sales Lift

IVY Beauty is an entity under KISS Products / KISS Beauty Group. Its portfolio includes i-ENVY, Red by Kiss, Ruby Kisses, Gold Finger, Kiss New York, and Etleé. Its product range spans hair care, cosmetics, eyelashes, nail care, beauty tools, and accessories, combining innovation with accessible beauty solutions. With seven branch offices across the United States and products available in more than 27 countries, Ivy Beauty continues to expand its global presence while focusing on delivering quality products and exceptional customer satisfaction.

• E-commerce content had to be built for conversion, not just visibility
• Follower count alone didn’t predict which creators could actually move product across IVY’s multi-brand, multi-marketplace catalog
• Sourcing authentic content fast enough, without slow, one-off creator negotiations compounded the problem

IVY Beauty’s e-commerce team owns revenue and conversion across a multi-brand, multi-marketplace catalog spanning DTC, Amazon, Walmart, and TikTok Shop. Generic, short-form content wasn’t enough for them. Anything under 30 seconds consistently underperformed on paid channels, so the team needed longer, more substantive video built specifically to convert the audience, not just to be seen but to increase revenue. Creator selection mattered just as much as format. Follower count didn’t predict which creators could actually move product, so the team needed a way to prioritize creators on content quality instead. And because the goal was purchase, not impressions, every piece of content needed a clear path to conversion such as a CTA, and a promo code, driving traffic straight to IVY’s DTC site.

On top of that was a harder and more structural problem. Some of IVY’s biggest opportunities sat in categories that are nearly impossible to sell through generic content. When IVY launched a new fragrance line, the team hit a wall trying to convey scent, something a studio finish and polished ad could not convey as authentically as a human creator could. Sourcing genuinely authentic content manually and reaching out to individual creators, negotiating paid usage rights, and waiting on agency responses was too slow to keep pace with new launches and key promotional moments.

• A dedicated e-commerce UGC strategy built specifically to create content that converts, not just build awareness
• Creators are curated for content quality and authentic, sensory storytelling
• Every asset is owned with full usage rights, so the same UGC is reused across organic, paid, and owned channels by turning one asset into content for the entire funnel

To solve this, IVY’s e-commerce team built a UGC strategy with Skeepers that was deliberately different from the branding team’s approach such as briefing creators for 30-second-plus, conversion-ready videos with clear calls-to-action and promo codes that drive traffic directly to their DTC or retail site. Rather than optimizing for follower count, the team prioritizes creators based on content quality and authenticity, sourcing sensory storytelling that describes scent, texture, and real results in the creator’s own words.

The bigger shift, though, is optimization. Every piece of content IVY gets from Skeepers comes with full usage rights, which means one video isn’t a single-use asset. It’s a reusable building block deployed everywhere. IVY repurposes the same UGC across organic social (TikTok, Instagram, Facebook), marketplace listings on Amazon, Walmart, and TikTok Shop, paid social, paid search through Google Performance Max and boosts through Meta and TikTok Spark Ads. They also added the content directly on the brand’s DTC product pages, surfaced above standard text reviews. One asset now touches nearly every stage of the funnel which is also what makes the content more valuable and more cost-efficient than IVY’s previous approach of negotiating one-off usage rights with individual creators.

• UGC drives a 70% average watch-through rate on Amazon and a +23.8% sales lift on video-enabled detail pages
• UGC campaigns reach strong ROAS faster than ones built on banners or static images alone
• The same content, reused across every channel, is fueling a measurable, year-over-year increase in DTC traffic and conversion

That reuse strategy is showing up directly in performance. On Amazon, UGC video sees a 70% average watch-through rate. This is well above IVY’s in-house-produced videos, in line with Amazon’s own benchmark that detail pages with video sell roughly a quarter more than those without. This is a lift reflected in IVY’s own +24% sales lift with video. Paid social campaigns built with UGC also ramp up faster. Where in-house banners or static images start with a low ROAS that climb gradually, UGC-driven campaigns reach efficiency at a faster pace from the start. Best-selling products consistently post the strongest EMV (earned media value) in IVY’s catalog, giving the team a repeatable formula to apply to new launches.

Because the content is fully licesnsed, each asset gets reused across organic social, marketplace listings, paid social and search, and the custom on-site video review feature on IVY’s DTC product pages, all from the same content library. That reuse of content is compounding. IVY has seen a year-over-year increase in DTC traffic and conversion that the team attributes directly to Skeepers, even as it runs other marketing mix strategies in parallel.