Budget: 1000 USD Deadline: 15 days
scaling cosmetics in the UK usually hits a wall when tiktok shop sales cannibalize meta attribution and throw off your real net contribution margin. meta reports lower performance because tiktok steals post-view conversions, so buyers panic and cut budget right when MER is actually fine.
had this case with physical DTC beauty products recently. the trick is tracking MER at the store level combined with contribution margin per SKU instead of trusting single-platform CAC. also UK UGC hooks need very specific local angles and subtle self-deprecation or people scroll past immediately.
here is how i approach this:
audit current meta and tiktok funnel to set up real contribution margin tracking
create UGC briefs focused on UK buyer psychology
test hooks on meta first then scale winners to tiktok shop while fixing landing page CRO
let me know if you have questions
