Lumen Skincare · 2025 · Social / Video / Strategy
The 30-DayGlow Up
A UGC-style reel series that turned a quiet skincare brand into a TikTok regular.
- Views
- 12.4M
- Engagement
- +410%
- Followers
- +28K
9:16 · Reel
The challenge
Lumen had great products and zero personality online. Posts were product shots on white, and engagement sat under 1%.
The approach
- 01
Interviewed 12 customers to find the real language they use about their skin.
- 02
Built a 30-day challenge format with daily check-in reels and a recurring hook.
- 03
Edited in a lo-fi UGC style with punchy captions and trending audio.
The results
The series hit 12.4M organic views, the brand gained 28K followers in a month, and the hero product sold out twice.
9:16 · Reel
1:1 · Post
4:5 · Feed
Next project
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