Online brand Beauty Pie launches first TV campaign

beauty pie

Online-only beauty brand beauty pie has released its first TV campaign, ideated in-house and supported by production house Sticker Studios and media agency UM, to drive awareness and accelerate growth through traditional media and provide a refreshing take on beauty ads.

Beauty Pie

The campaign runs until 5 June and is beauty pie’s first media agency partnership and its entrance into linear and VOD channels. 

TV marks the first part of the strategy to bring the digitally-native brand to a broader UK audience. 

The brand plans to extend onto paid social across Pinterest and TikTok and potentially to OOH later in the year.

The ad strips back the usual high-budget glossiness of typical sector marketing conventions and instead focuses on common myths in the industry, such as that only products with high price-points work, to make beauty accessible to wider audiences.

Beauty Pie’s campaign will primarily target primetime TV slots, including during Britain’s Got Talent, to drive brand awareness and grow membership volumes across London, Scotland, Wales and the Midlands.

Mannie Khatkar, Client Partner at UM, said: “Beauty Pie was an early adopter of the booming subscription market and has established itself as an innovator across digital channels. 

“We’re excited to partner with an entrepreneurial, fast-growing brand to engage with new audiences – especially those who aren’t so digitally savvy – as it continues to disrupt the beauty market.”