Food & BeverageRead the case
25M+
Cumulative revenue
American Uncle
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Health & Wellness
Wellness e‑commerce: compliant growth, real retention
Blocked claims, Amazon on price, and churn the dashboard never shows. You have to educate and bring customers back.
64.2%
Baymard Institute 2024
This is where hesitation gets expensive.
The sector's numbers
Four sector anchors always in view; the other metrics open with definition and range. This is where an audit starts.
Cart abandonment
64.2%4
typical
Customer lifetime value (CLV)
€3802
typical
Conversion rate
3.4%1
typical
Customer acquisition cost (CAC)
€263
typical
Churn doesn't show up in the dashboard. It shows up here, month after month.
Other metrics
Sources
- 1. Shopify Commerce Trends 2024
- 2. Client portfolio data 2023-2024
- 3. Meta Ads Industry Benchmarks
- 4. Baymard Institute 2024
- 5. Industry standard
The range is the typical interval observed in the sector. Where you sit is what we measure in the audit.
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Request your diagnosisWhere wellness makes growth fragile
Platforms block claims and creative angles, so growth isn't just about budget.
Sector ROAS reaches 4.2x, but only for creative that stays live. A blocked account returns nothing.
Subscriptions look good in forecasts, then churn drags real LTV down.
A wellness customer can be worth €380 over time: every month of early churn is a slice of that value you never collect.
If customers don't understand why your product is worth more, Amazon wins on price.
At an average margin of 55%, the premium has to be defended with education. On price alone, Amazon always wins.
You need education and trust. Without them, cold traffic won't convert strongly enough.
Sector conversion averages 3.4%, but that number assumes trust already built. Cold traffic doesn't bring it along.
Demand spikes in some parts of the year and slows in others, putting pressure on acquisition and cashflow.
With sector repeat purchase at 52%, your customer base is the shock absorber. Without it, every seasonal dip gets paid for in acquisition.
In wellness, the brands that grow best are the ones that educate, reassure, and bring customers back while staying inside the rules.
How we work on a wellness brand
Treats: claims and creative blocked by platforms
Compliant copy and creative that don't block growth
We work on angles, messaging, and creative structures that communicate value without falling into risky claims or triggering avoidable rejections on ad platforms.
Treats: Amazon winning on price
Education that justifies the premium
Ingredients, routines, formulation differences, and usage context all need to make it obvious why people should buy from you instead of choosing the cheapest commodity option.
Treats: churn dragging real LTV down
Subscriptions and retention that actually lift LTV
Onboarding, reminders, renewal offers, and consumption logic designed to keep customers longer and reduce real churn.
Treats: seasonal pressure on acquisition and cashflow
Stacks, bundles, and cross-sell for stronger margin
We help build product combinations that match customer goals and needs so each order carries more value and makes more sense.
How we read the account
- Contribution margin and break-even MER
- The guiding metric. We read platform ROAS, we don't steer by it.
- nCAC and margin, every week
- Weekly reading, monthly review. Numbers, not automated reports.
- Founders and seniors on the account
- Names in the contract, no handoff to juniors. Maximum 20 active e‑commerce brands.
- 30-day exit
- No exit penalties. The audit stays yours either way.
A fixed-price audit is the first step, always.
Investment and fit criteriaThe evidence
We don't have a published Health & Wellness case yet. These are real results, on the same mechanics.
The questions that matter in your industry
If you're deciding whether it's worth a conversation, start here.
How do you work in a category with such strict policy limits?
We start from the principle that growth has to survive review. We work on compliant angles, clearer messaging, education, and credible proof so the brand doesn't depend on aggressive claims that eventually break.
When is a wellness brand ready to scale?
When it already has real demand, a product with a solid repeat-purchase profile, and revenue that usually sits between €100k and €10M. If the brand sells but churn or CAC are eating everything, that's often the right moment to step in.
How do you approach subscription churn?
We look at promise, real product usage, consumption timing, onboarding, and renewal logic. Churn rarely goes down because of one more discount. It goes down when customers understand better, use the product better, and feel the value more clearly.
Do you work with supplements, natural products, and wellness tech?
Yes. Supplements, natural products, cosmeceuticals, devices, and hybrid wellness brands. Each segment has different constraints, but the work stays the same: acquire well, retain better, and protect margin.
We've already been burned by an agency. What's different with you?
That's why we don't start with a contract but with a fixed-price audit: contribution margin by category, break-even MER, tracking. Then you get a proposal naming the seniors who will run the account, or a written no. Thirty-day exit.
This report is about the sector. The next one is about your P&L.
We only accept brands where we're confident we can make a real impact.
Ad spend €10k+/month
You already invest in Meta or Google and want to stop budget waste and rising nCAC.
Revenue over €500k/year
Below this threshold a senior fee weighs too much on the P&L. Above it, there is margin worth protecting and scaling.
Validated product-market fit
You have a catalog and an offer the market already buys. We do not work with pre-PMF projects or product tests.
Cost of goods data available
Without COGS, contribution margin cannot be calculated, and without that nothing can be decided.
Fit assessment, before any proposal