Non-Branded Organic Growth for a Clean Beauty Brand
Clean beauty content strategy and SEO case study: growing non-branded organic discovery for a Shopify cosmetics brand across makeup and skincare queries.
Ilia Beauty
A clean beauty and cosmetics brand on Shopify, built around skin-friendly makeup and ingredient transparency.
Industry
Clean Beauty Brand
Focus
National SEO
The Challenge
Non-brand clean beauty queries were dominated by heritage brands and marketplaces, blocking ILIA from owning the category positioning it built the business around.
Ilia Beauty
Legacy cosmetics giants were outbidding and outranking the clean beauty story.
The Strategy
Ingredient-led content hubs
Built ingredient glossaries and clean beauty education pages so ILIA became the reference source for the exact terms buyers research before purchase.
Shade-finder SEO
Rebuilt the shade-finder tool and surrounding pages so undertone and match queries funneled directly into complexion PDPs.
GEO seeding across AI engines
Structured product and ingredient data for extraction by generative answer engines, and seeded authority coverage in clean beauty press.
Authority link acquisition
Earned links from ingredient science, sustainability, and clean beauty editorial to compound topical authority.
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