A wellness launch, turned into a growth engine in 90 days.
Sofi Health had a fresh idea and a brand-new store: herbal sleep and calm as a simple daily spray, not another pill. The brief was to turn that launch into predictable, month-on-month sales and prove a scalable acquisition model to back a raise. In the first 90 days we built the whole engine, a store rebuilt to convert, founder-led creative, and paid media across Meta and Google, and grew orders 486% while cutting the cost of a new customer by 71%.
We treated a brand launch like a performance account.
Most new DTC brands burn cash chasing reach and impressions. Sofi couldn't afford to. From day one we measured every pound of spend against real orders on the site, not vanity metrics.
That meant fixing the store before scaling spend, finding the creative that actually sold, and only then pushing budget. The account got more efficient as it grew, not less, so a bigger month cost less to buy, not more.
The KPI was clean sales on sofi.health, with a cost per new customer glide path heading toward roughly £30. Everything on this page comes from Sofi's own reporting and the first-90-day investor briefing.
Fix the store first. Find the creative that sells. Then scale the spend, and watch the cost of a customer fall as the volume climbs.
A plant ritual for modern life, and a number to hit.
Who Sofi is, what they sell, and what we were asked to prove.
The brand
Sofi makes single-plant herbal oral sprays for sleep and calm. A spray, not a pill, chosen so the daily habit actually sticks instead of living at the back of a cabinet. Founder-led by Kaveh Memari, with Pamela Spence, Medical Herbalist, as its expert voice, and stocked by Boots.
The mandate
Generate month-on-month sales growth on sofi.health, target doubling monthly, and prove a scalable acquisition model to support a fundraise. Clean sales on the site were the primary KPI.
A standing start, in a category you can't shout in.
Three things made the launch hard: almost no data, a store that wasn't converting, and strict rules on what a sleep and calm brand is allowed to say.
A standing start
A brand-new Shopify store, barely any data and tiny order volume. Google Ads ran close to the first month without a single sale.
Losing half the month
17 zero-sales days in February. The store was live but not converting, so a lot of the traffic we paid for went nowhere.
A category you can't shout in
Strict rules on health claims. The ads had to sell calm and better sleep without overpromising, and some packaging can't even use the word "sleep".
Build the foundation, then scale only what converts.
Three phases, in order: fix the store, find the creative that sells, then push budget across the channels that pay it back.
Rebuild the store to convert
Kill the funnel leaks- Rebuilt product pages, faster and clearer, around day and night storytelling
- Fixed an empty-basket dead end that was trapping mobile shoppers
- Added a sticky add-to-cart and a Trustpilot review wall
Clean the tracking
Decisions on real orders- Rebuilt tracking so every decision ran on real orders, not platform noise
- Cleaned traffic quality so conversion rate reflected real human intent
- Conversion rate roughly doubled month on month off the back of the rebuild
Founder and herbalist video
A real person, a real routine- Founder-led talking-head video, plus Pamela Spence as the expert voice
- Key finding: honest founder video beats polished product photography
- Boots and Trustpilot cues built trust without medical overclaim
A cold, warm, hot framework
Structured, not scattergun- Creative organised by funnel stage, from first touch to ready-to-buy
- The taste and application angle, spraying it and the sound of the spray, tested well
- Winners scaled, fresh cuts rotated in to keep the account from fatiguing
Meta to acquire, Google to catch intent, always-on
Push budget only where it pays back- Meta ran as the primary acquisition channel to build the audience
- Google Search and Shopping caught the high-intent, ready-to-buy demand
- Switched to always-on, an early day-parting setup had been starving the account
- Focused on women 25 to 44 already searching for natural sleep and calm
Build for repeat
Turn one-off buyers into recurring revenue- Launched a 21-day Subscribe and Save via Recharge in June
- First recurring customers landed, the base for repeat revenue
- A daily-ritual product is a natural fit for subscription
Targeting approach
Who
- UK women, roughly 25 to 44
- Already searching for natural sleep and stress support
- Ashwagandha, Passiflora, melatonin alternatives
- Solution-aware, not just browsing
What they buy
- The day + night duo at £29 is the hero offer
- Single-plant sprays, not blends
- Built around a daily ritual
- The large majority of orders
Why it lands
- Positioned as a simple plant ritual
- Backed by a medical herbalist
- Stocked by Boots
- Trustpilot proof, no medical overclaim
Creative that sold the ritual, not the hype.
Founder and herbalist video carried the account, with clear taste and application angles and Boots plus Trustpilot trust cues doing the reassurance.
Meta, founder and herbalist video
Founder talking-head and Pamela Spence cuts were the repeat top performers, wrapped in Boots and Trustpilot proof.
The store rebuild
The rebuilt product page: sticky add-to-cart, a Trustpilot wall and day and night storytelling.
Creative note
Founder-led video reigned across the account. People trusted a real person explaining a real routine far more than a polished product shot, so we leaned into it and built the testing around it.
Four moves that moved the numbers.
Every gain traced back to a specific problem solved, from the store to the creative to how the budget ran.
Store rebuilt to convert
Founder-led creative
Always-on Google
A retention foundation
February to April 2026, by the numbers.
Ninety days from a near-standing start to a store that grows month on month and a paid engine that got cheaper as it scaled.
Zero-sales days a month
From losing half the month to losing a single day.Monthly progression, orders and revenue
Cost per new customer fell along the same arc: about £189 in the first weeks of learning, down to £36 in the best week starting 16 March, settling around a £55 April run-rate.
The wins that prove it can go further.
Beyond the headline 90 days, the signals that say this is a system, not a spike.
Conversion roughly doubled
Month on month after the store rebuild, from around 0.7 to 0.8% to a consistent 1.6 to 2.0%+ on cleaned, human traffic.
Google Shopping lead
Took the impression-share lead over a larger competitor for the first time, 22.3% vs 11%, off the back of the site work.
Subscriptions live
21-day Subscribe and Save via Recharge launched in June. First recurring customers landing, the base for repeat revenue.
From a quiet launch to compounding, month-on-month growth.
In its first 90 days sofi went from a standing start to a store that grows every month and a paid engine that gets cheaper as it scales. Not a one-off spike and not reliant on a single channel, a repeatable acquisition system, with the store, creative and subscription base built to take it further.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Launching or scaling a DTC brand?
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