PFB Vanish
Turning a 25-year salon-shelf staple into a household D2C skincare brand.
12 months
1M+ accounts reached, with a peak week hitting 106,720 views and 41,262 accounts reached.
A breakout week of 163,000 views driven by SEO-optimised educational content and esthetician demos.
Scaled from 6,054 to 8,537 followers while reactivating a previously dormant 41K Instagram base.
PFB Vanish is a family-owned skincare brand and the #1 solution for ingrown hairs and hyperpigmentation. Formulated by a licensed esthetician and trusted by waxing studios, med spas, and esthetics professionals worldwide, PFB has led the category since launching the original roll-on applicator in 1999. The next chapter was bringing 25+ years of pro-level credibility to a broader D2C audience — turning a salon-shelf staple into a household skincare brand, without losing the professional authority the brand was built on.
We put the brand's esthetician credibility at the centre of the content, widened the creator pool well beyond the category default, and stood up two new revenue routes — TikTok Shop for direct conversion off short-form demos, and email as a retention engine.
Esthetician-Led Authority Content
Made PFB's esthetician trust the centrepiece — "Esthetician of the Month," NYC estie shoots, back-bar features, and pro-only tips that position the brand as a personalised expert recommendation.
Expand Into Male and Diverse UGC
Recruited male and gender-neutral creators to tap a 45% YoY growth audience, and expanded UGC across skin tones, body types, and severity levels for stronger social proof.
Launch TikTok Shop and Email Marketing
Stood up TikTok Shop for direct conversion off short-form demos, and built email marketing as a retention and revenue engine.
“Working with Romi Digital has been nothing short of exceptional. They consistently bring fresh, creative ideas to the table and execute campaigns with precision and passion. From content creation to community engagement, their attention to detail and understanding of our brand voice is truly impressive. They are not just skilled marketers — they're true brand ambassadors who care deeply about our success. Their responsiveness, data-driven strategies, and ability to adapt to trends have helped us grow our online presence and connect more meaningfully with our audience. We're incredibly grateful for their dedication and talent. A huge thank you to the entire team for their amazing work!
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