How I help Health & Beauty brands grow, scale and manufacture
I work in one sector: Health & Beauty and personal care. With founders who have a running business and want it to grow with healthy economics, to scale without operations turning into chaos, or to manufacture their own product under their own name. The focus is deliberate — the same problems recur in this sector (registration, minimum order quantities, claims, repeat purchase), and solving them comes from having done it, not from experimenting at your expense.
Rabehni Agency — e-commerce growth
Outcome: a profitable growth engine — not just more sales, but growth with healthy economics.
- Creative strategy that renews, not one lucky ad
- Offer and bundle design
- Running paid acquisition and scaling spend
- Conversion work on the product page and checkout
- Acquisition cost (CAC) and average order value
- Unit economics and profit per order
- Retention and repeat purchase
Systems & scaling
Outcome: a company that can absorb growth and scale steadily — without turning into chaos.
- Written operations (SOPs) the team actually follows
- Clear ownership and team building
- An owner dashboard with one source of truth
- Automating the repeated manual work
- AI for tagging, replies and reporting
- Store technology and integrations
- Infrastructure that absorbs higher volume
Manufacturing & private label
Outcome: a product built to your spec under your own brand — from formula to packaging to a batch ready to sell.
- Product development and formula
- Factory selection and quality control
- Packaging
- Private-label manufacturing
- Batch size and inventory planning
- Supply and launch readiness
- Your brand is in Health & Beauty or personal care — skincare, haircare, cosmetics.
- You have a business that is running and selling, and you want it bigger on healthy economics.
- Operations have outgrown what you can carry yourself, and you need systems and a team.
- You have a product that sells and want to manufacture it under your own name instead of buying it ready-made.
- Your brand is outside Health & Beauty — there are people closer to your sector than me.
- You are still looking for an idea or a first product.
- You just need someone to run ads.
How do you scale e-commerce operations without turning into chaos?
You scale the systems before you scale the volume. Chaos is not caused by growth itself — it is caused by volume growing while operations still run on memory and individual effort. So before you double spend: every repeated process gets a written path and a clear owner, the data lives in one place decisions can be read from, and the recurring decisions come off the owner's desk. That order is not a luxury — it decides whether the new volume turns into profit or into pressure.
Examples of the systems I built →Why do companies break when they scale?
Because scaling exposes hidden ceilings rather than fixing them. Sales can rise on more spend or a deeper discount, but a company actually grows when each increase in volume passes through three sound layers: economics (cost of a customer against their value), operations (fulfilment, inventory, customer service, returns), and systems and leadership (decisions that do not have to route through the owner). If any layer is weak, extra spend magnifies the problem exactly as fast as it magnifies sales.
Full essay: sales are growing but the company is not →What are unit economics, and why do they decide whether you can scale?
Unit economics is the profit on a single order after all of its real costs — product cost, shipping, payment fees, returns, and the cost of acquiring that customer. It decides scaling because scaling multiplies that number by volume: if the unit is profitable, volume multiplies profit; if the unit loses money, the same volume multiplies the loss at the same rate. That is why the check comes before the decision to spend more, not after it.
How do you keep CAC sustainable while scaling paid acquisition?
You work the side that actually improves — offer, creative, conversion and retention — not the budget slider. Pushing more spend behind the same offer and the same creative raises cost almost by definition, because you are reaching a colder audience with the same message. What keeps cost bearable is that every new pound meets a sharper offer, a renewing spread of creative, a page that converts better, and a customer who buys again — so customer value grows alongside cost instead of falling behind it.
How do you build a Health & Beauty brand from product to launch?
You start from a real need in the market, not from a product you like. The order I work in: understand the market and the need, develop the product (formula, quality, packaging), arrange manufacturing and supply, design the offer and positioning, build the brand, then launch the store. What makes this sector distinct is that repeat purchase and brand loyalty run higher than in most others — so the brand itself can matter more than the product, and the manufacturing details a customer never sees are what decide whether they come back.
Full essay: how to build an e-commerce brand →What is private-label manufacturing for beauty brands?
Private-label manufacturing means producing a product under your own brand at a specialist factory, instead of buying a finished product and reselling it. In practice it gives you control over formula, quality, packaging and batch size, so the product is genuinely yours — nobody can sell the exact same item under another name. In exchange you carry more responsibility: choosing the factory, quality testing, regulatory obligations, and the fact that a batch locks up cash until it sells — which is why the move makes sense once you have proven demand and a clear view of stock turnover.
How do you move from importing products to manufacturing your own?
You move up the chain step by step, after the market has taught you what actually sells. I started importing in 2018, entered cosmetics as an importer in 2020, and moved into manufacturing in 2022 — importing is what taught me the economics of the market and how people buy, before I put money into a formula and a production run. The move itself means going down into the details: formula, quality, packaging and the factory — and accepting that capital is tied up longer in exchange for owning the product and the margin.
How do you position a new brand in a crowded market?
You pick clarity on a narrower slice instead of competing on the same generic message. A crowded market means the customer sees the same promise from twenty players, so what separates you is not “higher quality” — everyone says that — but a specific need you visibly solve for specific people, an offer built around that need, and a credible reason to try a new brand at all. Positioning is set in the product, the offer and the price before it is ever set in the ad.
Running a business and ready for its next stage?
Tell me about your business and what you’re building, and let’s see how we work together.