Beauty
Evolved Commerce launched and scaled the Amazon channel, then rebuilt it past its old peak after navigating difficult business headwinds for the brand.
At a glance
The brand
Pro Lash
Pro Lash didn’t start as a beauty startup. It started as the professional side of the business. Haley and Zach Chipman had spent more than a decade running Bella Lash, selling lash extensions to licensed technicians, which means they knew the product the way a supplier knows it rather than the way a marketer does.
Then in 2020 the salons closed. Rather than wait it out, they took professional-grade product and put it in the customer’s own hands: cluster lashes that apply in minutes and wear up to ten days, sold as starter kits with refills, adhesives, tools and cleansers. Pro Lash launched in early 2022.
It worked because the credibility was real. Allure named it Best of Beauty in 2023. The brand counts over a million lash lovers, is female-founded, vegan and cruelty-free, and prices mid-premium rather than cheap: an $85 starter kit, $70 lash sets, styles laddered from Classic through Volume to Mega. Haley is the on-camera voice of the company. Zach engineers the product.
And they were walking into the one category with a true incumbent.
Lashify had defined DIY lash extensions and defended that position hard. Pro Lash’s own keyword tracking watches Lashify terms daily, so the rivalry isn’t a framing device, it sits in the account’s operating documents. In April 2023 the Amazon channel was doing $13,420 a month.
Challenge
A category with one incumbent
A professional-channel operator crossing into consumer arrives with all of the product knowledge and none of the marketplace position. The Amazon listings existed, but they were not competitive, and Amazon is where a DIY beauty buyer does most of their comparing.
Then, in late 2024, the channel came apart. Through Q3 2024, Pro Lash had been running between $110,000 and $123,000 a month. By February 2025 it did $4,775. A 96% loss, and not the kind of problem better advertising fixes.
Solution
Launch it, then rebuild it
Evolved Commerce took over the Amazon channel in May 2023 and has run it through two distinct phases.
The first was a launch. Build the listing set, establish position against an entrenched incumbent, and grow the channel from a standing start. Eight months later it was doing more than twelve times what it had been.
The second was a rebuild, and it was not a restoration. After the collapse the account was reconstructed over five months and came back at a higher level than before, on better economics than it had run on at its previous peak.
Results
12x in 8 months and back past the peak after the collapse.
April 2023 to December 2023: $13,420 a month to $170,891, roughly twelve and a half times, with both source systems agreeing within 0.5%. That is a real pre-engagement baseline attached to a real multiple, which most agency-lane stories do not have.
After February 2025, the rebuild took five months. March came back at $85,735. By July the account was at $205,997, which is 68% above the old peak rather than a recovery to it, and it has held between $182,000 and $248,000 every month for the thirteen months since. That is roughly twice the 2024 monthly revenue on about a third less ad cost per dollar sold: TACOS down from 21.5% to 15.1%, ROAS up from 2.7 to 3.8.
