Vegan beauty brand

Non-branded revenue up 26% in a month as a vegan beauty brand rebuilt its collection pages for buyers

An Indian vegan beauty brand grew non-branded revenue 26% and total revenue 21% in a single month, with revenue up 45% year over year, by rebuilding collection pages to convert the non-branded discovery it already had.

Published October 2026 · Results for Month over month (revenue also year over year)

Services: SEO, GEO, Content
Worked with: Managed Service
Region: India
Model: Omnichannel, D2C-led

The results

Non-branded revenue: +26%; Month over month. Grew faster than total revenue, a sign of more new customers.
Total revenue: +21%; Month over month. Revenue was also up 45% year over year.
Non-branded clicks: +16%; Month over month. Revenue grew faster than clicks: each visit was worth more.
Keywords ranked: +7.6%; Month over month.

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About the client

An established Indian direct-to-consumer clean beauty brand selling vegan, cruelty-free makeup, skincare, haircare and fragrance. It runs an omnichannel model: its own site, the major beauty and general marketplaces, and a large offline retail footprint, with distribution into several international markets. Its positioning sits in clean and ethical beauty, one of the fastest-growing consumer categories.

Customers in this category rarely search for a brand. They search for a solution: the best vegan lipstick, a long-lasting vegan foundation, an ammonia-free hair color. The brand was already visible for many of those searches. The question was whether that visibility could produce proportionally more revenue.

The challenge

Non-branded discovery was under-monetized

Strong non-branded visibility was bringing discovery-stage buyers to the site, but collection and product pages weren't built to convert them. Revenue leaked at the point of discovery.

Collection pages worked as catalogs

Category pages were laid out for browsing, not deciding. They had no comparison clarity, no buyer guidance and no content hierarchy aimed at purchase intent, so high-intent visitors had little to act on.

Discovery was outgrowing revenue

Discovery metrics were climbing faster than revenue. Without fixing how visitors moved from a search result to a purchase, more traffic would only widen the gap.

What we did

Rather than chase more traffic, the goal was to capture more revenue from the discovery the brand already had, by changing how non-branded visitors entered the site and moved through it to a product.

Rebuild collections for purchase intent
Collection pages were restructured as decision-support pages rather than product listings, with a content hierarchy aligned to commercial intent, FAQ blocks that address purchase hesitation, and clearer semantic structure that generative engines can extract.
Prioritize high-intent clusters
Instead of optimizing broadly, the work concentrated on non-branded keyword clusters with clear purchase intent, mapped to the pages most likely to convert them. That raised the share of visitors arriving ready to buy.
Shorten the path to product
Internal links and discovery pathways were reworked so that visitors entering through a category or discovery page reach the right conversion-ready product page in fewer steps.
Get ready for generative search
Product and collection pages were restructured to be eligible for inclusion in AI-generated answers and recommendations, where shoppers who are close to buying increasingly start.

The outcome

Organic and generative search now drive revenue rather than just traffic. Non-branded revenue is growing faster than branded, and revenue is growing faster than discovery volume.

Why it worked

The brand didn't need more visibility; it needed each visit to count. Rebuilding collection pages around how buyers decide, and routing high-intent searches to them, raised revenue per visit, so revenue grew faster than clicks and non-branded revenue grew fastest of all.