A strategic organic growth program designed to build an authentic, engaged community across Instagram, Facebook, and TikTok — powered by original content, intelligent storytelling, and an aggressive SEO/GEO publishing strategy built for both Google and AI discovery.
The indie beauty space has never been more crowded — or more expensive to compete in.
Established brands dominate paid channels. Indie and green beauty brands can't outspend L'Oréal, Glossier, or Fenty on Meta ads — and organic reach on Instagram and TikTok continues to shrink without a content system behind it.
Traditional agencies lock brands into $10K+/month retainers with rigid scopes. Indie brands need flexibility — the ability to invest in what matters now and add services as they grow, not an all-or-nothing package.
Stock photography doesn't build trust in clean beauty. Professional shoots cost thousands. Most indie brands either overspend on a single shoot with no strategy, or underinvest and blend in with everyone else.
Consumers increasingly discover brands through ChatGPT, Perplexity, and Google AI Overviews — not just traditional search. Most indie beauty brands aren't optimized for AI citation, which means they're invisible in the fastest-growing discovery channel.
A modular, à la carte growth system built specifically for indie beauty brands — so you only pay for what you need, when you need it.
Every service is individually priced. Start with a photoshoot and social management. Add an AI concierge later. Layer in community management when you're ready. No bloated retainers — invest where it matters most right now.
A single photoshoot with three models produces six months of original, brand-owned imagery — formatted for every platform. Professional quality without an enterprise budget.
62 blog posts in 180 days, each optimized for both Google search and AI-engine citation. We don't just build your social presence — we make sure your brand shows up when customers ask ChatGPT or Perplexity for clean beauty recommendations.
An AI beauty concierge deployed on your website that remembers every customer by name, skin type, and preferences — turning first-time visitors into repeat buyers through personalized product recommendations.
Your brand already has a point of view — warm, grounded, real. Our job isn't to invent a voice. It's to amplify the one you already have and turn it into a system that works across every platform, every day.
A dedicated photoshoot producing six months of non-repeating, brand-owned imagery. Three models, professional hair and styling, studio production — content you own and can use indefinitely.
No paid ads. No shortcuts. We build real community through consistent, strategic content across Instagram, Facebook, and TikTok — with blog and SEO content designed to capture search and AI-driven discovery.
We use AI tools to systematize content creation, optimize posting cadence, and ensure your brand shows up in the places customers are searching — including ChatGPT and other LLM-powered platforms.
In the green beauty space, how you say it matters as much as what you say. Every post, caption, and blog entry will be written through a defined brand voice system — one that sounds like Earthy Makeup, not like an agency.
Earthy Makeup is a small-batch, Italian-made beauty line with a deliberately curated edit — four lipstick shades, five eye pencils, two mascaras. That restraint is the brand. Every shade was chosen because it flatters across a range of skin tones, not because it fills a SKU quota. The voice has to match that intentionality: precise, warm, and confident enough to let a small collection speak for itself.
The tone is inviting and grounded — like a knowledgeable friend, never a lecture. We speak with confidence about ingredients and Italian craftsmanship without sounding clinical or pretentious.
"Our formulas are meticulously crafted with sustainably sourced botanical extracts for optimal skin nourishment."
"Coconut oil, rice orizanol, candelilla wax. Made in Italy. That's really it."
Green beauty brands often over-explain or qualify. We don't. Earthy Makeup won a Vegan Beauty Award. The products are PFAS-free, paraben-free, carmine-free. State it plainly and move on.
"We're proud to say our products are free from parabens, sulfates, and over 1,500 harmful chemicals!"
"No PEGs. No phthalates. No silicones. No compromises. Read the label — it's short on purpose."
A small line isn't a weakness — it's a philosophy. Four lipstick shades exist because each one — Dreamy Coral, Dusty Rose, Terra, Earthy Love — was formulated to work beautifully across skin tones. The voice frames this as intention, not scarcity.
"We currently offer a select range with more shades coming soon! 🌈✨"
"Four shades. Each one chosen because it flatters — not because it fills a shelf. Terra on warm skin. Dusty Rose on cool. That's the whole point."
The brand is rooted in nature and Italian design — modern, elevated, self-aware. The shade names tell the story: Terra, Moonstone, Sunstone, Onyx. The voice matches that register — grounded but refined, never granola.
"Mother Earth provides everything we need for radiant, glowing skin! 🌿🌎"
"Italian-made. Plant-based. Designed to feel like nothing — and look like everything."
Product-forward storytelling. Let the shades and textures lead — Dreamy Coral on lips, Moonstone catching light. Captions are conversational and concise. Hashtag strategy is intentional, not spray-and-pray.
Behind the small batch. Ingredient spotlights, shade comparisons on different skin tones, the textures up close. Voice shifts slightly more direct — authenticity over production value. Show the product doing the work.
Community and trust. Longer-form storytelling about clean beauty, Italian craftsmanship, and why fewer products done right beats a wall of options. Customer stories and reviews amplified naturally.
Authoritative content positioning Earthy Makeup in organic search and AI discovery. Ingredient deep-dives (what is rice orizanol?), clean beauty education, and thought leadership designed to earn trust before the first click.
Our commitment: Every piece of content — every caption, every blog post, every TikTok script — will be written or reviewed against this voice framework before it publishes. The voice isn't a suggestion. It's a system.
Everything you need to establish a consistent, professional organic presence — from the initial content library to ongoing management and strategy.
Professional photoshoot with three models (including model travel), full hair and makeup styling, and studio setup — generating a minimum of six months of original, non-repeated visual content for all platforms.
End-to-end content strategy, creation, and publishing across your core platforms. Consistent posting cadence tailored to each platform's algorithm and audience behavior.
Instagram Facebook TikTokAn aggressive publishing schedule — 62 blog posts over 180 days — optimized for both traditional search engines and generative AI systems. Designed to establish Earthy Makeup as a cited authority in the clean beauty space.
Ongoing analysis and refinement of content performance, audience engagement, and growth metrics. AI-assisted content generation and optimization to maximize output quality and efficiency.
In beauty, the face is everything. Faces sell products — not flat lays, not ingredient lists, not mood boards. A customer needs to see themselves in your product before they'll ever try it. That's why the photoshoot is the foundation of everything we build.
We'll cast three models with intentionally selected skin tones to demonstrate what makes Earthy Makeup's small-batch line so compelling: every shade — from Dreamy Coral to Terra to Moonstone — flatters beautifully across a range of complexions. This isn't about checking a box. It's about showing a potential customer, regardless of her skin tone, that this product was made with her in mind.
Each model becomes a chapter in the brand story — proof that a curated line of four lipstick shades and five eye pencil tones can do what brands with fifty SKUs can't: look stunning on everyone.
Elegant and unhurried. The kind of beauty that looks effortless because the product does the work.
Natural light — soft, directional, warm. No harsh studio flash. The skin should glow, not gleam.
Gold throughout — in the light, in the warmth of the skin, in the environment. Every frame should feel like the golden hour.
Professional hair and makeup artists on set. Hair elegantly styled — even when the focus is lips or eyes, the full look has to feel considered and complete.
Ernesto Cullari is an established beauty photographer with deep roots in the green beauty space. His portfolio includes work for renowned clean beauty brands including Hynt Beauty, One Over One, and Kiwabi — brands that share Earthy Makeup's commitment to conscious, elevated beauty.
This isn't a generalist with a camera. This is a photographer who understands how natural-light beauty photography sells product — how to make skin look like skin, how to let a lipstick shade speak for itself, and how to create images that feel both editorial and authentic.
months of original, non-repeating content across all social platforms
models with diverse skin tones showcasing every shade in the line
usage rights — all images owned by Earthy Makeup in perpetuity
How we turn a single shoot into a 6-month growth engine.
Most beauty brands treat a photoshoot as a way to get "pictures for the website." Our approach is different. We don't just capture images; we build a Multi-Platform Asset Library designed to satisfy both the human eye and the AI algorithm.
While Ernesto captures your award-winning editorial stills, our secondary "Social Station" captures the tactile, sensory world of Earthy Makeup.
We don't just film the models; we have them speak the language of your brand. By capturing "Talking Head" soundbites on set, we ensure:
Every "look" we create on set yields three distinct types of content — each designed for a different platform and purpose.
As a small-batch brand, your strength is intentionality. By capturing the process alongside the result, we tell the story of your craftsmanship. We aren't just showing a lipstick; we are showing the Italian plant-based waxes, the elegant glide, and the way it transforms a face in seconds.
For your website, lookbooks, and high-end Facebook ads. The images that define the brand's visual identity and establish Earthy Makeup as a premium, curated line.
Authentic, "behind-the-scenes" application videos that feel native to the Instagram feed. Raw enough to feel real, polished enough to sell product.
Raw, unpolished moments that build community and drive direct clicks to your shop. The kind of content that makes followers feel like insiders, not spectators.
You won't just walk away from this shoot with a folder of photos. You will walk away with a turn-key content library that allows you to post daily for 6 months without ever needing to pick up a camera again.
Getting found isn't just about Google anymore. It's about being the answer — whether someone types a search, asks ChatGPT, or talks to Siri. Here's how we make that happen.
The practice of creating content that ranks on the first page of Google. When someone searches "best vegan lipstick made in Italy" or "clean beauty eye pencil for sensitive eyes," SEO is what determines whether Earthy Makeup shows up — or gets buried on page three.
First-page Google placement for high-intent beauty searches, driving organic traffic directly to earthymakeup.com.
This is the new frontier. When a customer asks ChatGPT "what's a good clean lipstick brand?" or asks Google's AI Overview for vegan mascara recommendations, the AI pulls from published web content to form its answer. GEO is the practice of creating content specifically structured to be cited, quoted, and recommended by these AI systems.
When AI assistants recommend clean beauty products, Earthy Makeup is in the answer — by name.
A paid ad disappears the moment you stop paying for it. A well-written blog post that ranks on Google or gets cited by an AI assistant works for you indefinitely — 24 hours a day, 365 days a year. For a small-batch brand competing against companies with massive ad budgets, organic placement through SEO and GEO is the great equalizer. One blog post that answers the right question can outperform thousands of dollars in ad spend — because it builds trust, not just impressions.
An aggressive, front-loaded content schedule designed to establish Earthy Makeup's authority in the green beauty space within six months.
~36 posts in 90 days. This is the foundation-building sprint. High-volume publishing signals authority to both Google and AI systems. Content covers ingredient deep-dives, clean beauty education, shade guides, and how-to content — all optimized for both traditional search and generative AI citation.
~26 posts over 90 days. With the content foundation established, we shift to a sustainable cadence focused on deepening authority. Posts become more targeted — responding to search trends, seasonal content, and gaps identified from Phase 1 performance data.
Each post is a permanent asset — optimized for Google, structured for AI citation, and written in Earthy Makeup's voice. This is the kind of content library that turns a small-batch brand into the first name someone hears when they ask for a recommendation.
Most beauty brands treat every visitor like a stranger — every time. We're building something different: a personal beauty concierge powered by AI that learns who your customers are, remembers what they love, and greets them by name when they come back.
A guided quiz built into the website that learns about each customer — their skin tone, their style preferences, what they're looking for in clean beauty, their concerns, their goals. It's conversational, not clinical. It feels like talking to a knowledgeable friend at a beauty counter.
Every answer builds a personalized customer profile. The AI concierge doesn't just process the quiz and forget — it stores the customer's name, preferences, skin type, and product interests. When that customer returns to the site, the concierge remembers them. By name. Indefinitely.
The concierge recommends products based on what it knows about each customer. "Welcome back, Sofia — the Dusty Rose you loved last time pairs beautifully with our Moonstone eye pencil." This is the kind of experience customers expect from a luxury counter, now available 24/7 on your website.
The AI concierge lives on every page of earthymakeup.com as an elegant chat widget. Customers can ask questions, get shade recommendations, and learn about ingredients — all in real time, all in the brand voice.
The concierge will also be housed on the new blog — the same blog driving 62 posts of SEO and GEO content. This means every piece of educational content becomes a conversion opportunity. A customer reads about rice orizanol, and the concierge is right there to help her find the right product.
The system is built to grow. In future phases, the AI can be enabled to remember a customer's purchase history — recommending replenishment, complementary products, and new launches based on what they've already bought and loved.
The new blog will be integrated directly into earthymakeup.com — not a separate subdomain, not a disconnected platform. This is critical for SEO. Every blog post builds domain authority for the main site, improving search placement across all pages. Combined with our 62-post publishing strategy, this positions Earthy Makeup for top organic search placement in the green beauty space.
This is the most aggressive organic content campaign in the green beauty industry. No brand at this scale is publishing at this volume, with this level of SEO and GEO optimization, backed by a personalized AI concierge that turns readers into customers.
A clear, straightforward structure — one setup cost for the content library, then a flat monthly fee that covers everything.
The following are outside the base investment and require separate discussion or add-on pricing.
Expand the scope of this engagement with any of the following services.
| Add-On Service | Details | Investment |
|---|---|---|
| ADD-ON #1 — Extended Photo Post-Production | ||
| Premium Retouching Package | Skin retouching beyond standard corrections, background compositing, advanced color grading, and delivery of layered files. | + $800 One-Time |
| ADD-ON #2 — Active Community Management | ||
| DM & Comment Response | Dedicated daily monitoring and response to comments and DMs across all platforms in brand voice. Up to 2 hours/day. | + $400/mo |
| Influencer Seeding | Identifying, contacting, and coordinating product sends to 5–10 micro-influencers per month in the clean beauty space. | + $500/mo |
| ADD-ON #3 — Custom Website / Blog Integration | ||
| Custom CMS Integration | For sites requiring custom development work to integrate the blog (non-standard CMS, headless builds, API-connected platforms). | From $500 One-Time |
| AI Concierge Advanced Build | Extended quiz flows, multi-language support, custom memory logic, and integration with Shopify purchase history for returning customer recognition. | From $750 One-Time |
| ADD-ON #4 — Additional Photography | ||
| Seasonal / Product Launch Shoot | Half-day shoot with 1–2 models, styling, and studio. Produces an additional 2–3 months of non-repeating content. | From $2,200 Per Shoot |
| ADD-ON #5 — Analytics & Reporting Upgrade | ||
| Advanced Monthly Report | Detailed analytics dashboard covering follower growth, content performance by post, blog traffic, search ranking progress, and AI citation tracking. Includes a 30-min review call. | + $250/mo |
| ADD-ON #6 — Paid Social Advertising | ||
| Meta Ad Management | Campaign strategy, creative, and media buying across Facebook and Instagram. Includes A/B testing, audience buildout, and monthly reporting. Ad spend billed separately. | From $800/mo + Ad Spend |
From kickoff to live content in under a month.
Brand deep-dive, content strategy development, photoshoot planning — model casting, styling direction, shot list.
Photoshoot day. Full production with three models, hair and makeup, studio setup. Post-production and asset organization.
First month's content calendar created. Blog strategy and initial SEO content drafted. Platform profiles optimized.
Content goes live across Instagram, Facebook, and TikTok. First blog posts published. Ongoing management begins.