8.76%
Engagement Rate
16.88%
Conversion Rate
5,623 minutes
Watch Time
About Ruby’s Organics
Ruby’s Organics is India’s first clean beauty brand focused on plant-based makeup. Founded by Rubeina Karachiwala, the brand creates chemical-free cosmetics that double as skincare, blending natural pigments with nourishing botanicals. Their vision of sustainable beauty was also spotlighted on Shark Tank India 2022, gaining massive consumer trust and recognition. Despite a loyal customer base, the brand faced hurdles in translating its value online—where visuals need to do all the talking.
While Ruby’s Organics had a strong product range and loyal following, communicating the real benefits of their plant-based makeup online wasn’t easy. The lack of dynamic visuals created a disconnect between product quality and user perception, resulting in missed conversions and hesitation from first-time buyers.
Static visuals failed to show product finish:Creamy textures, buildable coverage, and shade nuances couldn’t be captured in still images.
Shade matching lacked clarity:Buyers hesitated due to uncertainty about how shades would appear on different skin tones and lighting conditions. accommodated clothing, accessories, and travel essentials.
Product credibility needed reinforcement:Without seeing real people use the products, new visitors weren’t sure if the items delivered on their claims.
Ruby’s Organics turned to ReelUp to bridge the content gap with interactive, creator-driven videos that brought their products to life. By embedding shoppable video experiences at key decision points, the brand successfully recreated the “try-before-you-buy” feeling online.
Creator-led tutorialsCreator-led tutorials were embedded directly on product pages to showcase blendability, shade match, and final looks in real time.
Close-up application videos:The videos provided a true sense of texture and consistency.
Shoppable videos:The videos let users engage, explore, and buy—all in one seamless flow.
With just a few targeted video placements, Ruby’s Organics achieved:
5,623 minutes Watch Time
8.76% Engagement Rate
16.88% Conversion Rate
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