From Single-Product Plateau to Multi-Product Growth

Smyle is a Dutch personal care brand known for its plastic-free toothpaste tabs. By early 2024, strong traction from its hero product and eco message had plateaued, limited to a niche audience. To grow, Smyle needed to evolve beyond sustainability. Adwave stepped in, driving Meta media buying, creative direction, and strategic growth input to unlock scale.

Together we built a roadmap for scale—starting with product expansion. Smyle launched new offers like the Whitening Kit and eBrush, plus colors and limited editions to boost appeal. In parallel, Adwave built a Meta creative engine with weekly testing, varied formats, and audience-tailored messaging. This drove consistent performance and produced top-performing ads still live today.

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With just one product in market, Smyle’s Meta campaigns quickly hit limits. Ads worked in a small eco-conscious audience, but scaling proved tough. Creative fatigue slowed performance, and fresh angles were missing. To break through, Smyle needed new offers, new messaging, and a system for consistent, conversion-driven creative output.

The strategy paid off, in 1st half 2025 Smyle grew new customer acquisition +105% while CAC dropped 13%. At the same time, Meta ad spend scaled +78% without losing efficiency or creative freshness. Smyle has transformed into a fast-moving, multi-product personal care brand with a strong foundation for sustained growth.