We just broke down the entire 4M clicks/mo Smooche beauty funnel inside the Funnel of the Week members area

Want to see how this listicle-led DTC beauty funnel is doing it?

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Now let's take a quick look at 5 takeaways from the funnel that you can swipe & deploy to your own funnel asap

Smooche.com got 4.8M visits in September, according to SimilarWeb. In July it was 3.9M. That's a 22% jump in two months.

Two years ago, the same domain was a small lip plumper store.

Smooche's About page says the brand started with a single lip gloss in a tiny kitchen lab.

We didn't go looking for the kitchen. We went looking for the store.

The oldest version we could find is from June 2024. It sold three lip plumpers, Normal, Extreme and Long Lasting, plus a bundle. The headline said "Fuller lips, naturally." Prices were in euros, shipping was free worldwide, and a 1+1 deal was running.

Today the same site leads with a foundation that comes out of the bottle white. You blend it in and it turns into your skin tone. The biggest ads on YouTube are titled "Why Women 50+ Are Choosing This Over Botox."

Different product. Different category. An ad account now talking straight to women over 50.

And it's working. On the day we recorded, a search for smooche.com in the Meta Ad Library returned about 2,100 active ads. VidTao estimates the company spent around $14M on YouTube in the last 365 days, most of it since April.

Here's the part worth stealing. Put the 2024 store next to today's and two things haven't changed at all.

The product proves itself on camera in a few seconds. Back then it was before-and-after lips. Now it's white cream turning into skin.

The offer makes buying two feel like the default. Back then it was 1+1. Now it's a second bottle for $10 more.

Smooche swapped the product and the customer. It kept the proof and the offer. Everything else in this funnel is built on top of those two.

We went through the whole thing as a customer, from the ads to the last offer after checkout.

Here are five moves worth studying.

Smooche has been selling a visible result since the lip plumper days. The foundation just makes a better demo.

A woman puts white cream on her face and blends it, and by the end of the clip it's her skin tone. You can't fake that in one take, and some of the creators say so on camera.

That's why the account looks the way it does. On the brand page, Atria shows 89% of the ads are video, and they all build to that blend. The setting changes from a car to a bedroom to a Sephora counter. The payoff stays the same.

If your product has a visible before and after, that moment is your creative brief. Build every hook so it ends there.

Our capture shows six Facebook pages running Smooche ads. Two of them carry the account, and they behave completely differently.

The brand page pushes the discount. Image ads like "We made a HUGE mistake," headlines like "FINAL 287 BOTTLES," a "Shop now" button, and a product page waiting at the other end.

The second page is called Cosmetic Times. It looks like a beauty magazine, its ads use "Learn more," and it sends people to articles hosted on smooche.com under the same masthead. Atria shows its top landing page, a listicle, behind 1,497 ads, with the longest running for 223 days. The same page shows up on native ad networks too.

Someone seeing Smooche for the first time isn't ready for a countdown timer. But she'll read a story from a woman who tried seven foundations. Once she's seen the demo, a discount and a deadline are enough.

Give each stage its own door, with its own name and its own button. Any brand spending at scale can copy that.

The winning Cosmetic Times page opens with "I tried 7 different foundations. Only 1 made me look younger."

The first paragraph lists what the writer already spent money on: $180 foundations, $220 creams, $500 laser therapy, "some $40 Amazon oil with 5 star reviews." Then: "Six failures. One winner."

A reader sees her own bathroom shelf in the first ten seconds.

The offer box shows up early, right after reason five. A reader who's convinced clicks there. One who isn't keeps going and gets the explanation of how the formula works. Nobody has to scroll past what they don't need.

For most of Smooche's life, YouTube barely registered. VidTao's spend curve for Smooche LLC sits close to flat until early 2026, then climbs steeply from July to September.

The ads at the top of the table aren't about lips. Four of them sit at $1.4M to $1.6M each, most under one title: "Why Women 50+ Are Choosing This Over Botox."

The biggest one is a story. A woman lives in Seoul for two years, notices Korean women older than her look younger than she does, and assumes it's genetics. Her friend tells her otherwise: "You're not bad at makeup. You've just been using products that can't physically work."

That line moves the blame off the buyer and onto her tools. She's been doing everything right with the wrong products. That's a belief shift, and it's why a three minute story earns its place next to the short demos.

This one goes back to the lip plumper store and its 1+1 deal.

Today, on the default monthly refill, one bottle is $39. Two bottles are $49, with a free blender, a free mystery gift and free shipping.

Ten dollars more for twice the product and three freebies doesn't feel like a decision. On the walkthrough we tried to start with one bottle, the way we start most walkthroughs, to see how hard a brand pushes. We switched halfway through because staying on one felt silly.

That's only the start of the order. What happens after you click Add to Cart is where Smooche gets really clever. We break down every step, with screenshots, inside the community.

Smooche's product today looks nothing like its product in 2024. The playbook looks the same.

If you sell something with a visible result, start there. Find your five seconds of proof. Then decide which door each audience walks through to reach it.

See you in the next one,

Funnel of the Week Team

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