The brief.
EVA Cosmetics is a hundred-year-old Egyptian beauty house with deep retail penetration but a Shopify storefront that wasn't pulling its weight. The numbers in Meta and the numbers in GA4 didn't match. The product taxonomy didn't map cleanly to the catalog. Every sub-brand wanted its own moment without a clean way to give it one.
The mandate: don't redesign the brand. Engineer the stack underneath it so spend reads truthfully, the catalog routes correctly, and editorial moments — Recipe, Forever Long, Growth Perfector, Kids' Curls — can ship without dev tickets.
What we shipped.
Theme & merchandising.
A Shopify build that holds eight sub-brands without feeling like a sub-brand circus. Sub-brand strips, "Top Reviewed Hair Range" modules, expert-review carousels, and a "100 years of Egyptian beauty, trusted by generations" panel that does what a hero usually pretends to do.
Bundles & offers.
2+1 Free badging applied at the variant level, not as a hardcoded price-rule banner. Recipe collection treated as a flagship — video hero, dedicated landing, deep merchandising. Free-sample upsells handled at cart, not abandoned to a third-party app that breaks every quarter.
Tracking that told the truth.
GA4 rebuilt from scratch with proper event taxonomy. GTM tagged from scratch with deduplication baked in. Meta Conversions API installed and reconciled against the pixel. Catalog rebuilt with sub-brand metafields — so dynamic product ads stopped serving the wrong shampoo to the wrong audience.
Paid stack.
Meta and Google rebuilt around contribution margin, not vanity ROAS. Creative testing system on a calendar — never less than four ads in test, never more than the team can debrief in a Friday call. Sub-brand budgets pacing by inventory and seasonality, not by whoever shouted loudest in standup.
The outcome.
Monthly revenue went from 3M EGP to 11.5M EGP under operator leadership. The stack stopped lying. The catalog stopped breaking. New sub-brand launches now ship inside a known system — they don't need a one-off rescue every time.
