.png)
Men's skincare in Australia was growing but still dominated by legacy brands and clinical positioning. SADA MEN entered with an Australian-made, native-ingredient clay mask that needed to feel approachable, masculine and premium at once. The brand had to earn permission before it could earn revenue.
The global men's grooming market was projected to exceed $115 billion, but skincare-specific penetration in Australia remained low. SADA MEN's opportunity was to own the entry point: a single hero product that made skincare feel simple and accessible for men.
One hero product, taken from launch to retail shelves in under 12 months. We built the brand, the Shopify store and the ambassador engine around a single clay mask, and let the community do the selling.
Antimony delivered brand strategy, creative direction, a custom Shopify website, Klaviyo CRM and email marketing, and a micro-influencer and ambassador program. The UGC it generated became the backbone of a targeted advertising campaign built on a structured go-to-market and content strategy.
The Shopify build was designed for the practical, solution-oriented mindset of the audience. From a skincare quiz to concise product content, every element guided users from curiosity to purchase, and Klaviyo flows continued the conversation long after the first interaction.
SADA MEN sold 210 units in its first month, recruited 286 brand ambassadors at launch, and secured 13 retail partnerships within the first six months.
An 18,000+ subscriber database built in Klaviyo in under 12 months, website conversion lifted from 1.2% to 4.5% after the Klaviyo and UX work, and 14.6K organic Instagram followers in 18 months.
