Sadhika | Social Media & Content Strategist
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ALT+K Brand Launch - Digital
Brief
ALT+K is an Indian beauty brand founded by lifestyle influencer Nitibha Kaul, designed for all genders and age groups with a focus on sensitive-skin-friendly makeup (hyaluronic acid, niacinamide, and peptides as core ingredients). It launched with three products — Tinted Serum, Color Stick, and Lip Gloss. As the brand's social media executive, I owned the launch content strategy end-to-end: building pre-launch anticipation, aligning messaging with brand identity, coordinating influencer collaborations, and briefing designers/copywriters to keep creative execution consistent across platforms.
Strategy
Insight: Sensitive-skin and inclusive beauty conversations tend to feel clinical or impersonal — the launch needed to feel like a real conversation, not a product drop.
Content: Opened with a vox-pop pre-launch series featuring founder Nitibha Kaul asking real people about their skincare concerns, building curiosity and relatability before the reveal. Followed with a content series unpacking the brand's origin story and purpose. Layered in influencer collaborations and a consistent visual/messaging tone across platforms to carry the digital-first launch through to release day, while adapting in real time to audience engagement and tight production timelines.
Results
10,000+ orders within the first 24 hours
100K+ in total sales
150% follower growth in week one
35% increase in engagement
Strong organic shares and saves, signaling the messaging genuinely resonated with the target audience
With a strong interest in fashion and beauty, launching a beauty brand early in my career was a pivotal experience—shaping my understanding of brand building, consumer behavior, and market positioning. Working on this project not only strengthened my communication and project management skills but also deepened my understanding of what it takes to successfully launch a brand in the highly competitive beauty space.
