The hair tool taking the beauty industry by storm

Nu Pro Hair & Beauty

  • Based: United Kingdom
  • Industry: Beauty & Haircare
  • Project Duration: 2020 - Present
  • Development Model: UK Marketer

Client Background

Nu Pro Hair and Beauty is an up-and-coming UK-based Beauty and Hair Tool company that currently sell Hotbrush Stylers and Hairbrushes and is in the process of branching into the beauty industry with high-quality makeup brushes.

Having launched their first website back in 2020, with the help of the Dotsquares Design & Development team, Nu Pro have gone on to restyle their Shopify store to accommodate for their fast growth and expansion. In just one year, the brand has gone from a start-up with a few thousand followers on Instagram, to a household name and major competitor in the hair & beauty industry. Using a carefully curated marketing strategy, Nu Pro Hair & Beauty is going from strength to strength and has sold thousands of products since its launch.

Nu Pro Hair Beauty

Why did the client come to Dotsquares?

Nu Pro approached Dotsquares when they were only selling one product having just launched a month prior with no website as of yet. With no branding strategy or advertising plan in place, Nu Pro were looking to take on both Organic and Paid Social Media Marketing with the addition of Influencer Marketing. All social media accounts at the time had belonged to a previous company of the CEO and needed a complete overhaul to legitimise the brand and present a strong image for the official launch of what was then Nu Hair Pro Styler.

Solution Delivered

Our aim was first to create a clear, concise branding strategy to establish Nu Pro amongst some of the larger brands in the industry. The initial focus was predominately on Organic Social Media Marketing, designing quality creatives, cementing a strong tone of voice for the brand, engaging captions, dedicated engagement processes, all with the goal to grow their Instagram following and grow sales month on month, whilst maintaining the quality of followers and potential customers.

Further down the line, we introduced Influencer Marketing to further build the reputation of the brand. We put together a strategy to identify key influencers who not only created high-quality content to be shared across their feed but also had an audience who was likely to act on promotions for Nu Pro products.

Once all Organic and Influencer efforts were well underway and plenty of quality content to utilise in July 2021, we could move onto the third phase of the brand's social growth: Facebook Ads. With over 6 months of organic progress, we assessed the current data we had for campaign targeting and made a plan to begin with Video Views, Traffic and Conversion campaigns.

Nu Pro Hair Beauty

Services used

  • checkOrganic SMM
  • checkContent Creation
  • checkInfluencer Marketing
  • checkPaid Facebook/ Instagram Ads


Our marketing efforts for Nu Pro begun with the official launch in November 2020. The first 6 months were dedicated to getting the brand off the ground and getting the name out there, whilst pushing sales predominantly through organic engagement and highly specific influencer marketing.

By identifying a key group of people to form an engaged audience and connecting with them and associated accounts, alongside selecting a handful of medium-sized influencers to share a variety of content including Reels, Stories and Grid Posts, we saw an increase of over 10,000 followers and a total sales value of £143,000.

Our engagement strategy was formed of 4 key processes: Follow/Unfollow, Interest Targeting, Competitor Targeting and Geotargeting. Creating an aesthetically pleasing yet informative and engaging grid was also a large factor when it came to growing Nu Pro's organic following. Using a combination of real customer/influencer images as well as on-brand graphics, quotes and inspiration posts, the Instagram feed started to take form and built brand trust amongst potential buyers and collaborations alike.

Nu Pro Hair Beauty

What the client has to say...

Dotsquares have been an integral part of getting my brand up and running and they have supported me through the start-up journey. From the development of our new website to design, marketing & influencer management, the team was really helpful and went above and beyond to accommodate my business's needs. I would definitely recommend!

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Amy BrownOwner and founder of Nu Pro Hair & Beauty

Nu Pro Hair & Beauty

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