Top Eyebrow Brand Wins +30bps of Share Beyond Brow

Case Study: Top 3 Eyebrow Brand x DAASH

A top 3 eyebrow brand had built a leadership position in brow—but that strength was also becoming a constraint. To keep growing, the CRO knew the brand needed to win in categories beyond the one it was known for. The question was where.

Internal reporting showed how the brand itself was performing, but not where category demand was shifting, which competitors were gaining ground, or how those opportunities differed across retailers. Without that context, the team risked applying one static category strategy to very different retail environments.

The Result: How the Brand Won Share Beyond Brow

“Retailer-level category signals revealed where to play next—helping the brand gain 30 basis points beyond brow and reach the Top 10 in makeup.”

DAASH competitive rankings showed the CRO where the brand stood within the broader makeup market. Category growth and velocity data then surfaced where demand was building and which categories offered the strongest opportunities for expansion.

The analysis also revealed that the same playbook would not work everywhere. Retailer-level sales showed different category dynamics at Sephora and Ulta, giving the brand evidence to tailor its focus by account instead of pursuing one universal plan.

That retailer-specific strategy helped the brand expand beyond its brow stronghold, add 30 basis points of share in new categories, and achieve its goal of becoming a Top 10 makeup brand.