Sector: eCommerce – Wellness
Who are they?
Adaptogenic Apothecary is a UK-based wellness brand specialising in botanical formulations, adaptogens, and medicinal mushrooms, designed to support hormonal balance, stress resilience, sleep, energy, and overall mental wellbeing.
The brand was born out of the founders own lived experience with perimenopause, menstrual disruption, PMS, and hormonal fluctuations. After extensive research in collaboration with a medical herbalist, they developed cycle-aware blends and supplements that align with different life stages – from menstrual cycles to menopause.
Their product line includes targeted blends such as Harmony (designed to support all four phases of the menstrual cycle), as well as formulas for menopause (e.g. Freedom), sleep support (Peace), and vitality (Power). The brand’s identity leans into apothecary aesthetics – dark amber jars, botanical illustrations, and a sense of ritualistic, earth-rooted self-care.
Trusted by its customers, Adaptogenic Apothecary has earned high ratings on platforms such as Trustpilot, with many users citing improvements in mood, sleep, hormonal symptoms, and overall wellbeing.
In summary, Adaptogenic Apothecary blends botanical wisdom with scientific insight to provide a premium, holistic approach to hormonal and wellness support, positioning itself as a thoughtful alternative in the crowded supplement space.
What did our client need?
When Adaptogenic Apothecary partnered with us, they had already worked with previous agencies who were unable to generate profitable sales through paid media. Campaigns lacked the right structure, creative strategy, and optimisation to convert awareness into sustainable revenue.
We rebuilt their entire paid media approach across Google Ads and Meta, focusing on profitability and scale:
- Google Ads: We restructured campaigns to align with customer search intent, refined targeting, and implemented conversion tracking that allowed us to optimise for actual sales rather than vanity metrics. This gave the account a much clearer path to profitable growth.
- Meta Ads: We developed new campaign structures designed to drive efficiency, testing fresh audiences, placements, and creative formats to improve both reach and conversion rates.
- Video Strategy: Recognising the importance of video for storytelling in the wellness space, we advised and supported their video strategy—ensuring that content was optimised for performance advertising as well as brand engagement. This included input on creative direction, length, and messaging so that videos could perform effectively across paid social.
Through this combination of technical rebuilds and creative input, we turned previously unprofitable channels into consistent revenue drivers for the brand.
What did our client think?
“Working with Blue Thirst has quickly turned our google and meta ad strategy and results around; he understood our brand positioning, products and customers and was rebuilt our campaigns rapidly to deliver the best sales month ever in less than 3 months”