Building Non-Brand Organic
Growth for a Skincare Brand

01 About the Client

Beautenic is a Pakistani skincare brand that sells direct-to-consumer through its Shopify store. It positions itself as "Skin-Driven Clean Beauty" and offers a full routine range: face washes, serums, moisturizers, sunscreens, toners, cleansing oils and balms, spot treatments, lip and body care, and concern-based kits for acne and pigmentation. Hero products include the Tinted Mineral Sunscreen SPF 100, the Azelaic Acid (10% +) Alpha Arbutin (2% +) Licorice serum and the Niacinamide (10% +) TXA (4%) serum.

Beautenic brought Rholab on board in March 2026 to take over SEO and ongoing website maintenance. Rholab continues to manage both today.

02 The Challenge

When Rholab started, the site had a recognisable brand but limited reach beyond people already searching for it:

• Heavy reliance on branded search. The brand name "beautenic" was the single largest source of clicks (1,649 in the prior period), while generic category searches delivered far less.
• Weak rankings on high-intent category terms. "tinted sunscreen in pakistan" drew only 80 clicks and "best tinted sunscreen in pakistan" just 16, despite being buying-stage searches for a hero product.
• Average position at the edge of page one. Across all queries, the site averaged position 10.6, so much of its visibility sat on page two where few shoppers click.
• Revenue exposed to paid and social channels. A large share of sales depended on Instagram and other social sources, which are volatile and costly to sustain.

03 Rholab's Approach

Rholab ran SEO and site maintenance as one continuous programme so that technical health, content and authority work reinforced each other:

04 Results: Google Search Performance

Google Search Console compares Rholab's period (1 Mar to 11 Oct 2026, 225 days) with the period before (1 Jul 2025 to 28 Feb 2026, 243 days). Because the earlier window is 18 days longer, per-day figures give the fairest comparison.

The site now earns more clicks from a similar level of visibility. With average position moving from page two onto page one and CTR rising by about a fifth, every impression is worth more traffic than before.

05 High-Intent Keyword Wins

The clearest gains came on non-brand searches from shoppers ready to buy, which is where new customers come from:

Together, the two tinted sunscreen queries grew from 96 to 584 clicks (about 6x), and their impressions rose from 3,500 to 12,771. "tinted sunscreen in pakistan" now earns more impressions than the brand name itself (8,481 vs. 6,294).

06 Authority & AI Search Visibility

Semrush's Pakistan database (desktop, 11 Oct 2026) shows a healthy and growing profile:

As shoppers increasingly ask AI assistants for product recommendations, Beautenic is already being cited:

Google AI Overviews account for most of the citations (17 of 22 pages), which means Beautenic's product and ingredient pages are already trusted as answer sources for skincare questions.

07 Commercial Impact: Google Became the Anchor

Shopify's sales-by-referrer report compares two equal 225-day windows (1 Mar to 11 Oct 2026 vs. 19 Jul 2025 to 28 Feb 2026). Store revenue in the current window totals Rs 12.66M.

Store sales fell across every channel in this period, a market-wide slowdown driven mostly by social: combined Instagram revenue. Against that, Google Search was the most resilient channel, with the smallest decline of any major source. It now brings in 62% of all store revenue and its share of the top five channels rose from 40% to 47%.

08 What the Data Tells Us

Non-brand SEO is offsetting the fall in brand demand. Searches for the brand name dropped (clicks on "beautenic" fell from 1,649 to 1,057), most likely because reduced Instagram activity created fewer new brand searchers. Non-brand category rankings built by Rholab filled that gap: total organic clicks still grew 21% and Google held up better than any other revenue channel. SEO is now bringing in customers who had never heard of Beautenic.

Areas we are working on. Clicks for "azelaic acid serum" (352 to 215) and "azelaic acid serum in pakistan" (289 to 174) declined, as did "skincare brands in pakistan" (211 to 160). These are high-value, competitive terms and are the next priority.

09 Next Steps

• 1

  Win back azelaic acid serum rankings

  Apply the tinted sunscreen playbook: refreshed product and collection pages, ingredient-led content and internal links.

• 2

  Expand into the wider range

  Niacinamide, salicylic acid and vitamin C serums, moisturizers and acne and pigmentation kits, each targeting "in Pakistan" buying-intent searches.

• 3

  Grow AI search citations

  Beyond AI Overviews into ChatGPT, Gemini and AI Mode through FAQ content, structured data and authoritative mentions.

• 4

  Protect brand demand

  Own branded and misspelled searches (such as "beautanic") and support brand campaigns with search-ready landing pages.

• 5

  Keep maintenance tight

  Ensure site speed, indexing and theme updates continue to support rankings through sale seasons.