Bloom & Shine: Hairburst's Growth Journey in MENA
Revenue
=
Traffic
x
Conversion
x
Price
x
Availability
UAE
|
Beauty
|
Growth
65%
Month-on-Month growth on Noon Minutes
4.5
Average ROAS
36%
Repeat customers
79%
Growth in products' sales mix
THe Brand
Hairburst, is a UK-based premium beauty brand known for its clean, science-backed haircare.
Challenge
Navigating Fragmentation, Visibility, and Growth Constraints
Hairburst faced several interconnected challenges in its UAE expansion: unauthorised sellers operating in fragmented grey markets caused pricing inconsistencies and eroded brand trust, while reliance on core marketplaces limited sustainable growth in new regional channels. At the same time, competing in a premium beauty category drove up advertising costs and reduced visibility with new UAE audiences, creating the need for data-driven, video-led campaigns to improve awareness and conversion. These pressures were compounded by operational hurdles, as successful expansion required comprehensive support across compliance, import management, and logistics.
Solution
Driving Scalable, Omnichannel Growth
Pattern helped Hairburst accelerate growth across the UAE through a comprehensive ecommerce strategy that expanded the brand’s presence beyond Amazon to Noon, Noon Minutes, and Namshi, creating a balanced, omnichannel footprint across key Gulf marketplaces. Using Pattern’s technology, the team identified unauthorised sellers while enhancing visibility through richer content and SEO. Powered by Pattern’s patented adtech platform, Destiny, full-funnel campaigns attracted new shoppers, re-engaged loyal customers, and delivered measurable performance, while Pattern’s end-to-end management of import compliance, warehousing, and fulfilment ensured efficient, nationwide UAE coverage.
result
Turning Marketplace Expansion into Measurable Commercial Impact
In partnership with Pattern, Hairburst achieved rapid marketplace expansion, increasing the sales mix of its products on Noon and Namshi from 28% to 50% and establishing a scalable omnichannel foundation across the UAE’s leading ecommerce platforms. The brand also recorded 65% month-over-month growth on Noon Minutes, driven by repeat purchases of fast-moving beauty SKUs and supported by targeted advertising and seasonal promotions that attracted new customers while sustaining strong repeat engagement. This momentum delivered an average ROAS of 4.5, with 36% of customers returning to purchase again—demonstrating how Pattern converts short-term performance gains into long-term, profitable brand equity.
The exponential power of together.
Let’s talk. We accelerate brands on ecommerce.
Revenue
Traffic x Conversion x Price x Availability
Pattern helps established brands succeed on global ecommerce marketplaces. To receive a complimentary analysis of your ecommerce presence and discuss it with an expert, please complete the form.
- Grow revenue by an average of 40% in the first year.
- Achieve profitable growth in ecommerce.
- Gain control of your brand across all marketplaces.
- Double your ecommerce resources at no cost.
- Expand to global marketplaces with ease.
%20(1).avif)