[CASE STUDY] How an Established Skincare Brand Turned Mobile Into Its Newest Growth Channel
Wawa Fresh Cosmetics, a Romanian natural skincare brand, partnered with SimiCart to bring its Shopify store into a native mobile app — and used the launch to open up a new paid acquisition channel through Meta.
About the customer
- Name: Wawa Fresh Cosmetics
- Country: Romania
- Start year: 2016
- Platform: Shopify
- Website: wawacosmetics.com
- Industry: Health & Beauty
- Goods: Vegan, natural skincare — serums, creams, and treatments made fresh in small weekly batches
About the brand
Wawa Fresh Cosmetics makes 100% vegan skincare in small batches, prepared weekly with natural ingredients and no unnecessary preservatives. As the brand describes it on its own site:
“We are natural beings and therefore respond best when the food we eat or the products we apply come from an organic place as well… WAWA Fresh Cosmetic’s products have a shelf life of only 6 months, proving that there are no artificial ingredients or chemicals in our batches to prolong shelf life.”
Now marking its 10th year, the brand recently launched an expanded product line — its “Bio-Longevity Protocol” — featuring Romanian-formulated skincare using biomimetic plant growth factors.
Why go mobile
When asked why Wawa Fresh Cosmetics wanted to build a mobile app, the team pointed to three priorities:
- Improve user experience via mobile features
- Enhance customer engagement & loyalty
- Strengthen brand identity
Solutions
SimiCart plan: Pro
Enabling paid acquisition through Meta Ads SDK integration
To help Wawa drive traffic directly into its new app rather than just its website, SimiCart’s team integrated the Meta Ads SDK into the app. This is one of the more technically involved integrations SimiCart offers — it requires a verified Meta Business account, creating a dedicated Meta app, and inviting SimiCart’s team as an Administrator so the SDK wiring can be completed on the merchant’s behalf.
With this in place, Wawa gained the ability to run app-install ad campaigns on Meta platforms, giving the brand a direct paid channel to grow its app user base — something a website-only presence can’t offer in the same way. The integration enables tracking of key campaign performance metrics directly tied to app activity: app installs, app activations, add-to-cart events, and purchases.
Bringing product reviews into the app with Judge.me
Wawa uses Judge.me to collect customer reviews on its online store. SimiCart’s team integrated Judge.me into the app, pulling star ratings and written reviews directly onto each product’s page. For a skincare brand where trust and proof of results matter, having real customer reviews visible at the point of purchase — rather than requiring shoppers to check elsewhere — helps reinforce credibility and supports the buying decision right where it happens.
Results
Since launching in January 2026, Wawa Fresh Cosmetics’ app has recorded 448 tracked installs. The app is live on both the App Store and Google Play, offering the brand’s full product catalog.
