How a premium beauty marketplace grew attributed GMV 63% in its sale

BackgroundThe Opportunity: A Catalog That Never Stops Growing

Before Osmos, ad serving for one of India's premium beauty marketplaces ran on an in-house ad server that had never been built around this catalog: display sold only as fixed banners on two page types, priced by the day, with no performance reporting attached to any of it. Osmos brought onsite ad monetization in to replace it, running ads across premium makeup, skincare, haircare, and fragrance brands.

Challenge: The Wall: Two Kinds of Advertiser Demand, One Ad Format

In premium beauty, legacy names live and die by visibility. Prestige brands run deep catalogues, and new launches and relaunched shades land on top of that catalogue constantly, so there's always something that hasn't earned attention yet. For this retailer, that need ran into a narrow ad business: display inventory was capped at homepage and category banners sold on a cost-per-day basis, with no impressions, clicks, or attributed sales going back to the advertiser, so brands had no evidence to renew on, only faith.

The other gap sat at the opposite end of the funnel. Search and category pages, the two surfaces where a shopper's intent is highest, carried only a handful of sponsored placements, so a brand with a shopper already looking for it had almost no way to pay for that moment.

Solution: The Osmos Approach: More Inventory, Same Commercial Model

Osmos rebuilt the onsite ad business around how the retailer already sold, without asking it to change its commercial model.

• Product ads on search and category. Sponsored product placements extended into the two highest-intent surfaces on the site, closing the gap display alone couldn't cover.
• Display inventory beyond the banner. Spotlight and Wishlist placements opened sellable inventory for the beauty marketplace.
• Measurement attached to display. Impressions, clicks, and attributed sales reported per campaign, giving display the accountability product ads already carried.
• CPD supported, not replaced. The platform sold guaranteed buys by the day. Osmos supported cost-per-day natively instead of forcing a migration to CPM, so the commercial model stayed exactly as advertisers already understood it.

ImpactThe Result: GMV Up 63% during the flagship sale period

Comparing June to July 2026, the retailer's sale period, the program delivered:

• ~65% growth in attributed GMV during the sale period
• ~90% growth in ad revenue during the same period

New inventory and stronger visibility turned into advertiser demand, and that demand converted into sales the retailer could trace directly back to the ads that drove them.

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