Cheng Beauty UAE: 10,000+ customers, AED 1M+ in sales

The challenge

Beauty is one of the most crowded categories in the Gulf. Customers want proof that a product is genuine before they order, most of them prefer to pay cash on delivery, and many want to ask a question on WhatsApp before they buy. A pretty website alone does not sell in this market.

What we built

• A WooCommerce store organised by brand and by need: skin care, hair care, bath and body, supplements, drinks and perfumes.
• Cash on delivery and shipping rules set up for all seven emirates, tested on a phone end to end.
• WhatsApp built in as the main sales channel, not as an afterthought support button.
• Product pages that answer the real buying questions: authenticity, batch visibility and delivery time.

How we grew it

Meta ads with click-to-WhatsApp. In the Gulf, sending paid traffic into a WhatsApp conversation often beats sending it to a checkout. We built custom audiences from our own buyers, retargeted past visitors and refreshed creative before frequency killed the cost per result.

TikTok and live selling. The UAE's Filipino, Indian, Pakistani and Arab audiences behave as separate markets on the same app. We plan content and live sessions for each one.

SEO for product and category pages. Descriptions written for buyers and for Google, clean category structure and schema markup, so organic search brings orders without paying for every click.

Retention. Repeat buyers are the cheapest sales a store will ever make, so every order feeds the next campaign.

What we learned (so you don't pay for it)

Spending in the UAE follows the payday cycle, not the calendar. Cash on delivery still outsells card. And one payment method once dropped the shipping charge on every order it processed while looking perfect in the admin, which is why we now test every checkout on a real phone before launch.