Audience size
Audiences run out quickly
In a market of 1.4 to 2.9 million people, a Meta audience saturates fast. Frequency rises and the same people see the same ad. Each market needs more angles, and a budget plan that knows when a market is full.
Beauty, cosmetics & supplement brands · Lithuania · Latvia · Estonia
The beauty marketing agency for brands selling in the Baltics
APG Media runs Google Ads, Meta ads, SEO and AI search visibility for skincare, cosmetics, haircare and food supplement brands in Lithuania, Latvia and Estonia. One senior team plans all of it, market by market, with tracking you can rely on and prices published up front.
- Google Premier Partner
- Campaigns in Lithuanian, Latvian and Estonian
- From €990/month excl. VAT, ad spend separate
- Ad accounts and data stay in your name
In short
APG Media is a performance marketing agency in Vilnius that grows beauty, skincare, cosmetics, haircare and food supplement brands in Lithuania, Latvia and Estonia. It runs Google Ads (Search, Shopping and Performance Max), Meta ads, SEO, and AI search visibility work (GEO, AEO and ChatGPT ads), and sets up GA4 and server-side tracking so every market can be measured on its own.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius.
Updated 27 October 2026
Why the Baltics need their own plan
Beauty in the Baltics is three small markets, not one region.
About six million people, three languages, large Russian-speaking audiences in Latvia and Estonia, and shoppers who compare prices before they order. A plan copied from a big single market usually breaks in four places.
Language
One translation is not localisation
Shoppers search in their own language, as the three queries above show. Keywords, product feeds and ad copy are built per language, and we agree who reviews each language before anything goes live.
Comparison shopping
Buyers check other shops first
Baltic shoppers look at Douglas, pharmacy chains and marketplaces such as Pigu.lt, 220.lv and Kaup24.ee before buying from a brand's own shop. Your Shopping feed, brand search and reviews decide whether they come back to you.
AI answers
AI assistants quote other people's pages
In APG's 2026 study of 504 AI answers in Lithuania, company websites made up only 9% of Perplexity citations and 20% of ChatGPT citations. With little content in Lithuanian, Latvian or Estonian, a few pages can shape what an assistant says about your brand.
Selling in two or three Baltic markets with one plan? We'll show you where each market is losing money.
Ask for a market reviewClaims and compliance
Claims that pass review in three languages.
Cosmetics and food supplements follow the same EU rules in all three countries. Problems usually start later: in translation, in a creator's caption or in an ad written in a hurry. We write ads from a claims sheet agreed for each hero product before the first ad runs.
Reg. (EC) 1223/2009 · Reg. (EU) 655/2013
Cosmetics
Cosmetic claims must meet six common criteria: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making. "Clinically proven" needs the study behind it.
Reg. (EC) 1924/2006 · Reg. (EU) 432/2012
Food supplements
Health claims must come from the EU Register of authorised claims, in wording that keeps the authorised meaning. Botanical claims have been on hold at EU level since 2010, so we handle them with extra care.
Meta and Google ad policies
Platform rules
Meta's personal attributes policy rejects copy such as "Struggling with acne?". "For acne-prone skin" says the same thing and usually passes. We write for the platform's rules as well as the law.
We are a marketing agency, not a law firm. New or borderline claims go to your regulatory or legal adviser before launch.
What we do
Search, social and AI answers, run by one senior team.
Most beauty brands we meet have one agency on Meta, someone else on Google, and nobody responsible for SEO or for what ChatGPT says about them. We plan these channels together and judge them by the same numbers.
Google Ads and Shopping
Reach people searching for an ingredient, a skin concern or your brand.
- Search, Shopping and Performance Max
- Product feeds per language and market
- Brand campaigns that keep resellers off your name
Meta ads
Facebook and Instagram for discovery and repeat purchase.
- Creative tests by argument: benefit, routine, proof or offer
- Catalogue and dynamic product ads
- Pixel and Conversions API checked before scaling
SEO for beauty e-commerce
Rank category, concern and ingredient pages in each language.
- Keyword map per market
- Category and product page structure
- Links from relevant local media
AI search visibility
Improve how ChatGPT, Gemini, Perplexity and Google AI Overviews describe and recommend your products.
- Monthly prompt tracking per market
- Answer-ready product and FAQ content
- ChatGPT ads where the numbers support it
Measurement
Numbers you can compare across markets and channels.
- GA4 set up for e-commerce
- Server-side tracking and Consent Mode v2
- New and returning customers per market
Claims and localisation
Copy that persuades and still passes review.
- Claims sheet per hero product
- Copy per language with an agreed reviewer
- Ad, feed and landing page aligned per market
What we don't do
We don't design packaging or brand identities, run influencer PR or manage email platforms. Video and UGC production are scoped separately. When you need these, we plan with your team or partners so every channel uses the same offers and data.
How we work
One plan for the feed, the search box and the AI answer.
Beauty buyers find products while scrolling, compare them in search and increasingly ask an AI assistant before they buy. We work through five steps, in this order, for every market you sell in.
Fix measurement first
We audit GA4, Meta Pixel and Conversions API, Google conversion tags, consent setup and product feeds. Every purchase should be counted once, with its value, in the right market.
Outcome: one set of numbers both teams trust.
Agree claims and languages
We build the claims sheet for your hero products and agree who reviews Lithuanian, Latvian and Estonian copy.
Outcome: approved wording that ads, feeds and pages reuse.
Map demand in each market
We pull search volumes for concerns, ingredients and product types in each language, check what Google and AI assistants show today, and set them against your margins.
Outcome: a priority list by market and channel.
Build and test
Google campaigns and feeds go live per market. Meta tests one argument at a time. SEO and answer-ready content go first to the pages with the most demand.
Outcome: live campaigns and a dated testing plan.
Read, decide, reallocate
Each month we review conversion value, cost per purchase, share of new customers and AI answer presence by market and channel, then move budget to where the next euro works hardest.
Outcome: written decisions for the next month.
Want this plan for your brand? Bring your shop URL and your markets to a 30-minute call.
Results
Results with dates and limits.
Each figure is platform-reported, with its comparison period and the limits we know about. If we can't date a result, we don't publish it.
+121.6%conversion value
Ad spend +91.7%CPA −9.1%ROAS 8.17 → 9.45
InBeauty sells a wide range of cosmetics and haircare. The question was how to grow Google volume without each sale getting more expensive. In the May period, conversion value was 121.6% higher than in January while spend rose 91.7% and cost per acquisition fell 9.1%.
Period: 5 Jan–1 Feb vs 4–31 May 2026, four weeks each.
Limits: this was a strong growth stage. ROAS for 3–30 August was 5.79, so this is not a full-year result.
One brand, three Baltic markets
| Market | Conversion value | Cost per conversion |
|---|---|---|
| Lithuania | +188.8% | −57.6% |
| Latvia | +219.2% | −54.8% |
| Estonia | +318.6% | −54.9% |
Period: 5 Jan–1 Feb vs 3–30 Aug 2026, four weeks each.
Limits: Nostra is not a beauty brand. It is here because it shows one brand managed market by market. Promotions, seasonality and attribution are not separated, and in Latvia Google ROAS fell over the same comparison.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. ROAS is conversion value divided by ad spend. All 14 client and market stories
Choosing an agency
Choosing a beauty marketing agency for the Baltics
Brands selling here usually compare three kinds of agency. Each has strengths. This is how they tend to differ on the points that matter in these markets.
| What to check | International beauty specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages and shops | Usually translated from English | Strong in one market | Campaigns, feeds and keywords per market in LT, LV and EE |
| Google Search, Shopping and SEO | Often Meta-first; SEO rarely included | Usually covered | Google Premier Partner; SEO and link building in-house |
| AI answers | Rarely offered | Rarely offered | Monthly prompt tracking, GEO and AEO, ChatGPT ads |
| Measurement | Pixel and Conversions API | Varies | GA4, server-side tracking, Consent Mode v2, per-market reporting |
| Claims | Strong in English | Varies | Claims sheet per product, agreed reviewer per language |
| Creative volume | Often a strength, with in-house UGC | Varies | Static and carousel ads included; video and UGC scoped separately |
| Prices | Rarely published | Sometimes published | From €990/month, published |
| Account ownership | Varies | Varies | Accounts and data stay in your name |
If high-volume video and UGC is your main gap, a creative specialist may suit you better for that part. Ask us how we would split the work with one.
Price and fit
What it costs, and who it suits.
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
- A senior specialist leads strategy and decisions
- Management of the agreed channels and markets
- Measurement checks and a monthly written review
- Static and carousel creative as set in the proposal
The fee depends on the number of markets and languages, channels, product range, creative volume, video or UGC, and tracking work.
A good fit
- Skincare, cosmetics, haircare, fragrance and food supplement brands with their own e-shop
- Baltic brands selling in one market and planning the next two
- International brands entering Lithuania, Latvia or Estonia
- Teams whose campaigns run but whose numbers don't add up
Not a fit
- Prescription medicines and medical procedures, which have their own advertising rules
- Packaging, naming or brand identity projects
- Anyone who wants guaranteed ROAS or guaranteed AI mentions
- Google Premier Partner
- Part of All Digital Group
- 15+ years, 200+ brands
- Organiser of EcomExpo, Vilnius
- Lithuanian AI Visibility Study 2026
FAQ
Beauty marketing in the Baltics, answered.
What does a beauty marketing agency do?
A beauty marketing agency plans and runs the marketing that sells skincare, cosmetics, haircare and supplements: search and shopping ads, social ads, SEO, content and measurement. A good one also knows the category rules, such as which claims cosmetics and food supplements may make in the EU. APG Media does this for brands selling in Lithuania, Latvia and Estonia.
Is there a beauty marketing agency that covers Lithuania, Latvia and Estonia?
Yes. APG Media is based in Vilnius and runs Google, Meta, SEO and AI search work for e-commerce brands in all three Baltic markets. Its clients include beauty e-shop InBeauty and multi-market brands such as Nostra in Lithuania, Latvia and Estonia. Campaigns, feeds and keywords are built per country and language.
How much does beauty marketing cost in the Baltics?
APG Media's work starts from €990 per month excluding VAT. Ad spend is separate and paid directly to the platforms. The fee depends on how many markets, languages and channels you need, the size of your product range, and whether video, UGC or tracking work is included. You get a scoped proposal after a short review.
Which channels work best for beauty brands in the Baltics?
For most beauty e-shops, Google Search and Shopping capture demand for ingredients, concerns and brands, and Meta creates new demand and brings buyers back. SEO lowers the cost of that demand over time. AI assistants are a growing research step, so it pays to track how they describe your brand. The right mix depends on price point, range and market.
How do you keep cosmetics and supplement ads compliant?
We agree a claims sheet for each hero product before launch. Cosmetic claims follow Regulation (EC) No 1223/2009 and the common criteria in Regulation (EU) No 655/2013. Supplement health claims must come from the EU Register of authorised claims. We also write to Meta and Google ad policies, and send new or borderline claims to your legal adviser.
Do we need separate campaigns for each Baltic country?
Usually, yes. Search terms, prices, delivery terms, competitors and languages differ between Lithuania, Latvia and Estonia, so campaigns and feeds are split by market and reported separately. Where volumes are small, creative concepts and learnings are shared across markets while budgets and copy stay local.
How can a beauty brand get recommended by ChatGPT or Google AI Overviews?
AI assistants build answers from sources they trust: product pages with clear facts, reviews, media articles, marketplaces and comparison lists. We find the prompts in your market that mention competitors, make your product and FAQ pages easier to cite, and work on the outside sources assistants read. Progress is tracked monthly. Nobody can guarantee a mention.
Can you take over our existing ad accounts?
Yes. We start by reviewing account structure, tracking and results, keep what works and make changes in order of expected impact. The ad accounts, analytics properties and data stay in your ownership; we work through the access you give us.
Do you also handle email, influencers or branding?
No. We don't manage email platforms, influencer PR, packaging or brand identity. We work with your team or partners on those so offers, audiences and data stay consistent across channels. Video and UGC production can be scoped as part of a project.
How soon will we see results?
Measurement fixes and campaign changes come first. How quickly creative and budget tests can be read depends on your conversion volume, so we agree a review period at the start. SEO and AI visibility work usually needs three to six months to show a clear trend.
Next step
See where your beauty brand is losing money, market by market.
Send us your shop and markets. Within 24 hours we'll reply with what we'd check first in your Google and Meta accounts and how AI assistants describe you in each Baltic market.
- Your e-shop URL and the markets you sell in
- Monthly ad spend by channel for the last three months
- Your ten best-selling products and their margins
- Any claims you already use in ads