Launching New Gen Z Beauty Brand into UK Market
The Challenge
Trouble Maker is an affordable, vegan makeup brand built for Gen Z, a generation that doesn't follow beauty rules; they rewrite them.
With products starting from just £2 and a bold, playful world of characters and mascots, the brand had everything needed to dominate the cultural conversation.
What they needed was someone to ignite it.
Exclusively stocked in Superdrugs 380 stores, following demand, Trouble Maker came to Rise at Seven with a clear brief: become the go-to beauty brand for a new generation. That meant driving cultural relevance and commercial growth at the same time, building brand awareness with a younger audience while increasing traffic, conversions, and retail visibility in-store and online.
Troublemaker doesn't fit into a box, and neither did our creator's approach.
What we did
We built a strategy rooted in creator-led social, backed by paid social amplification, designed to reach Gen Z exactly where they spend their time.
Rather than targeting one narrow audience segment, we worked with a deliberately wide roster, from young women experimenting with colour to men exploring beauty for the first time.
The brand's ethos of radical inclusivity shaped every partnership decision: if Trouble Maker is for everyone, the content needed to reflect that.
We partnered with Ami Charlize, a standout creator with huge cultural pull among younger audiences, alongside a broad BAU (business-as-usual) creator programme that generated authentic, high-volume organic content at scale. Every piece of organic content was then strategically boosted through paid social, extending its reach far beyond what organic alone could achieve.
The result?
607 pieces of organic content generating 62.8 million total estimated views, proving that when the creative is right, paid amplification multiplies impact dramatically.
Standout moments, as told by Risers
What our team said
Millie on Feral Teddy and March content: "For me, the Feral Teddy campaign in November was a real standout. It captured everything Trouble Maker is about: playful, a little chaotic, completely unapologetic. Watching that come to life through the creators was brilliant. March has also been one of my favourite periods on the account. The content quality was at its best, brand, creators and strategy all clicking at once."
Aimee on Creator Selects: "The thing I'm most proud of is the Creator Selects programme. We only worked with 70 creators, but because we were so intentional about who we partnered with, people who genuinely loved the brand, they went way beyond the brief. Outside of our scope entirely, those 70 creators produced an additional 518 pieces of content on their own. That doesn't happen unless you've built something people actually want to be a part of."
The Execution
The Results
Within just 6 months, against targets set for 10, the numbers spoke for themselves.
Hero creator content delivered 4.4 million views. BAU creator activity drove 57.3 million views, smashing the KPI by a staggering 22,820%. Paid social generated 26 million impressions, coming in at 209% above target.
But the stat that says it all: 607 pieces of organic content. 62.8 million total organic views. That's the power of getting the creative right, the content doesn't just perform, it travels.
The Conclusion
Troublemaker set out to become the go-to beauty brand for a generation that doesn't respond to traditional advertising, and that's exactly what they're becoming. In under six months,
Rise at Seven didn't just hit the brief; we redefined what was possible within it.
Organic content at this scale doesn't happen by accident. It happens when the strategy is right, the creators are right, and the amplification is built to make good content travel further. 62.8 million organic views from 607 pieces of content is proof that Trouble Maker's world, inclusive, affordable, unapologetically fun, resonates deeply when it's put in front of the right people, in the right way.
With a renewal on the horizon and a loyal, growing audience behind the brand, Trouble Maker is well on its way to owning the Gen Z beauty conversation.
This is just the beginning.
