How VASANTI Cosmetics Rebuilt Its Amazon Channel Strategy With Sequence

VASANTI needed the Amazon channel rebuilt, not tuned

VASANTI Cosmetics was founded by four women, three sisters and one childhood friend, after a personal experience exposed how few makeup products were designed for deeper skin tones. While working at a high-end makeup studio in Chicago, co-founder Pinki Patel was told to get some concealer on, only to discover that the deepest shade available still looked white and ashy on her skin. That moment became the brief for the company: high-performance beauty products that enhance natural beauty while feeling comfortable and weightless.

The brand grew one customer at a time, driven by early demand for its Orange Color Corrector (V2). Customers kept telling the founders not to ever get rid of that product, which confirmed there was a real gap in the market.

As the brand expanded across Amazon in Canada, the United States, and the United Kingdom, the team recognized that the Amazon channel needed its own dedicated strategy rather than incremental advertising optimizations. That is what brought them to Sequence Commerce for a complete channel rebuild.

What needed fixing

As VASANTI expanded internationally across Amazon Canada, the US, and the UK, the team needed a more scalable advertising and channel strategy, one that improved efficiency while supporting continued growth. Five things were holding the channel back:

• An advertising structure that could not cover the full funnel, leaving discovery and consideration unworked
• Listings that were not converting the traffic the ads were already paying for
• No programmatic reach through DSP, so the brand had no way to build awareness or retarget shoppers off Amazon
• No AMC layer, so audience behavior and true attribution stayed invisible
• A gap between how the brand presented itself on Amazon and how it presented itself on the DTC site

What we did

Sequence rebuilt the channel rather than patching the setup that was already in place. Advertising, listings, and brand presentation were worked in parallel.

• Full-funnel Amazon Advertising: campaign structure rebuilt so spend covers the entire path from first discovery through to purchase, rather than concentrating at the bottom of the funnel
• Amazon DSP: programmatic buying for upper-funnel awareness and for retargeting shoppers off Amazon
• Amazon Marketing Cloud (AMC): audience and attribution analysis feeding back into how budget gets allocated across every stage of the funnel
• Listing optimization: titles, bullets, backend keywords, A+ content, and imagery rebuilt across the catalog
• Coordinated brand consistency: the Amazon storefront, the product detail pages, and the DTC site brought into line so the brand reads the same wherever a shopper lands

The full-funnel stack we deployed

A stronger Amazon strategy across every marketplace

According to the VASANTI team, the engagement focused on improving advertising efficiency across multiple Amazon marketplaces while building a closer partnership between the brand and Sequence Commerce.

A partnership built for long-term growth

Beyond advertising performance, the partnership evolved into a collaborative relationship centered on long-term growth. Both teams worked closely across advertising, inventory, creative operations, and strategic planning, creating alignment between Amazon execution and the broader business.

Results

Sequence Commerce supported VASANTI Cosmetics across Amazon Canada, Amazon US, and Amazon UK, helping improve advertising efficiency while executing a unified marketplace strategy across all three regions.

• A full funnel Amazon Advertising strategy was deployed using PPC, Amazon DSP, and Amazon Marketing Cloud (AMC), enabling the brand to reach shoppers throughout the customer journey while improving audience insights and advertising optimizatio
• Brand consistency was established across the Amazon storefront, product detail pages, and the VASANTI direct to consumer website, creating a unified brand experience wherever customers interacted with the brand.

Why the channel rebuild mattered

For VASANTI, Amazon became more than an advertising platform. By combining full-funnel advertising, optimized listings, audience insights through Amazon Marketing Cloud, and consistent brand presentation across Amazon and the direct-to-consumer experience, the brand established a stronger foundation for long-term marketplace growth.