We cut Folly's CPA by 42%.

A hair gummy for every kind of shedding.

Folly is a DTC hair-wellness brand built around a daily gummy that uses microsphere encapsulation for up to 3× better absorption, with 30+ clinically studied ingredients. It is positioned as the modern Nutrafol alternative - no horse pills - made for the moments hair thinning hits hardest: GLP-1 users, postpartum, perimenopause and stress-related shedding. When we started, the account was running well above its CPA target and over-indexed on a single static format.

Valid AI Creatives built the engine.

Valid AI Creatives rebuilt Folly's creative engine from scratch. Since early June we shipped 24 unique concepts, grounded in real customer language and Folly's priority audiences, tested in cohorts and iterated on weekly. As the engine ramped, the account's winning creatives doubled from 9 to 18 per week and blended CPA decreased 42% month over month, toward target.

Valid's winners are the most efficient creative in the account.

Valid's blended slice is still ramping, but the creatives that graduate out of testing are the cheapest per purchase in the account - below both the account average and the target.

• →Real hair-loss stories. First-person UGC for the moments shedding hits hardest - GLP-1, postpartum and perimenopause.
• →Before / after proof. The scalp transformation shown up front instead of a symptom shot.
• →Hero product statics. Clean gummy-versus-pill comparisons that scale.
• →Partnership creators. Whitelisted creator UGC - the most efficient volume in the account.

An account moving toward target.

CPA figures are shown indexed and as relative change only; Folly's absolute cost figures are withheld at the client's request. Source: Folly's Meta exports and the Valid ads dashboard, June – July 2026. Blended CPA is measured at the account level; Valid creative is one input among the account's media.