How CPA CSS Turned Cult Beauty into a Pan-European Google Shopping Brand Through Affiliate

The Challenge

Cult Beauty lacked a Google Shopping presence across continental Europe and wanted to expand into international markets without building in-house PPC infrastructure.

The Strategy

Launch CPA-based Comparison Shopping Service (CSS) Google Shopping campaigns via Awin's affiliate network across key European markets.

Execution and Innovation

Rolled out Shopping campaigns in the Netherlands, Germany, and Ireland in March 2025, followed by Spain, Italy, and France in early 2026.

Results

Generated £2M in tracked revenue across 30,000+ transactions in 13 months, achieving a 61% new customer acquisition rate in Q4 2025.

Judges' Verdict

"Really strong commercial case. I liked that this wasn't just a story about expanding into new markets, there was actual complexity behind how they scaled it across Europe."