How Singaporean brands like Rehues produce 60 launch-ready ads a week — without extra hires or agency fees

Ethan and Joanne Chia built Rehues from Singapore with a simple conviction: hair colour shouldn't require a salon visit or harsh bleach. Their colour-depositing shampoo lets you shift your shade in the shower — bold reds, cool brunettes, vivid purples — without the commitment or damage of traditional dye. Two founders. One tight budget that had to stretch across ad spend, product development, and marketing. Every dollar mattered.

Rehues makes 🇸🇬 Singaporean-designed colour-depositing shampoo — the kind of product that practically demonstrates itself on video. The transformation is immediate and visual, and the product sells itself the moment a real person uses it on camera. But creating enough of that content to feed Meta and TikTok at scale? That was the bottleneck that nearly broke them.

Every time they needed a new ad, the process looked like this: brief a freelance videographer or designer, wait four to five days, get back content that was beautifully produced but completely un-optimised for paid social, send revision notes, wait again, and finally get an export — sometimes in portrait when they needed square, sometimes missing captions entirely. A full week for one ad. At $400–$600 per batch, they could afford to do this maybe twice a month. That gave them eight to ten creatives in thirty days.

Meta's algorithm needs 30+ creative variations to identify a real winner. Rehues was feeding it eight and wondering why their CPA wasn't dropping. Meanwhile their competitors — established US and European beauty brands with full creative studios and dedicated content teams — were flooding the feed with fifty variations a week, finding their winners fast, and scaling hard.

“We had a $3,000-a-month hole in our budget going to freelancers and video production, and we were getting maybe 10 creatives a month out of it. We couldn't scale our ad spend because we didn't have enough creative to properly test anything. It was like trying to run a race with one shoe.”

— Ethan Chia, Co-Founder, Rehues

The real problem wasn't just the cost. It was the speed. By the time a campaign brief made it through a freelancer's queue, got revised, and came back approved, the moment had passed. A trending sound on TikTok. A competitor running a flash sale. A payday weekend they should have been running ads for. Slow creative production doesn't just cost money — it costs opportunity.

The first thing that changed was volume. In week one, this Singaporean beauty brand 🇸🇬 had more creatives in active testing than they'd produced in the entire previous quarter. The second thing that changed was speed. Ethan and Joanne went from a five-day turnaround to a three-minute one. A new shade launch? They could have ads live before their morning coffee was finished.

But the number that mattered most was CPA. With 30+ creative variants running simultaneously, Meta's algorithm actually had enough data to find the winners. Within 30 days, their cost per acquisition dropped 34%. Not because their product changed. Not because their targeting changed. Because they finally had enough creative to let the algorithm do its job.

The $2,400 a month they were spending on freelancers disappeared from the budget entirely. That money moved into ad spend, which only accelerated the results further.