OUR JOURNEY TO FOCUSING OUR AGENCY SOLELY ON THE BEAUTY & WELLNESS NICHE.

A founder-led story about alignment, passion, and choosing the work that lights us up.

Before SWTCH HOUSE became the advertising agency it is today, we ran a traditional marketing company - the kind that did everything for everyone. Branding, organic social, paid ads, web design, content shoots, strategy… if a business needed it, we probably offered it.

And our clients spanned every category you can imagine: skincare brands, medical aesthetics clinics, clothing labels, fitness centers, coffe shops and eateries, realtors, adventure companies, personal trainers, wellness practitioners, etc.

It was exciting, chaotic, and full of opportunity… but it wasn’t aligned.

Over time, something became very clear:
We were burning out. Breadth doesn’t equal fulfillment. And being great at many things isn’t the same as being exceptional at a few.

We wanted depth, not generalism.
We wanted mastery, not busywork.
We wanted to wake up genuinely excited about the brands we were supporting.

So we paused and asked ourselves the questions most founders avoid:

What work feels the most meaningful?
What kind of brands inspire our creativity and strategy?
Where does our expertise naturally shine?
And who do we actually want to grow with long-term?

Every time, the answer was the same.

Beauty and wellness.

The brands we obsessed over… the ones we talked about long after meetings ended… the ones whose founders we felt deeply aligned with… they were always in beauty and wellness.

Brands built with intention.
Brands rooted in rituals, craftsmanship, identity, and transformation.
Brands where storytelling matters just as much as strategy.
Brands where great marketing isn’t loud - it’s thoughtful, sensory, and emotionally intelligent.

As founders ourselves, we’ve built businesses simply to “have a business,” and we’ve built businesses out of genuine passion. We know the difference. And we knew SWTCH HOUSE needed to be the latter.

So we chose to specialize - fully.
We niched down, refined our services, and became hyper-focused in the areas where we add the most value:
performance marketing, creative strategy, and customer acquisition for beauty and wellness brands.

This wasn’t just a business decision.
It was an alignment decision.

We slowly started letting go of what had been… and yes, it was hard, mentally, emotionally and financially.
It meant stepping away from long-standing partnerships, some of which we’d nurtured for over a decade. We approached it thoughtfully: giving ample notice, supporting smooth transitions, and helping brands find the right new marketing partners.

But we knew that if we wanted real alignment, we had to create space for it.
And sometimes creating space means letting go - even when it affects your own revenue.

2022-2023 was our season of re-aligning, recalibrating, and choosing the work that truly felt right.

Today, we partner exclusively with beauty and wellness founders because that’s where our passion lives.
It’s where our expertise is strongest.
It’s where we feel the most creatively energized.
And it’s where we’ve seen the biggest impact - both for our clients and for our own sense of purpose.

This niche is our home.
And we couldn’t imagine building SWTCH HOUSE anywhere else.