🎥 Before you read: this story includes a video. Watch the complete Masterclass with Mauricio Azcona, founder of Skindion - The live breakdown of his Meta Ads strategy, artificial intelligence, and growth on Shopify. Free. Unfiltered.
At Getmore, we are a Shopify Premier Partner agency in Mexico and we work with brands that want to grow with structure, not luck. Skindion is one of the best examples of what it means to build an e-commerce store to truly scale.
On Thursday the 16th, we hosted a masterclass with Mauricio Azcona, founder of Skindion, one of the top three fastest-growing DTC stores on Shopify Mexico. What he shared isn't theory: it's the exact system they used to invest over 100 million pesos in a single Meta Ads campaign and accumulate over 2.5 billion organic views in the last two years.
This article summarizes the most important learnings from that conversation, intended for brands and founders who want to pursue e-commerce on Shopify at a higher level.
From performing street magic to Top 3 DTC in Mexico
Mau's background doesn't start in a university or a marketing agency. It starts with magic.
From a teenager, he learned tricks with cards, rings, and mentalism. What seemed like a hobby became his first marketing school: how to capture someone's attention, how to guide their perception, how to build a narrative that takes a person from point A to point B without them noticing.
That foundation accompanied him in everything that followed: a crypto bet that took him from $900 to $2 million in months, and then back to zero with $50,000 in debt. He ended up doing magic on the streets of Puerto Escondido to pay for his hostel.
The turnaround was clear: he returned with his partners, decided they needed a success story before launching an agency, and chose e-commerce as their testing ground. Three years later, Skindion is one of the most cited references in the Shopify DTC ecosystem in Mexico, and part of our client portfolio at Getmore.
Why a single product can be a competitive advantage
The first question Mau always gets is the same: how did they become Top 3 in Mexico selling just one product?
His answer is direct: a single product provides focus, and focus is strategy.
Launching ten products implies ten different problems, ten solutions, ten narratives, and multiple distribution channels. Attention gets dispersed. Messages weaken. In contrast, a well-developed main product allows for building a very solid offering and then adding complementary products to increase the average order value, lower CAC, and improve LTV.
Skindion has been selling the same main product for three years. It's still working. That says more about the clarity of the message than about the product itself.
For early-stage brands, the lesson is important: before expanding the catalog, you should ask yourself if what you already have is being explained well. If you want to understand how this impacts your store's conversion, on our blog we explain how to double sales without necessarily investing more in marketing.
Meta Ads: creatives do the work that segmentation used to do
One of the most valuable parts of the masterclass was the complete breakdown of Skindion's Meta Ads strategy. Mau was direct: everything that was previously done with segmentation, lookalikes, and retargeting no longer works. Since 2019, Meta announced that the algorithm had evolved.
Today, Meta's algorithm analyzes the creative, interprets the hook, and decides who to show it to. Targeting is done by the content, not the campaign settings.
Skindion's structure is simple: a single campaign, two or three ad sets at most, all creatives within the same ad set with broad targeting and all placements active. No bid caps, no cost caps, no button tricks.
The complexity isn't in the platform. It's in understanding the customer.
The 5 Levels of Awareness: Skindion's "movie"
Mau explained that he thinks of each creative strategy as a movie. Each avatar has its own movie, and each movie has episodes that correspond to the 5 levels of consumer awareness:
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Completely unaware — Doesn't know they have a problem. The goal is to generate pure curiosity. Example hook: "These are the 3 reasons you have facial sagging."
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Problem-aware — Already knows they have the problem but doesn't know solutions. The goal is to activate the pain point. This is the level where most people buy due to emotional impulse.
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Solution-aware — Knows alternatives: botox, surgery, microcurrent. The goal is to position the product's solution above others with promise-based hooks.
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Product-aware — Already knows Skindion exists. The goal is to generate proof: testimonials, metrics, tutorials.
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Brand-aware — Already knows and trusts the brand. The goal is to provide a reason to buy today: urgency, discount, extended warranty, immediate benefit.
All creatives go to the same ad set. The algorithm detects what level of awareness each user is at and shows them the correct episode of the movie.
The most important metric isn't ROAS. It's Spend. If a creative doesn't receive investment, Meta has already decided that it doesn't connect with anyone. The other metrics Skindion monitors are: Hook Rate (percentage of people who watched past the first 3 seconds), unique CTR, CPM, and frequency.
Angles, concepts, and volume
Within this strategy, Skindion differentiates between two things:
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Angle: the advertising message. Example: microcurrent as an alternative to cosmetic surgery.
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Concept: the visual representation of that angle. Examples: green screen, split screen, podcast style, UGC, reaction, testimonial.
The same angle can be executed with dozens of different concepts. The key is not to repeat the same format with minimal changes, but to generate contrast: when someone scrolls and sees the first frame of your ad, they should feel something different from everything else in their feed.
In Q4 of last year, Skindion published nearly 2,000 creatives with over 80 content creators. That volume isn't improvised: it requires systems, processes, and a very clear creative architecture.
Artificial intelligence applied to operations, not just content
Alejandro Moreno, director of Getmore, mentioned it at the beginning of the masterclass: Skindion is being a pioneer in the real implementation of AI in its operations. They go much further than using ChatGPT to paraphrase emails.
The mental model: architecture and orchestration
Mau explained that the first change you need to make is to stop thinking about teams as organizational charts of positions and start thinking about them as architectures of functions and tasks.
The process is: map all business workflows, list all tasks in each area, identify which ones have the most leverage, build specialized agents for those tasks, and connect them under a central orchestrator.
Skindion already has an orchestrator agent—named Nova—with multiple agents under its command: video generation, copy, website analysis, contact with content creators, and email management.
Mau no longer responds to emails directly. Every morning he receives a report of who wrote to him, responds by voice, and Nova drafts and sends the replies. If there's something urgent, Nova points it out immediately. Kim, from the Getmore team, was the first to notice: Nova wrote so naturally that it seemed like a person. Only a language switch in the middle of a conversation gave it away.
The three pillars for correctly implementing AI
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Architecture and orchestration — Think of the business as a system of functions before automating anything.
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Information documentation — Whoever wins this era will be the one with the best agents. And the best agents are those with the best information. This requires the founder to understand enough about each area to know what is worth documenting.
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Vision — Tools multiply the direction you're pointing. If the vision is small, the results will be too.
AI works best when the company already knows what it wants to achieve and can feed its tools with quality information.
Shopify's role in Skindion's growth system
The masterclass focused on marketing, content, and AI, but the store is where everything converges.
A Meta Ads strategy can generate highly qualified traffic. But if the store isn't prepared to convert it, the investment is wasted. For Skindion, the shopping experience must do exactly what the ad promises: explain the product, answer questions, provide proof, build trust, and facilitate mobile purchasing.
At Getmore, we have supported Skindion with continuous optimizations within Shopify, especially during high-traffic seasons like Hot Sale, Buen Fin, and Q4, and during campaign launches. The logic is always the same: if the brand is investing in acquisition, the store must be ready to convert that traffic as effectively as possible.
As a Shopify expert agency in Mexico and a Shopify Premier Partner, our job is to ensure the store lives up to the promises made by advertising. This includes working on the conversion rate from the ground up: optimized product pages, clear offer structure, bundles with smart cart via Rebuy, fast checkout, and post-purchase email marketing flows that drive recurrence.
What other brands can learn from Skindion
On product strategy: a narrow catalog with a very clear message can outperform a broad, unfocused one. Before adding SKUs, you need to ask if what you already have is being explained well.
On Meta Ads: the algorithm no longer needs you to configure it. It needs creatives that understand consumer psychology and cover all levels of awareness. Fewer buttons, more customer understanding.
On creatives: quality volume. Diversity of angles and concepts. Constant iteration. The system that consistently produces creatives is the real advantage, not the isolated creative that worked once.
On artificial intelligence: it's not about using it because it's trendy. It's about understanding which business functions can improve with clearer systems, better documentation, and better inputs. AI amplifies what already exists; it doesn't fix what's broken.
On Shopify: the store is not the final destination, it's where the promise is fulfilled. Every penny invested in acquisition needs a store prepared to receive it. You can see other cases of brands that have grown with this logic in our Shopify portfolio.
Frequently asked questions about Shopify, Shopify Premier Partners, and DTC e-commerce in Mexico
What makes a Shopify Premier Partner agency in Mexico different?
A Shopify Premier Partner agency has a higher level of Shopify certification, reflecting active client volume, demonstrable results, and a service standard verified directly by Shopify. This translates into more robust implementations and access to resources not available to ordinary agencies.
When does it make sense to work with Shopify experts in Mexico?
When the brand already has traction, is investing in acquisition, and needs its store to convert that traffic better. Also when preparing for a high-volume season like Hot Sale or Q4, or when it wants to scale with a more solid structure. On our blog, you'll find concrete strategies to improve conversion before opening the traffic tap.
What did Skindion do differently to grow on Shopify Mexico?
It built its growth around a core product, a well-thought-out creative strategy for Meta Ads, and a store prepared to convert qualified traffic. Additionally, it implemented AI in its operations before most DTC brands in Mexico. You can see the details of how we worked together on the Skindion case study page.
Why is Meta Ads still the main channel for e-commerce in Mexico?
Because that's where the largest audience concentration is. With well-executed Meta Ads, you can reach one million dollars in annual sales. Before diversifying channels, you need to master one. For most DTC brands on Shopify Mexico, that channel is Meta.
How can a brand improve its Meta Ads without changing campaign settings?
By focusing on the creative. The algorithm already knows who to show each ad to; what it needs are clear creatives, with hooks that generate curiosity, messages with low cognitive load, and content that covers all levels of consumer awareness.
What is a Shopify Plus Partner and how does it differ from a Shopify Premier Partner?
A Shopify Plus Partner is certified to work with stores on Shopify's enterprise plan. A Shopify Premier Partner, like Getmore, has a higher level of certification available, which Shopify awards based on active client volume, quality of implementations, and verified results. In 2025, Getmore was recognized as the fastest-growing and most scalable agency among over 900 agencies within the Rebuy ecosystem.
Watch the complete Masterclass
This article captures the most important points of the conversation, but the masterclass has much more detail: the live breakdown of campaign structure, the creative system by levels of awareness, the AI agents already running at Skindion, and the complete Q&A with the community.
🎥 Watch the complete Masterclass with Mauricio Azcona, founder of Skindion - Free access. No registration.
At Getmore, we work with brands looking to grow on Shopify with a structured vision: better experience, better conversion, and a store prepared to sustain growth.
If you are looking to improve your store, prepare a campaign, or scale your e-commerce with a clearer strategy, we can help you identify which adjustments would have the most impact for your brand.
