Inside Based Supplies's Facebook ad strategy (2026): 40 live ads analyzed
Based Supplies leans heavily on simplicity positioning, running long-duration Facebook ads dominated by video content.
- 40
- Live ads tracked
- 438 days
- Longest-running ad
- 222
- Median days running
- 70/100
- Funnel score
Ad Duration and Longevity
Based Supplies maintains a patient approach to Facebook advertising, with ads running for extended periods. The median duration suggests the brand commits to sustained campaigns rather than rapid testing cycles. The longest-running ad focuses on skin restoration, indicating that Based Supplies identifies winning creative and lets it work over time.
Format Preference: Video Dominates
The majority of Based Supplies's active ads use video format, with only a small share relying on static images. This reflects a broader DTC trend toward motion content on social platforms, where video typically drives higher engagement and storytelling capacity. For a beauty brand, video allows demonstration of product benefits and before-after narratives that static creative cannot match.
The Simplicity Angle Wins
The dominant messaging theme positions natural minimalism (beef tallow and honey) as superior to complex multi-product skincare routines. This angle appears across the majority of ads in the active set, suggesting Based Supplies has validated this positioning with its audience. A smaller share of ads layer in fear-based messaging around microbiome damage or chemical harm, creating urgency alongside the simplicity promise.
Funnel Quality Remains Solid
Across the entire ad set, funnel scores cluster in the middle-to-upper range on the 0 to 100 scale. The median score indicates that most ads meet baseline conversion criteria, though the highest-scoring dimension suggests room for optimization in the bottom half of the funnel. This pattern is typical for DTC beauty brands still refining their post-click experience.
| Format | Ads |
|---|---|
| Video | 31 |
| Image | 9 |
| Angle | Ads |
|---|---|
| Simplicity vs. complexity - positioning natural minimalism (beef tallow + honey) as superior to multi-product routines | 14 |
| Simplicity vs. complexity - positioning natural ingredients (beef tallow + raw honey) as superior alternative to multi-product skincare routines | 7 |
| Fear-based health concern (microbiome damage) + natural/clean beauty alternative positioning | 5 |
| Simplicity vs. complexity - natural minimalism outperforms multi-product routines | 3 |
| Fear-based solution positioning (hair loss prevention through natural ingredients vs. harmful chemicals) | 2 |
Key takeaways
- Commit to long-running campaigns if creative performs. Based Supplies proves that patience with proven ads outweighs constant rotation.
- Lead with video for beauty products. The format dominance here reflects what works for demonstrating skincare benefits and building trust.
- Own the simplicity narrative. If your product is minimal or clean, position it against complexity and multi-step routines, not just against competitors.
- Layer in fear-based angles sparingly. Microbiome and chemical harm messaging appears in a minority of ads, suggesting it works best as a secondary hook, not the primary angle.
- Test funnel optimization beyond the ad. Mid-range scores indicate the ads are working, but post-click pages and checkout flows likely need attention.
Frequently asked
Why does Based Supplies run ads for so long instead of testing new creative constantly?
Long-running ads suggest the brand has found messaging that resonates with its audience and converts reliably. For DTC beauty, sustained campaigns reduce testing overhead and compound the effect of proven creative, especially on platforms like Facebook where algorithm familiarity improves performance over time.
What makes the simplicity vs. complexity angle so effective for Based Supplies?
This positioning taps into consumer fatigue with multi-step skincare routines and aligns with the clean beauty trend. By framing beef tallow and honey as sufficient alternatives, Based Supplies reduces perceived friction and appeals to consumers seeking easier, more natural solutions.
Should I use fear-based messaging if I'm in beauty or skincare?
Based Supplies uses it sparingly, appearing in only a small share of ads. Fear messaging (microbiome damage, chemical harm) works as a secondary reinforcement, not a primary hook. Test it as a secondary angle to amplify your main positioning, not as your lead message.
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Every figure in this study is computed from the real Meta ads and landing pages Funnelens tracks; no data is estimated or invented. Ad data from the public Meta Ad Library. See data sources.