19/99 Beauty had the same link in bio as everyone else. It did its job, technically. It was built to redirect. It just didn't sell anything. Yawn.
Then they swapped it for a Drawbridge bridge page. 👀
The problem with a normal link in bio
A regular link in bio is a hallway. A visitor gets redirected somewhere else, and has to find their way to the website, then locate the actual product, then add it to cart before they can buy anything. Every extra click is a chance for them to lose interest and exit their journey.
For a beauty brand relying on Instagram and TikTok traffic, that's a lot of warm, interested people getting lost between the tap and the sale. More friction = less sales.
What changed when they made the switch
19/99 Beauty replaced their old link in bio with a bridge page powered by Drawbridge; a modern, branded, shoppable page that looks like their own site, not a generic linking tool. Their products are front and center. No redirect, no hunting, no extra steps. Someone taps the link and can buy right then and there.
They didn't run paid ads to promote it. No boosted posts, no influencer spend, nothing. Just the swap. And guess what?
The results
Since the page went live, 19/99 Beauty has made more sales than there have been days it's been running. Every day it's been up, it's kept selling, without a single paid ad behind it.
