Researcher ORCID Identifier

0009-0003-4428-7330

Graduation Year

2025

Date of Submission

4-2025

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Economics

Reader 1

Darren Filson

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Rights Information

© 2025 Nicole C Cheung

Abstract

This thesis documents how I co-founded and scaled Glam Up, an AI beauty app, to over one million users (and $150K MRR) between May and November 2024 — without paid ads, funding, or a pre-existing audience. Built on live experimentation and behavioral psychology, this paper breaks down how my co-founder and I engineered virality through required referrals, TikTok-optimized content loops, and emotionally timed monetization. Drawing on user data from App Store Developer Console, PostHog and Superwall, I analyze what drove conversions, what failed, and how content became our distribution engine. I also reflect on the mindset behind building fast-moving consumer apps — staying scrappy, being aware, and knowing when it’s time to walk away. This isn’t a universal playbook, but a tactical case study of what actually worked, what didn’t, and how delusional faith, smart systems, and emotional insight helped scale one of the fastest-growing Gen Z apps of 2024. If you're building in the AI consumer space, I hope this gives you something useful to learn from.

Comments

This thesis documents how I co-founded and scaled Glam Up, an AI beauty app, to 1M+ users and $150K MRR in six months through viral growth strategies, behavioral psychology, and referral loops — without paid ads or funding.

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