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DTC Beauty & Skincare benchmarks · 2026
Direct-to-consumer beauty — color cosmetics, skincare, fragrance, haircare. Highly content-driven. Creator partnerships often outperform brand-only creative 2–3x.
Snapshot
Direct-to-consumer beauty — color cosmetics, skincare, fragrance, haircare. Highly content-driven. Creator partnerships often outperform brand-only creative 2–3x.
Key benchmarks · 2026
Avg blended CVR
2.4–4.0%
AOV
$45–75
Target CAC
$25–40
Healthy ROAS
3.2–5.0x
Payback period
45–90 days
Repeat-purchase rate (12 mo)
48–68%
Subscription rate (where offered)
18–32%
Gross margin
65–78%
Channel mix notes
TikTok Shop adoption is reshaping the funnel — direct in-app purchase compresses the path. Influencer-led content via Spark Ads dominates ToF.
Primary channels for this industry
Meta (Facebook & Instagram)Platform benchmarksTikTokPlatform benchmarksAmazon Sponsored AdsPlatform benchmarksYouTubePlatform benchmarks
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