Food & Beverage5x
ROAS
American Uncle
Food&drink e-commerce multiplies ROAS x5 during Halloween with dynamic creatives and performance-branding strategy
Read the caseBeauty & Cosmetics
Scale Your Beauty E‑Commerce with More Repeat Purchase and Less Media Waste
For skincare, makeup, and haircare brands with a strong product but high CAC, weak differentiation, and customers who don't return often enough.
€32
Meta Ads Industry Benchmarks 2024
The entry price for every new customer.
The sector ledger
Four sector anchors always in view; the other metrics open with definition and range. This is where an audit starts.
Customer acquisition cost (CAC)
€323
typical
Customer lifetime value (CLV)
€3102
typical
Conversion rate
2.8%1
typical
Average order value
€682
typical
The number that justifies your CAC — if the customer stays.
Other metrics
Sources
- 1. Shopify Commerce Trends 2024
- 2. Client portfolio data 2023–2024
- 3. Meta Ads Industry Benchmarks 2024
- 4. Baymard Institute 2024
- 5. Industry standard
The range is the typical interval observed in the sector. Where you sit is what we measure in the audit.
Want these numbers on your store?
Request an industry auditWhere Beauty Wastes Budget and Margin
CAC rises because the feed is full of brands promising the same thing you do.
Sector ROAS averages 3.5x: in a feed where everyone promises the same result, you pay for the sameness at auction.
One-time buyers don't come back often enough, so the first order carries too much weight.
The sector holds repeat purchase at 42%: below that line, the first order has to pay for everything on its own.
Influencers, affiliates, and promos drain margin before LTV has time to breathe.
A beauty customer is worth €310 over time: every point handed to discounts and commissions compounds across that entire value.
If the product isn't explained clearly, customers don't feel the difference between you and twenty other brands.
Sector conversion averages 2.8%: a poorly explained product doesn't lower your traffic — it lowers this number.
Creative performance fades quickly, and every refresh costs time, budget, and focus.
In beauty, the winner isn't the loudest brand. It's the one that makes its difference obvious and gives customers a reason to come back.
How We Work on a Beauty Brand
Treats: a difference customers can't feel
Creative that makes the difference feel obvious
We test texture, routines, proof, UGC, ingredients, and before-and-after angles so customers understand why they should choose you, not just click through.
Treats: margin drained before LTV can breathe
Routines, bundles, and refill logic that lift customer value
We work on product combinations, replenishment, cross-sell, and refill dynamics so the first order doesn't remain a one-off event.
Treats: CAC climbing in a crowded feed
Benchmarks that show whether the issue is CAC, CR, or repeat rate
We put your numbers in the context of your vertical so you can see whether you're paying too much for traffic, converting too weakly, or retaining poorly.
Treats: customers who buy once and disappear
Retention that turns trial into habit
Email, post-purchase education, and targeted offers designed to move the customer from trying the product to building a more stable repeat-purchase pattern.
What changes in 90 days
observed range
Repeat Rate+35-55%
AOV+20-30%
ROAS+25-40%
CAC−15-25%
Ranges observed on comparable clients. No guarantee — a plan.
The evidence
We don't have a published Beauty & Cosmetics case yet. These are real results, on the same mechanics.
The Questions That Matter in Your Industry
If you're deciding whether it's worth a conversation, start here.
Do you only work with skincare, or also makeup and haircare?
We work across skincare, makeup, haircare, and hybrid beauty brands. The triggers change, the refill logic changes, and the trust signals change, but the goal stays the same: grow customer value without burning margin.
How do you tell whether a beauty brand really has room to grow?
We look at CAC, conversion rate, AOV, repeat rate, promo dependency, and message quality. If the product is good but customers still don't understand quickly enough why they should choose it, there is almost always room to unlock.
In beauty, what matters more: creative or retention?
Both. If creative doesn't differentiate, acquisition gets too expensive. If retention doesn't hold, the first order remains too costly. That's why we never treat paid acquisition as if it were separate from the rest of the system.
What happens if I reach out?
We start with a fit call to see whether the brand is at the right stage and whether there's an obvious lever to unlock. We work best with ecommerce brands between €100k and €10M, with a solid product and real demand already in place.
This report is about the sector. The next one is about your P&L.
We only accept brands for which we're confident we can create real, measurable value.
Exclusive Meta Business Partner Benefits
Thanks to our partnership, we've secured over $30k in bonuses for our clients (such as ad credit).
Revenue €100k - €10M
DTC brands with annual revenue between €100k and €10M who want to scale.
Ad Spend €10k+/month
You're already investing in Meta/Google Ads and want better results.
Validated Product-Market Fit
You have a product people already buy. We're not for pre-PMF startups.
30-45 min call with Alessandro or a senior team member to assess your situation.
If we conclude there's no fit, you still get an honest assessment and clear direction.
We're not the right fit if:
You're looking for results in a day without a structured process
Your e‑commerce generates less than €100k/year in revenue