Beauty E-commerce Benchmarks
Typical benchmark ranges for online beauty stores. Figures are editorial estimates compiled from public research and practitioner experience — not formal citations or aggregated merchant data.
Want to know how these ranges are sourced and calculated? Read our methodology.
Beauty profit benchmarks — at a glance
Online beauty stores average a 60% gross margin and a 10% net margin, with a typical refund rate of 6% and customer acquisition cost of $32.
These are typical ranges compiled from public e-commerce research, company filings, and practitioner experience — not formal citations. See how these figures are calculated →
Why these numbers look like this
Beauty brands command some of the best gross margins in e-commerce at 60% average, but the 18% average ad cost — the highest in our dataset — reveals how heavily the industry relies on influencer partnerships and paid social to drive discovery. Subscription boxes and auto-replenish programs are the margin savers here, turning a single purchase into a lifetime relationship. The brands winning in beauty are the ones converting paid traffic into subscribers before the first product runs out.
At a Glance
60%
Avg gross margin
10%
Avg net margin
2.8x
Avg ROAS
$32
Avg CAC
$48
Avg order value
$210
Avg CLV
Profit Margin
View details →ROAS
View details →Customer Acquisition
View details →Order Value
View details →Lifetime Value
View details →Compare your store to these benchmarks
Drop your Shopify Orders CSV into the CSV Profit Checker or use the Profit Calculator to see how your margins compare to the beauty industry average.
Read the full Beauty profit guide
Want the narrative breakdown behind these numbers? See our Beauty store profit margin guide for costs, seasonality, and margin-improvement tactics.
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