Real DTC and Amazon unit economics for beauty brands: CAC, repeat rate, contribution-profit LTV, and LTV:CAC, benchmarked at the lower quartile, median, and upper quartile by channel, sub-vertical, and revenue band.
Does my 12-month LTV justify a higher CAC?
What CAC or ROAS do I actually need to be sustainable?
Is Amazon better than Shopify once fees are in?
Where's my 180-day contribution-profit LTV vs. peers?
Where do we stand on CAC and LTV against real beauty brand benchmarks?
Every metric covered in this report.
Customer acquisition cost, by channel (DTC, Amazon).
Share of customers who reorder by day 30/60/90/180/360.
Cumulative contribution profit per customer at each horizon.
Contribution-profit LTV relative to acquisition cost, with the 1.0× payback line.
What each customer is worth once acquisition cost is paid back.
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