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?
The report answers all five, with benchmarks pulled from real beauty brand P&Ls. Get the free report →
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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