Industries · retail
Beauty/CPG (DTC Cosmetics, Personal Care) conversion rate benchmarks
Glossier, Fenty, The Ordinary, supplement brands like AG1, Athletic Greens. Subscribe-and-save adoption is the differentiator — converts one-time buyers into recurring revenue.
Business model
direct-to-consumer product sales, subscribe-and-save
Typical ACV
$30-80 average order, $200-400 LTV with subscription
Sales cycle
~3 days
Top traffic sources
paid-social, influencer, organic-search
Cited benchmarks (2)
Each row links to its source study. Click a metric to open the full benchmark page for Beauty/CPG (DTC Cosmetics, Personal Care) with percentile bar and methodology.
Swipe horizontally to see the study name and source details.
| Metric | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| Cart Abandonment Rate↓ Derived | 65.0% | 72.0% | 81.0% | Baymard Institute 2024 + Littledata |
| Checkout Completion Rate↑ Derived | 24.0% | 40.0% | 52.0% | Baymard Institute 2024 |
Notes on this vertical
Sampling CVR, first-purchase CVR, subscribe-and-save adoption rate all matter. First-purchase CVR often dominated by creator/influencer content performance, not on-site CRO.
Industry profile cited from Common Thread Collective — DTC Industry Reports.