Varos Ecommerce Verticals

Cosmetics Market

The cosmetics eCommerce market is a rapidly growing segment of the broader eCommerce industry, focused on beauty and personal care products for both men and women. This market encompasses various products, including makeup, skincare, haircare, fragrance, and personal care items.

Consumers in this market are often highly discerning and selective, seeking products that offer high-quality ingredients, innovative formulas, and effective results. 

This market has grown in recent years partially due to the increasing popularity of beauty and personal care products, effective influencer marketing, and the growing demand for natural and organic products. 

Learn more about how to use cosmetics eCommerce benchmarks in the market to drive meaningful growth for your business.

Average Conversion Rate for Cosmetics eCommerce 

The conversion rate (CVR) is an important metric that reflects how many of your visitors become customers as a percentage. So, for instance, if you have 90 visitors and 9 become customers, the CVR is 10%.

Having a strong understanding of cosmetics conversion rate benchmarks is crucial for determining the success of your campaigns, store design, and other motivating factors. As a result, being equipped with real-time competitor benchmarks helps you make decisions without only looking at your own data.

The Varos dashboard aggregates CVR results from eCommerce companies within the cosmetics market. Our data indicate that the median conversion rate for this market is 4.1%. We display these real-time benchmarks directly alongside your own results so you can make data-driven decisions.

eCommerce Traffic Data for the Cosmetics Market

Brands must be able to effectively market their products through various channels, including social media, email, and search engines, to succeed in this competitive market.

eCommerce stores must also offer personalized recommendations and content that speaks directly to the needs and concerns of their target audience and continually innovate and improve their products to stay ahead of the competition.

Cosmetics sites can be considered a subcategory of the fashion and accessories market, which relies on several traffic sources to attract visitors, such as:

  • Direct (37.5%)
  • Paid search marketing (31.1%)
  • Email marketing (15%)
  • Affiliate marketing (11.5%)
  • Paid social media marketing (4.9%)

Additionally, the Varos platform demonstrates how stores within the cosmetics market split its marketing budget between three major platforms: 44% on Google Ads, 45% on Facebook, and 11% on TikTok. We can further divide this data by campaign type:

  • Facebook - Prospecting (40%)
  • Google - Performance Max (22%)
  • Google - Search (9.8%)
  • Google - Shopping (0.24%)
  • Facebook - Retargeting (4.4%)

It’s clear that cosmetics companies need to use various sources to bring in visitors, focusing on Google and Facebook.

Average Cost Per Click for Cosmetics Stores

The cosmetics eCommerce market is a dynamic and exciting industry with tremendous potential for growth and innovation. With the right strategy and approach, brands in this market can tap into a vast and growing customer base and build lasting relationships with consumers over time.

Cost-per-click (CPC) is one of the essential cosmetics eCommerce KPI benchmarks to always be aware of. CPC describes the average cost of every click on your ads. Paid ad platforms offer CPC options so you can drive traffic directly to carefully designed landing pages or product pages.

A CPC ad campaign should focus on generating sales and conversions. If your CPC is too high without leading to sales, you may end up spending more on the campaign than it makes.

Below, you can see how our platform shows the median CPC for Facebook Ads in the cosmetics market is US$1.44. Our platform compares your results to your competitors in real-time — so you always know how you compare.