Paid Media Benchmarks for Cosmetics Brands

KPIs on Meta Ads

Metrics
Cosmetics
Beauty Industry

CPM
$11.7
$12.2

ROAS
1.62
1.48

Conversion Rate
4.0%
3.7%

Insights:

CPM for cosmetics brands was $11.7 in October 2023. That is a 14% decrease as compared to October 2022, and a 2% increase as compared to September 2023.
ROAS for cosmetics brands was 1.62 in October 2023. That is a 15% decrease as compared to October 2022, and a 2% increase as compared to September 2023.
Conversion Rate for cosmetics brands was 4.0% in October 2023. That is a 11% decrease as compared to October 2022, and a 2% increase as compared to September 2023.

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About These Paid Media Benchmarks

Discover crucial insights into the cosmetics industry's paid media landscape with our comprehensive Paid Media Benchmarks for Cosmetics brands - September 2023. This detailed overview, based on an extensive sample of 4000 companies expertly analyzed by Varos, sheds light on critical KPIs across Meta Ads, Google Ads, and TikTok Ads, presenting a detailed competitive analysis. Get a comprehensive understanding of the Average Cost Per Mille (CPM) across various paid media platforms over the past 12 months. Dive deeper into the CPM trends in the cosmetics industry, broken down by both company spend level and average order value (AOV). All this invaluable data equips you to strategically align your performance with the industry standards, ensuring your brand remains a competitive player in the dynamic and fast-paced cosmetics market.

KPIs on Google Ads

Metrics
Cosmetics
Beauty Industry

CPM
$15.0
$14.9

ROAS
3.77
3.25

Conversion Rate
4.5%
4.3%

Insights:

CPM for cosmetics brands was $12.7 in October 2023. That is a 1% decrease as compared to October 2022, and a 5% increase as compared to September 2023.
ROAS for cosmetics brands was 3.77 in October 2023. That is a 22% decrease as compared to October 2022, and a 4% increase as compared to September 2023.
Conversion Rate for cosmetics brands was 4.5% in October 2023. That is a 0% decrease as compared to October 2022, and a 0% increase as compared to September 2023.

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KPIs on TikTok Ads

Metrics
Cosmetics
Beauty Industry

CPM
$12.3
$10.4

Conversion Rate
3.9%
3.0%

Insights:

CPM for cosmetics brands was $12.3 in October 2023. That is a 47% decrease as compared to October 2022, and a 17% increase as compared to September 2023.
ROAS for cosmetics brands was Sign up to view in October 2023. That is a Sign up to view decrease as compared to October 2022, and a Sign up to view increase as compared to September 2023.
Conversion Rate for cosmetics brands was 3.9% in October 2023. That is a 63% decrease as compared to October 2022, and a 5% increase as compared to September 2023.

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Last 12 Months Average CPM by Paid Media Platforms

Month
CPM Meta
CPM Google
CPM TikTok

6/1/2022
$18.5
$10.6
$7.0

7/1/2022
$17.2
$10.8
$7.8

8/1/2022
$17.2
$11.7
$7.6

9/1/2022
$16.5
$12.0
$9.2

10/1/2022
$17.0
$11.3
$10.4

11/1/2022
$19.5
$16.1
$12.4

12/1/2022
$16.8
$14.3
$8.4

1/1/2023
$12.1
$11.9
$7.6

2/1/2023
$14.2
$12.8
$8.2

3/1/2023
$14.5
$11.5
$9.2

4/1/2023
$15.0
$12.0
$8.2

5/1/2023
$13.6
$12.1
$9.4

6/1/2023
$12.5
$10.6
$11.6

7/1/2023
$12.9
$12.0
$8.0

8/1/2023
$14.4
$12.7
$12.1

9/1/2023
$11.4
$13.8
$10.5

10/1/2023
$11.7
$15.0
$12.3

Insights: CPM for cosmetics companies have increased 8% in the last 12 months on Meta Ads. CPM for cosmetics companies have increased 8% in the last 12 months on Google Ads. CPM for cosmetics companies have increased 8% in the last 12 months on TikTok Ads.

Cosmetics Industry Cost Per Mille (CPM) Broken Down by Company Spend Level

Spend Level
CPM Meta Ads
CPM Google
CPM TikTok
CPM Linkedin

Cosmetics Industry Cost Per Mille (CPM) Broken Down by Company AOV

AOV
CPM Meta Ads
CPM Google
CPM TikTok
CPM Linkedin

Paid Media Benchmarks for Cosmetics brands - October 2023

Table of Contents

KPIs on Meta Ads

About These Paid Media Benchmarks

KPIs on Google Ads

KPIs on TikTok Ads

Last 12 Months Average CPM by Paid Media Platforms

Cosmetics Industry Cost Per Mille (CPM) Broken Down by Company Spend Level

Cosmetics Industry Cost Per Mille (CPM) Broken Down by Company AOV

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