B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
36.1%
36.1% -- repeat purchase rate for specialized cosmetics brands (2025)
Specialized cosmetics brands achieve an average repeat purchase rate of 36.1%.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
36.1%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Metrilo
Primary
Tier B
https://foundrycro.com/blog/dtc-beauty-marketing-benchmarks-2026/ ↗
Source Article
DTC Beauty Marketing Benchmarks 2026 + Free Calculator | Foundry CRO
The short version:
- DTC beauty CAC averages $60.45 with a range of $35 to $120 across sub-categories (Eightx 2026)
- Repeat purchase rates run 25 to 30% within 90 days and 30 to 45% annually, the highest among non-pet DTC categories (Mage Loyalty 2026, Metrilo 2025)
- Average skincare reorder inter…
Original Research
Metrilo
· Original study ↗
Methodology
Metrilo 2025; full-range brands at 30%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
specialized cosmetics brands: 36.1% repeat purchase rate. Source: Metrilo (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/specialized-cosmetics-repeat-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/specialized-cosmetics-repeat-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>36.1%</strong> -- repeat purchase rate for specialized cosmetics brands<br><small>Source: Metrilo (2025) · <a href="https://lighthousedata.io/data/specialized-cosmetics-repeat-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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