Ecommerce Cosmetics Spotlight
As of today, we track over $400M of Ecommerce cosmetics sales annually. Here’s what happened in January.
Dataset: For this analysis, we selected a collection of 13 D2C cosmetics companies with a global reach. The average Alexa Ranking of these companies is 70,000 and my wife has purchased products from 10/13 (this was admittedly higher than I hoped)
Takeaway #1: January 2021 was up 20% over December 2020 📈
This result is consistent with other verticals but exceeded our internal projections. The large jump is most attributable to one company which increased monthly sales by 72% with a new Face Serum line.
Takeaway #2: Goop is selling…..a lot
In our dataset, a few of the companies sell (presumably wholesale) for Goop. Across all of the different sites, Goop is in the top-selling products. Price point also appears to have a limited impact on customer demand, if not an inverse relationship.
Takeaway #3: Total Sales-Makeup is First at 46.82%, Skincare Second at 30.42%
Throughout the winter, Makeup has made up the majority of the sales across these companies (All of the companies sell a mixture of makeup and skincare). This can be explained by a few high-profile makeup companies started by famous Kardashians. We expect this trend to change as we head into warmer months and will update accordingly.
We’ll continue to track Cosmetics throughout the year, posting monthly updates. Hit the subscribe button if you’d like to be kept in the loop. If you’d like even more information on the current state of cosmetics, we offer a free monthly report that includes more details here.
Cheers!
