Paid Media Benchmarks for Cosmetics brands - July 2024

Data is based on sample of 4000 companies by Varos. For all data in real time, click here.

KPIs on Meta Ads

Meta Ads Summary Table

  • Metrics
  • July 2023
  • YoY % change
  • June 2024
  • MoM % change
  • CPM
  • $11.3
  • 2%
  • $11.8
  • -2%
  • ROAS
  • 1.67
  • 3%
  • 1.50
  • 15%
  • CVR
  • 4.0%
  • -2%
  • 4.1%
  • -4%

Insights

  • CPM for cosmetics was $11.6 in July 2024. That is a 2% increase compared to July 2023 and a 2% decrease compared to June 2024.
  • ROAS for cosmetics was 1.72 in July 2024. That is a 3% increase compared to July 2023 and a 15% increase compared to June 2024.
  • Conversion Rate (CVR) for cosmetics was 3.9% in July 2024. That is a 2% decrease compared to July 2023 and a 4% decrease compared to June 2024.

Want more stats on the typical CPC range on each ad platform? Click here.

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

Google Ads Summary Table

  • Metrics
  • July 2023
  • YoY % change
  • June 2024
  • MoM % change
  • CPM
  • $13.5
  • -3%
  • $12.7
  • 3%
  • ROAS
  • 3.04
  • 16%
  • 3.50
  • 1%
  • CVR
  • 4.3%
  • 9%
  • 5.0%
  • -6%

Insights:

  • CPM for cosmetics was $13.0 in July 2023. That is a 3% decrease compared to July 2022 and a 3% increase compared to June 2024.
  • ROAS for cosmetics was 3.53 in July 2023. That is a 16% increase compared to July 2022 and a 1% increase compared to June 2024.
  • Conversion Rate (CVR) for cosmetics was 4.7% in July 2023. That is a 9% increase compared to July 2022 and a 6% decrease compared to June 2024

Want stats on the typical KPI ranges by subvertical, ad spend level, and AOV? Click here.

KPIs on TikTok Ads

  • Metrics
  • Cosmetics
  • Beauty Industry
  • Conversion Rate
  • 4.5%
  • 3.9%

TikTok Ads Summary Table

  • Metrics
  • July 2023
  • YoY % change
  • June 2024
  • MoM % change
  • CPM
  • $10.71
  • 2%
  • $13.6
  • 2%
  • ROAS
  • 1.8
  • -39%
  • 0.75
  • 47%
  • CVR
  • 3.0%
  • 49%
  • 3.9%
  • 16%

Insights:

  • CPM for cosmetics was $13.9 in July 2023. That is a 2% increase compared to July 2022 and a 2% increase compared to June 2024.
  • ROAS for cosmetics was 1.1 in July 2023. That is a 39% decrease compared to July 2022 and a 47% increase compared to June 2024.
  • Conversion Rate (CVR) for cosmetics was 4.5% in July 2023. That is a 49% increase compared to July 2022 and a 16% increase compared to June 2024.

Want stats on the typical KPI ranges by subvertical, ad spend level, and AOV? Click here.

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
  • 5/1/2024
  • $12.9
  • $12.3
  • $21.9
  • 6/1/2024
  • $11.8
  • $12.7
  • $13.6
  • 7/1/2024
  • $11.6
  • $13.0
  • $13.9

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.