The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.
This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.
This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the
Makeup
industry, for the month of
October
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Glossier leads in multiple areas, especially in organic traffic, ad volume, and success scores, with figures like 551,676 organic visits, a 96.17% ad score, and a 77.74% success score. This positions it as a dominant player. ColourPop and Fenty Beauty follow closely; ColourPop has a strong ad and email presence, with a 56.89% growth score, 80.1% email score, and 57.57% success score. Fenty excels in email, achieving an 82.01% email score and consistent advertising with a 45.22% ad score. These brands' consistent performance indicates their market strength.
Milk Makeup and Rare Beauty are also competitive but rank just below the leaders. Milk Makeup’s diverse strategy includes a 53.24% growth score, 77.59% email score, and 61.24% ad score, showing balanced performance across channels. Rare Beauty impresses with its high ad score at 88.04% and significant organic traffic of 675,582, pointing to solid brand visibility and reach. Saie and Jones Road Beauty exhibit potential with scores like Saie’s 65.17% email score and Jones Road's 86.77% ad score, though they trail behind in overall impact.
Lower performers include Axiology, Haleys, and 19/99 Beauty. Axiology’s limited success across metrics, with a 22.69% success score, and minimal organic traffic at 2,565, reflects its struggle to gain traction. Haleys and 19/99 Beauty have weak ad and email strategies, and low scores such as Haleys' 27.34% success score and 19/99 Beauty's 13.02% success score indicate a need for improved marketing engagement. These brands lag in visibility and overall growth, signaling limited influence in the current competitive landscape.
In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)
In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.
In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.
In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.
