Skincare - May - 2023


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.

Skincare

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Skincare

industry, for the month of

May

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

In May, Kate Somerville takes the lead in email, sending a total of 34 emails. Ren Skincare closely follows with 23 emails.

Shifting our focus to advertising, Curology emerges as the top performer, creating an impressive 99 new ads. Not far behind, HeyDay secures the second position with 71 new ads introduced in May.

When it comes to ad strategy, both Curology and HeyDay are more focused on videos. Curology employs 56 videos alongside 40 images. Similarly, HeyDay incorporates 50 videos accompanied by 21 images.

Emails sent on average

13.2

Ads published on average

35

Average Spam Score

1.7

Email Marketing Benchmark Breakdown

Email Marketing Performances

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.)

Brand # Emails Sent Performance Email Scoring Performance
Average 13.2 55.34%
HeyDay
4

❌ Poor

63.5%

✅ Good

Tata Harper
17

✅ Good

38.76%

❌ Poor

Anese
13

⚠️ Fair

61.54%

✅ Good

Activist Skincare
6

❌ Poor

48.5%

❌ Poor

Boscia
19

✅ Good

60.79%

⚠️ Fair

OSKIA Skincare
5

❌ Poor

70.6%

✅ Good

KraveBeauty
11

❌ Poor

56.91%

⚠️ Fair

Curology
0

❌ Poor

0%

❌ Poor

Kate Somerville
34

✅ Good

62.38%

✅ Good

Pai Skincare
8

❌ Poor

59.13%

⚠️ Fair

Dr. Brandt Skincare
13

⚠️ Fair

62.0%

✅ Good

Dr. Dennis Gross Skincare
6

❌ Poor

46.33%

❌ Poor

cocokind
16

✅ Good

62.75%

✅ Good

Biossance
23

✅ Good

36.52%

❌ Poor

Ren Skincare
23

✅ Good

56.39%

⚠️ Fair

Email Deliverability Performances

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.

Brand Average Spam Score Performance Email Size Performance
Average -1.66 1,781.94 kb
HeyDay
✅ -2.6

✅ Good

1,899.8 kb

⚠️ Fair

Tata Harper
✅ -0.8

❌ Poor

5,818.49 kb

❌ Poor

Anese
✅ -1.15

❌ Poor

1,204.6 kb

✅ Good

Activist Skincare
✅ -2.85

✅ Good

1,559.64 kb

✅ Good

Boscia
✅ -1.96

✅ Good

1,710.92 kb

⚠️ Fair

OSKIA Skincare
✅ -1.02

❌ Poor

816.04 kb

✅ Good

KraveBeauty
✅ -2.31

✅ Good

4,470.49 kb

❌ Poor

Curology
- -
Kate Somerville
✅ -2.22

✅ Good

966.49 kb

✅ Good

Pai Skincare
✅ -1.18

❌ Poor

652.79 kb

✅ Good

Dr. Brandt Skincare
✅ -2.7

✅ Good

1,409.6 kb

✅ Good

Dr. Dennis Gross Skincare
✅ -0.95

❌ Poor

2,069.5 kb

❌ Poor

cocokind
✅ -1.5

⚠️ Fair

698.81 kb

✅ Good

Biossance
- 1,527.57 kb

✅ Good

Ren Skincare
✅ -0.93

❌ Poor

886.52 kb

✅ Good

Email sent over time

Advertising performances and activity

Ad Velocity

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.

Brand New Ads Detected Performance Unique Copy Performance
Average 34.8 17.4
HeyDay
71

❌ Poor

6

✅ Good

Tata Harper
20

✅ Good

13

✅ Good

Anese
38

⚠️ Fair

10

✅ Good

Activist Skincare
0

✅ Good

-
Boscia
14

✅ Good

10

✅ Good

OSKIA Skincare
6

✅ Good

2

✅ Good

KraveBeauty
20

✅ Good

10

✅ Good

Curology
99

❌ Poor

5

✅ Good

Kate Somerville
67

❌ Poor

22

❌ Poor

Pai Skincare
4

✅ Good

2

✅ Good

Dr. Brandt Skincare
38

⚠️ Fair

15

✅ Good

Dr. Dennis Gross Skincare
27

✅ Good

17

⚠️ Fair

cocokind
9

✅ Good

5

✅ Good

Biossance
66

❌ Poor

14

✅ Good

Ren Skincare
43

❌ Poor

27

❌ Poor

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 201 312 59.77%
HeyDay
21

✅ Good

50

✅ Good

70.42%
Tata Harper
14

✅ Good

5

✅ Good

25.0%
Anese
33

✅ Good

5

✅ Good

13.16%
Activist Skincare
0

✅ Good

0

✅ Good

-
Boscia
3

✅ Good

11

✅ Good

78.57%
OSKIA Skincare
5

✅ Good

1

✅ Good

16.67%
KraveBeauty
9

✅ Good

11

✅ Good

55.0%
Curology
40

✅ Good

56

✅ Good

56.57%
Kate Somerville
32

✅ Good

35

✅ Good

52.24%
Pai Skincare
0

✅ Good

3

✅ Good

75.0%
Dr. Brandt Skincare
28

✅ Good

8

✅ Good

21.05%
Dr. Dennis Gross Skincare
0

✅ Good

27

✅ Good

100.0%
cocokind
2

✅ Good

7

✅ Good

77.78%
Biossance
4

✅ Good

62

✅ Good

93.94%
Ren Skincare
10

✅ Good

31

✅ Good

72.09%

Ads detected over time

Browse previous benchmarks

Skincare - January - 2024

READ MORE

Skincare - December - 2023

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Skincare - November - 2023

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Skincare - October - 2023

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Skincare - September - 2023

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Skincare - August - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

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