Beauty brands selling directly to customers through their own e-commerce sites and social channels, bypassing traditional retail to build direct customer relationships.

Direct product sales with higher margins than wholesale, subscription programs, and brand partnerships for co-marketing.

• Gross margin

  Profit margin on direct sales without retail markup

• CAC payback

  Time to recover customer acquisition costs

• Retention

  Percentage of customers making repeat purchases

Glossier, Fenty Beauty, 라네즈