Think your fulfillment is fine? So did the 110 cosmetics brands we audited.

75% of Brands Left Potential Post-Purchase Revenue on the Table

In a shade-sensitive, loyalty-driven category like cosmetics, every missed moment is an opportunity lost to grow lifetime value. If your post-purchase experience isn't as polished as your branding, you're leaving revenue and reputation on the table.

A few of our findings included:

  •  — Only 31% offered free returns; 9% didn't allow them at all
  •  — Nearly 90% didn't include free samples
  •  — 1 in 10 went silent after order confirmation
  •  — 1 in 3 orders arrived with visible damage

This report was built on cosmetics brands, a category that sets the bar high for packaging, presentation, and customer experience. But the gaps we found at checkout, with packaging, and post-delivery aren't unique to beauty.

 

Slow fulfillment, missed post-purchase moments, and weak follow-up communication are problems every ecommerce business faces. Whatever you sell, the benchmarks and quick wins in this report apply to you. 

Get the DTC Delivery Files - Cosmetics Edition 

 

See What Customers Actually Experience

Unboxing is where anticipation meets reality, but it’s built on everything that comes before it. From checkout to delivery, each step contributes to how that moment feels. We documented how orders arrived across 110 brands to understand how well the journey holds up. The result is a clear view of what customers actually experience.

Among the 110 brands we ordered from, we included well-known category leaders like Rhode, Tower 28, Milk Makeup, and Merit. No heads up. No special treatment. Real orders, tracked from checkout to unboxing.

From Checkout to Unboxing, We Tracked It All

Checkout & Shipping Options
Post-Purchase Comms
Fulfillment & Shipping
Delivery & Unboxing

The journey begins before the purchase is complete.

We analyzed how brands turn purchase intent into action at checkout, from cross-sells and subscriptions to free gifts, returns, and social proof. We also evaluated how shipping is presented, including pricing transparency, delivery speed, free shipping thresholds, and overall flexibility, like international options and localization. We tracked where brands miss opportunities to drive revenue and loyalty, and how small friction points can lead to abandoned carts.

Want to see how your fulfillment process compares to 100s of other brands? 

Gain Practical Insights to Audit & Improve Your Fulfillment Process

Remove Friction from Checkout & Shipping

Reduce checkout friction to capture more conversions, keep shipping clear, offer a few straightforward options, and use checkout to reinforce value and build buyer confidence.

Fix the Gaps in Your Post-Purchase Communication

Provide clear post-purchase communication to build trust and reduce support requests. Use comms to set clear expectations and implement a complete post-purchase flow that keeps customers informed and engaged.

Make Unboxing a Memorable Experience

Turn anticipation into a memorable first impression, deliver a seamless unboxing experience with protective, well-presented packaging, then elevate the moment with thoughtful, on-brand details.

Get the clarity you need to optimize your fulfillment operations today.