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The DTC Delivery Files: Cosmetics Edition
What happens when you order from 110 ecommerce cosmetics brands?
For some, it was a flawless process, no creases or smudges. For others, it was patchy at moments that should have glided on effortlessly.
We set out to understand what separated the best from the rest. The standouts didn’t just deliver the product; they delivered an experience. From checkout to delivery, every detail was polished, on-brand, and ready to become part of a flawless beauty routine.
Why We Did This
Cosmetics might be a small line item, but it’s a high-impact one, closely tied to self-expression, confidence, and everyday rituals. Shoppers expect both performance and presentation, and they’re quick to identify their beauty ‘ride or dies’. That's why pressing ‘buy’ is just the beginning.
What happens after the click—how the product is packed, shipped, and followed up on—can shape whether you build lifetime value or burn through CAC.
So we put it to the test. We placed orders from over a hundred ecommerce cosmetics brands across the U.S. and tracked the full experience: Checkout flow, shipping options, packaging quality, delivery timelines, the all-important unboxing moment, and follow-up communication.
We learned what sets top cosmetics brands apart, where others are losing repeat business, and what it really takes to stand out in the crowded beauty space.
Key Findings - What Stood Out
3 in 4 brands skipped post-purchase offers, losing the chance to increase AOV or drive repeat revenue.
31% of brands offered free returns, but 9% didn’t allow returns at all — a risky play in a shade- and formula-sensitive category.
Nearly 90% of brands did not offer free samples, losing out on a powerful discovery moment for customers.
More than half of brands did not offer global shipping, missing out on international fans and future growth.
More than 1 in 10 brands go completely silent after order confirmation, leaving customers in the dark between purchase and delivery
The median free shipping threshold was $50, but we saw everything from $0 to $125.
1 in 3 orders arrived scuffed, and more than 1 in 10 included a damaged item.
Nearly half of brands used custom boxes or mailers, while only 36% customized the interior
Checkout Experience
For cosmetics, checkout is where small details can make or break the sale.
Beauty products are about identity, discovery, and delight. That means buyers approach with curiosity but also caution, especially those who haven’t yet swatched, sampled, or tested what they’re about to purchase.
With cart abandonment rates over 80% in beauty and personal care, we took a closer look at what today’s top cosmetics brands are (or aren’t) doing to turn browsers into buyers. From return policies to free gifts, the best checkout experiences added a little shine.
Most Brands Miss the Final Add-to-Cart Moment
- 73% of brands included cross-sells in the cart
- Only 26% offered them at checkout
Cart cross-sells are helpful, but stopping there leaves revenue on the table. Purchase intent peaks at checkout, yet nearly 3 out of 4 brands missed the chance to boost cart values with one last add-on.
The brands that got it right didn’t overcomplicate it. They used quick, relevant nudges—not full-page distractions—to encourage that last boost in AOV.
Unique cross-sells we noticed:
- Pop-ups triggered when hitting “checkout”
- Option to “try before you buy” multiple products
- In-cart and checkout bundling options (“upgrade to a set and save!”)
Brands Are Letting the Sale End at Checkout – But It Doesn’t Have To
Only 1 in 4 Brands Use Post-Purchase Offers
Despite high AOV potential in beauty bundles and routines, 75% of brands missed the opportunity to present a follow-up offer after checkout.
Post-purchase offers tap into the dopamine surge of having just clicked ‘buy’—when customers are most primed to say yes again. For cosmetics, this could be a limited-time discount on a best-selling product or a mini version of a newly launched formula.
Growth Gap:
If your post-purchase add-on ships days later, the moment is lost. A 3PL with advanced integration capabilities can consolidate those extra clicks into the original box, no awkward second shipment required.
The Best Post-Purchase Offers We Saw:
- 20% off for the next 48 hours
- Limited-time discounts on best-selling products
- Cash-back and loyalty offers
- Gift a friend 15% off to get 15% off on your next purchase
- Multiple pages of post-purchase discounts
Free Samples and Gifts: Low Cost, High ROI
- 14% of brands included free samples
- 25% offered a gift with purchase (GWP)
Beauty customers don’t just love samples. They expect them. Giants like Sephora and Ulta have trained buyers to anticipate a small surprise with nearly every order. It’s how customers test new shades, build routines, and decide what’s worth reordering. In fact, 89% of sample recipients intend to purchase the full-size product of a free sample they receive. But nearly 9 in 10 brands are missing the moment—and handing the loyalty advantage to competitors who do deliver.
Some brands offered samples or gifts with every order, while others required a minimum spend or tied the reward to products they were actively promoting.
Growth Gap:
Many brands skip freebies because kitting and inventory tracking slow them down. A fulfillment partner built for flexibility and customization makes it easy to deliver high-touch moments without slowing down operations.
Want even more insights?
Get the full report sent to your inbox.
It dives deeper into:
- The checkout experience
- Shipping timelines, options, + carriers used
- Fulfillment speed + accuracy
- Packaging + unboxing moments
- How products hold up through transit
- Post-purchase communication
- What brands are getting right—and where they’re losing customers