Beauty is one of the most competitive DTC categories. We tracked 4,337 products across 22 stores — from celebrity-backed giants like Fenty Beauty and Rare Beauty to indie favorites like Glossier and Summer Fridays.
The data tells a story of pricing discipline, strategic discounting, and category positioning that varies dramatically by brand.
The Beauty Price Landscape
The median beauty product costs $26.00. The average is $37.51 — pulled up by premium brands like PAT McGRATH LABS (avg $96) and Westman Atelier (avg $80).
20.0% of products are on sale at any given moment. When discounts happen, they average 32.6% off.
Price Distribution
The $25–$50 range is the sweet spot — where 36% of beauty products land.
Who's Actually Discounting?
Brand-level discount behavior varies wildly. Some brands almost never discount. Others are in a near-permanent state of promotion.
| Brand | Products | Avg Price | % On Sale |
|---|---|---|---|
| ColourPop 🌿 Indie | 1,073 | $14 | 8.0% |
| Fenty Beauty ⭐ Celebrity | 851 | $35 | 8.1% |
| Kylie Cosmetics ⭐ Celebrity | 249 | $64 | 49.4% |
| Rare Beauty ⭐ Celebrity | 119 | $26 | 8.4% |
| Glossier 🌿 Indie | 136 | $38 | 29.4% |
| Kosas 🌿 Indie | 68 | $32 | 19.1% |
| TULA 🌿 Indie | 137 | $46 | 36.5% |
Kylie Cosmetics stands out — nearly half its catalog (49.4%) is on sale at any given time. Meanwhile, Fenty Beauty and Rare Beauty hover around 8%, maintaining pricing discipline even in a competitive market.
Celebrity vs Indie
Celebrity-backed brands have become a dominant force in beauty. But how do they price compared to indie favorites?
Celebrity Brands
Fenty Beauty, Rare Beauty, Kylie Cosmetics, Huda Beauty, Gisou
Indie Brands
Glossier, Summer Fridays, Cocokind, TULA, Kosas
Celebrity brands price $6 higher on average — but discount less frequently (18.7% vs 24.9%).
The celebrity brand strategy: price premium, maintain the price. The indie strategy: accessible pricing with more frequent promotions.
Skincare vs Makeup vs Tools
How does pricing differ across beauty subcategories?
Skincare
Makeup
Skincare commands a $12 premium over makeup — and discounts far less frequently (9.3% vs 12.9%).
The skincare formula: higher price points, fewer discounts, perceived efficacy-based value. Makeup is more impulse-driven and promotion-sensitive.
Key Takeaways
- Celebrity brands price higher — $42 vs $37 for indies
- Skincare discounts least — only 9.3% on sale vs 12.9% for makeup
- The $25–$50 sweet spot — 36% of all beauty products land in this range
- Kylie Cosmetics bucks the trend — 49% on sale despite celebrity status
- Fenty & Rare Beauty hold firm — ~8% discount rate shows pricing power
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