TULA
Mid-marketStrategy breakdown for building a mid-market Beauty brand. Learn from TULA's pricing, catalog, and discount strategies.
137
Products
$45
Avg Price
36%
On Sale
190
Variants
Pricing Strategy
Price Distribution
Takeaway: Balanced pricing appeals to the largest market segment. Focus on value proposition and product quality.
Discount Strategy
36%
Products on Sale
40%
Avg Discount Depth
50%
Max Discount
36% of products are currently discounted.
Uses compare-at pricing to show savings and create urgency.
Takeaway: Heavy promotional model requires higher volume to maintain profitability. Consider if customers have been trained to wait for sales.
Catalog Structure
Top Categories
Takeaway: A lean catalog with few variants per product simplifies inventory management and reduces SKU complexity.
Competitor Comparison
| Brand | Products | Avg Price | On Sale |
|---|---|---|---|
| TULA(This brand) | 137 | $45 | 36% |
| Fenty Beauty by Rihanna | 852 | $35 | 54% |
| PAT McGRATH LABS | 257 | $138 | 7% |
| Official Site: Westman Atelier | 204 | $80 | 8% |
| Anastasia Beverly Hills Cosmetics & Beauty | 197 | $36 | 3% |
| Peach & Lily | 140 | $48 | 33% |
Key Takeaways for Building a Similar Brand
Pricing Position: Target the mid-market market segment with an average price point around $45. Use round pricing to signal premium quality.
Discount Strategy: Maintain promotional pricing discipline. Keep 36% of products on sale with 40% average discount depth.
Catalog Structure: Start with around 140 products and 1 variants per product. Keep SKU complexity low for efficient operations.
Category Focus: Focus on Beauty, Other, Pets as primary product categories.