{
  "name": "Makeup Cosmetics",
  "edition_label": "October 2026",
  "edition_updated_at": "2026-10-11",
  "slug": "makeup-cosmetics",
  "kind": "subcategory",
  "parent_slug": "beauty-personal-care",
  "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics",
  "scope": "Category research. Verified account AOV aggregate supplied separately.",
  "directory_status": "deferred",
  "page_readiness": "published",
  "directory_notice": null,
  "benchmark": {
    "status": "verified_aggregate",
    "slug": "makeup-cosmetics",
    "parent_slug": "beauty-personal-care",
    "cohort_scope": "exact_child",
    "median_aov_usd": 38.05,
    "p25_aov_usd": 14.91,
    "p75_aov_usd": 62.48,
    "metric_window": null,
    "scope_label": "Equal-weight account aggregate · Reporting period not supplied",
    "methodology": "Median and middle 50% of account-level average order values. Each account value is purchase ROAS multiplied by cost per purchase in USD. Successful classifications, including manual corrections, with positive finite spend, purchases, ROAS and cost per purchase. Accounts are counted once with equal weight. Quartiles use linear interpolation. Root cohorts include direct root classifications and their child categories; exact-child cohorts exclude parent and sibling categories. The source selects the highest-spend coverage row per account among snapshots dated within the preceding 30 days; the underlying reporting period is not supplied. This is a dated aggregate advertising-data snapshot, not business-wide AOV or a census.",
    "read_at": "2026-10-11T14:06:55.188218+00:00",
    "period_label": "Dated snapshot · underlying reporting period not supplied",
    "citation": "Madgicx Research & Labs. Makeup Cosmetics account AOV: median $38.05; middle 50% $14.91–$62.48. Snapshot read 2026-10-11T14:06:55.188218+00:00; underlying reporting period not supplied. https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark",
    "source": {
      "name": "Madgicx Research & Labs",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    }
  },
  "metric_definitions": [],
  "metric_definitions_scope": "Definitions only; no ACV, MRR or ARPU benchmark or measured correlation is supplied.",
  "brands": null,
  "answers": [
    {
      "group": "In this category",
      "id": "answer-makeup-shade-names",
      "question": "Why should foundation ads link to a formula-specific shade guide?",
      "text": "MAC explains that its shade letters describe undertone and that a customer's shade may vary across foundations because formulas differ. Link the advertised formula to its own shade help rather than treating a shade code as universal. The source does not quantify returns or conversion gains.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-shade-names",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. Why should foundation ads link to a formula-specific shade guide? MAC explains that its shade letters describe undertone and that a customer's shade may vary across foundations because formulas differ. Link the advertised formula to its own shade help rather than treating a shade code as universal. The source does not quantify returns or conversion gains.  Source: https://www.maccosmetics.com/pages/foundation-shade-finder Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-shade-names",
      "source_url": "https://www.maccosmetics.com/pages/foundation-shade-finder"
    },
    {
      "group": "In this category",
      "id": "answer-makeup-finish-coverage",
      "question": "How can foundation creative separate coverage from finish?",
      "text": "Charlotte Tilbury's foundation category presents sheer, medium and full coverage choices alongside finish and shade selection. State the advertised formula's actual coverage and finish together. These are product distinctions for testing creative, not a measured hierarchy of Meta ad performance.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-finish-coverage",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. How can foundation creative separate coverage from finish? Charlotte Tilbury's foundation category presents sheer, medium and full coverage choices alongside finish and shade selection. State the advertised formula's actual coverage and finish together. These are product distinctions for testing creative, not a measured hierarchy of Meta ad performance.  Source: https://www.charlottetilbury.com/uk/products/makeup/face/foundation Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-finish-coverage",
      "source_url": "https://www.charlottetilbury.com/uk/products/makeup/face/foundation"
    },
    {
      "group": "In this category",
      "id": "answer-makeup-try-on-options",
      "question": "What should an ad promise when it sends shoppers to virtual makeup try-on?",
      "text": "MAC's try-on guide offers a live camera, uploaded photo or model, followed by shade swatches. Show the experience that the destination actually supports and keep a model option visible. The guide establishes tool behavior; it does not prove higher purchase conversion.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-try-on-options",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. What should an ad promise when it sends shoppers to virtual makeup try-on? MAC's try-on guide offers a live camera, uploaded photo or model, followed by shade swatches. Show the experience that the destination actually supports and keep a model option visible. The guide establishes tool behavior; it does not prove higher purchase conversion.  Source: https://www.maccosmetics.com/pages/virtual-try-on Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-try-on-options",
      "source_url": "https://www.maccosmetics.com/pages/virtual-try-on"
    },
    {
      "group": "In this category",
      "id": "answer-makeup-set-order-mix",
      "question": "How should makeup sets be compared with single-product orders?",
      "text": "e.l.f. describes several set concepts, including coordinated makeup bundles and minis for trying a product before full size. Compare the actual products, sizes and order values in set orders with single-item orders. The merchandising idea alone does not prove that a bundle increased AOV or margin.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-set-order-mix",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. How should makeup sets be compared with single-product orders? e.l.f. describes several set concepts, including coordinated makeup bundles and minis for trying a product before full size. Compare the actual products, sizes and order values in set orders with single-item orders. The merchandising idea alone does not prove that a bundle increased AOV or margin.  Source: https://es.elfcosmetics.com/blogs/the-elf-word/how-to-make-your-own-makeup-gift-set Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-makeup-set-order-mix",
      "source_url": "https://es.elfcosmetics.com/blogs/the-elf-word/how-to-make-your-own-makeup-gift-set"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-median-aov",
      "question": "What is the average order value benchmark for Makeup Cosmetics?",
      "text": "The median account AOV for Makeup Cosmetics is $38.05 USD. This is the middle account-level average order value in the benchmark.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-median-aov",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. What is the average order value benchmark for Makeup Cosmetics? The median account AOV for Makeup Cosmetics is $38.05 USD. This is the middle account-level average order value in the benchmark. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-median-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-aov-range",
      "question": "What is the typical AOV range in Makeup Cosmetics?",
      "text": "The middle 50% of account AOVs runs from $14.91 to $62.48 USD. This is the interquartile range, not the minimum and maximum.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-aov-range",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. What is the typical AOV range in Makeup Cosmetics? The middle 50% of account AOVs runs from $14.91 to $62.48 USD. This is the interquartile range, not the minimum and maximum. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-aov-range",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-lower-quartile-aov",
      "question": "What is the lower-quartile AOV?",
      "text": "The 25th-percentile account AOV is $14.91 USD. It marks the lower edge of the middle 50% of this distribution.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-lower-quartile-aov",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. What is the lower-quartile AOV? The 25th-percentile account AOV is $14.91 USD. It marks the lower edge of the middle 50% of this distribution. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-lower-quartile-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-upper-quartile-aov",
      "question": "What is the upper-quartile AOV?",
      "text": "The 75th-percentile account AOV is $62.48 USD. It marks the upper edge of the middle 50%, not a performance target.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-upper-quartile-aov",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. What is the upper-quartile AOV? The 75th-percentile account AOV is $62.48 USD. It marks the upper edge of the middle 50%, not a performance target. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-upper-quartile-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-aov-calculation",
      "question": "How is account AOV calculated for this benchmark?",
      "text": "Each account value is purchase ROAS multiplied by cost per purchase in USD. The benchmark reports the median and middle 50% of those account values. Accounts are counted once and receive equal weight.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-aov-calculation",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. How is account AOV calculated for this benchmark? Each account value is purchase ROAS multiplied by cost per purchase in USD. The benchmark reports the median and middle 50% of those account values. Accounts are counted once and receive equal weight. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-aov-calculation",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-median-or-mean",
      "question": "Is this the mean AOV across all orders?",
      "text": "No. It is the median of account-level average order values. Each account receives equal weight; it is not a pooled average of every order.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-median-or-mean",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. Is this the mean AOV across all orders? No. It is the median of account-level average order values. Each account receives equal weight; it is not a pooled average of every order. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-median-or-mean",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-benchmark-period",
      "question": "What dates does this AOV benchmark cover?",
      "text": "The snapshot was read on 11 October 2026. The underlying reporting period was not supplied. The October 2026 label identifies the page edition, not the period in which the advertising results were measured.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-benchmark-period",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. What dates does this AOV benchmark cover? The snapshot was read on 11 October 2026. The underlying reporting period was not supplied. The October 2026 label identifies the page edition, not the period in which the advertising results were measured. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-benchmark-period",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-benchmark-coverage",
      "question": "Which industry or subcategory does this benchmark cover?",
      "text": "This benchmark covers exact Makeup Cosmetics classifications under Beauty & Personal Care. It excludes the parent industry and sibling subcategories.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-benchmark-coverage",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. Which industry or subcategory does this benchmark cover? This benchmark covers exact Makeup Cosmetics classifications under Beauty & Personal Care. It excludes the parent industry and sibling subcategories. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-benchmark-coverage",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-compare-aov",
      "question": "How can I compare my AOV with this benchmark?",
      "text": "Enter your AOV in USD in the comparison field above. It shows the difference from the median and whether your value falls below, within or above the middle 50%. Your entered amount stays on this page.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-compare-aov",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. How can I compare my AOV with this benchmark? Enter your AOV in USD in the comparison field above. It shows the difference from the median and whether your value falls below, within or above the middle 50%. Your entered amount stays on this page. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-compare-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-aov-performance",
      "question": "Does an above-median AOV mean better advertising performance?",
      "text": "The comparison describes position in the account AOV distribution, not profitability. It is not a performance score.",
      "context": "USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-aov-performance",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. Does an above-median AOV mean better advertising performance? The comparison describes position in the account AOV distribution, not profitability. It is not a performance score. USD · Equal-weight account aggregate. Snapshot read 11 October 2026; underlying reporting period not supplied. Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-aov-performance",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#benchmark"
    },
    {
      "group": "Use this research",
      "id": "answer-download-research",
      "question": "Can I download this industry research?",
      "text": "The exports section provides this edition in Markdown and JSON, along with a research index. This private draft is not licensed for public redistribution.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-download-research",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. Can I download this industry research? The exports section provides this edition in Markdown and JSON, along with a research index. This private draft is not licensed for public redistribution.  Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#reuse Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-download-research",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#reuse"
    },
    {
      "group": "Use this research",
      "id": "answer-cite-research",
      "question": "How should I cite a finding from this page?",
      "text": "When reuse is permitted, credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope. This private draft is not licensed for public redistribution.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-cite-research",
      "citation": "Madgicx Research & Labs. Makeup Cosmetics. How should I cite a finding from this page? When reuse is permitted, credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope. This private draft is not licensed for public redistribution.  Source: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#reuse Answer: https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#answer-cite-research",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/makeup-cosmetics#reuse"
    }
  ]
}