Beauty and supplement brands are repeat purchase goldmines If you're not seeing
By Noah Wickham · February 12, 2026 · Curated by George's Blog
Beauty and supplement brands are repeat purchase goldmines
If you're not seeing 30%+ repeat purchase rate you're doing it wrong
30% of all purchases should be repeat customers minimum
If you're below that benchmark you're not building a brand, you're fueling a churn machine
You're spending $40 to acquire a customer who buys once for $35 and disappears forever
Congratulations, you just paid someone to try your product and ghost you
This isn't a traffic problem or a conversion problem
This is a retention problem
And most beauty and supplement brands have no idea how bad their retention actually is
Because they're too focused on new customer acquisition to notice they're bleeding repeat buyers
People don't buy skincare or vitamins once, they buy them monthly
It's a consumable product with built-in repeat purchase behavior
If your customers aren't coming back it's because your product doesn't work, your follow-up sucks, or both
Stop repaying for the same customer over and over
If you're constantly acquiring new customers to replace the ones who left, your unit economics are broken
You should be acquiring customers once and monetizing them 5, 10, 15 times over their lifetime
That's how you build a sustainable brand
That's how you get profitable LTV to CAC ratios
And that's how you stop being a hamster on a growth treadmill
If your repeat purchase rate is below 30% fix your product experience before you run another ad
Because acquiring customers you can't keep is just expensive market research
And at some point you run out of new people to disappoint