{
  "name": "Facial Skincare",
  "edition_label": "October 2026",
  "edition_updated_at": "2026-10-11",
  "slug": "facial-skincare",
  "kind": "subcategory",
  "parent_slug": "beauty-personal-care",
  "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare",
  "scope": "Verified aggregate benchmark and independent public brand research; no brand is identified as a benchmark participant.",
  "directory_status": "complete",
  "page_readiness": "published",
  "directory_notice": "Inclusion does not indicate participation in the benchmark or a Madgicx customer relationship.",
  "benchmark": {
    "status": "verified_aggregate",
    "slug": "facial-skincare",
    "parent_slug": "beauty-personal-care",
    "cohort_scope": "exact_child",
    "median_aov_usd": 47.47,
    "p25_aov_usd": 15.69,
    "p75_aov_usd": 80.67,
    "metric_window": null,
    "scope_label": "Equal-weight AOV benchmark",
    "methodology": "Median and middle 50% of observed account-level average order values in USD, with each account weighted equally. Use this range as a comparison, not a profitability measure.",
    "read_at": "2026-10-11T14:06:55.188218+00:00",
    "period_label": "Dated snapshot",
    "citation": "Madgicx Research & Labs. Facial Skincare account AOV: median $47.47; middle 50% $15.69 to $80.67. Snapshot read 11 October 2026. https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark",
    "source": {
      "name": "Madgicx Research & Labs",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    }
  },
  "metric_definitions": [],
  "metric_definitions_scope": "Definitions only; no ACV, MRR or ARPU benchmark or measured correlation is supplied.",
  "brands": [
    {
      "id": "abib",
      "name": "Abib",
      "segment": "Facial skincare",
      "url": "https://abib.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "advanced-clinicals",
      "name": "Advanced Clinicals",
      "segment": "Facial skincare",
      "url": "https://advancedclinicals.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "ahava",
      "name": "Ahava",
      "segment": "Facial skincare",
      "url": "https://www.ahava.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "algenist",
      "name": "Algenist",
      "segment": "Facial skincare",
      "url": "https://www.algenist.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "alpha-skincare",
      "name": "Alpha Skincare",
      "segment": "Facial skincare",
      "url": "https://www.alphaskin.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "aveeno",
      "name": "Aveeno",
      "segment": "Facial skincare",
      "url": "https://aveeno.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "avene",
      "name": "Avène",
      "segment": "Facial skincare",
      "url": "https://www.aveneusa.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "axis-y",
      "name": "AXIS-Y",
      "segment": "Facial skincare",
      "url": "https://www.axis-y.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "bareminerals",
      "name": "bareMinerals",
      "segment": "Facial skincare",
      "url": "https://www.bareminerals.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "beautystat-cosmetics",
      "name": "BeautyStat Cosmetics",
      "segment": "Facial skincare",
      "url": "https://beautystat.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "beekman-1802",
      "name": "Beekman 1802",
      "segment": "Facial skincare",
      "url": "https://beekman1802.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "belif",
      "name": "belif",
      "segment": "Facial skincare",
      "url": "https://www.belifusa.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "bobbi-brown",
      "name": "BOBBI BROWN",
      "segment": "Facial skincare",
      "url": "https://bobbibrowncosmetics.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "borghese",
      "name": "Borghese",
      "segment": "Facial skincare",
      "url": "https://www.borghese.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "bubble",
      "name": "Bubble",
      "segment": "Facial skincare",
      "url": "https://www.hellobubble.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "byoma",
      "name": "BYOMA",
      "segment": "Facial skincare",
      "url": "https://www.byoma.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "cerave",
      "name": "CeraVe",
      "segment": "Facial skincare",
      "url": "https://www.cerave.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.cerave.com/"
        }
      ]
    },
    {
      "id": "cetaphil",
      "name": "Cetaphil",
      "segment": "Facial skincare",
      "url": "https://cetaphil.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "chanel",
      "name": "CHANEL",
      "segment": "Facial skincare",
      "url": "https://chanel.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "charlotte-tilbury",
      "name": "Charlotte Tilbury",
      "segment": "Facial skincare",
      "url": "https://charlottetilbury.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "clarins",
      "name": "Clarins",
      "segment": "Facial skincare",
      "url": "https://clarinsusa.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "clinique",
      "name": "Clinique",
      "segment": "Facial skincare",
      "url": "https://www.clinique.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.clinique.com/"
        }
      ]
    },
    {
      "id": "cocokind",
      "name": "cocokind",
      "segment": "Facial skincare",
      "url": "https://www.cocokind.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "cosrx",
      "name": "COSRX",
      "segment": "Facial skincare",
      "url": "https://www.cosrx.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "covergirl",
      "name": "CoverGirl",
      "segment": "Facial skincare",
      "url": "https://covergirl.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "dermalogica",
      "name": "Dermalogica",
      "segment": "Facial skincare",
      "url": "https://dermalogica.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "differin",
      "name": "Differin",
      "segment": "Facial skincare",
      "url": "https://www.differin.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "dior",
      "name": "Dior",
      "segment": "Facial skincare",
      "url": "https://dior.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "dr-botanicals",
      "name": "Dr Botanicals",
      "segment": "Facial skincare",
      "url": "https://www.drbotanicals.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "dr-brandt",
      "name": "Dr. Brandt",
      "segment": "Facial skincare",
      "url": "https://www.drbrandtskincare.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "drmtlgy",
      "name": "DRMTLGY",
      "segment": "Facial skincare",
      "url": "https://www.drmtlgy.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "drunk-elephant",
      "name": "Drunk Elephant",
      "segment": "Facial skincare",
      "url": "https://www.drunkelephant.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "e-l-f-cosmetics",
      "name": "e.l.f. Cosmetics",
      "segment": "Facial skincare",
      "url": "https://www.elfcosmetics.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.elfcosmetics.com/en_CA/collections/cleanser"
        }
      ]
    },
    {
      "id": "elemis",
      "name": "ELEMIS",
      "segment": "Facial skincare",
      "url": "https://us.elemis.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "elizabeth-arden",
      "name": "Elizabeth Arden",
      "segment": "Facial skincare",
      "url": "https://elizabetharden.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "estee-lauder",
      "name": "Estée Lauder",
      "segment": "Facial skincare",
      "url": "https://esteelauder.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "eucerin",
      "name": "Eucerin",
      "segment": "Facial skincare",
      "url": "https://eucerinus.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "eve-lom",
      "name": "Eve Lom",
      "segment": "Facial skincare",
      "url": "https://www.evelom.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "exuviance",
      "name": "Exuviance",
      "segment": "Facial skincare",
      "url": "https://www.exuviance.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "farmacy",
      "name": "FARMACY",
      "segment": "Facial skincare",
      "url": "https://www.farmacybeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "first-aid-beauty",
      "name": "First Aid Beauty",
      "segment": "Facial skincare",
      "url": "https://www.firstaidbeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "foreo",
      "name": "FOREO",
      "segment": "Facial skincare",
      "url": "https://www.foreo.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "fresh",
      "name": "fresh",
      "segment": "Facial skincare",
      "url": "https://www.fresh.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "good-molecules",
      "name": "Good Molecules",
      "segment": "Facial skincare",
      "url": "https://www.goodmolecules.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "goop",
      "name": "goop",
      "segment": "Facial skincare",
      "url": "https://www.goop.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "herbivore",
      "name": "HERBIVORE",
      "segment": "Facial skincare",
      "url": "https://www.herbivorebotanicals.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "hero-cosmetics",
      "name": "Hero Cosmetics",
      "segment": "Facial skincare",
      "url": "https://www.herocosmetics.us/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "honest-beauty",
      "name": "Honest Beauty",
      "segment": "Facial skincare",
      "url": "https://www.honest.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "i-dew-care",
      "name": "I Dew Care",
      "segment": "Facial skincare",
      "url": "https://www.idewcare.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "it-cosmetics",
      "name": "IT Cosmetics",
      "segment": "Facial skincare",
      "url": "https://www.itcosmetics.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "jack-black",
      "name": "Jack Black",
      "segment": "Facial skincare",
      "url": "https://www.getjackblack.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "jane-iredale",
      "name": "jane iredale",
      "segment": "Facial skincare",
      "url": "https://www.janeiredale.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "jouer-cosmetics",
      "name": "Jouer Cosmetics",
      "segment": "Facial skincare",
      "url": "https://www.jouercosmetics.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "kate-somerville",
      "name": "Kate Somerville",
      "segment": "Facial skincare",
      "url": "https://www.katesomerville.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "kiehl-s",
      "name": "Kiehl's",
      "segment": "Facial skincare",
      "url": "https://www.kiehls.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.kiehls.com/"
        }
      ]
    },
    {
      "id": "kopari-beauty",
      "name": "Kopari Beauty",
      "segment": "Facial skincare",
      "url": "https://www.koparibeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "korres",
      "name": "KORRES",
      "segment": "Facial skincare",
      "url": "https://www.korres.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "la-roche-posay",
      "name": "La Roche-Posay",
      "segment": "Facial skincare",
      "url": "https://www.laroche-posay.us/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.laroche-posay.us/"
        }
      ]
    },
    {
      "id": "lancer-skincare",
      "name": "Lancer Skincare",
      "segment": "Facial skincare",
      "url": "https://www.lancerskincare.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "lancome",
      "name": "Lancôme",
      "segment": "Facial skincare",
      "url": "https://lancome-usa.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "mac",
      "name": "MAC",
      "segment": "Facial skincare",
      "url": "https://www.maccosmetics.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "murad",
      "name": "Murad",
      "segment": "Facial skincare",
      "url": "https://www.murad.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "neal-s-yard-remedies",
      "name": "Neal's Yard Remedies",
      "segment": "Facial skincare",
      "url": "https://www.nealsyardremedies.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "neogen",
      "name": "NEOGEN",
      "segment": "Facial skincare",
      "url": "https://www.neogenlab.us/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "neutrogena",
      "name": "Neutrogena",
      "segment": "Facial skincare",
      "url": "https://neutrogena.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "nuface",
      "name": "NuFACE",
      "segment": "Facial skincare",
      "url": "https://www.mynuface.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "ogee",
      "name": "Ogee",
      "segment": "Facial skincare",
      "url": "https://www.ogee.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "olay",
      "name": "Olay",
      "segment": "Facial skincare",
      "url": "https://olay.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "olehenriksen",
      "name": "OLEHENRIKSEN",
      "segment": "Facial skincare",
      "url": "https://www.olehenriksen.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "origins",
      "name": "Origins",
      "segment": "Facial skincare",
      "url": "https://origins.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "pacifica",
      "name": "Pacifica",
      "segment": "Facial skincare",
      "url": "https://www.pacificabeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "peach-lily",
      "name": "PEACH & LILY",
      "segment": "Facial skincare",
      "url": "https://www.peachandlily.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "perricone-md",
      "name": "Perricone MD",
      "segment": "Facial skincare",
      "url": "https://www.perriconemd.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "peter-thomas-roth",
      "name": "Peter Thomas Roth",
      "segment": "Facial skincare",
      "url": "https://www.peterthomasroth.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "philosophy",
      "name": "Philosophy",
      "segment": "Facial skincare",
      "url": "https://www.philosophy.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "physicians-formula",
      "name": "Physicians Formula",
      "segment": "Facial skincare",
      "url": "https://www.physiciansformula.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "pixi",
      "name": "Pixi",
      "segment": "Facial skincare",
      "url": "https://www.pixibeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "purito",
      "name": "Purito",
      "segment": "Facial skincare",
      "url": "https://www.purito.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "rms-beauty",
      "name": "RMS Beauty",
      "segment": "Facial skincare",
      "url": "https://www.rmsbeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "roc",
      "name": "RoC",
      "segment": "Facial skincare",
      "url": "https://www.rocskincare.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "rodan-fields",
      "name": "RODAN + FIELDS",
      "segment": "Facial skincare",
      "url": "https://www.rodanandfields.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "rosen",
      "name": "ROSEN",
      "segment": "Facial skincare",
      "url": "https://www.rosenskincare.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "saint-jane",
      "name": "Saint Jane",
      "segment": "Facial skincare",
      "url": "https://www.saintjanebeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "sand-and-sky",
      "name": "Sand and Sky",
      "segment": "Facial skincare",
      "url": "https://www.sandandsky.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "shiseido",
      "name": "Shiseido",
      "segment": "Facial skincare",
      "url": "https://shiseido.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "skin1004",
      "name": "SKIN1004",
      "segment": "Facial skincare",
      "url": "https://www.skin1004.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "skyn-iceland",
      "name": "Skyn Iceland",
      "segment": "Facial skincare",
      "url": "https://www.skyniceland.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "solawave",
      "name": "Solawave",
      "segment": "Facial skincare",
      "url": "https://www.solawave.co/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "strivectin",
      "name": "StriVectin",
      "segment": "Facial skincare",
      "url": "https://strivectin.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "superegg",
      "name": "Superegg",
      "segment": "Facial skincare",
      "url": "https://www.superegg.nyc/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "tarte",
      "name": "Tarte",
      "segment": "Facial skincare",
      "url": "https://tartecosmetics.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "tatcha",
      "name": "Tatcha",
      "segment": "Facial skincare",
      "url": "https://tatcha.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://tatcha.com/"
        }
      ]
    },
    {
      "id": "the-inkey-list",
      "name": "The INKEY List",
      "segment": "Facial skincare",
      "url": "https://www.theinkeylist.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "the-ordinary",
      "name": "The Ordinary",
      "segment": "Facial skincare",
      "url": "https://theordinary.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://theordinary.com/en-ch"
        }
      ]
    },
    {
      "id": "tiege-hanley",
      "name": "Tiege Hanley",
      "segment": "Facial skincare",
      "url": "https://www.tiege.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "tula",
      "name": "TULA",
      "segment": "Facial skincare",
      "url": "https://www.tula.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "ursa-major",
      "name": "Ursa Major",
      "segment": "Facial skincare",
      "url": "https://www.ursamajorvt.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "vanicream",
      "name": "VANICREAM",
      "segment": "Facial skincare",
      "url": "https://www.vanicream.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "vichy",
      "name": "Vichy",
      "segment": "Facial skincare",
      "url": "https://www.vichyusa.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    },
    {
      "id": "wet-n-wild",
      "name": "Wet n Wild",
      "segment": "Facial skincare",
      "url": "https://www.wetnwildbeauty.com/",
      "description": "",
      "sources": [
        {
          "name": "Category evidence",
          "url": "https://www.ulta.com/shop/skin-care/treatment-serums/face-serums"
        }
      ]
    }
  ],
  "answers": [
    {
      "group": "In this category",
      "id": "answer-skincare-trial-full-size",
      "question": "Should travel-size skincare orders be analyzed separately from full-size orders?",
      "text": "Paula's Choice says most of its products have paid travel-size options. Separate trial-size, full-size and mixed orders when evaluating basket value so a change in format mix is visible. The brand's size availability does not establish the conversion rate from trial to full size.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-skincare-trial-full-size",
      "citation": "Madgicx Research & Labs. Facial Skincare. Should travel-size skincare orders be analyzed separately from full-size orders? Paula's Choice says most of its products have paid travel-size options. Separate trial-size, full-size and mixed orders when evaluating basket value so a change in format mix is visible. The brand's size availability does not establish the conversion rate from trial to full size.  Source: https://helpcenter.paulaschoice.com/en_us/travel-sizes-B18hW7voxl Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-skincare-trial-full-size",
      "source_url": "https://helpcenter.paulaschoice.com/en_us/travel-sizes-B18hW7voxl"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-median-aov",
      "question": "What is the average order value benchmark for Facial Skincare?",
      "text": "The median account AOV for Facial Skincare is $47.47 USD. This is the middle account-level average order value in the benchmark.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-median-aov",
      "citation": "Madgicx Research & Labs. Facial Skincare. What is the average order value benchmark for Facial Skincare? The median account AOV for Facial Skincare is $47.47 USD. This is the middle account-level average order value in the benchmark. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-median-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-aov-range",
      "question": "What is the typical AOV range in Facial Skincare?",
      "text": "The middle 50% of account AOVs runs from $15.69 to $80.67 USD. This is the interquartile range, not the minimum and maximum.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-aov-range",
      "citation": "Madgicx Research & Labs. Facial Skincare. What is the typical AOV range in Facial Skincare? The middle 50% of account AOVs runs from $15.69 to $80.67 USD. This is the interquartile range, not the minimum and maximum. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-aov-range",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-lower-quartile-aov",
      "question": "What is the lower-quartile AOV?",
      "text": "The 25th-percentile account AOV is $15.69 USD. It marks the lower edge of the middle 50% of this distribution.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-lower-quartile-aov",
      "citation": "Madgicx Research & Labs. Facial Skincare. What is the lower-quartile AOV? The 25th-percentile account AOV is $15.69 USD. It marks the lower edge of the middle 50% of this distribution. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-lower-quartile-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-upper-quartile-aov",
      "question": "What is the upper-quartile AOV?",
      "text": "The 75th-percentile account AOV is $80.67 USD. It marks the upper edge of the middle 50%, not a performance target.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-upper-quartile-aov",
      "citation": "Madgicx Research & Labs. Facial Skincare. What is the upper-quartile AOV? The 75th-percentile account AOV is $80.67 USD. It marks the upper edge of the middle 50%, not a performance target. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-upper-quartile-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    },
    {
      "group": "Read the benchmark",
      "id": "answer-aov-calculation",
      "question": "What does this AOV benchmark show?",
      "text": "Median and middle 50% of observed account-level average order values in USD, with each account weighted equally. Use this range as a comparison, not a profitability measure.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-aov-calculation",
      "citation": "Madgicx Research & Labs. Facial Skincare. What does this AOV benchmark show? Median and middle 50% of observed account-level average order values in USD, with each account weighted equally. Use this range as a comparison, not a profitability measure. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-aov-calculation",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#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 AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-median-or-mean",
      "citation": "Madgicx Research & Labs. Facial Skincare. 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 AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-median-or-mean",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-benchmark-period",
      "question": "When was this benchmark snapshot read?",
      "text": "The snapshot was read on 11 October 2026.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-benchmark-period",
      "citation": "Madgicx Research & Labs. Facial Skincare. When was this benchmark snapshot read? The snapshot was read on 11 October 2026. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-benchmark-period",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark"
    },
    {
      "group": "Put it in context",
      "id": "answer-benchmark-coverage",
      "question": "Which industry or subcategory does this benchmark cover?",
      "text": "This benchmark covers exact Facial Skincare classifications under Beauty & Personal Care. It excludes the parent industry and sibling subcategories.",
      "context": "USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-benchmark-coverage",
      "citation": "Madgicx Research & Labs. Facial Skincare. Which industry or subcategory does this benchmark cover? This benchmark covers exact Facial Skincare classifications under Beauty & Personal Care. It excludes the parent industry and sibling subcategories. USD · Equal-weight AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-benchmark-coverage",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#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 AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-compare-aov",
      "citation": "Madgicx Research & Labs. Facial Skincare. 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 AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-compare-aov",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#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 AOV benchmark. Snapshot read 11 October 2026.",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-aov-performance",
      "citation": "Madgicx Research & Labs. Facial Skincare. 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 AOV benchmark. Snapshot read 11 October 2026. Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#benchmark Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-aov-performance",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#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. Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-download-research",
      "citation": "Madgicx Research & Labs. Facial Skincare. Can I download this industry research? The exports section provides this edition in Markdown and JSON, along with a research index. Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.  Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#reuse Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-download-research",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#reuse"
    },
    {
      "group": "Use this research",
      "id": "answer-cite-research",
      "question": "How should I cite a finding from this page?",
      "text": "Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.",
      "context": "",
      "url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-cite-research",
      "citation": "Madgicx Research & Labs. Facial Skincare. How should I cite a finding from this page? Credit Madgicx Research & Labs and link to the exact source. Keep its snapshot date and scope.  Source: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#reuse Answer: https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#answer-cite-research",
      "source_url": "https://madgicx.com/labs/industries/beauty-personal-care/facial-skincare#reuse"
    }
  ]
}