Indie Beauty Reality Check: How Much It Really Costs To Market A Big Product Launch

After we ran a No Stupid Questions story last year on the costs of launching a beauty product that largely focused on development and production, Jana Bobosikova, co-founder and CEO of KIKI World, suggested we do another story like it that focuses instead on the marketing costs of introducing a new product.

We thought her idea was a good one, particularly because marketing costs have risen considerably in the last few years. So, for the latest edition of our ongoing series posing questions relevant to indie beauty brands, we asked 10 beauty industry consultants the following questions: How much does it cost to realistically market an A-level beauty product launch from an indie brand today? How much has the cost changed from pre-pandemic, and why?

Stacey Levine Brand Marketing and Communications Consultant

The biggest challenge in answering this question is the gap between what indie brands are spending and what they should be spending to see real impact. Spreading a budget too thin just to check a box in every marketing function rarely moves the needle. I always recommend brands prioritize high-impact channels based on where their target consumers engage most.

Most indie beauty brands allocate around 10% to 20% of their annual revenue to marketing. So, for example, let’s look at an established indie brand with $20 million revenue that’s sold in Ulta and Target. Its total marketing budget might be $2 million, with $200,000 to $300,000 going toward an A-level launch. Keeping in mind the different priorities for every brand, a typical breakdown could look like this:

PR (agency fees, mailers, press event): $50,000 to $100,000
Influencer (seeding and paid partnerships with micro-/mid-tier creators): $50,000 to $100,000
Content production (creative, video, UGC): $15,000 to $50,000
Paid social: $50,000 to $150,000

In addition to those core buckets, brands also might be considering retailer marketing, consumer sampling, maybe an experiential activation or brand partnership. One of the biggest cost savings I recommend for indie brands is to work with expert consultants instead of agencies, so more of their budget goes directly toward marketing spend rather than high agency overhead.

Now, I don’t want this to scare anyone! Emerging indie brands with smaller budgets often lean on organic social, earned media and strategic influencer gifting to maximize impact. The key is knowing where your consumer engages and converts and then doubling down on those channels.

Therese Clark Co-Founder, I Am Not Creative

A solid indie beauty launch today costs $100,000 to $500,000-plus. Here’s the breakdown:

Influencer marketing and seeding: $10,000 to $50,000
Social media ads: $5,000 to $20,000 per month
PR agency: $7,500 to $15,000 per month
Retail support and activations: $20,000-plus
Creative and content: $10,000 to $30,000-plus
Website development: $15,000 to $100,000-plus (depending on design, functionality and integrations)

I launched one product with under $100,000 in early 2018, but it wasn’t enough. PR and an exclusive with a big retailer gave us awareness, but without enough budget to launch new products consistently, invest in paid ads, sustain PR and build top-of-funnel, we lost market share. As competition grew, our positioning wasn’t as clear.

Costs have definitely gone up. I don’t know the exact percentages, but from what I’ve seen from my clients, packaging is up around 50% or supplier minimums have increased, and ingredients are 20% to 30% more expensive. Paid ads and influencer rates have also spiked, making it harder for indie brands to break through without strong organic traction or serious funding.

Lesley McIntosh Founder, Brand Botany Marketing Consultancy

I’ve spent much of my career marketing large beauty and personal care brands with nationwide distribution, where launch budgets often ranged from $10 million to $50 million-plus. That said, in the indie space, I believe that an A-level beauty product launch today can range anywhere from $100,000 to $2.5 million-plus, depending on distribution and ambitions.

This is a very wide range, but I looked at this through two scenarios: DTC-only brands primarily sell online, also with a presence on Amazon and TikTok Shop. Retail brands have at least one national retail partner alongside DTC and Amazon. The definition of an A-level launch differs because the stakeholders and success metrics vary.

For a retail brand, investment depends on what it takes to secure the retailer’s enthusiasm and support and to drive sell-through. By contrast, a DTC-only brand has more flexibility in shaping its own launch.

DTC-only launch range: $100,000 to $935,000
Retail brand launch range: $315,000 to $2.55 million

Escalation of Marketing Costs from Pre-Pandemic to Present

I can’t quantify the exact change in marketing costs since pre-pandemic, but I’ve observed steady increases. In spring 2020 when the lockdown started, I remember that CPMs fell as many companies paused marketing due to the uncertainty. However, as e-commerce grew, the shift to 100% digital strategies by large corporations, including mine at the time, likely played a role in driving up ad costs later in 2020 and beyond.

Several other factors have made it more expensive for indie brands to launch and sustain growth:

Inflation has increased costs across the board including production and advertising.
Low barriers to entry have led to a flood of new indie brands, increasing competition for consumer attention and driving up digital media costs.
Heritage brands are still investing in growth, but also fiercely protecting their space, especially as their retail presence becomes more vulnerable to rising indie brands.
Retail media networks, building upon what Amazon started, have expanded, allowing brands to target shoppers at the point of sale using retailers’ first-party data. While a valuable resource, it’s also a new expense that brands are increasingly factoring into their budgets for launch success.

Table-Stakes Investments

In beauty, I believe there are certain marketing investments that are essential for a successful A-level product launch. These table-stakes investments help establish brand awareness, drive trial and create momentum, whether a brand is primarily DTC or also in retail.

Public relations (PR): $5,000 to $25,000 per month—PR is a credibility driver, but budgets vary. Some can save by taking a DIY approach. (assuming three months)
Influencer seeding: $5,000 to $50,000-plus—Costs depend on in-house execution versus agencies and the level of influencer partnerships.
Paid media:
- Social media ads (TikTok, Meta, YouTube): $25,000 to $250,000
- Paid search (Google, Amazon, etc.): $15,000 to $60,000
- Retail media (for retail brands only): $15,000 to $300,000
In-store (for retail brands): $50,000 to $200,000—includes merchandising, endcaps, signage, sampling and associate education.

Plus-Up Investments

In addition to what I consider table-stakes tactics, today’s launch budgets are also likely to include one or more of the following areas of investment. These investments help brands break through the noise and enhance visibility, credibility, and conversion.

PR launch event ($25,000 to $150,000)—Live IRL events are common for beauty launches, helping drive media coverage and influencer engagement.
Additional paid media ($50,000 to $500,000-plus)—To extend reach beyond social media and to compete with larger brands, I’m seeing more indie brands investing in CTV, OOH, programmatic, radio and digital radio. These channels help brands cut through digital clutter and reinforce brand messaging.
Sampling ($10,000 to $250,000)—Sachets, beauty boxes and retail sampling.
Ratings and reviews seeding ($5,000 to $60,000)—Early reviews help drive conversions and improve ad ROI.

Additional Considerations

Asset development ($10,000 to $100,000-plus)—High-quality content, including product photography, campaign shoots and video production, is essential for advertising and retail assets.

Bekah Schoonover Co-Founder, Product and Brand Development, A Beginner's Mind

I’ve worked with my marketing counterpart, Gavyn Melgar, on/off since 2017, and we were just having this conversation in anticipation of my own launch. Echoing the insight she gave me: A strong, A-level beauty product launch from an indie brand today typically requires $500,000 to $1.5 million, depending on your distribution, category and growth targets. That’s nearly double pre-pandemic budgets, which ranged from $250,000 to $750,000. The increase comes from rising paid media costs, higher influencer rates and the sheer volume of competition in the space.

A smart launch budget generally breaks down like this:

Influencer seeding and paid partnerships: $150,000 to $500,000
Paid social and digital advertising: $100,000 to $400,000
Public relations and events: $30,000 to $200,000
Content creation: $50,000 to $150,000
Sampling and promotions: $25,000 to $100,000

That said, spend should be proportional to the size of your launch and the sales you’re targeting. If your goal is $5 million in sales, a $1 million marketing spend may not be the right play. It’s not about doing everything, it’s about focusing where it matters most to your consumer. Invest in the channels that truly move the needle.

When it comes to influencers, conversion is key, not just reach. Some of the most successful launches we’ve seen were driven by small and mid-tier creators with engaged audiences who trust their recommendations. These influencers have credibility and a proven track record of featuring products that deliver on their promises—and their followers buy because of it.

But none of it works without a clear, compelling USP. The consumer needs to instantly understand what the product does, why it matters to them, and how it’s different from everything else out there. We’ve seen brands spend millions on flashy launches that flop because the consumer was never clear on why they should care.

Ultimately, the brands that win are deeply consumer-centric. They know where their customer discovers products, what influences their decisions, and how to show up in a way that feels authentic. Thinking outside the box can cut through the noise, but it should be purposeful, not just different for the sake of it. Be clear about what you’re trying to achieve, and make sure you’re meeting your consumer where they are and when they’re open to discovering something new.

Adrienne Arieff CSO, Sex with Emily and Link Creative & Associates

The cost of launching an A-level beauty product from an indie brand varies based on category, target audience and distribution strategy, but a realistic range is $500,000 to $1 million for a full-scale go-to-market plan.

Breakdown of costs for a strong, competitive launch:

Influencer seeding and paid partnerships: $100,000-plus
Social media and digital advertising: $150,000-plus
- Paid social (Meta, TikTok, YouTube, Pinterest)
- Google search and shopping ads
- Retargeting and performance marketing
Public relations and earned media: $100,000-plus
Retail marketing and sampling: $100,000 to $200,000
Branding and content production: $75,000 to $100,000

How has this changed since pre-pandemic?

Costs have surged by 30% to 50% due to:
- Higher influencer and content creator rates
- Increased digital ad competition & CPMs
- The necessity of omnichannel brand storytelling (TikTok, AI-driven marketing, etc.)
Shift in strategy:
- Less reliance on traditional PR, more on organic TikTok and community-driven marketing
- More emphasis on retention (loyalty programs, SMS, private communities)

MELISSA HIBBERT President and Chief Brand Strategist, Beauty Founders Agency Inc.

I love this question because I think there has been a bit of gatekeeping and lack of transparency on the price tag behind those perfect campaign images and seamless product launches. My daily work is to help emerging brands navigate the fight for relevance and shelf space alongside well-funded competitors. The financial reality of launching a standout product has transformed dramatically since the 2019/2020 pandemic era.

For an emerging brand launching a single A-level product (think a game-changing skincare like Uncover Skincare or innovative foundation with premium positioning like Danessa Myricks), expect to invest between $350,000 to $750,000 for a comprehensive six-month marketing campaign. This range assumes you're bootstrapping and serious about competing with established players without VC or private equity backing.

Where does the money go?

Influencer marketing, which has become increasingly expensive: $150,000 to $250,000

Macro-influencer partnerships (1 million-plus followers): $20,000 to $50,000 per post
Mid-tier influencers (500,000 to 1 million followers): $10,000 to $20,000 per post
Micro-influencers (50,000 to 500,000 followers): $2,000 to $10,000 per post
Nano-influencers (10,000 to 50,000 followers): $250 to $2,000 per post

Social media advertising: $80,000 to $200,000

Instagram and TikTok: $50,000 to $120,000 (primary platforms)
Facebook: $15,000 to $40,000
Pinterest and YouTube: $15,000 to $40,000
Content creation for paid social: $15,000 to $30,000

Public relations: $60,000-$120,000

PR agency retainer (six months): $40,000 to $75,000 (although this is increasingly becoming optional)
Press samples: $10,000 to $20,000
Media events/press day: $10,000 to $25,000

Retail marketing support (if applicable): $40,000 to $100,000

In-store displays and testers: $15,000 to $30,000
Retailer-specific promotions: $15,000 to $40,000
Training materials for retail staff: $10,000 to $30,000

Content production: $30,000 to $80,000

Professional photography and videography: $20,000 to $50,000 (includes product and lifestyle photography)
Graphic design for digital and print assets: $10,000 to $30,000

A lot has changed since pre-pandemic. Beauty shoppers expect transparency, diverse representation and immersive digital experiences before committing to purchases. As brick-and-mortar sales declined during lockdowns, every beauty brand regardless of size pivoted hard to digital channels, creating unprecedented competition for attention.

Before 2020, a comparable launch would have cost approximately 40% to 50% less, driven by influencer rates: Up 70% to 100% due to the demand for UGC and virality. If you recall, pre-pandemic, mid-tier influencers charged $5,000 to $10,000 per post compared to today they can command $10,000 to $20,000.

Influencers now have agents, managers and sophisticated pricing models. The days of exchanging products for posts are long gone for serious launches. In addition, the explosion of TikTok as a beauty discovery platform and the increased sophistication of influencer agencies have driven these increases.

The one area that is eating significantly into founders’ budgets is digital ad spend, which is up by 60% to 80% as cost per thousand impressions (CPMs) have jumped significantly due to more brands shifting budgets to digital during pandemic lockdowns. What once cost $5 to $7 per thousand impressions now frequently exceeds $9 to $15, particularly for beauty's coveted demographics (gen Z).

Another significant increase is in content production, up 50% to 70% because the bar has been raised for brands to have quality and creative assets. There was a time where a simple product shot on white would suffice. Brands now need elaborate content libraries with diverse models, lifestyle imagery, tutorial videos, educational videos, founder stories, behind-the-scenes and in-platform-specific formats.

My guidance for our emerging brand clients is centered around having a successful launch that prioritizes building genuine communities around fewer, better products rather than attempting to match the spending power of beauty giants and bigger players in their respective categories.

PATRICIA VALERA Founder, Beautybrandr

For years, the standard advice has been to go big—national influencer campaigns, major retail launches and aggressive ad spend. But in today’s climate? That approach can be a fast track to burnout and financial disaster.

With funding still dried up, the geopolitical climate in flux, a potential recession on the horizon and the cost of everything still sky-high, indie brands need to rethink the way they launch. I'm starting to advise my clients that, instead of trying to be everywhere at once, it may be smarter and way more profitable to start regionally or even locally.

A concentrated launch allows a brand to build real traction before scaling. Instead of spending a fortune chasing customers across the country, brands can focus on owning a specific market, building deep loyalty and proving demand before expanding.

It also makes influencer and ad spend way more effective. Instead of stretching budgets thin nationwide, brands can invest in highly targeted local creators, in-person activations, and geo-specific digital ads that actually move the needle.

Most large retailers already operate this way. They don’t roll a new brand out nationwide overnight. They test it in a limited number of stores in specific markets first. A concentrated launch gives brands time to refine their positioning, prove sell-through and create demand that justifies expansion.

Here's how that would break down:

For an A-level indie beauty launch at a regional level, brands should expect to invest $75,000 to $150,000-plus over three to six months, not including branding, product development or manufacturing.

Influencer and creator marketing ($8,000–$16,000/month)- Focus on local influencers and creators who have real influence in the region. Seeding products to beauty professionals, boutique owners, and micro-influencers with engaged local followings creates trust and word-of-mouth buzz. Paid partnerships should be targeted to creators who not only post but drive real conversions within the community.

Social and digital advertising ($10,000 to $20,000/month)—Run geo-targeted ads on Meta, TikTok and Google, ensuring the brand reaches potential customers only in the launch region. Instead of burning budget on broad national awareness, this approach focuses on hitting the same regional audience multiple times, building recognition and trust. Retargeting campaigns reengage those who’ve interacted with the brand, while localized YouTube and display ads reinforce the brand presence in that specific market.
Public relations, events and trade Shows ($7,000 to $15,000/month)—Prioritize regional media outlets, local beauty publications and niche lifestyle magazines that actually influence buying decisions in the market. Host in-person activations like pop-ups, influencer meet-ups and retailer events to create deeper brand engagement. Trade shows and regional beauty expos provide face-to-face opportunities with retailers, press and local beauty pros, helping to secure partnerships and retail placements in the area.
Content creation ($3,000 to $5,000/month)—Capture regionally focused content that reflects the market’s culture, climate and consumer habits. This could include filming with local influencers in recognizable city locations, featuring actual friends, neighbors and local customers or tailoring messaging to resonate with the specific lifestyle of the area. These assets not only fuel organic and paid campaigns, but also make the brand feel like it really belongs in that market.

A national launch right out of the gate may sound like the dream, but, in today’s reality, it may be the wrong move. Slow, strategic and profitable beats fast and flashy every time.

NIKOLA CLINE Founder, Brandettes

The overall best practice for marketing expenditures is to allocate around 10% of your annual sales goal. However, for new brands that need to build awareness, or any brand looking to go deeper during a launch, this investment can increase to 15% to18% or even higher.

Influencer marketing and content creation costs have escalated by more than 25% in the last five years, and investment in paid media no longer optional. Since the pandemic, we’ve shifted our clients’ social investments to primarily focus on paid media rather than purely organic efforts. Nearly everything now falls under the umbrella of performance marketing, and I don’t see that changing.

During the learning phase, we recommend starting with a minimum spend of $5,000 per month, escalating to $15,000 to $20,000-plus after 90 days and beyond. For influencer programs, a budget of $10,000 to $20,000 per month is the minimum for micro- or nano-influencers during a launch campaign. While robust, thriving brands are spending as much as $150,000 monthly.

What’s key here is to avoid spreading your marketing budget thin like peanut butter across a wide range of channels with small spends in many areas. Instead, take the time to strategize, establish core KPIs and focus on specific channels that resonate with your brand’s target audience and then go deeper.

SARAH RAKONITZ STEIN Marketing Consultant

With strategic planning, the overall budget can remain the same. However, the timing and allocation across spending buckets would evolve. Let’s assume $300,000 for six months.

Pre-pandemic, discovery occurred through the press and influencer boutiques and was supported by social media, mainly Instagram. Advertising and branded SEO were inexpensive amplifiers. Since performance marketing could identify consumers, continuously “buying” new sales was a common strategy. Budget breakdown: 62% advertising, 23% PR and 13% influencers.

Today, discovery occurs primarily on TikTok and is supported by press and Instagram. Strong brand fundamentals and community building are critical for profitable, long-term growth. IOS 14 privacy restrictions and high advertising costs dramatically diminish performance marketing.

Partnering with creators who represent your brand values will drive organic reach, strengthen engagement and inform paid strategies. A true creator relationship provides stronger results at a lower cost. Where advertising would previously start immediately, it now waits until the initial test-and-learn phase with creators. Budget breakdown: 35% advertising, 24% PR and 41% creators.

FRANCES GRANT Strategic Advisor and Consultant

The cost of marketing an A-product launch for an indie brand can vary widely depending on brand awareness, distribution channels, community size, organic social reach and overall buzz, to name a few. However, certain tactics have emerged over the past five years that are driving notable increases in marketing expenses.

Influencers:

In the past, desirable indie brands often secured influencer partnerships at little or sometimes no cost. Today, the landscape has shifted dramatically to a pay-to-play model. For A-level product launches, brands now invest anywhere from $50,000 to $500,000 or
more, engaging multiple mega and mid-level influencers.

Mailers:

The cost of product mailers has surged significantly, increasing from around $100 per unit pre-pandemic to an average of $150 and upwards, in 2025, including shipping. This rise reflects the growing emphasis on high-quality packaging designed to impress both influencers and consumers. Brands are also mailing more units out, adding to costs.

Brand and performance media:

The digital advertising space has grown increasingly competitive, leading to higher costs and diminishing returns. ROAS has declined significantly, with many campaigns now breaking even or achieving just 1.5X returns, far lower than the higher multiples that were more sustainable pre-pandemic. Rising CPMs further underscore the challenge of breaking through in an oversaturated market.

Experiential/IRL marketing:

In-person experiences have also become more expensive and elaborate. What once could be achieved with a $50,000 budget now often requires upwards of $100,000 for similar results. Scrappy, grassroots approaches are increasingly being replaced by highly produced events as brands compete to deliver memorable and immersive experiences.

On the flip side, sampling costs seem to be relatively stable, following the more modest increases in COGS.

If you have any questions you'd like Beauty Independent to ask beauty consultants, send them to editor@beautyindependent.com.