Beauty Email Marketing Open Rates 2025
In 2025, beauty brands continued to invest heavily in email marketing as a direct and reliable way to reach loyal customers. While social platforms battled algorithm changes and privacy regulations, email offered a more stable and controllable channel for driving sales and engagement. Brands that excelled didn’t just rely on frequency—they mastered timing, subject line relevance, deliverability, and audience segmentation.
What set top performers apart was their ability to land in the inbox consistently while maintaining a compelling brand voice. From heritage giants to fast-moving indie labels, the highest open rates reflected a mix of trust, creativity, and smart list management. The following statistics reveal which beauty brands dominated email inboxes in 2025 and how their strategies hint at the future of beauty marketing.
Beauty Email Marketing Open Rates 2025 (Editor's Choice)
Here are the top 10 beauty and personal care brands by email open rates in 2025, based on recent industry benchmarks and campaign data:
1. Glossier – Achieved a 100% inbox placement rate, indicating strong deliverability and engagement.
2. Clinique – Sent 130 emails with a 100% inbox rate, reflecting consistent performance.
3. Estee Lauder – Dispatched 124 emails, all reaching the inbox, showcasing effective email strategies.
4. Bath & Body Works – Maintained a 100% inbox rate across 114 emails, indicating high deliverability.
5. Burt’s Bees – All 28 emails sent reached the inbox, demonstrating strong engagement.
6. Dr. Jart – Achieved full inbox placement with 67 emails, reflecting effective email practices.
7. Tarte – Sent 45 emails with a 100% inbox rate, indicating consistent deliverability.
8. Colourpop – All 65 emails reached the inbox, showcasing strong email engagement.
9. Bobbi Brown – Maintained a 100% inbox rate across 99 emails, reflecting effective strategies.
10. Laura Mercier – Achieved full inbox placement with 67 emails, indicating high deliverability
Beauty Email Marketing Open Rates 2025 and Future Implications
Beauty Email Marketing Open Rates 2025 #1. Glossier – 100% Inbox Placement Rate
Glossier achieved a perfect 100% inbox placement rate in 2025, reflecting not only a clean email list but also a deep understanding of subscriber preferences. Their minimalist branding and direct tone likely contributed to high engagement. This performance suggests that beauty brands with strong visual identities and consistent messaging can build trust that converts into clicks. As privacy regulations tighten, Glossier's success highlights the growing need to focus on deliverability fundamentals and permission-based marketing. Moving forward, expect more indie brands to mirror this model to build loyal audiences through email.
Beauty Email Marketing Open Rates 2025 #2. Clinique – 100% Inbox Rate Across 130 Emails
Clinique sent 130 emails in 2025, all of which landed in inboxes—a remarkable feat for a legacy brand. Their performance shows how heritage beauty companies are adapting by personalizing content and refining segmentation. Rather than relying solely on mass appeal, Clinique is targeting based on skin type, product history, and seasonal campaigns. This shift toward data-informed strategy could become the standard as brands aim to reduce unsubscribe rates. Future campaigns from large brands may trend toward micro-personalization and fewer, higher-quality sends.
Beauty Email Marketing Open Rates 2025 #3. Estée Lauder – 124 Emails Delivered to Inbox
Estée Lauder maintained a flawless inbox placement with 124 emails, showing that even global corporations can optimize technical performance. They likely benefit from long-term domain authority and strong sender reputation, but it’s their use of elegant design and loyalty incentives that keeps readers engaged. Their success proves that legacy doesn’t mean outdated—it can mean trusted. As open rates become harder to track due to Apple’s Mail Privacy Protection, inbox placement will be the new gold standard. More enterprise brands will likely audit their email health as a competitive advantage.
Beauty Email Marketing Open Rates 2025 #4. Bath & Body Works – 100% Inbox Rate for 114 Emails
Bath & Body Works continued to dominate in frequency and deliverability, hitting the inbox 100% of the time across 114 emails. Known for their limited-time offers and sensory storytelling, they turn each campaign into an event. Their frequent emailing doesn’t result in fatigue because of consistent formatting, product rotation, and FOMO-driven headlines. Their success suggests that frequency is not the issue—relevance is. Moving into 2026, expect more beauty brands to test frequent sends while keeping subject lines short and visually appealing.
Beauty Email Marketing Open Rates 2025 #5. Burt’s Bees – 100% Inbox Rate Across 28 Emails
Burt’s Bees had fewer email sends in 2025 (28), but each one was delivered successfully, indicating a cautious but effective email strategy. Their focus on natural products and sustainability may resonate well with conscious consumers who opt-in for updates. They’ve mastered the art of quality over quantity, proving that even less frequent emails can sustain engagement when the content aligns with brand values. Their strong inbox placement will encourage other clean beauty brands to lean into authenticity and transparency. Email messaging that speaks directly to ethics and ingredient sourcing will likely increase in future performance.
Beauty Email Marketing Open Rates 2025 #6. Dr. Jart – 100% Inbox Rate Across 67 Emails
Dr. Jart’s flawless inbox rate across 67 emails shows they’ve maintained excellent sender hygiene while embracing quirky, science-backed content. Their campaigns often combine visual intrigue with skin education, appealing to Gen Z and millennial skincare enthusiasts. Consistency in design, tone, and timing likely helps maintain engagement and avoid spam filters. Their success hints at a growing appetite for content-driven emails in the beauty sector. In the years ahead, expect email to double as a skincare education tool as well as a sales driver.
Beauty Email Marketing Open Rates 2025 #7. Tarte – 100% Inbox Rate for 45 Emails
Tarte achieved 100% inbox deliverability with 45 emails in 2025, balancing frequency with clarity. Their colorful branding and product-first messaging create easy-to-skim layouts ideal for mobile users. Their strategy appears centered on drops, sales, and influencer partnerships, all of which drive urgency. This performance reinforces that mid-volume campaigns with strong visual hooks and limited-time language are highly effective. Future campaigns will likely continue blending e-commerce with influencer culture to drive real-time responses.
Beauty Email Marketing Open Rates 2025 #8. Colourpop – 100% Inbox Placement for 65 Emails
Colourpop’s 65 emails all reached the inbox, reflecting strong audience engagement and minimal list churn. Their strength lies in rapid-fire product launches and hype-based marketing, which are mirrored in their email approach. They use short subject lines, bold graphics, and clear CTAs to prompt immediate action. Their email strategy reflects a shift toward real-time product drops and social-first brand positioning. In the future, more brands may adopt this fast-fashion-style beauty email model to stay top-of-mind with younger audiences.
Beauty Email Marketing Open Rates 2025 #9. Bobbi Brown – 100% Inbox Rate Across 99 Emails
Bobbi Brown sent 99 emails with full inbox delivery in 2025, proving that classic beauty can still thrive in digital formats. Their emphasis on tutorials, expert advice, and product spotlights keeps emails informative and value-driven. This strategy strengthens brand authority and gives customers a reason to open beyond sales. As inboxes become more crowded, the addition of education and storytelling in campaigns will likely increase retention. Bobbi Brown’s performance suggests a hybrid content-commerce model will dominate high-performing emails going forward.
Beauty Email Marketing Open Rates 2025 #10. Laura Mercier – 100% Inbox Placement Across 67 Emails
Laura Mercier’s clean sweep of inbox placement across 67 emails in 2025 points to high-quality targeting and consistent branding. Their campaigns lean into luxury simplicity, showcasing hero products with muted tones and elegant layouts. They favor fewer product pushes and more lifestyle integration, making each email feel more like a magazine page than an ad. Their approach offers a model for premium brands aiming to maintain exclusivity without sacrificing engagement. The future of luxury beauty emails may lie in subtlety and consistency rather than volume.
What High Open Rates Reveal About the Future of Beauty Email Marketing
The brands with the highest inbox placement and open rates in 2025 didn’t just get the technical side of email marketing right—they understood their audience on a deeper level. Whether through product education, limited-time offers, or visually striking layouts, each campaign reflected intentionality and a focus on value. This year showed that success in email marketing isn’t reserved for those with the biggest lists, but for those who respect the inbox and build genuine anticipation.
As beauty consumers grow more selective, emails will need to offer more than discounts—they’ll need to deliver inspiration, personalization, and trust. Looking ahead, expect to see more beauty brands using email as a storytelling platform that combines commerce with brand identity. High open rates are just the beginning of a longer, more connected customer journey.
Sources:
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/
- https://targetbay.com/ecommerce-email-marketing-report/beauty-cosmetics/