Retention

Cohort Retention Benchmarks for Indian D2C Skincare 2026

For Indian D2C skincare, median cohort retention is M1: 18–24%, M3: 9–14%, M6: 5–8%. Below median on M1 is usually a product or expectation-setting problem. Below median on M3 is a repurchase-trigger problem.

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Reading a retention chart

Month-1 measures product satisfaction and unboxing experience. Month-3 measures the formal repurchase window for skincare consumables. Month-6 measures whether the brand has built itself into the routine.

Diagnostic questions

Low M1: are you setting realistic expectations in your creative? Are the most-mentioned negative review themes about formula vs delivery?
Low M3: do you have a 60-day re-engagement sequence? Is the product portfolio wide enough for a second buy?
Low M6: does the brand voice show up in customer life between purchases?

Frequently asked questions

Why is skincare retention lower than supplements?↓

Supplements have a forcing function (daily routine + bottle depletion). Skincare requires deliberate repurchase, which is more sensitive to brand recall and life cadence.

Should I look at order-cohort or customer-cohort?↓

Customer-cohort. Order-cohort can be inflated by serial promo-buyers.

How does brand-led retention differ from price-led retention?↓

Price-led retention is fragile — a competitor 10% lower kills it. Brand-led retention is sticky but takes 9–18 months to build measurably.

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