With ProfitMetrics, BEAUTYCOS navigated a massive inventory with efficiency and accuracy, paving the way for confident, precise expansion.
Originally founded in 2007, BEAUTYCOS is a large European beauty retailer based out of Denmark. The company operates online via 17 localized webshops and through physical stores in Denmark. BEAUTYCOS has a wide portfolio of brands and products, from professional salon lines to consumer favorites, and serves a diverse international customer base. As of summer 2025, BEAUTYCOS has 700+ brands, and 25.000+ products.
When BEAUTYCOS started working with ProfitMetrics in 2021, they operated five webshops: their primary store in Denmark and four secondary markets in Sweden, Norway, Germany, and the UK. As secondary markets became a more important part of the business plan, BEAUTYCOS aimed to expand further. Their strategy was clear, and their goal was never in question, the only thing they lacked was the right data solution.
“We lacked specific knowledge of the effectiveness of our advertising expenditures across markets, and based on our vast inventory volume we lacked the proper tools to optimize our expenditures, minimize waste effectively and to target specific growth strategies for each market.”
Brian Greer
Digital Marketing Manager
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BEAUTYCOS
“The beauty industry is notoriously known as a slim margin industry. Minor deviations in percentages can make or break companies.”
— Brian Greer
For BEAUTYCOS, this reality made it essential to gain precise visibility into the profitability of their campaigns, and ROAS on its own couldn’t deliver the precision their strategy demanded. Multiple ad platforms, wide-ranging variable costs like shipping, returns, and payment fees, and an ever-changing inventory all combined to obscure the actual profit impact.
“Fundamentally, we were faced with a mathematical challenge beyond human abilities. Our marketing spending strategy was operating on ‘partial calculations,’ ‘half-truths’ and ‘hunches’.”
— Brian Greer
Managing performance across five markets and thousands of products meant BEAUTYCOS was constantly dealing with shifting conditions. The sheer volume of products, combined with variables like supplier prices, shipping costs, and regional demand, created a level of complexity that their existing tools couldn’t handle. Profitability calculations were impossible given the scope of data to analyze, leaving decisions vulnerable to guesswork rather than grounded in data.
“A growing sense of running in sand, and a growing realization that market expansion would be increasingly difficult.”
— Brian Greer
The BEAUTYCOS team knew that expansion was the next step, and their profit-based strategy was already in motion. However, without the tools to capture and analyze data reliably, every new market entry introduced additional risk. International expansion felt out of reach without an ability to confidently assess and execute data-supported strategies.
BEAUTYCOS already knew that the answer to the issues they were dealing with was to move towards profit-focused reporting and analysis,but they lacked the tools to execute that strategic shift.
“We had already been working towards a profitability strategy when we moved to ProfitMetrics. What changed is ‘how we did it’. ProfitMetrics gave us far greater tools in our hands to manage such a strategy.”
— Brian Greer
By integrating ProfitMetrics with their webshops and marketing platforms, and implementing Shopping Booster to automate their product segmentation, BEAUTYCOS gained the clarity and control to act on their strategy at scale. What had previously been a plan limited by incomplete data became an operational reality powered by reliable profit insights.
ProfitMetrics gave BEAUTYCOS the ability to move beyond “half-truths and hunches” and see the real profit impact of their campaigns. By factoring in variable costs like shipping, returns, and payment fees across markets, they could finally evaluate performance with the precision needed to execute their vision. When asked about the biggest benefit of using ProfitMetrics, their answer was unequivocal:
“Clarity. Clarity to move forward with our strategies.”
— Brian Greer
ProfitMetrics didn’t change BEAUTYCOS’ strategies, it provided the tools they needed to execute them successfully and with confidence..
ProfitMetrics gave BEAUTYCOS the ability to process massive datasets in seconds, delivering insights that previously felt inaccessible.
“Even after 4 years of using ProfitMetrics I am still blown away that we can select whatever combination of markets we wish to investigate, whatever currency we wish, whatever date range we want and almost instantly the information appears on the dashboard… ProfitMetrics is absolutely lightning fast in processing massive amounts of data, which makes it a key tool that we use every day in our business operations.”
— Brian Greer
Numbers here are illustrative examples
With ProfitMetrics, what had once been a major obstacle became a daily advantage. The speed and clarity of real-time profitability insights from ProfitMetrics transformed how BEAUTYCOS managed its vast catalog and multi-market operations.
Before ProfitMetrics, market expansion for BEAUTYCOS was mired in uncertainty. Opening new markets felt like a gamble, with no reliable way to evaluate profitability. After implementing ProfitMetrics, they could finally see which markets contributed to the bottom line, and to what extent.
Numbers here are illustrative examples
“An interesting effect of using ProfitMetrics with the Shopping Booster is we realized that one of our secondary markets, which we had always considered to be our ‘second best market,’ was NOT actually our ‘second best market’ from a pure profit perspective. The revenue looked great, even from a ROAS perspective, but the actual profit was not.
With ProfitMetrics we could clearly see what our foreign markets and new markets contributed profitwise. This clarity gave us strength and affirmation. It confirmed that our existing strategy was the proper strategy for us.”
— Brian Greer
The ability to measure profit at the market level allowed BEAUTYCOS to validate strategies when they worked and adjust them when they didn’t. Most importantly, it gave them the clarity to tell the difference.
With ProfitMetrics, BEAUTYCOS turned profit clarity into action. They expanded into 12 new markets while driving efficiency and profit growth.
We would absolutely recommend Profitmetrics to other companies. It is excellent for high volume companies, multi-market companies, low margin industries or any company who is truly trying to understand and take greater control over their advertising expenditures with specific goals in mind.
Brian Greer
Digital Marketing Manager
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BEAUTYCOS
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