--- title: "Personal care and household benchmarks from annual reports" description: "What 4 US-listed companies selling personal care, baby and household products, and health products by subscription report: a median gross margin of 47.7%, from 33.3% to 73.8%. Read 13 October 2026." url: https://offersuite.io/benchmarks/personal-care updated: 2026-10-13 --- # Personal care and household benchmarks from annual reports What 4 US-listed companies selling personal care, baby and household products, and health products by subscription report: a median gross margin of 47.7%, from 33.3% to 73.8%. Read 13 October 2026. Gross margin, personal care and household: gross profit over revenue in each company's latest annual report. 1. Hims & Hers Health 73.8% 2. Grove Collaborative 53.7% 3. Edgewell Personal Care 41.6% 4. The Honest Company 33.3% Median 47.7%, marked on each bar. What each annual report states. A dash: the report gives no such figure. | Company | [Gross margin](https://offersuite.io/benchmarks/gross-margin) | [Average order value](https://offersuite.io/benchmarks/average-order-value) | [Return rate](https://offersuite.io/benchmarks/return-rate) | [Subscription share of sales](https://offersuite.io/benchmarks/subscription-share) | [Fulfilment cost as a share of sales](https://offersuite.io/benchmarks/fulfilment-cost) | | --- | --- | --- | --- | --- | --- | | Hims & Hers Health HIMS [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1773751/000177375126000022/hims-20251231.htm) | 73.8% Revenue $2.35 billion, gross profit $1.73 billion | Not stated | Not stated | Not stated | Not stated | | The Honest Company HNST [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1530979/000162828026011634/hnst-20251231.htm) | 33.3% Revenue $371.3 million, gross profit $123.8 million | Not stated | Not stated | Not stated | Not stated | | Edgewell Personal Care EPC [Form 10-K for the year ended 30 September 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1096752/000162828025052765/epc-20250930.htm) | 41.6% Revenue $2.22 billion, gross profit $924.9 million | Not stated | Not stated | Not stated | Not stated | | Grove Collaborative GROV [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1841761/000184176126000010/grov-20251231.htm) | 53.7% Revenue $173.7 million, gross profit $93.3 million | $67 | Not stated | Not stated | 22.6% | ## What the filings state Beyond the income statement, these are the figures the reports give, in their own words. - **Grove Collaborative: average order value $67 (direct net revenue per order)** DTC Net Revenue Per Order $67 $67 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1841761/000184176126000010/grov-20251231.htm) - **Grove Collaborative: fulfilment cost as a share of sales 22.6% (shipping and handling, fulfillment labor and payment processing)** Total fulfillment costs $39,282 $45,195 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1841761/000184176126000010/grov-20251231.htm) ## Use these figures Open a calculator with this vertical’s figures already entered, then replace them with your own. - [Free shipping threshold calculator, at this vertical's median gross margin](https://offersuite.io/calculators/free-shipping-threshold?productMargin=47.7) 47.7% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours. - [Gift with purchase calculator, on household goods brands' figures](https://offersuite.io/calculators/gift-with-purchase-profit?price=67.00&unitCost=31.02&giftCost=2.32&refundRate=5) $67.00 average order, unit cost $31.02, a hand soap at $2.32, 5.0% refund reserve. Offers priced on these costs, with their sources and the offer document for each: - [Gift with purchase for household goods brands](https://offersuite.io/playbooks/gift-with-purchase-for-household-goods-brands) - [Free shipping for household goods brands](https://offersuite.io/playbooks/free-shipping-threshold-for-household-goods-brands) ## How to read them Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two. The median of these 4 companies is 47.7%, between The Honest Company at 33.3% and Hims & Hers Health at 73.8%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs. ## Embed this chart Paste this where you want the chart. It carries its sources and a link back to this page. **Show the embed code** ``` ``` ## Related - [Benchmarks **DTC benchmarks from public filings** Gross margin, order value, returns, subscription share and fulfilment cost at 60 US-listed consumer companies, each figure linked to its annual report.](https://offersuite.io/benchmarks) - [Calculator **Free shipping threshold calculator** Price a free-shipping threshold with the shipping you give away on orders that already reach it, and the share of smaller orders that must top up to pay for it.](https://offersuite.io/calculators/free-shipping-threshold) - [Calculator **Gift with purchase profit calculator** What a free gift costs per order, after its unit cost, its extra pick and its handling, and how much conversion it has to add to pay for itself.](https://offersuite.io/calculators/gift-with-purchase-profit) - [Playbook **Gift with purchase for household goods brands** What a free gift costs household goods brands per order on sourced costs, and how much conversion it has to add to pay for itself.](https://offersuite.io/playbooks/gift-with-purchase-for-household-goods-brands) - [Playbook **Free shipping for household goods brands** Free shipping for household goods brands on USPS's published label prices: what it gives away on orders that already qualify, and what a top-up earns.](https://offersuite.io/playbooks/free-shipping-threshold-for-household-goods-brands) - [Benchmark **Gross margin of consumer brands, from annual reports** The gross margin 60 US-listed consumer companies report: a median of 48.4%, from 28.1% (PetMed Express) to 79.4% (ThredUp). Each links to its filing.](https://offersuite.io/benchmarks/gross-margin)