Skip to content
The Financial Modeller
Build free
Consumer brands

Beauty brand financial model, built free.

A three-statement Excel model for a beauty and personal-care brand, built from your own figures and checked to balance.

  • Free account
  • No card
  • Usually ready within the hour

We use generative AI in parts of our process, so mistakes can occur. Every model should be checked by a person before it is relied on. Read more

The business

Develops skincare, cosmetics, fragrance, hair, oral-care and personal hygiene products, made in-house or by contract manufacturers, and sells them through pharmacies, supermarkets, department stores, beauty retailers, travel retail and its own websites, with high gross margins funding heavy advertising and influencer spend.

See the sampleHow the model works

In short

  • 01

    Three linked statements

    Income statement, balance sheet and cash flow, linked in every period.

  • 02

    Valued two ways

    Discounted cash flow and trading multiples, side by side.

  • 03

    Monthly to annual

    Monthly, quarterly, half-yearly or annual periods, for up to 30 years.

  • 04

    Checked every period

    A Checks sheet shows the balance sheet balances and the cash reconciles.

The sample

The sample, as Excel draws it.

Built by the same system and checks as yours, on illustrative figures: every sheet as Excel draws it, or live.

Annual · 10 years · Low detail
Beauty brand sample model.xlsx
The Summary sheet of the sample beauty brand model

Illustrative figures: the sample describes no real business. The live preview shows values; your model’s Excel file has every formula.

How it works

How the model works for a beauty brand.

  1. How it earns revenue3 formulas
    Product-range sales · All product ranges
    Gross salesVolume soldPrice to retailer per unit
    Trade spend (gross to net) · All product ranges
    Trade spendGross salesfrom product-range salesTrade spend (% of gross sales)
    Sales · All store formats
    Online salesOrdersAverage order value
  2. What drives its costs3 formulas
    Product cost of goods and gross profit · All product ranges
    Standard cost per unitMaterials and ingredientsPackagingConversion labourPlant overheadInbound freight
    Product cost of goods and gross profit · All product ranges
    Cost of goods soldVolume soldfrom product-range salesStandard cost per unit
    Product cost of goods and gross profit · All product ranges
    Net salesGross sales (product-range sales)from product-range salesTrade spend (trade spend (gross to net))from gross to net
  3. What it invests in3 formulas
    Corporate fixed assets
    Capital expenditureRevenuefrom statementsCapex as % of revenueAdditional planned capex
    Corporate fixed assets
    DepreciationDepreciation of the opening asset baseDepreciation of new capex
    Corporate fixed assets
    Closing net book valueOpening net book valueCapital expenditureDepreciation
  4. How it is funded3 formulas
    Debt
    RepaymentsScheduled repaymentsPrepayments from an equity raise and the cash sweep
    Debt
    Closing balanceOpening balanceDrawdownsRepayments
    Debt
    Interest expenseOpening balanceAll-in interest rateshare of the year
  5. How profit becomes cash3 formulas
    Working capital
    Trade receivablesRevenuefrom statementsDebtor daysDays in period
    Working capital
    InventoryDirect costs (positive)from statementsInventory daysDays in period
    Working capital
    Trade payablesCash operating costs (positive)from statementsCreditor daysDays in period
What it covers

28 parts, each one tested.

Every part is a tested building block with its own checks: yours is put together from the ones your business needs.

  • CPI forecastConsensus curve with long-run anchor
  • Exchange rate (US dollar)Exchange rate by financial year
  • Operating expensesHeadcount build by function
  • Corporate costsFixed cost base indexed to CPI
  • Working capitalFull working capital
  • Income taxCorporate rate with tax losses
  • Corporate fixed assetsStraight-line over remaining life
  • DebtAmortising term loan
  • Equity raisingDistribution reinvestment plan
  • Discounted cash flow valuationDCF on free cash flow to the firm
  • Multiples valuationEV / EBITDA multiple
  • Key-metric summaryLast-twelve-month and run-rate metrics
  • Covenant tests and headroomLVR, gearing and ICR for property
  • SynergiesRun-rate synergies with phasing
  • Sources and uses of fundsBalanced sources and uses
  • Discount rate (WACC)CAPM at target gearing
  • Burn and runwayRunway to the forecast cash-out date
  • InventoryStock per store plus DC stockStock held in stores, distribution centres and in transit, and the cash it ties up.
  • Distribution and logisticsLogistics % of salesDistribution-centre, warehousing and outbound freight costs of moving goods to stores, customers or retail accounts.
  • Product-range salesDistribution × rate of saleGross sales of a brand, category or SKU family to retailers, wholesale accounts and export markets.
  • Trade spend (gross to net)Trade spend % of gross salesPayments and discounts to retail customers — promotional allowances, rebates, listing fees and co-operative marketing — deducted from gross sales to reach net revenue.
  • Product cost of goods and gross profitUnit cost buildCost of making or buying each product range — materials, packaging, conversion and inbound freight.
  • Advertising and promotion (A&P)A&P % of net salesBrand investment in media, sponsorship and consumer promotion (separate from trade spend paid to retailers).
  • Store networkScheduled openings and closuresStores trading in each period — openings, closures and selling area — which every per-store driver multiplies.
  • SalesOnline sales from active customers × orders × order valueSales of the format — stores, restaurants, cafés or an online channel — the revenue base of every retailer.
  • Store and channel operating costsPer-store wages, rent and other costsCosts of running the format — store wages, rent and occupancy, running costs, or an online channel's fulfilment and platform costs (rent here is the pre-AASB 16 cash view).
  • Marketing and customer acquisitionNew customers × CAC plus retentionSpend on acquiring and retaining customers — media, catalogues, paid search and social, affiliates and CRM.
  • Customers and subscribersAcquisition and churn roll-forwardActive customers or subscribers of an online format — how many are acquired, retained and lost — used by customer-based sales and acquisition-cost methods.
Key numbers

The numbers it tracks.

  1. 01net sales by channel
  2. 02DTC share
  3. 03gross margin %
  4. 04A&P % of net sales
  5. 05EBIT margin
  6. 06customer acquisition cost
Used for

What it is used for.

Related models

More in consumer brands.

Every retail and consumer brands model

Looking for a beauty brand financial model template? Ours arrives built for your business, with your figures in it.

Running a small business? Read what goes into a small business financial model.

See a finished model, sheet by sheet

The sample is built on illustrative figures and describes no real business. Models are calculations prepared from the information you provide. They are not financial advice and must be independently verified. See our terms.