What a beauty email is
A beauty email is a message a skincare, makeup, hair or grooming business sends to its customers: product launches, sales and discount codes, welcome emails, order updates and, for salons and barbers, appointment confirmations and reminders.
We collected 164 from 33 brands in two ordinary inboxes, sent between 2020 and 2026, and show 40 of them here. The percentages describe all 164. 124 of the 164 are tagged to Australia. One Sydney hair salon, Sarah Hall Hair, sent 43 of the 164, 37 of those appointment emails from its booking system.
Browse 40 beauty emails
Filter by type, or search a brand or subject line. Open any email to see it full length, with its subject line, notes on what it is doing, and a prompt that rebuilds it.
Naked Sundays
30% OFF FINAL HOURS 💫
Sarah Hall Hair
Your appointment is confirmed for Wed 11 March at 9:00am
BOOST LAB
Our product did this?!
ColourPop Cosmetics
We made the perfect 8HR lipstick 💄
Breeze Balm
It’s a Free Shipping Weekend! Shop & Save 📦
Naked Sundays
Welcome to Naked Sundays 💜
Sarah Hall Hair
Reminder about your appointment for tomorrow, Tue 12 May at 1:30pm
Little Urchin
Why Zinc Is Your Skin’s Best Mate Under the Sun
Sarah Hall Hair
Ready for your next appointment?
Breeze Balm
New Look, Who This 💋
Sun Powder
Ask a Dermatologist: Fall Skin Edition
Black Chicken Remedies
Your recent order 💚
Scoop Whole Beauty
Get Ready for Festive Glam Magic!
Black Chicken Remedies
Did you see something you liked?
Sarah Hall Hair
NEW LOCATION 👀
{SIMPLE as that}
Sunscreen in the spotlight 40% off 🌞
Sun Powder
3 signs your skin hasn’t recovered from summer
Nudie Glow
🖤 Black Friday SALE: Up to 50% OFF + 10% OFF sitewide 🖤
Verve Barbering
Meet our new Senior Barber - 10% off your first appointment
Pall Mall Barbers
🔵Pall Mall Barbers: Last Minute Haircut? Book Now! We've Got You Covered Between Christmas and New Year!
Pall Mall Barbers
🔵 Pall Mall Barbers | That Feeling You’ve Missed…
Little Urchin
Letter from our Founder
Naked Sundays
Made For Her: The Glow Icons Bundle 💖
Black Chicken Remedies
Boost Your Glow with 50% Off*!
How beauty email differs from everything else in the same inboxes
Beauty email against every other email
164 beauty emails, the 112 left when appointment emails are taken out, and 12,547 other emails| What we measured | All beauty | Beauty without appointments | Everything else |
|---|---|---|---|
| Appointment confirmations and reminders | 32% | 0% | 1% |
| Sales and discount offers | 16% | 24% | 6% |
| Discount named in the subject line | 21% | 31% | 11% |
| Minimal design style | 49% | 52% | 19% |
| Image heavy | 16% | 24% | 6% |
| Opens with a hero image | 24% | 35% | 12% |
| Text heavy | 45% | 37% | 61% |
| Plain-text layout | 20% | 19% | 32% |
| Greets the reader by first name | 49% | 28% | 40% |
| Warm tone | 29% | 43% | 15% |
| Exactly one call to action | 32% | 36% | 30% |
| Median calls to action | 2 | 2 | 2 |
A third of beauty email is salons confirming and reminding people about bookings, so the middle column takes those out. What is left is a sales channel: 24% of it is sales and discount offers, against 6% of other email, and 31% names the discount in the subject line, against 11%. It is more visual too. 24% is image heavy, against 6%, and 35% opens with a hero image, against 12%. Minimal design holds either way: 49% of all beauty email, against 19% of the rest.
The first-name number comes from the booking template. 49% of beauty emails greet the reader by first name, against 40% of other email, but with the appointment emails taken out that falls to 28%. Beauty brands do write warmer: 43% of the 112 use a warm tone, against 15% of other email.
What is in the collected set
By type
all 164 beauty emails collected| Type | Emails | Share of the set |
|---|---|---|
| Appointment | 52 emails | 32% of the set |
| Promotional | 28 emails | 17% of the set |
| Sale | 17 emails | 10% of the set |
| Discount offer | 10 emails | 6% of the set |
| Order confirmation | 10 emails | 6% of the set |
| Product launch | 8 emails | 5% of the set |
| Shipping | 8 emails | 5% of the set |
| 12 other types | 31 emails | 19% of the set |
All 40 emails in the grid were sent in 2023 or later. The grid leans further to marketing email than the collection does: it shows 2 of the 52 appointment emails, since most of them repeat one salon's booking template, and none of the 10 order confirmations. None of the 40 uses a plain-text layout, against 20% of all 164.
Next to this one
The same library, cut a different way: retail and fashion emails, health and fitness emails and ecommerce emails by industry, or by the job the email does: sale emails, product launch emails, welcome emails and appointment emails.
Questions about the collection
Of the 164 beauty emails we collected, 32% are appointment confirmations and reminders, almost all from salons and barbers. Promotions come next at 17%, then sales at 10%, and discount offers and order confirmations at 6% each. With the appointment emails left out, sales and discount offers make up 24% of the rest.
Plainly, with big pictures. 49% of the 164 beauty emails use a minimal design style, against 19% of every other email in the same two inboxes. Leave out the appointment emails and 24% are image heavy, against 6%, and 35% open with a hero image, against 12%.
49% of the beauty emails we collected greet the reader by first name, against 40% of other email. Most of that is salon booking emails, which open with the client's name. Without the appointment emails, 28% of beauty emails use a first name, fewer than the rest of the inbox.
63 of the 164 are rendered full length so far. We took 23 of those off this page: seven repeats of a template already shown, two duplicates, three with staff names or a phone number, two selling products outside beauty, eight faulty or clipped renders and one long plain-text letter. The other 101 count in every percentage but are not shown yet.