03 · Cost & Margin Reality
The numbers.
Costs based on confirmed IQ batch vendor pricing at 250ml, scaled to launch formats of 280ml (body) and 300ml (hair). Indicative — pending vendor confirmation at final fill volumes.
| Product | Size | THB | FOB USD | US MRP | US COGS% | UK MRP | UK COGS% |
|---|---|---|---|---|---|---|---|
| The Dawn Wash | 280ml | ~138 | ~$3.86 | $13 | 29.7% | £10 | 30.1% |
| The Dawn Lotion | 280ml | ~150 | ~$4.20 | $15 | 28.0% | £11 | 28.5% |
| The Dusk Wash | 280ml | ~138 | ~$3.86 | $13 | 29.7% | £10 | 30.1% |
| The Dusk Lotion⚠ | 280ml | ~165 | ~$4.62 | $15 | 30.8% | £11 | 31.3% |
| Dawn-Rise Cleanser | 300ml | ~145 | ~$4.06 | $19 | 21.4% | £14 | 21.7% |
| Stimulus Cleanser | 300ml | ~132 | ~$3.70 | $18 | 20.6% | £13 | 21.3% |
| Elasticity Mask | 300ml | ~148 | ~$4.14 | $21 | 19.7% | £15 | 20.6% |
| Fiber Mask | 300ml | ~146 | ~$4.09 | $21 | 19.5% | £15 | 20.3% |
Body Range
28–31%
Workable at masstige. The Dusk Lotion sits at the top of the band — limited promotional headroom.
Hair Range
19–22%
Healthy for the segment. Sustains channel margin and promotional flexibility.
Promotional Floor
15–20%
Suggested price-floor when planning launch promotions and channel-specific activation.
⚠ The Dusk Lotion carries the highest body COGS: magnesium chloride, plankton extract, and a five-ceramide system. Priced correctly — but any deeper promotional cadence would compress margin faster than the rest of the range.