Brilliant Earth Group advertising spend, FY2025
Brilliant Earth Group (BRLT) reported $106M of advertising expense for the fiscal year ended Dec 31, 2025. That is 24.2% of revenue of $437M. Down 2.2% from FY2024.
Key facts
- Ad spend is 2.2x its FY2020 level ($47.1M), faster than revenue (1.7x).
- The highest year on file is FY2023 at $119M; FY2025 is 11% below it.
- Largest increase +58.0% in FY2021; largest cut -17.5% in FY2020.
- Ad spend has fallen 2 years in a row.
- Ad spend is 24.2% of revenue, up from 18.7% in FY2020.
- Brilliant Earth Group spends more on advertising than 4% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 4.7x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $106M | -2.2% | $437M | 24.2% | MarketingAndAdvertisingExpense | 10-K Mar 17, 2026 |
| FY2024 | Dec 31, 2024 | $108M | -9.2% | $422M | 25.7% | MarketingAndAdvertisingExpense | 10-K Mar 17, 2026 |
| FY2023 | Dec 31, 2023 | $119M | +22.7% | $446M | 26.7% | MarketingAndAdvertisingExpense | 10-K Mar 13, 2025 |
| FY2022 | Dec 31, 2022 | $97.3M | +30.8% | $440M | 22.1% | MarketingAndAdvertisingExpense | 10-K Mar 28, 2024 |
| FY2021 | Dec 31, 2021 | $74.4M | +58.0% | $380M | 19.6% | MarketingAndAdvertisingExpense | 10-K Mar 21, 2023 |
| FY2020 | Dec 31, 2020 | $47.1M | -17.5% | $252M | 18.7% | MarketingAndAdvertisingExpense | 10-K Mar 21, 2023 |
| FY2019 | Dec 31, 2019 | $57.1M | n/a | $201M | 28.4% | MarketingAndAdvertisingExpense | 10-K Mar 22, 2022 |
What the figure is
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Compared with similar spenders
The 6 companies closest to Brilliant Earth Group in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 319 | Corpay | $108M | 2.4% | +43.6% | FY2025 |
| 321 | T. Rowe Price | $107M | 1.5% | -17.1% | FY2025 |
| 322 | Coursera | $107M | 14.1% | +70.7% | FY2025 |
| 323 | RH | $106M | 3.1% | -13.1% | FY2026 |
| 324 | Brilliant Earth Group | $106M | 24.2% | -2.2% | FY2025 |
| 325 | Jazz Pharmaceuticals | $106M | 2.5% | -1.7% | FY2025 |
| 326 | BGC Group | $105M | 3.6% | +49.3% | FY2025 |
Full ranking of 336 companies · Biggest cuts #74 · Highest ad-to-revenue #25
Questions
How much does Brilliant Earth Group spend on advertising?
Brilliant Earth Group spent $106M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 17, 2026.
What percentage of revenue does Brilliant Earth Group spend on advertising?
24.2% of revenue in fiscal 2025 ($106M of $437M). The median across the 336 companies tracked is 5.2%.
Is Brilliant Earth Group spending more on advertising?
No. Ad spend fell 2.2% in fiscal 2025 from fiscal 2024. It has fallen 2 years in a row.
How does Brilliant Earth Group rank by advertising spend?
#324 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Brilliant Earth Group's advertising figure include?
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Source
- Filing
- 10-K for FY2025, filed Mar 17, 2026
- Accession number
0001628280-26-018794- Company
- Brilliant Earth Group, Inc., CIK 1866757, SIC 3910 (Jewelry, Silverware & Plated Ware)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Brilliant Earth Group advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 17, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/brilliant-earth-group/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies