Strategic insights, industry perspectives and buyer-led guidance for beauty, skincare and wellness founders navigating retail growth.
Drawing on over 20 years of beauty buying experience, these articles explore the commercial realities behind building a retail-ready brand — from positioning and product strategy to what Buyers are really looking for.
What Beauty Buyers Really Look For Before Listing a Brand
Founders often assume a great product and beautiful branding are enough to secure retail interest, but Buyers assess brands through a very different lens. After more than 20 years working in beauty Buying, I’ve seen first-hand how retailers evaluate emerging brands, from commercial viability and positioning to pricing, assortment and long-term growth potential. While every…
