For beauty brands eager to scale, securing the right distribution can feel like the ultimate win. But before jumping in, understanding the full picture—costs, timelines, expectations, and risks—is crucial. The reality? Distribution is not just about getting on the shelf; it's about staying there and thriving.
Here are five key things every beauty brand should know before committing to a retail partnership:
1. The Real Cost of Doing Business
Landing a retail deal is exciting, but do you know the full financial commitment? From slotting fees and marketing contributions to chargebacks and markdowns, every retailer comes with a cost. Factor in margins, promotional expectations, and potential returns to ensure your business remains profitable.
2. Lead Times & Patience Required
Retailers don’t move fast. A launch can take months—or even years—depending on category resets, buyer schedules, and internal approvals. Understanding the timelines of your desired retailer helps you plan inventory, cash flow, and marketing accordingly.
3. Who’s Actually Shopping There?
Your ideal retailer should align with your brand’s target audience. Are their customers looking for what you offer? Does your pricing fit their expectations? Study demographics, brand adjacencies, and sales data to ensure you’re meeting a demand—not just filling a shelf.
4. The Marketing & Support They Expect
Distribution isn’t just about placement; it’s about performance. Most retailers expect brands to invest in in-store or online promotions, social campaigns, and sampling. Be prepared to support sell-through, because if your product doesn’t move, your shelf space won’t last.
5. Set Yourself Up for Success—Even If Things Change
Every retail partnership is a learning opportunity. By understanding how each potential partnership works—like return policies, performance benchmarks, and exit strategies—you’re protecting your brand while staying flexible. Retail is constantly evolving! Having clear terms from the start gives you confidence to grow, pivot, or part ways gracefully if needed.
Final Thought
Distribution is a commitment, not just an opportunity. The brands that succeed aren’t just the ones that land the deal—they’re the ones that plan for it. These brands take the time to learn and understand the realities of their dream retailer. Do this and you’ll set yourself up for sustainable growth, not just a short-lived launch.