Agenda-setting intelligence, analysis and advice for the global fashion community.

How Beauty Brands Can Pick the Right Retail Partner

With a growing number of retailers looking to stock cosmetics, skin care and more on their shelves, brands have to think harder about which fulfils their needs.

Ulta Beauty is one of several retailers emerging brands have to choose from. (Ulta Beauty)

Diana Pearl

17 April 2023

BoF PROFESSIONAL

When Loops, a face mask-focussed skin care brand, first launched at the end of 2020, it exclusively sold through its direct-to-consumer channels. After all, the pandemic was raging and in-store shopping was, if not closed entirely, still severely limited.

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Case Study | How to Build an Independent Beauty Brand

From fragrance to skin care to hair care, independent brands are making their mark on the beauty industry, but competition is stiff and scaling these businesses is more complex than ever.

Who Is Allowed to Sell Skin Care?

A slew of new entrants, from indies to LVMH-owned giants, are jumping from makeup into skin and “hybrid” concepts. But the road to skin care equity is harder than it looks.

Why It’s So Hard for Fashion Retailers to Succeed in Beauty

It’s hard to break into beauty, on or offline, even if you’re owned by Amazon. As retailers from Trader Joe’s to Moda try to establish dominance in a category with endless points of distribution, it takes more than just populating your site or shelves with bottles and tubes of skin care to get shoppers to see you as a viable seller of beauty. It takes authority, and usually, exclusive focus (Sephora and Ulta Beauty aren’t trying to sell fashion, after all).

About the author

Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

In This Article

Topics

Beauty

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The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

For Beauty Brands, What’s a Department Store Worth?

In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.

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For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.

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Lanvin Deputy CEO Siddhartha Shukla Exits Brand

Owner Lanvin Group said it is ‘fully committed’ to the French label’s development under creative director Peter Copping, with CEO Andy Lew in charge of management.

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In a post-fashion month debrief, BoF founder Imran Amed and editor-at-large Tim Blanks assess how the biggest houses are bedding in under new creative leadership at Chanel, Gucci, Dior and more.

Is Quince Really Worth $10 Billion?

From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.

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