The Real Reason Your Stockists Aren’t Buying In

Can we be super honest for a quick minute?

A lot of beauty brands nail their product, but completely miss the mark on their positioning.

They spend months perfecting their serum formula or treatment device… and only five minutes thinking about how it’s actually being perceived by the very people they’re trying to sell to.

Positioning and messaging aren’t just the “nice to haves” once your logo is done and your website’s live.

They’re the foundation.

Because if your brand doesn’t clearly tell people who it’s for, what problem it solves, and why it’s different — you’re making it harder for people to say yes.

Let’s break it down, nice and simple:

• Positioning is the space your brand wants to own in someone’s mind.

• Messaging is the language you use to help them understand and trust that.
  

When they’re off, your brand feels confusing.When they’re clear, you create connection, credibility, and conversion — whether it’s a stockist placing their first order or a distributor backing your next range.

Where Most B2B Beauty Brands Get It Wrong

Here’s what’s usually going wrong underneath the surface:

1. They’re trying to be everything to everyone

One week it’s cosmeceutical clinics. The next, it’s day spas. Your brand isn’t ice cream — it doesn’t need to please every palate. If you’re trying to win every salon owner's business, you’ll end up on no one’s top shelf.

2. They lead with features, not feelings

Saying “high potency actives” or “doctor-led” is not a hook.Your stockists need to feel understood before they feel impressed.What’s their problem? What’s their pain point? What’s the story you’re stepping into?

3. They don’t sound human

If your messaging sounds like it was written by ChatGPT or on the fly during your Shopify build, we’ve got a problem.Professional doesn’t mean robotic or generic. You can be credible and compelling. You can speak with authority and sound like a real person behind the brand.

So What Does Great Positioning Actually Look Like?

Think of it like this:

• It’s clear: the reader knows straight away who this is for and what it’s promising.

  
  

• It’s differentiated: there’s something in the tone, product, founder story or offer that makes it feel not like everyone else.

  
  

• It’s confident: it doesn’t waffle or wait for permission. It takes up space and invites others to do the same.

Who’s Doing This Well?

Let’s not just talk theory. Here are a few Australian beauty brands who’ve nailed the assignment — and why their positioning and messaging hit the mark:

INSKIN Co.

Positioning: Tween skincare or budget-conscious routines — without compromising on results.

Messaging: “Your skin journey begins here. Simple, not basic.”They’ve captured an often-overlooked market and made it feel aspirational and accessible. The message is clear: we’re your first step into skincare that works — no fluff, no frills, just results.

Candela

Positioning: High-quality medical aesthetic devices from a serious engineering and product development powerhouse.

Messaging: “Innovating medical aesthetic treatment solutions that change lives.”Candela doesn’t try to be ‘cool’ or trendy. Their power is in precision — they speak directly to clinics who are looking for long-term ROI, proven clinical outcomes, and global credibility.

Guiya Minerals

Positioning: Australian-made and owned mineral makeup.

Messaging: “From the majestic outback to the vibrant coastal towns, we infuse the essence of Australia into every luxurious product we create.”Guiya makes you feel something. Their messaging leans all the way into heritage and place — it’s not just makeup, it’s identity. That’s emotional resonance done right.

Synergie Skin

Positioning: Founder- and formulator-led cosmeceutical skincare.

Messaging: “We formulate with intention, test with rigour, and let results speak louder than claims.”This is proof that science doesn’t need to be sterile. They balance clinical authority with personal touch — and their founder’s voice is felt in every phrase.

Want to Start Tightening Your Own?

Here are three prompts I give my clients to help cut through the noise:

What’s the transformation you’re offering — and for who?

Instead of “We offer advanced training,” try:“We help newly graduated dermal therapists feel confident treating advanced skin concerns — without second-guessing their every move.”

What’s the belief or insight your brand is built on?

Maybe it’s: “Most active skincare overwhelms sensitive skin — we created a new standard.”Or: “You shouldn’t need $30,000 in stock to offer professional-level results.”

What’s the sentence your dream stockist should say after landing on your page?

We want “Finally — a brand that gets us,” not “Cute packaging… but what do they actually do?”

It’s not the most qualified brand that wins. It’s the one that’s clearest, most confident, and most consistent with their message.

So before you run another promo, spend another dollar on ads, or start pitching for expos — pause.

Ask yourself:

Does my brand have something to say? And are we saying it well enough for people to remember it?

If the answer’s a bit fuzzy — this is exactly the work we do inside our 6-month brand blueprint.

From founder positioning to sales messaging to stockist acquisition, we help B2B beauty brands get clear, get confident, and get growing. Let's have a chat today to see what we can do for your brand.