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Did that headline scratch a special place in your brain? In the competitive world of wholesale hair and beauty, many brands allocate significant resources to acquiring new stockists. Titles being hired such as New Business Development Manager or Outbound Sales Specialist are popping up more frequently now more than ever. While expanding your network of stockists is undoubtedly important, focusing on retention offers long-term benefits that can significantly impact your bottom line - probably more than you realise. Nurturing your existing stockists could be the key to sustained growth, stronger brand loyalty, and a thriving reputation within the industry. Acquiring new stockists can be expensive. The cost of outreach, marketing campaigns, onboarding, and promotional materials quickly adds up - not to mention time spent on the road or on pitch calls, only to be ghosted by your once warm lead. By contrast, retaining current stockists requires fewer resources while providing higher returns. According to research, a study by Bain & Company found that acquiring a new customer can cost five to 25 times more than retaining an existing one. For wholesale hair and beauty brands, this could mean reallocating a portion of your acquisition budgets towards personalised account management, customer love programmes, or exclusive rewards for loyal stockists - areas that foster long-term loyalty and repeat purchases. Long-term relationships with stockists lead to higher lifetime value (LTV). Stockists who feel supported and valued are more likely to: - Increase their order volume and cadance, - Adopt new products in the same line or additional brands you enter into the market, and - Recommend your brand to peers within the industry via natural advocacy. When stockists thrive they become advocates for your brand A strong partnership benefits both parties and sets the foundation for mutual growth In the hair and beauty industry, recommendations carry significant weight. Happy stockists don’t just reorder; they share their positive experiences with other salon owners, spa managers, and industry colleagues - I'm sure you've seen this on your nightly Facebook community scroll. Stockist who feel supported by the brands the stock, are their biggest cheerleaders. Put a foot out of line by placing a new stockist next to your most loyal and long serving stockist, and suddenly your brand is on blast for the whole industry to see. Word-of-mouth marketing is invaluable in B2B settings, where trust and reliability are key decision-making factors. Retention-focused strategies such as offering Ambassador or KOL (key opinion leader) programs, ongoing education allowances, premium one:one support, or marketing co-op funds, help turn your stockists into vocal advocates for your brand. The hair and beauty wholesale market is crowded with brands vying for salon owners attention. Retaining stockists means going beyond transactional relationships to build meaningful connections. Brands that prioritise loyalty initiatives - like exclusive rewards for consistent spend amounts, VIP event support (think gift bags, samples or gifting items), or co-branded marketing opportunities stand out from competitors offering similar products. This personalised approach strengthens stockists' commitment to your brand and reduces the likelihood of them switching to a competitor. Not only that, but a stable base of loyal stockists provides consistent, predictable revenue streams. This stability is critical for planning inventory, forecasting, and scaling your business. By focusing on retention, brands can minimise churn and the associated financial risks while building a more reliable foundation for growth. So, if you haven't already, you're probably about to ask, how can we shift towards stockist retention? If you’re ready to prioritise retention, here are a few strategies to get started: - Give Give Get Mentality : Provide your stockists with items or resource that will support their selling (which in turn, will support them buying more from you!). - Introduce a Customer Love Budget : Recognise and reward loyalty with surprise and delight moments. Celebrate business or personal milestones (like the birth of babies or business birthdays) and watch the love return - and explode on social media as a side benefit - Build an Ambassador Program : Recognise your natural brand advocates and turn them into Ambassadors. Create an agreement of mutual gives and gets for your brand and them as a brand representative, and start testing the waters to see what works. While acquisition will always play a role in growth, the smart move for wholesale hair and beauty brands is to invest heavily in stockist retention . By deepening relationships, maximising lifetime value, and leveraging the power of advocacy, brands can secure sustainable growth while standing out in a crowded market. In the end, retention isn’t just about keeping stockists - it’s about building partnerships that drive success for everyone involved. Is your brand doing enough to retain its stockists? We would love to help you create a strategy to ensure your brand becomes indispensable to your stockists. Reach out to discuss how we can help!

The professional beauty industry is undergoing a wholesome shift, with natural and organic products leading the charge. Consumer preferences are evolving, with an increasing focus on health, sustainability, and ingredient transparency. This shift is driving exponential growth in the demand for natural and organic beauty products, solidifying their position as a cornerstone of the industry's future. The Market at a Glance In 2022, the global market size for natural and organic beauty products was valued at $10.49 billion USD, highlighting their established foothold in the industry. However, the sector shows no signs of slowing down. By 2030, the market is projected to reach a staggering $21.16 billion USD, nearly doubling in value within just eight years. This impressive growth trajectory is fuelled by several key factors that are reshaping consumer and industry priorities. Key Drivers of Growth 1. Shifting Client Preferences Today's clients are more informed and conscious about what they put on their skin. The demand for "clean beauty" products with natural, organic, and sustainably sourced ingredients is no longer a niche; it's mainstream. Beauty professionals report that clients are increasingly seeking treatments and products free from synthetic chemicals, parabens, and artificial fragrances. 2. Environmental Awareness Sustainability has become a non-negotiable for many clients. With rising awareness of environmental issues, clients are prioritising brands that align with their values, including those that use eco-friendly packaging, cruelty-free formulations, and ethical sourcing practices. 3. Regulatory Influence As governments and regulatory bodies worldwide tighten standards around labelling and the use of harmful chemicals, the shift toward natural and organic products is also driven by compliance. The professional beauty industry is embracing this change, recognising that clean formulations are not only safer but also increasingly demanded by clients. 4. Wellness Integration The pandemic accelerated the integration of wellness into beauty routines, with clients seeking holistic solutions that prioritise overall health. Natural and organic products, often enriched with botanical and therapeutic ingredients, resonate strongly with this trend. The rise in demand for natural and organic products is reshaping salon, spa, and clinic offerings. Stocking such products is no longer just an option but a necessity for staying competitive. Beauty brands can leverage this trend to attract eco-conscious clients, upsell premium treatments, and build a reputation as a provider of sustainable and health-focused beauty solutions. The projected $21.16 billion USD revenue forecast for 2030 underscores that the natural and organic beauty segment is not a fleeting trend but a seismic shift in industry standards. For beauty professionals and businesses, this presents an opportunity to innovate, adapt, and align with clients values. By integrating natural and organic products into their offerings, professionals can cater to an increasingly discerning clientele while contributing to a more sustainable and health-conscious industry.

The annual company conference is a cornerstone for many hair and beauty brands, bringing together internal sales, education, and leadership teams to set the tone for the year ahead. These gatherings are more than just meetings - they’re opportunities to inspire, educate, and reignite your peoples passion and purpose. To make your next conference unforgettable and impactful, here are six key elements every event should include. 1. Soft Skill Development: Building Emotional Intelligence In the beauty industry, relationships are everything. Whether it's connecting with clients, colleagues, or stockists, emotional intelligence (EQ) often outweighs IQ in driving success. Including a session on EQ vs. IQ or DISC training can help teams better understand themselves and others, fostering stronger communication and collaboration. These insights empower your team to navigate challenges with empathy and adaptability - qualities that are essential in a people-first industry. 2. Hard Skill Development: Mastering the Numbers Success in the hair and beauty industry requires more than creativity; it demands a strong grasp of the business side too. A session on monthly stockist reports or figure reading equips teams with the tools to interpret data, track performance, and make informed decisions. By breaking down these hard skills in an engaging and accessible way, you’ll give your team the confidence to drive measurable results. 3. Personal Development: Supporting Holistic Well-being The fast-paced nature of the hair and beauty industry can be exhilarating, but it also demands balance. Including a session on breathwork, mindfulness, or meditation can help your team decompress and learn techniques to manage stress. Personal development moments like these demonstrate your brand’s commitment to employee well-being, fostering a healthier, more engaged team. 4. Professional Development: Staying Ahead of Industry Trends Education and growth are at the heart of our industry. Inspire your team with a session on industry trends and predictions for the year ahead. Whether it’s the latest in sustainable practices, tech innovations, or emerging product categories, keeping your team informed and inspired positions them as thought leaders in their field. If you haven't already, download our State Of The Industry Report and run through it together. 5. Open Communication & Crowd Sourcing: Building a Thriving Internal Culture One of the most valuable aspects of a company conference is the chance to gather feedback and ideas directly from your team. Hosting an open communication and crowd-sourcing session allows employees to share insights, voice concerns, and propose solutions. Not only does this encourage transparency, but it also reinforces a culture of collaboration where everyone feels heard and valued. 6. An Element of Fun: Because Life’s Too Short for Sh*t Conferences Let’s face it—no one wants to sit through a dry, corporate conference. Adding a fun, lighthearted element to your event ensures your team leaves feeling energised and connected. Whether it’s a themed dinner, a friendly team competition, or a wellness-inspired activity like paint and sip or a cooking class, creating moments of joy helps cement the event as a highlight of the year. When planning your next hair and beauty brand conference, think beyond traditional presentations and breakout sessions. Create an experience that combines inspiration, education, and connection with opportunities for both personal and professional growth. By prioritising your team’s development, well-being, and engagement, you’ll lay the foundation for a year of innovation, passion, and success.

As the year winds down for brands, it ramps up for stockists, leaving wholesalers with an opportunity to shift focus from day-to-day operations to strategic planning. December is the perfect time to set the stage for a successful 2025. Here are seven actionable steps your brand can take to make the most of the downtime. 1. Audit and Refresh Your Marketing Materials Take a close look at your marketing collateral ie brochures, pamphlets, price lists, and sales decks. Are they visually appealing, up-to-date, and aligned with your brand message? Actionable Tip: - Update product photography and descriptions for any new launches or changes. - Add testimonials or case studies from your top-performing stockists to demonstrate success. 2. Map out your 2025 Content Calendar A strong content strategy will keep your brand top-of-mind throughout the year. Think owned, earned and paid media, where and how would you like to show up next year? Actionable Tip: - Plan themes for each month (e.g., “New Year, New Treatments” for January). - Include holidays, industry events, and promotional campaigns. - Draft blog posts, email newsletters, and social media posts for Q1 to get ahead. 3. Strengthen Relationships with Existing Stockists Even if they’re busy or closed, a simple gesture can help deepen the relationship. Afterall, Maya Angelou did say 'people will forget what you said but people will never forget how you made them feel', and a little message of thanks or gratitude goes a long way during the busy period. Actionable Tip: - Send personalised thank-you notes or holiday gifts to top stockists. - Offer a New Year’s incentive, like early access to a promotion or exclusive training. 4. Optimise Your Website and Wholesale Portal Ensure your digital presence is polished and functional. Everything should flow consistently, from your first brand touchpoint being socials, to the enquiry process, all the way through to repeat purchasing. Actionable Tip: - Test the usability of your wholesale portal and streamline any stockist pain points. - Update your FAQs, order processes, and shipping information to reflect any changes for 2025. - Add a blog or resource hub with tips for stockists to increase engagement. 5. Plan Your 2025 Sales Strategy Map out how you’ll approach stockist acquisition, retention, and upselling. You cannot be what you cannot see, and your team cannot see what you have not planned. Actionable Tip: - Create a detailed outreach plan to attract new salons and spas. - Develop a loyalty program or incentives for your existing stockists to increase their order frequency. - Identify key industry events and plan your attendance or sponsorship strategy. 6. Educate and Upskill Your Team Empowered teams drive results, so take time to invest in training. Some of the best growth periods happen in the slowest of times. Invest in your team hard during December and equip them with soft skills or other personal development lessons. Actionable Tip: - Host an end-of-year strategy session to align on 2025 goals. - Provide training on new product ranges or sales techniques. - Invite an industry expert to run a workshop for your team. 7. Leverage Data to Refine Your Approach Use insights from 2024 to guide your decisions for the year ahead. Rinse and repeat what worked, put in the bin what hasn't. Actionable Tip: - Analyse sales data to identify your top-performing products and promotions. - Survey your stockists to understand their needs and challenges. - Use insights to fine-tune your product mix, pricing strategy, and marketing campaigns. Bonus: Plan a January Activation Campaign January is a crucial time to re-engage stockists and set the tone for the year. Actionable Tip: - Offer limited-time deals to encourage early orders. - Share “fresh start” marketing materials to help stockists promote your products. - Run a social media competition for your stockists to build buzz around your brand. While December might feel like a slow period for brands in terms of being on the road, it’s the ideal time to work on your business, not just in it. By taking these steps now, you’ll be well-positioned to hit the ground running in January and make 2025 your most successful year yet.

L'Oréal Dermatological Beauty (LDB) is making big moves in the US haircare market, and honestly since their announcement, it's blinding obvious that they should've been here already. They’ve just launched two of their star skincare brands, CeraVe and Vichy, into the world of scalp care, and it’s already causing a buzz. The exciting part? They found a gap that makes total sense: scalp care is basically skincare for your head. The launch brings CeraVe’s innovative approach to haircare, focusing on targeted scalp solutions aimed at minimising dandruff, alongside a gentle hydrating line designed for overall scalp health. Vichy, a well-established name in the global haircare industry, also joins the market with its Dercos range. Already the number one dermatologist-recommended antidandruff brand in Europe, Vichy Dercos is now poised to address moderate-to-severe scalp concerns for American consumers. What makes this move so smart is that LDB knows the scalp is an extension of the skin, and healthy hair starts with a healthy scalp. It’s a natural next step for these brands that have been dominating the skincare game for years. And guess what? 1 in 5 Americans struggles with dandruff—it's one of the top reasons people see a dermatologist! LDB saw this need and jumped in with solutions that combine their skincare expertise with real, everyday hair concerns. As L'Oréal Dermatological Beauty continues to push the boundaries of skin and hair health, its debut in the US haircare market is set to bring a much-needed focus on scalp care, providing clients with trusted, expert solutions that promise to redefine their haircare routines. The launch of CeraVe and Vichy Dercos in the US signals a new chapter for LDB, one that combines its legacy of dermatological expertise with a commitment to addressing some of the most common haircare concerns. The industry and consumers alike are watching closely as these two brands make their mark in the US market, with promising results expected for those seeking scalp-specific solutions. With this launch, L'Oréal is bridging the gap between skincare and haircare, giving clients products that are backed by science and trusted by doctors. It’s clear they’re here to bring scalp care to the forefront of our clients routines. Get ready to rethink how you care for your clients hair—because this just makes so much sense. What can we learn from this line extension? Sometimes instead of re-writing the book, we just need to look at what we already have with a different perspective - what other problem can we solve with the solution we already have?