SEARCH THE SITE

Korean skincare, long admired for its innovation and commitment to ingredient transparency, has become a cornerstone of the global beauty industry. In 2025, certain Korean brands are not just leading in consumer popularity, but also dominating the wholesale beauty space, serving as key players for retailers and professional buyers. Here are the top five brands currently (or about to be!) shaping the professional beauty landscape: 1. COSRX Known For:  Ingredient-focused, minimalist skincare COSRX continues to be a powerhouse in the pro beauty segment. Its reputation for effective, no-frills products has made it a staple among both new and established retailers worldwide. Available on major B2B platforms like UMMA and Peacock Beauty Wholesale, COSRX’s most popular items include the Advanced Snail 96 Mucin Power Essence  and the Acne Pimple Master Patch . These products offer consistent turnover for stockists due to their cult status and efficacy. 2. VT Cosmetics Known For:  Celebrity collaborations and innovation VT Cosmetics has leveraged pop culture by aligning itself with K-pop icons and producing trend-forward skincare. In 2024 alone, the brand saw a 47.2% increase in annual sales, reaching approximately 434.9 billion KRW. This growth reflects its strong position in the wholesale market. Signature lines like Cica  and Super Hyalon  appeal to a broad audience and remain in high demand across professional distribution channels. 3. Medicube (by APR) Known For:  Clinical, dermatology-backed skincare Operated by the tech-driven APR corporation, Medicube has emerged as a leader in functional skincare. Its product lines, such as the Red Line  for acne-prone skin and the Zero Pore Pad , have become essential inventory for professional buyers seeking performance-backed treatments. In 2024, APR's revenue hit 685.8 billion KRW, demonstrating Medicube’s continued ascent. 4. Skin1004 Known For:  Clean beauty and natural ingredients With a strong commitment to ingredient purity and sustainability, Skin1004 has earned a dedicated global following. Wholesale platforms prominently feature products like the Madagascar Centella Ampoule  and Hyalu-Cica Line , which blend traditional botanical elements with modern formulations. Its visibility in international wholesale networks makes it a smart addition for any professional beauty inventory. 5. Beauty of Joseon Known For:  Heritage-inspired formulations This brand bridges tradition and science by integrating Korean herbal medicine with contemporary skincare science. Beauty of Joseon  has gained traction in wholesale markets for its innovative textures and visually compelling packaging. Retailers have seen success with top-selling products like Relief Sun: Rice + Probiotics  and Dynasty Cream , which appeal to customers seeking both results and a cultural narrative. These five Korean skincare brands not only offer high-quality, effective formulations, but also maintain strong supply chains and wholesale distribution models. For professional distributors, spa owners, and global retailers, aligning with these brands can ensure both consumer satisfaction and healthy profit margins. Spotlight on the Golki Facial Originating from Korea, the Golki facial is a deep muscle therapy that combines acupressure and lymphatic drainage techniques to contour the face and stimulate collagen production. Also known as bone therapy, this technique works by manually manipulating the facial structure to promote blood circulation, release tension, and enhance skin elasticity. Popular among celebrities and therapists alike, Golki facials are becoming a valued service in professional skincare clinics globally. Their inclusion in facial menus signals a commitment to holistic and cutting-edge Korean beauty traditions. Whether you’re restocking your spa’s retail shelves or expanding a multi-brand ecommerce store, these Korean brands and pro-facial represent a reliable and trend-conscious investment in 2025’s beauty economy.

Let’s be honest - most emerging beauty brands don’t need more  marketing ideas, they need better  prioritisation. And with the cost of campaigns, agencies and paid media placements rising fast, many small-to-mid-sized skincare brands are left wondering: where will my marketing budget actually make the biggest impact? So, I’ve decided to launch a new series: “If I Had $X to Spend on Marketing With X Brand.”  No fluff, no vague strategy. Just real, budget-smart marketing decisions - mapped out dollar by dollar. This week, we’re diving into Bare Roots  skincare. Who Is Bare Roots? If you’ve never heard of Bare Roots before, they’re an Australian-born, holistic skincare brand founded by Suzanne Smedley. Their product range is: Certified organic Microbiome-friendly Designed to support the skin barrier without unnecessary synthetics or filler ingredients With a clinic-first philosophy and a dedication to skin health over skincare trends, Bare Roots has quietly built a loyal following among skin professionals since launching in 2019. But in recent years, the brand made the deliberate decision to pull back on marketing spend to focus on product development, foundational strategy and internal infrastructure. For this series, they told me the would be working in the $2500 budget category, which makes this moment (and how they re-enter the market) even more important. Here’s How I’d Spend $2,500 to Make It Count This isn’t about flashy brand campaigns or influencer deals. This is a community-first marketing approach  designed to: Rebuild brand visibility Engage existing stockists Generate usable content Create a story worth sharing A) Awareness – $500 Objective:  Build an engaged online stockist community that delivers immediate value. Create a closed online community (e.g. Facebook group or Circle). Name it something aligned with the brand tone — think The Bare Circle  or Rooted in Skin . This becomes the brand’s owned space to connect, educate and activate stockists. Before inviting stockists to join , film 8–10 short educational videos (3–5 minutes each) focused on: Product benefits Application and treatment pairings The brand philosophy and formulation story Keep it lo-fi — recorded via iPhone or Zoom. Raw and real works better  in today’s content world. Launch a competition inside the group : Offer 5 x $100 Visa gift cards (total spend: $500) Entry: Submit a video showing a Bare Roots facial treatment in action Outcome: Creates brand-aligned user-generated content, engages therapists, and gives the brand usable, relatable footage without the cost of a studio shoot. B) Advocacy – $2,000 Objective:  Reward loyalty and capture real brand storytelling Behind The Scenes with Bare Roots Tour — $1,000 spend Invite the five UGC winners to Melbourne Tour the Bare Roots manufacturing facility and warehouse Host a lunch with the founder ($700) Hire a branded 7-seater luxury vehicle (approx. $300) for the day Create memorable, behind-the-scenes brand moments Content Creation — $1,000 spend Document the full day with iPhone footage Professional editing and post-production Capture testimonials, product shots, BTS brand moments, and the founder story Content is repurposable for EDMs, website, social media and PR C) Earned Media – $0 Objective:  Share the story in a way that naturally earns attention Publish the story across owned channels (socials, EDM, community group) Use lead-up and post-event content to create a narrative arc When interest builds, pitch the story to relevant industry media as a stockist-focused brand comeback piece No PR spend needed — just strong storytelling Why This Marketing Mix Works It leverages the stockist audience , re-engaging advocates who already believe in the brand It creates usable content without needing a studio , thanks to UGC and lo-fi production It builds emotional brand connection , with moments like lunch with the founder and factory tours It works across multiple channels , from social and email to PR and referral campaigns It’s budget-smart , investing in high-leverage experiences over once-off paid placements What I’d Avoid At this stage, I’d skip traditional paid media. A single full-page ad in an industry magazine could cost $2,000+ - and with no guarantee of conversions. That same amount can be stretched further across video content, community engagement, and stockist activation, all of which have longer shelf lives and deeper impact. How I’d Measure ROI To ensure the budget is working hard, I’d track: EDM open rates and click-throughs Engagement and activity inside the stockist group UGC content reach and shares Organic brand search lift Referral traffic using UTM links Stockist-specific discount code redemptions This gives both quantitative and qualitative insights on what’s working. This strategy isn’t about throwing money at trends - it’s about creating trust, building momentum, and generating real brand stories that resonate with your most important audience: the people who already love you. And that’s a solid place to grow from. Want Use to Map Your Marketing Budget? If you're feeling unsure where to start, we can help. Whether you're a founder, emerging, or legacy brand ready to get strategic — book a call or DM Tamara. Let's make every dollar count.

Many fashion brands are stuck in a never-ending loop of customer acquisition, but Fayt the Label is proving that investing in customer marketing (and putting your community at the heart of your brand) pays off. Founded by content creator turned businesswoman Brittney Saunders, Fayt has grown into one of Australia’s most loved and talked-about fashion labels, not because it shouted the loudest, but because it made its customers feel the most seen . Over the past 24 months, Fayt has doubled down on experiential events, grassroots advocacy and community-driven product launches. In doing so, they’ve built a powerful ecosystem of loyalty, word-of-mouth marketing, and high-impact engagement - without relying solely on paid ads or influencer sponsorships. Here are 7 standout ways Fayt is playing big in customer marketing, why it’s working and why your beauty brand should be taking a leaf out of their playbook. 1. Turning Customers into VIPs Through Events Fayt’s A Date With Fayt  event wasn’t your typical fashion party. It was designed as a “love letter” to customers - a community night where over 200 women gathered for champagne, dancing, and connection. These events aren’t about pushing product; they’re about building belonging . The result? Deep emotional loyalty and user-generated content that money can’t buy. Objective:  Strengthen brand affinity and create unforgettable brand moments. Why it works:  When customers feel  part of something, they’re more likely to stay, shop, and share. 2. Creating an Inner Circle with Fayt Society Launched in 2024, Fayt Society is a private Facebook group that quickly grew to tens of thousands of members. It’s where the most loyal customers get early access to drops, exclusive behind-the-scenes content, and genuine interaction with the brand. Objective:  Build a centralised, engaged community outside the noise of public social platforms. Why it works:  Customers want more than a transaction - they want connection. Community groups build trust and advocacy faster than ads ever could. 3. Launching a Community PR List (Not Just for Influencers) Instead of chasing traditional influencers, Fayt flipped the model. Their Community PR List rewards long-time customers with PR packages and influencer-style experiences, regardless of follower count. All that’s required? A genuine love for the brand and a flair for content. Objective:  Amplify word-of-mouth marketing through authentic, grassroots voices. Why it works:  Micro-advocacy outperforms influencer fatigue. Everyday fans drive real influence among their peers. 4. Making Product Drops Feel Exclusive - Even for Everyday Customers Fayt gives early access to new capsule collections via their Facebook group and email list, rewarding their most engaged customers with first dibs. Drops feel exciting, almost like an insider club, and often sell out quickly. Objective:  Drive hype and urgency while making customers feel rewarded. Why it works:  Exclusivity breeds loyalty. People love being part of something others aren’t. 5. Bringing Events and Content Together with Experiential Activations From the Wild for Fayt  collaboration with Wildfire Shoes to their Lucky 7 Brand Trip , Fayt uses IRL experiences to fuel digital buzz. These activations blend panels, community events, travel, and brand storytelling to create rich content loops that live far beyond the day itself. Objective:  Merge offline connection with online content to increase shareability and brand love. Why it works:  Memorable experiences become magnetic content. It’s the kind of marketing customers want  to post about. 6. Running a National Model Search That’s Actually Inclusive Rather than hiring models from an agency, Fayt turned to their own community to find the face of their brand. The Fayt Model Search gave women of all shapes and sizes a chance to step into the spotlight, and thousands turned up to try out. Objective:  Celebrate customer diversity and source talent directly from the community. Why it works:  People want to buy from brands that reflect them. Representation isn’t just right - it’s a powerful sales driver. 7. Making the Founder a Relatable Face of the Brand Brittney Saunders isn’t just a founder—she’s part of the community. Her honest behind-the-scenes shares, podcast episodes, and presence at events make the brand feel human. Customers follow her not just for clothes, but for business insights, humour, and heart. Objective:  Humanise the brand and build founder-led trust. Why it works:  When customers trust the person behind the brand, they trust the business too. Brands are waking up to the fact that customer marketing isn’t just fluffy feel-good strategy - it’s smart business. Fayt is showing that when you spend budget nurturing the customers you already have , they’ll become your most powerful marketers. Instead of allocating the lion’s share of spend on acquisition, Fayt invests in: In-person experiences  that surprise and delight Community-led content  that scales trust Retention-focused perks  that drive repeat purchase Grassroots advocacy  that leads to real influence The result? Faster sell-outs, stronger margins, and an audience that sticks around for more than the next sale. Fayt is building more than a clothing brand - it’s building a movement. By flipping the funnel and choosing to invest in the people  already paying attention, they’ve built a community so invested, it markets itself. For brands stuck on the hamster wheel of acquisition, take a leaf out of Fayt’s playbook. Your next best marketing move might not be the next ad campaign - it might be your customers.

When it comes to research and development in the professional skincare industry, few brands have earned their stripes quite like Murad. With decades of clinical heritage and a commitment to science-first innovation, Murad continues to shape the future of skincare with formulas that blend efficacy, integrity, and skin respect. Their latest innovation, the Retinal ReSculpt Body Treatment , lands at a powerful intersection in the global wellness economy: where fitness, beauty, and body confidence collide. Described as “like a HIIT workout meets shapewear,” this clinic-grade body treatment is designed to visibly lift, firm, and smooth sagging, crepey skin - meeting a growing demand for performance-driven body care that aligns with consumers’ health and wellness goals. According to the Global Wellness Institute, the physical activity sector reached $1,059.7 billion in 2023, growing steadily alongside personal care and beauty, which surpassed $1.2 trillion. Together, these figures point to a consumer shift: beauty is no longer siloed. It’s part of a broader pursuit of vitality, wellbeing, and self-empowerment. Murad’s approach mirrors this evolution. “We’re seeing the rise of biohacking beauty - skincare that doesn’t just pamper, but performs,” says Katy Bacon, Global Head of Sales and Education at Murad. “This isn’t fluff. It’s clinical body care that’s results-driven, and designed to elevate your routine like a well-structured workout plan.” By integrating encapsulated retinal with peptides and barrier-supportive actives, the Retinal ReSculpt Body Treatment  reflects Murad’s commitment to forward-thinking formulations that respect the skin - while delivering results that speak the language of modern wellness. Between 2024 and 2025, Murad has doubled down on innovation, releasing a series of clinically inspired formulas designed to address advanced skin concerns with next-level delivery systems and proven actives. “We’re seeing the rise of biohacking beauty - skincare that doesn’t just pamper, but performs,” - Katy Bacon, Global Head of Sales and Education At the heart of many of these formulations is Murad’s signature encapsulated retinal technology, a highly stabilised, fast-converting form of vitamin A. “It’s like time travel for your skin,” explains Bacon. “Our advanced delivery system helps convert retinal into retinoic acid (the biologically active form of vitamin A) within the skin itself, where renewal actually occurs. This not only boosts performance but helps avoid the irritation so often associated with topical retinoids.” This innovation powers a number of Murad’s latest launches: Retinal ReSculpt Eye Treatment  – Targeting the delicate eye area with retinal, firming peptides, and oat lipids to deliver visible lift and firmness without irritation. Cellular Hydration Repair Serum  – A barrier-rebuilding serum formulated with a triple-action complex for cellular-level hydration and barrier restoration. Cellular Hydration Repair Mask  – A rich overnight treatment used to calm, replenish, and rebalance the skin barrier post-clinical treatments. Retinal ReSculpt Body Treatment  – The body’s answer to Murad’s most transformative technology, offering firming, textural refinement, and visible improvement to cellulite and stretch marks. Each product, whether professional-only or client-focused, is the result of years of research, ingredient testing, and clinical review. Murad doesn’t chase trends - it sets standards. Every product begins with one core question: What does the skin need to thrive? Bacon explains that Murad’s development process is deeply informed by practitioner feedback, clinical demand, and emerging consumer insights. “We listen to dermatologists, nurse injectors, and our global network of skin professionals. But we also pay attention to what consumers are experiencing - from barrier-damaged skin due to overuse of harsh actives, to those recovering from clinical treatments and needing real support.” Rather than launching fast-follow products, Murad often re-examines existing skin challenges through the lens of next-generation technology. And when the results outperform expectations? The formula becomes a staple - many of Murad’s heritage products remain bestsellers, precisely because they were ahead of their time and built to last. The Role of Professional Skincare in a Wellness World Murad’s innovation pipeline spans both the consumer and professional sectors - but their approach to professional skincare remains a key differentiator. “Where a consumer formula might focus on cumulative benefits with high tolerability, a professional-exclusive formula is designed to act fast, support procedures, and elevate results,” says Bacon. “It’s about respecting the skin’s barrier and biology, while pushing performance further.” Murad’s pro-only range includes advanced formulations designed to work in synergy with in-clinic modalities like microneedling, LED, and laser treatments. Elevated active levels, targeted delivery systems, and sensorial textures create a post-treatment experience that supports skin recovery while delivering enhanced results. This reflects the brand’s broader wellness philosophy - caring for the skin on the outside and the person on the inside. While specific details remain under wraps, Murad hints that their next chapter will focus on “biomimetic molecules that work in synergy with the skin’s natural rhythms.” Think: sensorial, performance-focused formulas rooted in emerging skin science. Bacon teases a forthcoming professional-exclusive innovation that will offer clinicians a multi-dimensional approach to results, blending intuitive textures with measurable outcomes both in clinic and at home. “Our goal has always been to create formulas that give professionals confidence, and help customers feel seen, supported, and transformed.” With a development timeline that prioritises science over speed, and a clinical philosophy that unites efficacy with experience, Murad is not just keeping pace with the modern wellness economy - it’s helping shape its future. This is skincare that respects the skin, elevates professional practice, and reflects the growing consumer appetite for products that deliver more than just glow. They deliver results that last.

When it comes to launching a new product (NPD), timing isn't just important - it's everything. A successful NPD launch hinges not just on the external marketing push, but equally (if not more importantly) on how prepared your internal teams are. Building a proactive, structured internal timeline ensures your education, sales, and key stockists accounts are deeply connected to the product before it hits the market. Too often, brands launch products reactively, catching their education and sales teams off guard. This not only impacts launch success but can also damage company culture. Teams left scrambling to "catch up" with a product they haven't used, tested, or fully understood will naturally struggle to drive sell-in with authenticity and confidence. Giving your internal teams time to experience the product, learn its nuances, and genuinely believe in its benefits creates a ripple effect. They become natural advocates. They're able to prepare stockists properly, who in turn can train their teams effectively - an essential factor if stockists have multiple staff members who need product knowledge before recommending it to clients. Here's the perfect roadmap for setting your next launch up for success. 1. Product Formulated and Tested Before any launch conversations begin, your product must be fully formulated, stability-tested, and validated internally. Only then can it be confidently added to your brand's product roadmap. 2. Product Entered into Roadmap The official addition of the new product into your brand's roadmap ensures all departments are aligned with the timelines and resources required. This step is critical to move from idea to execution. 3. Product Sent to Education Team The education team is often the forgotten force behind a successful launch. Giving them early access allows them to: Experience the product firsthand Build out training protocols Create staff education resources Prepare answers for likely FAQs from stockists 4. Product Sent to Marketing (B2C and B2B) Next, marketing teams (both B2C and B2B arms) receive the product to: Craft messaging frameworks Build promotional materials Create launch campaigns across platforms Prepare education-driven content for salon business owners and end consumers 5. Product Sent to BDMs for Sell-In Before the product becomes public, Business Development Managers (BDMs) must be equipped to sell it in. Early access ensures: First-hand familiarity with the product The ability to personalise pitches to each stockist Enough lead time to schedule meetings with business owners 6. Product Sent to Ambassadors and Key Accounts Seeding your new launch to brand ambassadors and key accounts builds essential early advocacy. These influential voices can: Begin integrating the product into their routines Create organic traction Provide authentic testimonials 7. Product Launched to Stockists Stockists are the voice between your brand and the consumer. Prioritising them with early access, education, and support positions your product for stronger initial uptake. Critical here is ensuring they have: Enough time to train their teams Marketing materials to promote the product in-clinic or in-store 8. Press Release Sent to Media With your internal teams and stockists briefed and ready, a carefully timed press release can be sent to media outlets. This ensures any coverage lands alongside an already activated and educated team. 9. Launch Event with B2B Ambassadors and B2C Influencers Finally, celebrate the launch with an event targeting both B2B industry ambassadors and B2C influencers. This builds excitement across both audiences, providing social proof and wider reach for the product. Importantly , stockists must always be considered first. They are your main channel to the client or consumer. They need to feel valued, supported, and educated ahead of any public launch - not treated as an afterthought once the product is already in the market. When NPD launches fail , the blame often unfairly falls on BDMs for "not selling enough." However, if the timeline is reactive and internal teams aren't brought into the product early, the odds are already stacked against them. A strong NPD timeline isn't just a project plan - it's a subtle show of respect to the people who are responsible for bringing your brand to life in the market. Plan early. Prepare your teams. Prioritise your stockists. That's the true formula for a successful NPD launch. Ready to launch? Let us step you through it with our NPL Launch Toolkit available for download

The term dermocosmetics  has become increasingly prominent in conversations around skin health, aesthetic medicine, and injectables. Yet few understand where this term originates from, how it evolved, and what it really means when applied to modern treatments like botulinum toxin injections, dermal fillers, or skin biostimulators. In this editorial, we explore the history of dermocosmetics, their intersection with injectable treatments, and why this category is reshaping how we think about professional skin care today. A Little Context The concept of dermocosmetics  was first introduced in France during the 1960s, largely attributed to Pierre Fabre, a pharmacist who sought to bridge the gap between pharmaceuticals and beauty. Unlike traditional cosmetics, dermocosmetics were formulated with pharmaceutical rigour — designed to enhance beauty while also addressing specific skin conditions such as acne, eczema, and sensitivity. Early dermocosmetic brands, such as La Roche-Posay and Vichy, established a new standard for skin care: products that were clinically tested, well-tolerated, and often recommended by dermatologists . Unlike mass-market cosmetics, these formulations were positioned as solutions for those with ‘problematic’ or fragile skin, offering both therapeutic benefit and cosmetic appeal. Although dermocosmetics have never been formally defined under EU or US regulations, they quickly became recognised by the medical and consumer community as products sitting between a cosmetic and a mild therapeutic. Over the decades, the segment expanded from treating skin conditions to addressing cosmetic concerns such as ageing, pigmentation, and environmental stress. Today, dermocosmetics is a global category, with brands often holding themselves to medical-grade testing standards, and the sector is forecast to reach $115 billion globally by 2032. Dermocosmetics in Dermatology and Cosmetic Medicine Dermocosmetics have become essential adjuncts in dermatology. Dermatologists often recommend them to patients to support prescribed treatments, maintain skin barrier health, and prevent disease flare-ups. Importantly, dermocosmetics have also found a significant role in aesthetic medicine. Many practitioners now incorporate clinically validated skincare into patient journeys (both pre- and post-procedure) to enhance outcomes from treatments such as chemical peels, laser therapy, or injectables. The underlying philosophy is simple: healthy skin responds better to interventions, and results can be prolonged when skin is properly prepared and maintained. This approach has given rise to a new way of thinking about aesthetics: one where treatments and skincare are no longer seen as separate entities, but part of a continuous, holistic skin health strategy. The Relationship Between Dermocosmetics and Injectables In recent years, the term dermocosmetics  has increasingly been used in connection with injectable treatments — from botulinum toxin (e.g. Botox®) to dermal fillers and collagen biostimulators. Although injectables are strictly medical treatments regulated as drugs or devices, many brands and practitioners now frame them within a dermocosmetic approach. This signals that injectable treatments are not simply about superficial enhancements, but about improving the quality, resilience, and health of the skin itself. Credit: Age Without Limits, Age-positive image library in collaboration with Ageism Is Never In Style Brands such as Teoxane  (Switzerland) and Vivacy  (France) exemplify this integration. Both originated in the injectable space (developing hyaluronic acid-based fillers) and later expanded into dermocosmetic skincare ranges. These skincare products often mirror the injectable technology, utilising similar active ingredients such as resilient hyaluronic acid, peptides, and antioxidants to complement and prolong the effects of medical procedures. The messaging is clear: professional injectables and scientifically formulated skincare should work synergistically, offering patients better, longer-lasting outcomes. Moreover, this integration helps to demystify injectables, positioning them not as extreme measures but as part of a broader, medically-informed skin health routine. Dermocosmetic Principles in the Injectable Space When applied to injectables, the term dermocosmetics  implies three important principles: Scientific Rigor:  Just as dermocosmetic skincare is developed under pharmaceutical standards, the injectables it complements are framed as being scientifically validated, thoroughly tested, and formulated with skin health as a primary goal. Safety and Tolerance:  Dermocosmetics have long been associated with safety for sensitive skin. The same ethos now extends to injectables, emphasising the importance of medical oversight, practitioner expertise, and treatments that harmonise with the skin’s natural physiology. Holistic Skin Health:  Rather than focusing solely on volume replacement or wrinkle relaxation, dermocosmetic injectables are positioned as treatments that can genuinely improve skin quality — encouraging collagen stimulation, hydration, and elasticity from within. An example of this new approach can be seen with Profhilo® , an injectable hyaluronic acid treatment that is positioned less as a filler and more as a bio-remodeller  — a product that enhances skin architecture and firmness without altering facial shape. Supporting dermocosmetic skincare products are often recommended alongside treatments like Profhilo® to maintain and optimise the results. Brands Bridging the Two Worlds Several brands have successfully built portfolios that blend dermocosmetic skincare with injectable science: Teoxane:  Originally a dermal filler manufacturer, Teoxane created a topical skincare range using the same resilient hyaluronic acid technology as its injectable products. Laboratoires Vivacy:  Makers of Stylage® fillers, Vivacy now offers the Stylage® Skin Pro line — a dermocosmetic skincare collection designed to support and extend the effects of injectable treatments. Filorga/Fillmed:  Starting with injectable mesotherapy solutions, Filorga expanded into dermocosmetic skincare, offering topical products infused with similar active ingredients for at-home skin rejuvenation. Galderma and Allergan:  These aesthetic giants have strengthened their dermocosmetic strategies by acquiring skincare brands such as Alastin Skincare ( Galderma ) and SkinMedica ( Allergan ), ensuring their injectable patients have clinically tested, procedure-friendly skincare options. Dermocosmetica (Australia):   Dermocosmetica is a leading Australian brand specialising in professional-grade dermocosmetic skincare, often recommended alongside aesthetic treatments such as injectables, laser, and chemical peels. Their products focus on strengthening the skin barrier, preventing post-procedure irritation, and supporting long-term skin health, particularly for patients undergoing professional skin therapies. Each of these brands recognises the importance of treating the skin holistically — blending topical care and injectables under a unified philosophy of science-backed skin health. Dermocosmetics, once confined to pharmacy shelves as ‘safe skincare for sensitive skin,’ have evolved into a central philosophy underpinning modern aesthetic medicine. Today, they represent a holistic approach to beauty: one where skin health, science, and aesthetic treatments work together, rather than in isolation. Injectables are no longer seen purely as cosmetic fixes; framed through the dermocosmetic lens, they are part of a continuum that protects, restores, and enhances the skin from both the inside and out. As patients seek natural, lasting results and practitioners aim to deliver safer, more effective outcomes, the fusion of dermocosmetics and injectables is not just a trend — it is the future of skin health.

The professional beauty industry has long been dominated by legacy brands offering extensive product ranges designed to address a wide array of skin concerns. Brands such as Sothys, O Cosmedics and Ultraceuticals, for example, have upwards of 40+ SKUs, catering to every imaginable skin type and condition. While these comprehensive ranges have their place, they also present a challenge for salon owners: stocking a full spectrum of products comes with a significant financial outlay and the burden of managing stock. In contrast, niche brands (particularly those focused solely on SPF) are making a dramatic and strategic impact when entering the market. Brands like Avocado Zinc, Airyday, SunButter, and We Are Feel Good Inc. offer a minimal SKU approach, specialising purely in sun protection. This singular focus allows salon owners to invest in a highly relevant, high-demand category without the hefty startup costs associated with larger lines. With just a handful of SKUs (often less than five) for a salon, stocking a niche SPF brand requires a fraction of the budget and space, serves a gap their clients would otherwise yet fill at a drugstore and provides significant retail value. Initially launching with a single, high-performing essential fatty acid (EFA) supplement, Simka achieved rapid market penetration throughout professional clinics, and as of late 2023, the brand was stocked across  hundreds of stockist locations  in Australia and New Zealand. Their concentrated focus on one product (one solution) meant clinics could onboard a valuable product offering with minimal risk. Building on this success, Simka has since expanded their range methodically into face masks and SPF products and considering the salon accounts already have the brand relationship through their initial product (EFA’s), the additional SKU orders appealed to these professionals and market adoption was swiftly influenced by their existing reach, compounding to around  700 stockists  to date. While both Simka and Airyday have achieved rapid success in the professional beauty industry, their stockist strategies showcase two slightly different models of niche brand penetration. Airyday began offering wholesale access to professional accounts very early in its brand journey in 2022 (upon launching). From the outset, partnering with clinics and salons was a key strategy – the founder Frances van der Velden notes an “overwhelming response from skin clinics around Australia”  who were eager to stock the products​. In fact, by the brand’s first anniversary (late 2023), Airyday was being carried by roughly 400 clinic and salon stockists across Australia ​. The wholesale momentum continued into the next year: by late 2024 (about two years post-launch), where Airyday’s clinic stockist count had swelled to around 600 professional stockists nationwide ​. Airyday, entered the mass consumer market in late 2023 when it launched into Sephora, joining the retailer’s lineup with their tightly curated SPF portfolio. Both brands demonstrate that niche-focused, clinic-first distribution models (paired with minimal SKU offerings) allow for faster market penetration, lower risk for stockists, and stronger brand loyalty compared to traditional, broad-spectrum brands. As we know, salon owners are increasingly conscious of overheads, stock management, and relevance to client demand, niche brands offer a refreshing and practical alternative - read our complete report on What Salon Owners Want for context. Rather than spreading budgets thinly across dozens of products, salons can align with specialised brands that deliver targeted solutions, high turnover potential, and ease of integration into existing treatments and retail offerings. The success of niche brands serves as a strong reminder: sometimes, less is truly more.

In the professional skincare world, few brands hold as much respect and admiration as Dermalogica. Often quoted by industry peers as the gold standard, Dermalogica’s success lies not only in the quality of its formulations, but in its commitment to empowering professional skin therapists and stockists. From first to market digital consultation tools to creating bespoke retail experiences, Dermalogica continually sets the benchmark for what it means to support the pro industry. Here’s a look at some of the standout tools that have helped make Dermalogica the most admired brand amongst the industry: Face Mapping® Skin Analysis Dermalogica's iconic Face Mapping® skin analysis  has transformed the way therapists consult with clients. Their unique, zone-by-zone approach to analysing the skin (developed through the International Dermal Institute) allows professionals to deliver highly personalised, evidence-based skincare recommendations. While many brands offer skin consultations, none have achieved the authority, trust, and professionalism that Face Mapping® brings. It remains a powerful differentiator for Dermalogica stockists and a testament to the brand’s clinical roots. The Dermalogica Skin Bar® Recognising that experience drives retail success, Dermalogica created the Skin Bar®  – an interactive space where clients are encouraged to 'try before you buy' products under the guidance of a professional. Rather than relying on hard selling, Dermalogica empowers therapists to educate and inspire confidence in their recommendations. It’s a concept many brands have since sought to replicate, but few have matched the authentic client engagement and seamless blending of retail and treatment that Dermalogica pioneered. Skin Pollution Index Ahead of its time, Dermalogica’s Pollution App  addresses one of modern skincare’s biggest concerns: environmental damage. Offering real-time pollution readings based on a client’s location, the app links external stressors to skin health in a way that feels highly personal and relevant. This forward-thinking tool reinforces Dermalogica’s reputation for innovation and keeps stockists at the cutting edge of skin health conversations. The Face Mapping® Pro App In a digital-first world, Dermalogica has once again led the way with its Face Mapping® Pro App . This professional-only tool captures skin analysis data, consultation notes, and regimen recommendations in one place, offering a seamless, modern client journey. By investing heavily in technology that enhances the therapist-client relationship, Dermalogica demonstrates a deep understanding of what drives loyalty and success in today’s beauty landscape – and why it continues to inspire other brands. The Book A foundation of Dermalogica's professional toolkit, ‘The Book’  offers comprehensive education (100+ pages) on product knowledge, treatment protocols, ingredient science, and retail strategy. Stockists affectionately refer to it as an indispensable guide, and for good reason – it’s the daily go-to that keeps therapists informed, confident, and continually elevating their service standards. Education and Business Support Tools Perhaps most notably, Dermalogica’s commitment to education is unrivalled. Through both in-person training at their Training Centres and digital platforms like the Professional Learning Loft, the brand ensures therapists are continually advancing their skills. On top of education, Dermalogica’s Business Boost Programme  provides marketing toolkits, coaching, and business support – helping stockists not just sell skincare, but build sustainable, thriving businesses. What truly sets Dermalogica apart (and cements its place as the most admired brand by other industry players) is its unwavering focus on the professional. Every tool, every innovation, and every initiative is built with one objective: to empower the professional skin therapist. In an industry where many brands aspire to be seen as leaders, Dermalogica simply leads – not through trends or marketing gimmicks, but through decades of genuine investment in education, client experience, and professional success.

One of the biggest mistakes growing businesses make is piling too many responsibilities onto too few people. Marketing becomes PR. Sales become marketing. Branding becomes an afterthought squeezed in between admin tasks. Sound familiar? If you want real, sustainable growth (not just survival) it's time to structure your operations properly.Each area of your business solves a different problem, and when you're under-resourced or misaligned, you stall your own progress. Here’s what a well-functioning operations team looks like - and why you need clear roles across branding, PR, marketing, advertising, education, and sales. Branding: Building Awareness and Shaping Perception Branding is not something you "get around to" when you have time. It’s the foundation of how people perceive your business. Without a clear, consistent brand, every other part of your operations (from marketing to sales) struggles to gain traction. A proper branding function should: Create a consistent visual and verbal identity Define the brand's tone of voice and messaging pillars Map out competitive positioning Produce brand guidelines for use across all channels Branding solves for awareness and positioning.  It sets the stage for marketing, PR, advertising, and sales to succeed. Public Relations: Building Trust Through Credibility When you don't have a dedicated PR function, you miss a key ingredient: trust. PR earns you credibility - the kind that advertising and marketing alone can’t buy. A strong PR function should: Manage media outreach and press releases Coordinate speaking opportunities and thought leadership Handle award submissions and industry recognition Manage crisis communications and protect your reputation PR builds trust  that marketing, advertising, and sales can leverage. Marketing: Driving Revenue Through Demand Creation Marketing isn't just about making things look good online. It’s about creating and nurturing demand - moving people from awareness to interest to action. An effective marketing team should: Develop strategic campaigns (email, SEO, content, social media) Build lead generation and nurture funnels Track performance, test, and optimise campaigns Create loyalty and retention initiatives Marketing drives revenue  - but only when it has the resources to build, not just react. Advertising: Amplifying Messages and Scaling Reach Advertising isn’t just boosting Facebook posts when you remember. It's a structured, budgeted effort to scale visibility and accelerate lead generation. A proper advertising function should: Run paid social and Google campaigns Manage ad budgets and placements Conduct A/B testing and optimise ad creatives Target and retarget strategic audiences Advertising amplifies your marketing efforts  and delivers faster, measurable results when managed strategically. Education: Building Confidence and Loyalty Most businesses forget about education - until problems arise. Both internal teams and customers need clear, ongoing education to feel confident in your brand and products. An organised education function should: Deliver staff onboarding and training Provide customer and partner learning (webinars, manuals, workshops) Maintain resource libraries and FAQs Create stockist and retail support materials Education builds loyalty, strengthens expertise, and reduces customer churn . Sales: Converting Opportunities into Revenue Sales is not the place to "make up" for weaknesses in marketing, branding, or education. When you rely too heavily on your sales team to compensate, you burn them out - and risk losing revenue. A focused sales function should: Conduct strategic outreach and follow-ups Build proposals, close deals, and onboard clients Manage CRM systems and nurture leads Deepen existing account relationships for retention and growth Sales converts demand into revenue , but they can only succeed when marketing, PR, education, and branding do their part. Why It All Matters If you’re stretching a few people across all these critical functions, you're not just risking burnout - you're bottlenecking your business. When each area operates properly and communicates cross-functionally: Branding  defines how you are seen. PR  builds the credibility that makes marketing more effective. Marketing  generates the demand your sales team needs. Advertising  amplifies your visibility and speeds up results. Education  keeps clients and staff loyal and confident. Sales  turns interest into revenue. Each piece feeds the next - creating a cycle of growth rather than a stop-start struggle. Your business needs specialists - not superheroes. A well-functioning operations team doesn’t just feel  better internally; it delivers measurable growth externally. If you're ready to grow sustainably, it’s time to stop asking a few people to do everything - and start building the right team to do it properly. Or, if you don't have the means, or it's not the right time to build out your team, hire fractionally , and hey - that's us!

Last week, President Trump announced a series of new tariffs on goods entering the United States. The announcement outlined increased rates on imports from a wide range of countries, including Australia, the EU, China, Japan, and more. A 10% tariff   set as the new baseline rate for most countries – including Australia. Like many industries, the professional beauty industry is expected to feel the effects of this announcement. Given that a significant portion of beauty products sold in Australia are manufactured overseas (particularly in Europe, China, Japan, South Korea, and Southeast Asia) Australian beauty brands and distributors could be significantly impacted by these tariffs when exporting to the US. These changes will affect multiple stages of the retail supply chain, including: Manufacturing Costs:  Brands that source raw ingredients, packaging, or finished goods from impacted regions could face higher input costs if they intend to export to the US market. Shipping and Logistics:  Increased tariffs could mean higher customs duties at US ports, adding to freight and handling costs for Australian businesses shipping beauty products to America. Wholesale Pricing:  Distributors may need to absorb or pass on, some of the tariff costs or raise their wholesale prices, affecting their competitiveness in the US market. Retail Margins:  To maintain profitability, Australian beauty brands may need to increase their retail prices in the US - which could, in turn, affect client/consumer demand. Market Expansion Strategies:  For brands planning US market entry or growth, the added cost burden could delay launches, alter pricing models, or require a reassessment of go-to-market strategies. Australian beauty businesses must also consider the potential consequences for trade, export pricing, and supply chain logistics. This development adds another layer of complexity for Australian beauty brands looking to expand into or maintain their presence in the US market. These tariffs could make Australian-made and distributed beauty products less competitively priced in the US compared to American-made alternatives, and may influence strategic decisions around product sourcing, manufacturing, and international expansion. Here’s a summary of the new tariffs introduced by President Trump: A minimum 10% tariff  will apply to most countries, including Australia, the UK, Argentina, and Saudi Arabia. It’s scheduled to take effect from 5 April . 60 countries are facing higher tariffs considered ‘reciprocal’ by the US administration, including: European Union: 20% China: 54% Japan: 24% South Korea: 25% India: 26% Thailand: 36% Taiwan: 32% Mexico and Canada are already facing 25% tariffs with some exceptions. There are ongoing questions around rules of origin, and how the tariffs will apply in practical terms - particularly whether they include existing tariffs or are additional. We hope that the professional beauty industry bodies are consulting with government officials for further clarification, and as for Australian businesses, you should stay informed as updates become available.

If you're in the world of skin and aesthetics, chances are you’ve heard a bit of buzz around the UltraClear device. Recently introduced to the Australian market by Device Consulting, it’s already gaining attention for offering something a little different in the ablative fractional laser space. I f you're new to ablative fractional laser technology , here's a quick overview. Ablative fractional lasers deliver photonic energy which is attracted to water-rich tissue, resulting in a grid like pattern of vertical columns of ablation within the skin. The laser parameters selected can influence the thermal damage and the depth of penetration within the tissue, allowing you to tailor a treatment to be more superficial or deep in nature depending on the concern. The benefit of treating a fraction of the skin, is to create tiny columns of damaged skin, surrounded by reservoirs of untreated skin that facilitate rapid re-epithelialisation, resulting in less downtime compared to traditional full ablative laser devices. So, what makes this device stand out? The UltraClear laser can deliver pulses at an ultra-fast delivery rate of 5000Hz, meaning the beams are delivered incredibly fast, reducing the generation of heat within the tissue. The device allows for customisable coagulation zones of damage around the column of ablation, significantly reducing downtime without compromising results. Treatments are safer and more comfortable, particularly for those with melanin-rich skin. At the Melbourne launch event, Dr John Sullivan from Kingsway Dermatology shared his experience using the device over the past nine months. He’s found it to be a great alternative to traditional ablative lasers, particularly for patients with darker skin tones, where minimising the risk of (post-inflammatory hyperpigmentation (PIH) is crucial in achieving even skin tone. Dr John highlighted the versatility of the device  - describing it as a 6-in-1 system that can treat everything from superficial skin issues to more complex surgical applications. The event itself was held at Eureka 89 (Melbourne’s highest dining venue) and followed on from UltraClear’s European debut at the Eiffel Tower in Paris. While the setting was definitely impressive, what really stood out was the level of education provided. Attendees were given access to an extensive 75-page portfolio of international results and treatment protocols, which was a nice touch for anyone wanting to dive deeper into the technology. Overall, UltraClear feels like a considered addition to the treatment room - offering flexibility and real potential to meet a wide range of patient needs. It’ll be interesting to see how the device continues to roll out across clinics in Australia. Dr John Sullivan of Kingsway Dermatology

If you’re a professional skincare or device brand trying to break into the B2B market (or scale your presence within it) it’s easy to assume that what’s worked in the B2C space will translate. But when it comes to securing stockists, a different rulebook applies. Brands often invest in mainstream PR or advertising agencies with B2C credentials, only to be left wondering why their pipeline of salon or clinic partners remains dry. Here’s why relying on B2C agencies to grow your professional stockist network is not just ineffective - it’s a costly misstep. 1. B2C and B2B Are Entirely Different Worlds The consumer space and the professional industry operate on entirely different rhythms. B2C PR agencies are excellent at capturing public attention and getting your products into the hands of everyday consumers. But the professional world is nuanced, layered, and relationship-driven. Decisions are made in treatment rooms, at trade events, in private Facebook groups, and over conversations with peers - not via glossy advertorials in mainstream magazines. To land a place on the shelves of clinics or salons, your messaging needs to resonate with practitioners, business owners, and educators - people who view your brand not as a trending purchase, but as a long-term business partner. This level of trust and alignment can only be built if your PR and marketing team understand the deep context and culture of the professional industry. 2. Customer Acquisition ≠ Stockist Acquisition B2C agencies are experts in getting your products into the hands of consumers . But stockist acquisition  is a different beast entirely. Attracting professional partners requires you to communicate treatment results, training support, account management, and client education tools. Where B2C tactics rely on impulse, aesthetics, and emotion, B2B decisions are rational, research-led, and revenue-aligned. You’ll need a strategy that speaks to business growth, not just brand buzz. 3. In the B2B Space, Media Buying Is About Relationships—Not Just Budgets Mainstream PR and advertising operate in a world where budget dictates placement. The professional beauty and wellness industry doesn’t play by the same rules. Visibility in the B2B space often relies on relationships , not rate cards. That’s why the right agency is one that already knows the gatekeepers, the trade publications, the educators, and the event organisers. You can’t buy your way into trust - you have to build it. A B2B-savvy agency already has the rapport and credibility to open those doors for you. 4. Influencers Don’t Hold the Same Power Here, KOLs Do In consumer PR, beauty influencers and content creators reign supreme. But in the professional space, their influence holds far less weight. Clinic and salon owners aren’t taking retail advice from TikTok - they’re listening to industry educators, brand-neutral trainers, and respected clinic owners. These are your true Key Opinion Leaders (KOLs), and they can make or break your stockist strategy. A B2B-focused PR team knows exactly who these individuals are, how to earn their advocacy, and how to position your brand as credible and results-driven. If your brand’s goal is to grow its stockist base, you need more than mass-market messaging - you need insider knowledge, industry connections, and a deep understanding of the professional psyche, or at least someone who does. Partnering with a B2C agency might bring attention, but it won’t bring you aligned accounts or loyal brand partners. The brands making real moves in the B2B space are the ones who invest in PR and marketing that speaks directly to the industry. Because when it comes to gaining stockists, who you know and how well you understand the space  matters more than how loud your brand is in the consumer world. Inside Industry is named for that exact reason, we know the professional beauty industry. Interested in finding out more? Book a call and have a chat.