Skincare wholesale through the independent stores that fit you

Where independent skincare sells

• Boutiques and concept stores that curate a small range and like a maker with a story.
• Gift shops for giftable sets and travel sizes.
• Salons, spas and beauty therapists who use products in treatments and sell them after.
• Health food and wellness shops for natural and sensitive-skin ranges.
• Yoga and pilates studios and gyms for body care and post-workout products.
• Independent pharmacies where the owner still chooses the range.

Pick the store that matches your range

A clean, fragrance-free range fits a health food shop. A luxe gift set fits a boutique. A treatment product fits a spa that can use it on clients. Pick one store type and one city for your first campaign, and write for that store. We judge each store against what you make, and you can remove any store before anything is sent.

Who to email

In a boutique, gift shop or independent pharmacy, the owner or buyer chooses the range. In a salon or spa it is usually the owner or the lead therapist, who will use the product on clients. We look for that person at each store, skip shared accounts inboxes, and check every address before anything is sent. One clear pitch to the person who decides beats three to people who do not.

Test the idea before the full range

If you are still deciding which products to launch, an awareness campaign introduces your brand to store owners and shows who is interested before you commit to production. A go-to-market campaign then offers testers or a trial to stores ready to stock. The replies tell you which store type and which product lead, in the owners' own words.

What an owner wants to know

The margin, the minimum order, whether testers and shelf cards come with it, and what makes your range different from the three brands already on the shelf. The first email covers only the last point, in a few lines, and asks one easy thing. The price list and ingredient sheet go out when a store replies. To set a wholesale price that leaves the store its margin, try the wholesale price calculator.

How the outreach works

We find the stores in your area that fit your range and the owner or buyer at each, and write every email around that store. Emails go out from a separate sending domain we set up for you, so your own address is never at risk, and follow-ups stop the moment a store replies. You take the conversation from there: testers, price and the first order.

After a first order, check in at about two weeks. Ask how the range is selling, which product shoppers pick up first, and whether staff have what they need to recommend it. Stores that reorder are your best proof when you approach a bigger retailer. Flow keeps each store in view from reply to first order and reorder, and reminds you who is due a check-in.

The method is the same one food and drink brands use, so our guide to getting your product into stores applies to skincare too. For brands that make both, see food brands and snack brands. To see which stores near you would fit, see who would stock you.