Questions beauty founders ask about retail

Usually you're ready when you have steady online or boutique sales, retail-ready pricing and packaging, and the inventory and cash to fill a bigger order. Buyers want proof that customers already come back for your product.

If one of those pieces is missing, that's fine. It just means we fix it before we pitch. The free call is where we check.

Big retailers review categories on a set calendar, and buyers see far more brands than they can take. The brands that get a yes usually show three things:

• Proof of demand: real sales, reviews, and repeat customers, online or in smaller stores.
• A clear reason to exist: what your product does that the shelf is missing.
• Readiness: pricing that leaves the retailer its margin, retail-ready packaging, enough inventory, and money set aside for launch marketing.

I prepare the pitch around those three points and take it to buyers I already know, so your brand gets a real look instead of sitting in a general inbox.

EDI (electronic data interchange) is the system big retailers use to send purchase orders and receive invoices and shipping notices. Most national chains require it before your first order ships.

I set it up with you and make sure it talks to your warehouse, so orders don't get delayed or charged back.

It depends on the channel. Many large chains buy direct from brands. Professional salon, spa, and many international markets usually work through distributors, who handle warehousing, delivery, and their own sales teams.

Distributors take a share of the price, so the right mix depends on your margins and where you want to grow. I help you decide, then find and manage the right partners. I've managed distributor and broker networks across North America.

The main pieces are:

• FDA rules for cosmetics: US law now requires most cosmetic companies to register their facilities and list their products with the FDA.
• US-compliant labels: ingredient names in the standard format, net contents, and a US contact. Some claims, like SPF or acne treatment, make a product an over-the-counter drug with stricter rules.
• Importing: an importer of record and a plan for warehousing and delivery.
• Retailer requirements: barcodes, EDI, and product liability insurance.

I've helped brands from Australia and beyond make this move, and I'll walk you through each step before your first US order.

Far less than hiring a full-time head of sales. I usually work on an 18-month plan with a monthly retainer plus commission, so my pay is tied to your sales. Once your brand is placed, it can move to a flat retainer.

The free call is where we figure out what fits your stage.

The work happens before the show. Book buyer and distributor meetings weeks ahead, bring samples and a one-page sell sheet with your pricing, and know your minimum order and lead times.

For Ms Morning, I booked every meeting before Cosmoprof North America. That's how one show turned into a launch in more than 1,000 stores.

Plan on several months at least, and often longer. Retailers plan their shelves on a set calendar, so timing your pitch to their review dates matters as much as the pitch itself.

I build that calendar with you so we're early, not late.