If you read our previous article, then you know that the in-store retail experience is alive and well. Although e-commerce has caused major changes in consumer behaviors, there are still certain benefits to retail that online selling just can’t beat.

For many entrepreneurs, nothing spells success like having their products fill the shelves of a major retailer. Having the endorsement of a big box retailer can help build awareness and authority around your brand. Winning that coveted shelf space doesn’t come with ease, however. In most cases, the process of becoming a vendor is highly selective. To help you beat this process, we’ve come up with 5 tips to help you get your private label skincare brand noticed and on the shelves of some large retailers.

1. Build a strong brand

Before you start reaching out to retailers, it’s important to take the time to build your brand. Ensure your business operates smoothly from end to end, from production to marketing. This is where details like choosing the right private label manufacturer matter most. Stocking your inventory with quality products from a reliable manufacturer gives you the best opportunity for high sales. Establishing a successful business through e-commerce makes it easier to get your brand noticed by big-name retailers.

Be careful not to rush this process. Taking the leap too soon can cause your business to squander before you see any real success. The key to making in-store retail work for your business is striking at just the right time. Wait until you’ve built a significant following for your business before you consider retail. Once considerable buzz has been made around your brand, retail success is more likely. 

2. Do your research

Gone are the days of setting up shop and expecting the sales to pour in. In today’s Internet driven consumer culture, customers are looking for shopping experiences relevant to their lives. For you as a business owner, this means taking the time to find retailers that are right for your brand. Signing on with a retailer that has nothing in common with your customer base is a recipe for failure. Be sure that the options you consider are places that your potential customers not only frequent but also enjoy shopping at.

Doing your research also means considering how your business will perform. While in-store retail can benefit many brands, it isn’t the right model for all. Is there increasing demand for your products? Do you have an active audience for your brand? Is your demographic likely to shop in-store? Understanding your market and how it relates to bringing your brand to retail will help you ultimately decide if it’s the right choice for you.

3. Plan Your Product Pitch

Regardless of which retailer you choose for your business, you will eventually have to pitch your brand and products. Whether you choose to pitch your products yourself or go through a broker or other representative, preparing ahead will give you the best opportunity for success. Plan out not just what you intend to sell, but how you will sell your brand to retailers. Don’t just rely on samples to sell your brand; retailers are looking for numbers.

This is why having an established brand and sales channels beforehand are so important. If you want to land the right retailer you need to show them the benefits of stocking your products. Be prepared to share your business history, marketing plans, packaging information, and market research. Retailers want a clear picture of where your business is headed.

4. Prepare to scale production

With the addition of this new sales channel, you should expect to boost the production of your products. In order for a retailer to consider your business, they need to know that you can handle increased demand. If you manage your own production, you may need to take some time to scale your operations. For those using a private label manufacturer, you simply need to inform them of your growing needs.

5. Don’t forget about marketing

Having your products placed on shelves isn’t enough to ensure sales. Once you’ve set up your retail partnership, its time to get back to communicating with your customers. Let them know about the new places they can find your products. Integrate this new sales channel into your marketing strategy. Informing your audience about your new partnership can help deepen your connections and expand the reach of your brand.


Getting your products on the shelves of a big name retailer can do wonders for your business. Although a demanding process, the results can be rewarding for both you and your potential partners. Gaining access to thousands of new daily visitors is a benefit that can’t be overlooked. With these 5 tips, you can help your private label skincare brand stand out from the crowd and land the perfect retailer for you.