Pure Beauty

How to land a space on-shelf at indie beauty retailer Seekology

Published: 6-Jan-2021

With a carefully curated selection of beauty and wellbeing brands, Rebecca Saunders, founder of indie beauty retailer Seekology, tells Cosmetics Business why she only takes on board 10% of the brands that approach her and who she wants to stock on-shelf

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Following a successful career buying career at John Lewis and notonthehighstreet.com, Rebecca Saunders founded Seekology in 2019 as a concept store for fledgling brands to find a place on-shelf.

A firm believer in bricks-and-mortar, she extended her retail presence by partnering with wellbeing space bhuti on a new retail destination to complement its original location in Richmond, London, and has garnered the interest of more than 80 brands in just over a year of trading.

But with a carefully curated selection of brands, Saunders is a tough buyer to impress, only taking on board around 10% of the brands that approach her.

So what does it take for an up-and-coming beauty brand to land a space with the best in indie beauty? Cosmetics Business finds out.

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