As long as the product arrives in-store, on time and in perfect condition, no one gives much thought to the logistics process. However, behind the scenes massive companies called 3PLs (third party logistics) ensure the smooth-running operation in secure facilities for delicate and often high value beauty products before they are distributed from the client to the retailer or customer.
Perhaps it is because logistics is the least glamorous part of the beauty industry that it is rarely talked about. Clare Hopkins, owner and Director of skin care brand Balance Me, wants it to be an area that, “you don’t ever want any ‘noise’ from”. That is a sign that it is all working really well. “When it isn’t, it leaves your company so vulnerable,” she warns. “If you can’t get your orders out properly you can’t sell and make money!”
Finding the right distribution partner can be a challenge, but it can make a huge difference to the success of the brand.