Where cosmetics brands lose control
Selling through marketplaces works until you try to grow. The commission is permanent, the customer belongs to the platform, and you cannot contact the person who bought your best-selling product three times. Meanwhile buyers increasingly check ingredients, shade matching and suitability before purchase — information a marketplace listing compresses into a photo. The third gap is wholesale: salons and shops want trade terms and a reorder process, and sending them to your retail listing loses the order entirely.
What we build for a cosmetics brand
First, product pages with the data this category is actually judged on: full ingredient list, shade references, skin or hair suitability, batch and shelf life. Second, subscriptions and replenishment, since consumables sell on a cycle and a marketplace will not prompt the reorder for you. Third, a wholesale account area with trade pricing, minimum quantities and reorder from history, kept apart from the retail journey. Fourth, owned customer data — email, phone, purchase history — which is the whole point of the direct channel and the thing the platform will never give you.