National retail can represent an exciting next stage for an emerging beauty brand. It can also change the economics, operating requirements and expectations surrounding the business.

Before pursuing wider distribution, founders have a period of direct access to customer behavior, product performance and daily operating patterns. The challenge is knowing how to use that period and which signals deserve the most attention.

In this video, consumer marketing executive and Fractional CMO Lesley McIntosh examines what beauty founders should be learning, evaluating and strengthening as they prepare for future retail growth. The discussion moves beyond getting a retailer’s attention and focuses on a more important question: will the business be prepared to support the opportunity once it arrives?

Questions addressed

• What should an emerging beauty brand focus on before pursuing retail?

• What evidence will help a brand make a stronger case to retail buyers?

• How can founders prepare the business for the demands of wider distribution?