Beauty Brands Discuss Choosing The Right Retail Partners by Beauty Independent

In this edition of Beauty Independent’s ongoing series posing questions relevant to indie beauty, we asked 15 beauty brand founders and executives: How did you decide on the right partnerships for your brand?

"I knew it was the right time to get into retail the day I launched my brand, but retail didn't seem to know it. It doesn't necessarily happen when you want it to. So, the right time is when retail is ready to take you.

When you've got some buzz, credibility, a customer base, amazing reviews. In my case, I leaned into the niche, specialty platforms whose customers are looking for high-performance products from an indie brand with a conscience. ~ Heather Fink"