{"id":7119,"date":"2026-10-02T12:00:00","date_gmt":"2026-10-02T12:00:00","guid":{"rendered":"https:\/\/dev95.site\/getting-into-beauty-retail-is-difficult-staying-there-is-even-harder\/"},"modified":"2026-10-02T12:00:00","modified_gmt":"2026-10-02T12:00:00","slug":"getting-into-beauty-retail-is-difficult-staying-there-is-even-harder","status":"publish","type":"post","link":"https:\/\/dev95.site\/ar\/getting-into-beauty-retail-is-difficult-staying-there-is-even-harder\/","title":{"rendered":"Getting Into Beauty Retail Is Difficult \u2014 Staying There Is Even Harder"},"content":{"rendered":"<div id=\"dev95-4076451801\" class=\"dev95-- dev95-entity-placement\"><script async=\"async\" data-cfasync=\"false\" src=\"https:\/\/pl27862732.profitableratecpmnetwork.com\/2ad7a50e0bbc23ac6801d7b77c501463\/invoke.js\"><\/script>\r\n<div id=\"container-2ad7a50e0bbc23ac6801d7b77c501463\"><\/div><\/div><div id=\"dev95-2131799367\" class=\"dev95-before-content dev95-entity-placement\"><p style=\"text-align: center;\"><strong>Stop wasting time on dead links! \ud83d\uded1 This smart platform automatically detects your device and country to give you the exact best offer instantly. Check it out now 100% free! \ud83d\udc47<\/strong><br data-sfc-root=\"ep\" data-sfc-pl=\"|||[]\" data-complete=\"true\" data-copy-service-computed-style=\"font-family: Arial, sans-serif, &quot;Noto Color Emoji&quot;; font-size: 16px; font-weight: 400; margin: 0px; text-decoration: none; border-bottom: 0px rgb(10, 10, 10);\" \/><a href=\"https:\/\/www.profitableratecpmnetwork.com\/pvhx5mbcc?key=ff7d362db3c20bc86fad685cc94f1fc4\">\ud83d\udd17 <strong class=\"rQesXe MPyX\" data-sfc-cp=\"\" data-sfc-root=\"ep\" data-complete=\"true\" aria-owns=\"action-menu-parent-container\" data-copy-service-computed-style=\"font-family: Arial, sans-serif, &quot;Noto Color Emoji&quot;; font-size: 16px; font-weight: 700; margin: 0px; text-decoration: none; border-bottom: 0px rgb(10, 10, 10);\">[Click here]<\/strong><\/a><\/p>\n<\/div><div>\n<p>For years, getting into a major beauty retailer was treated as the ultimate marker of legitimacy for emerging brands in the industry. A Sephora, Ulta Beauty or national mass-market launch could transform an emerging label into an industry success story almost overnight. Today, the prestige of that placement remains in many ways, but the impact of it has changed.<\/p><div id=\"dev95-1395042921\" class=\"dev95- dev95-entity-placement\"><center>\r\n<script>\r\n  atOptions = {\r\n    'key' : '4ba6b6513c00e0ba76511f798ae56401',\r\n    'format' : 'iframe',\r\n    'height' : 50,\r\n    'width' : 320,\r\n    'params' : {}\r\n  };\r\n<\/script>\r\n<script src=\"https:\/\/www.highrevenueformat.com\/4ba6b6513c00e0ba76511f798ae56401\/invoke.js\"><\/script>\r\n\t<\/center><\/div>\n<p>A prominent retail partnership is no longer a finish line; rather, it\u2019s a starting point, a high-stakes test of whether a brand can finance inventory, absorb tighter margins, satisfy compliance requirements, fund marketing and keep customers coming back once launch-day excitement fades.<\/p>\n<p>Retailers want more than a strong product. They also expect differentiation, an engaged community, reliable fulfillment and a plan for sustained sell-through. Brands, meanwhile, must determine whether the exposure is worth the cash, control and capacity the partnership demands.<\/p>\n<h2>What \u201cRetail-Ready\u201d Means Now<\/h2>\n<p>\u201cRetail-ready isn\u2019t just having a great product anymore. It\u2019s having a business that\u2019s ready to be put under a microscope,\u201d says Kate Souied, head of marketing at <a href=\"https:\/\/flutterhabit.com\/\">FlutterHabit<\/a>, which recently entered Sephora. \u201cRetail doesn\u2019t fix your business; it puts it on full display.\u201d<\/p>\n<p>That scrutiny begins before the first purchase order.<\/p>\n<p>Jessica Phillips, vice president of merchandising at Ulta Beauty, says the retailer looks for brands with differentiated innovation, compelling storytelling and an operational foundation capable of translating an existing consumer connection into retail. \u201cBeing retail-ready today means much more than having a great product,\u201d she says. \u201cThe strongest brands have begun building an engaged community and have the operational foundation and long-term vision to translate that connection into retail.\u201d<\/p>\n<p>Credo Beauty Co-Founder and CEO Annie Jackson starts with an even more basic requirement: a strategy. \u201c\u2018I\u2019ll take a PO [purchase order] from anyone\u2019 is not a strategy,\u201d she says. A brand should understand which retail partners serve its positioning and can add growth without taking business away from the channels it has already built, Jackson explains. Credo launches only 12 to 15 brands a year, and a clear point of difference is the most persuasive sign of readiness.<\/p>\n<figure><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/fashionista.com\/.image\/NTg6MDAwMDAwMDAwODAyMzY1\/credo-beauty-facade.jpg?resize=1012%2C675&#038;ssl=1\" width=\"1012\" height=\"675\"><figcaption>\n<p>Photo: Smith Collection\/Gado\/Getty Images<\/p>\n<\/figcaption><\/figure>\n<p>At Ulta, success is measured through sales as well as whether a brand attracts new shoppers, encourages repeat engagement and remains relevant across the retailer\u2019s omnichannel ecosystem. For Credo, the calculation is more direct.<\/p>\n<p>Beyond sales, Jackson says, success is rarely measured by anything other than productivity per unit of shelf space. \u201cWe can\u2019t afford to run a store like it\u2019s a museum,\u201d she says, pointing to the fixed costs and thin margins associated with physical retail.<\/p>\n<p align=\"center\"><strong><a href=\"https:\/\/fashionista.com\/2026\/09\/beauty-packaging-trends-2026\">Related: How Beauty Became Obsessed With Bold, Expressive Packaging<\/a><\/strong><\/p>\n<h2>The Cost of Getting on the Shelf<\/h2>\n<p>For founders, the celebratory retail partnership launch announcement can obscure the less glamorous question underneath it: Can the business afford to succeed at said retailer?<\/p>\n<p>Veronica Pedersen, founder of Timeless Skin Care, asked precisely that before expanding into more than 1,500 Target stores. The company estimated how much product it would need, secured raw materials and packaging components and assessed its production capacity for both the initial order and rapid replenishment if the products took off. Its in-house manufacturing gives the brand direct control over quality and production, but the rollout still required systems for purchase-order processing, electronic data interchange and vendor compliance.<\/p>\n<p>\u201cOne of the biggest misconceptions is that a purchase order is the same thing as profitability. It is not,\u201d Pedersen tells Fashionista.<\/p>\n<p>Before saying yes to national distribution, founders must determine whether they can finance inventory, support marketing, absorb payment terms and meet increased demand without weakening the rest of the company. Timeless forecasts 12 to 24 months out across direct-to-consumer, Amazon, national retail and international distribution.<\/p>\n<p>Liz Folce, founder and CEO of Nakery Beauty, has observed the same shift over more than 30 years in the beauty industry. Retailers can quickly see what is selling, converting and driving repeat purchases, leaving brands with less time to find their footing.<\/p>\n<p>\u201cYou\u2019re not handing a retailer your product and expecting them to build the business for you,\u201d she says. \u201cYou need to come with inventory, marketing support, content, sampling, education and a plan to drive the customer to that retailer.\u201d<\/p>\n<p>Those needs create a long list of expenses. Inventory is financed ahead of payment. Packaging may need to change. Then come displays, testers, samples, freight, retailer programs, advertising, education, customer support, potential deductions and additional staffing. If an item sells faster than expected, the company needs more product and working capital immediately. If it moves slowly, cash remains trapped in inventory.<\/p>\n<p>Souied puts the first requirement more plainly: \u201cCash,\u201d she jokes. \u201cSeriously though, retail is expensive before you ever make a dollar back.\u201d<\/p>\n<figure><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/fashionista.com\/.image\/NTg6MDAwMDAwMDAwODAyMzU3\/sephora-store-retail-space-2-10-48-45-am-large.jpg?resize=1013%2C675&#038;ssl=1\" width=\"1013\" height=\"675\"><figcaption>Inside a Sephora store.<\/p>\n<p>Photo: Courtesy of Sephora<\/p>\n<\/figcaption><\/figure>\n<h2>Building the Retail Engine<\/h2>\n<p>That transformation became clear for hair- and scalp-care brand Nutrire while preparing to launch at Ulta through the retailer\u2019s Sparked program. General Manager Kristen Chase says the company was not originally built for wholesale, so preparing for national retail required it to rework its forecasting, inventory planning and fulfillment while developing a trade-marketing capability.<\/p>\n<p>\u201c[P]reparing for Ulta meant rewiring a big part of our operation,\u201d Chase says. \u201cSelling direct to a guest and supplying a national retailer are two different disciplines.\u201d<\/p>\n<p>Nutrire invested in clinical testing, packaging, creator relationships and consumer education while keeping its internal team lean. It also brought all nine products in its scalp-to-strand system to Ulta rather than fragmenting the assortment.<\/p>\n<p>By the end of the process, Chase says, the team understood that retail readiness was less about preparing for a single launch and more about building an engine capable of performing week after week.<\/p>\n<p align=\"center\"><strong><a href=\"https:\/\/fashionista.com\/2026\/05\/private-equity-beauty-brand-risks\">Related: Is Private Equity\u2019s Involvement in Beauty Stifling Brand Individuality?<\/a><\/strong><\/p>\n<h2>Every Retailer Has Its Own Playbook<\/h2>\n<p>Every channel and each retailer demands a different version of retail readiness. While there is of course plenty of overlap, what works for one may not necessarily be true for another.<\/p>\n<p>Folce says Nakery approaches Ulta, Amazon and HSN as separate environments: Ulta depends on physical and digital discovery, packaging, positioning and education. Amazon rewards search visibility, reviews, advertising and conversion. HSN relies more heavily on storytelling and product demonstration.<\/p>\n<p>Timeless, menawhile, takes a similar approach across its retail partners Target, Amazon, Nordstrom and Macy\u2019s. Not every product belongs in every channel, Pedersen says, and more distribution does not automatically equal better distribution.<\/p>\n<p>Ryan Siegel, co-founder of beauty-hydration brand H2Glow, prioritizes audience alignment, data transparency, pricing protection and commercial terms over a retailer\u2019s size.<\/p>\n<p>\u201cA smaller partner with the right audience always outperforms a massive retailer where your core customer isn\u2019t looking,\u201d he says.<\/p>\n<p>The question is not simply whether a retailer will accept a brand, but whether the partnership will strengthen the business. Jackson advises brands to ask retailers for explicit sales expectations and a clear definition of what could lead to discontinuation. Waiting until performance slips to discuss a turnaround may be too late.<\/p>\n<p>Access to the merchant matters, too. Jackson notes that one merchant may oversee 20 or more brands, so founders should determine whether they will be able to discuss the business at least monthly. Brands should also understand the cost of samples, gratis, co-op marketing and field coverage.<\/p>\n<figure><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/fashionista.com\/.image\/NTg6MDAwMDAwMDAwODAyMzU4\/sephora-store-retail-space-1-10-48-45-am-large.jpg?resize=1013%2C675&#038;ssl=1\" width=\"1013\" height=\"675\"><figcaption>Inside a Sephora store.<\/p>\n<p>Photo: Courtesy of Sephora<\/p>\n<\/figcaption><\/figure>\n<h2>What Retailers Bring to the Partnership<\/h2>\n<p>Retailers say they are trying to help emerging brands close some of these gaps. Phillips points to Ulta\u2019s MUSE Accelerator, which has supported more than 32 emerging brands with more than $1.5 million in funding and over 150 hours of coaching since 2022. Ulta can also connect partners with third-party logistics providers and offer customized merchandising, digital storytelling, education and in-store experiences.<\/p>\n<p>\u201cSupporting emerging brands goes far beyond providing shelf space,\u201d Phillips says. \u201cWe think about how we can support founders at different stages of their journey and help build businesses positioned for long-term success.\u201d<\/p>\n<p>Chase says Ulta\u2019s support of Nutrire exceeded her expectations, while Phlur Chief Marketing Officer Erica Dunivan credits Sephora with helping the fragrance brand expand from the U.S. and Canada into the Middle East, Mexico and Europe. \u201cSephora is a true brand growth partner,\u201d she says. \u201cThey have a deep understanding of Phlur and our point of difference.\u201d<\/p>\n<p>Those examples show what a productive partnership can unlock: scale, credibility, new markets and consumer discovery that would be difficult for an emerging brand to build alone.<\/p>\n<figure><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/fashionista.com\/.image\/NTg6MDAwMDAwMDAwODAyMzY4\/enter-ulta-spade-gaffe-20220503.jpg?resize=1093%2C675&#038;ssl=1\" width=\"1093\" height=\"675\"><figcaption>\n<p>Photo: Brian Cassella\/Chicago Tribune\/Tribune News Service via Getty Images<\/p>\n<\/figcaption><\/figure>\n<h2>Sell-Through Is the Real Finish Line<\/h2>\n<p>The danger arrives when scale becomes the strategy. A crowded shelf can pressure brands to adapt their assortments, packaging or messaging in ways that make them easier to merchandise, but <a href=\"https:\/\/fashionista.com\/2026\/05\/private-equity-beauty-brand-risks\">harder to distinguish<\/a>.<\/p>\n<p>The sources Fashionista consulted for his story draw their boundaries in different places. Siegel considers pack configurations and promotional timing flexible, but calls H2Glow\u2019s pricing integrity and narrative \u201csacred.\u201d Folce will change Nakery\u2019s assortment by retailer, but not its focus on women over 50. Dunivan says Phlur adjusts campaigns for local markets while keeping its fragrance storytelling consistent.<\/p>\n<p>Even with the right partner, placement does not create demand on its own. Phillips says the biggest misconception founders hold is that getting onto the shelf is the finish line. \u201cIn many ways, that\u2019s when the work really begins,\u201d she says.<\/p>\n<p>Souied is sharper: \u201cShelf space is an opportunity, not a marketing strategy.\u201d<\/p>\n<figure><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/fashionista.com\/.image\/NTg6MDAwMDAwMDAwODAyMzU1\/sephora-store-retail-space-3-10-48-45-am-large.jpg?resize=1013%2C675&#038;ssl=1\" width=\"1013\" height=\"675\"><figcaption>\n<p>Photo: Courtesy of Sephora<\/p>\n<\/figcaption><\/figure>\n<p>That reframing changes the metric that matters. Door count may make an impressive press release, but velocity reveals whether the business is working.<\/p>\n<p>\u201cGetting in is not the win, but selling through is,\u201d Siegel says. \u201cWatch how fast the product moves per store, not how many stores you are in.\u201d<\/p>\n<p>Major retail can still be transformative. But the new definition of readiness asks brands to prove much of what retail once promised to create: consumer awareness, community, operational maturity and a reason to believe the business will last.<\/p>\n<p>The shelf is not a trophy. It is a weekly performance review, and the brands most likely to survive it are the ones willing to ask not only \u201cCan we get in?\u201d but \u201cShould we, and can we afford what happens next?\u201d<\/p>\n<\/div>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_7119\" class=\"pvc_stats total_only  \" data-element-id=\"7119\" style=\"\"><i class=\"pvc-stats-icon large\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/i0.wp.com\/dev95.site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif?resize=16%2C16&#038;ssl=1\" border=0 \/><\/p>\n<div class=\"pvc_clear\"><\/div>\n<div id=\"dev95-1158758085\" class=\"dev95-after-content dev95-entity-placement\"><p style=\"text-align: center;\"><strong>Finally, a link that actually works for your region and device! \ud83c\udf0d Get instant access to the top exclusive offers tailored just for you right now. Don&#8217;t miss out, click here! \ud83d\udc47<\/strong><br data-sfc-root=\"ep\" data-sfc-pl=\"|||[]\" data-complete=\"true\" data-copy-service-computed-style=\"font-family: Arial, sans-serif, &quot;Noto Color Emoji&quot;; font-size: 16px; font-weight: 400; margin: 0px; text-decoration: none; border-bottom: 0px rgb(10, 10, 10);\" \/><a href=\"https:\/\/www.profitableratecpmnetwork.com\/uzeja8ahze?key=bc876be53d6ad0ff6370ab8ea030e479\"><strong>\ud83d\udd17 [Click here]<\/strong><\/a><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>For years, getting into a major beauty retailer was treated as the ultimate marker of legitimacy for emerging brands in the industry. A Sephora, Ulta Beauty or national mass-market launch could transform an emerging label into an industry success story<\/p>\n<div class=\"hosteria-entry-more\"><a href=\"https:\/\/dev95.site\/ar\/getting-into-beauty-retail-is-difficult-staying-there-is-even-harder\/\" class=\"no-underline font-light  group-hover:text-primary-800 dark:group-hover:text-primary-300 py-1\">Read more &gt;&gt;&gt;<\/a><\/div>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_7119\" class=\"pvc_stats total_only\" data-element-id=\"7119\" style=\"\"><i class=\"pvc-stats-icon large\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/dev95.site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=\"0\" \/><\/p>\n<div class=\"pvc_clear\"><\/div>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"fp_fajr_begins":"","fp_fajr_iqamah":"","fp_dhuhr_begins":"","fp_dhuhr_iqamah":"","fp_asr_begins":"","fp_asr_iqamah":"","fp_maghrib_begins":"","fp_maghrib_iqamah":"","fp_isha_begins":"","fp_isha_iqamah":"","fp_midnight":"","fp_midnight_name":"","fp_sunrise":"","fp_single_prayer_begins_title":"","fp_single_prayer_iqamah_title":"","fp_prayer_times_for_today":"","fp_hijra_date":"","fp_fajr_name":"","fp_dhuhr_name":"","fp_asr_name":"","fp_maghrib_name":"","fp_isha_name":"","fp_sunrise_name":"","fp_currentDate":"","fp_current_time":"","fp_current_title":"","fp_current_location":"","fp_masjid_name":"","fp_prayer_title":"","fp_next_prayer_iqamah_time":"","fp_next_prayer_iqamah_title":"","fp_next_prayer_begins_time":"","fp_next_prayer_begins_title":"","fp_next_prayer_title":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[37],"tags":[],"class_list":["post-7119","post","type-post","status-publish","format-standard","hentry","category-posts"],"a3_pvc":{"activated":true,"total_views":6,"today_views":0},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Getting Into Beauty Retail Is Difficult \u2014 Staying There Is Even Harder - Dev95<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev95.site\/ar\/getting-into-beauty-retail-is-difficult-staying-there-is-even-harder\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Getting Into Beauty Retail Is Difficult \u2014 Staying There Is Even Harder - Dev95\" \/>\n<meta property=\"og:description\" content=\"For years, getting into a major beauty retailer was treated as the ultimate marker of legitimacy for emerging brands in the industry. 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