Creating a great cosmetic product is only half the battle. Without the right distribution strategy, products risk sitting in warehouses instead of reaching customers. This article explains how to design a channel plan, choose between online and offline distribution, and align marketing with sales to maximize growth.

1) Why distribution matters

Even the best cosmetics will not sell without a clear route to market. Distribution determines:

• How quickly products reach customers
• The cost structure of your business
• Your brand’s accessibility and visibility

A sound distribution strategy is the bridge between product development and revenue generation.

2) Online vs. offline channels

Cosmetics founders must decide how to split resources between online and offline channels:

• Online: D2C website, marketplaces (Amazon, Shopee, Coupang), social commerce, live commerce.
• Offline: department stores, drugstores, beauty salons, duty-free shops, pop-up stores.

Each has advantages—online offers scale and data, offline builds trust and experiential branding.

3) Aligning sales & marketing

Sales and marketing cannot work in silos. To maximize results:

• Run marketing campaigns that direct customers to chosen sales channels.
• Equip sales teams with marketing collateral and consistent messaging.
• Share data between eCommerce analytics and retail sell-through for optimization.

The closer the alignment, the lower your CAC and the higher your ROI.

4) Common pitfalls to avoid

• Relying too heavily on one channel (e.g., only marketplaces).
• Underestimating logistics costs in offline expansion.
• Neglecting to localize distribution for international markets.

Diversification and foresight are key to resilient distribution planning.

5) Distribution checklist

• Define your primary and secondary channels
• Align marketing campaigns with channel strategy
• Track CAC, channel profitability, and sell-through
• Plan logistics, warehousing, and fulfillment upfront
• Review channel performance quarterly

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