When setting up your very own facial bar, you'd want to be armed with the best in the skincare industry. This doesn’t just mean procuring top-quality brands, but also understanding the philosophy behind these brands and how they create trust and recognition in the market. That’s why I took the time to study 20 of the world's best-performing facial bars, so you don't have to. Here's what I discovered about the brands they stock.

Salon Skincare Brand Strategy Number ONE

Firstly, many top facial bars often use their own branded products, like Kate Somerville, Face Gym, and Skin Laundry. This approach allows them to have complete control over the ingredients and formulation process. It also creates a unique brand identity that’s hard to replicate elsewhere. This strategy can be particularly appealing if you're passionate about creating your own skincare line, but it's important to remember that it also requires substantial investment and expertise.

Salon Skincare Brand Strategy Number TWO

On the other hand, a number of these facial bars stock a variety of well-known, respected brands in the industry. Heyday, for example, carries Naturopathica and Image Skincare, in addition to its own skincare line. Similarly, Silver Mirror Facial Bar uses products from Dr. Dennis Gross, PCA Skin, emerginC Scientific Organics & Rawceuticals among others. This multi-brand approach can lend instant credibility to your startup, thanks to the established reputation of these skincare giants.

Plus, it saves you the effort and cost of developing your own product line.

Salon Skincare Brand Strategy Number THREE

A third strategy, employed by the likes of Rescue Spa and Bluemercury Spa, is to combine their own branded products with those from other renowned skincare brands. This hybrid approach allows them to showcase their unique offerings while also benefiting from the brand recognition associated with industry-leading products.

Salon Skincare Brand Strategy Considerations 

When considering which brands to stock in your own facial bar, it's essential to take into account your target audience's preferences and needs. For instance, if your clientele leans towards organic and sustainable products, consider brands like Scientific Organics by emerginC. On the other hand, if your customers prefer scientifically-backed, results-driven skincare, brands like Skinceuticals could be a great fit. 

Also, think about what these brands represent and how well that aligns with your facial bar's mission and values. Is their focus on ingredient transparency, sustainable sourcing, innovative technology, or perhaps a combination of these? Remember, the brands you choose to work with will significantly influence how your own brand is perceived.

Lastly, don’t forget the importance of training your team on the ins and outs of every product you stock. The knowledge and expertise of your staff can greatly enhance the trust customers place in your business. Plus, it ensures they can provide personalised advice and recommendations, further elevating the customer experience.

Here's a checklist to help guide your decision when considering which skincare brands to include in your facial bar

• Brand Reputation: Is the brand well-regarded in the industry? Does it have positive reviews and testimonials from customers and professionals alike?

• Product Quality: Are the products made with high-quality ingredients? Do they have proven efficacy?

• Brand Alignment: Does the brand's philosophy and values align with those of your facial bar? This includes considerations around sustainability, ingredient transparency, and ethical sourcing.

• Customer Preferences: Do the brand's products meet the needs and preferences of your target customer? This could be in terms of skin type, skin concerns, ingredient preferences (e.g., vegan, organic), and price point.

• Product Range: Does the brand offer a wide range of products to cater to various skin types and concerns?

• Professional Support: Does the brand provide professional training and support for your team? This can enhance the knowledge and expertise of your staff.

• Marketing Support: Does the brand offer marketing materials or support that can help promote their products in your facial bar?

• Financial Considerations: What are the costs associated with stocking the brand's products? Does this fit within your budget?

• Exclusivity: Is the brand widely available or does it offer some level of exclusivity? 

• Supply Chain Reliability: Can the brand reliably supply its products? Consider factors like shipping times and order minimums. 

Remember, the right mix of skincare brands for your facial bar may involve a combination of well-known, established brands and niche, upcoming brands. This can provide your clients with a range of options while also allowing your facial bar to stand out in the market. Good luck with your venture!

Choosing the right skincare brands for your facial bar is an important decision that can shape the success of your venture. By carefully considering your target market, brand alignment, and staff training, you can create a compelling brand portfolio that builds trust and recognition among your clients. So here's to your success in creating a facial bar that leaves customers glowing - both inside and out!

In PART TWO I will take you into a deep dive of a structure that I would use to create a Facial Bar in 2023. Ill also include what not to do from my past experiences as a former Day Spa owner.