The key takeaway
Start with category fit, a clear consumer proposition and a practical plan connecting retail and online channels.
Beauty distribution starts with the right positioning
Choose the category and consumer
A skincare or haircare launch needs a clear audience, product proposition and price position. We assess your range, existing markets and ambitions before recommending the initial assortment and channels.
Connect retail and online growth
Royal London combines retail relationships with e-commerce capabilities. Pharmacy, health and beauty, supermarket and online channels each play a different role. The launch plan should identify where consumers discover the brand, buy it and return for repeat purchases.
Prepare a practical launch plan
We coordinate market entry, product preparation, import support, distribution and local brand building. Channel access and launch timing depend on product suitability, commercial terms and preparation; we discuss those requirements before agreeing the programme.
What to share with our team
- Hero products and product catalogue
- Target retail prices and existing sales markets
- Ingredient, packaging and available product documentation
- Marketing assets and launch budget
Read the full brand assessment checklist →
Experience across haircare and skincare
Royal London’s Vietnam portfolio includes Girlz Only dry shampoo and Balance Active Formula skincare. These categories need different product education and merchandising: haircare content explains the purchase occasion, while skincare content helps shoppers understand the range and routine.
How we assess a beauty distribution partnership
- Category fit: review hero products, the intended consumer and competing propositions.
- Commercial readiness: discuss wholesale pricing, launch investment, supply lead times and product information.
- Route to market: select an initial mix of suitable retail and online channels.
- Execution: agree responsibilities for imports, inventory, content and channel activity.
- Review: use agreed sales, availability and stock measures to guide the next stage.
Agree reporting and responsibilities before launch
Before launch, agree which information the brand owner and local distributor will review, who provides it and how often. A useful reporting plan covers sales by agreed channel and SKU, stock availability and ageing, replenishment needs, retail execution, e-commerce activity and the results of agreed marketing work. Define the source and owner of each measure, distinguishing sales, activity and estimates. Use the review to decide what to replenish, improve or pause, with responsibilities agreed between both teams.
Compare distributor capability and commercial terms before finalising your Vietnam partnership.
Can every product be listed with every retailer?
Retail listings depend on the product, retailer assessment and commercial agreement. An existing relationship is a starting point for a discussion, rather than a guarantee of a listing for a new brand.
Should we start with retail or e-commerce?
The right mix depends on your category, price and launch resources. Compare retail distribution and TikTok Shop, then discuss a coordinated plan with our team.
Plan your Vietnam route to market.
Tell us about your brand, your category and your launch objectives.
Discuss distribution with Royal London
