How-to
What marketing support should a skincare brand give its stockists?
Short answer
The support that sells skincare is the support you use every week: approved claims, product images and INCI, and clear guidance on who each product is for. Testers, displays, training, events and co-op budgets help, but they vary widely between brands and are often tied to order size. Ask for a written list before the first order and judge it by what you will actually use. Endless Pure partners get marketing materials and product information; testers, POS displays and staff training are not listed as standard. Endless Pure offers an attractive margin up to 50%.
Key facts
- Ten kinds of support appear in skincare wholesale: asset library, approved claims, selling guidance, testers, POS material, staff training, social content, events, co-op budgets and a stockist locator.
- Approved claims matter most because cosmetic labelling, sale and advertising must not imply characteristics or functions a product does not have.1
- Regulation (EU) No 655/2013 sets six common criteria for cosmetic claims: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making.2
- Support is only worth what you use: a library of images and claims saves hours on every product page and shelf card, while an unused display costs floor space.
- Endless Pure partners get marketing materials and product information.
- Endless Pure does not list testers, POS displays, staff training, events, co-op budgets or a stockist locator as standard support.
Which kinds of marketing support do skincare brands offer?
Ten, in roughly the order a buyer uses them. The first three cost a brand little and save you the most time; the last seven cost a brand money and are where offers differ most.
| Support | What it is | Why it matters to you | What to check |
|---|---|---|---|
| Asset library | Pack shots, INCI, descriptions per product | Product pages and shelf cards without retyping labels | Resolution, languages, update dates |
| Approved claims | The statements you may make about each product | Keeps your wording within what the brand can evidence | Per-product list, not a slogan sheet |
| Selling guidance | Who each product is for, routines, pairings | Staff can recommend with confidence | Is it per segment or generic? |
| Testers | Open units for customers to try | Texture sells skincare in store | Free or paid, per order or once |
| POS material | Displays, shelf strips, cards, posters | Visibility on a crowded shelf | Size, languages, fit with your fixtures |
| Staff training | Session, video or call | Faster, more accurate advice | Format, length, who runs it |
| Social content | Ready posts, captions, short videos | Steady content without a shoot | Usage rights, formats, frequency |
| Events | Brand days, demonstrations | Footfall and launch moments | Who staffs and pays |
| Co-op budget | Brand money for your ads or promotions | Shared cost of local marketing | Conditions, proof required, caps |
| Stockist locator | Your shop listed on the brand's site | Brand searchers find you | How often it is updated |
Treat any item not written in the supplier's terms or partner area as not offered. A sales call promise of "full marketing support" means nothing until it is listed.
Why are approved claims the most valuable item?
Because they protect you every time you write about a product. In the labelling, sale and advertising of cosmetics, text, names and pictures must not imply characteristics or functions a product does not have.1 Every claim must meet six common criteria: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making.2
The brand holds the evidence for the wording it approved. When you copy that wording, you stay inside it. When you improve it ("instant", "intensive", a skin condition), the stronger version is yours to justify. A per-product claims list is therefore worth more than a glossy brochure: it is the line between selling and over-promising. The partner materials guide shows how to use claims, INCI and images without drift.
Which support matters most for a pharmacy, a clinic or a store?
Different segments sell differently, so they need different help.
| Support | Pharmacy | Clinic or salon | Concept store | Online shop |
|---|---|---|---|---|
| Asset library | High | Medium | High | Essential |
| Approved claims | Essential | Essential | High | Essential |
| Selling guidance | High: counter advice | High: protocol matching | Medium: storytelling | Medium: routine pages |
| Testers | Medium | High: practitioner demos | High | Low |
| POS material | Medium: depends on fixtures | Low | Medium: often own style | None |
| Staff training | High | Medium: practitioners already expert | Medium | Low |
| Social content | Low | Medium | High | High |
| Stockist locator | Medium | Medium | Medium | Low |
Pharmacy: the counter team answers precise questions about ingredients, fragrance and sensitive skin. Full INCI and claims beat any display; see the pharmacy wholesale guide. Clinic or salon: home care is sold by the practitioner after a treatment, so guidance on which product follows which protocol matters most; see home care after a treatment. Concept store: curation and look matter; images and story carry the shelf. Online shop: the product page is the shop, so HD images, INCI and descriptions in your language are essential; see the online shop guide.
What is each kind of support worth?
Put a number on what you would otherwise do yourself. The figures below are working estimates for a small shop, not market data; replace them with your own.
A concept store listing 8 skincare products, online and in store.
| Task without support | Our estimate of your time | With an asset library and claims |
|---|---|---|
| Photograph 8 products to a usable standard | 4–6 hours | Download pack shots: under 30 minutes |
| Type and check 8 INCI lists | 2 hours | Copy from the library: 20 minutes |
| Write 8 product descriptions and check every claim | 4 hours | Start from approved descriptions and claims: 1 hour |
| Translate into a second EU language | 3 hours or a paid translator | Use the brand's version in that language: 15 minutes |
| Total | 13–15 hours | about 2 hours |
The other items are worth what they change at the till. A tester is worth it if staff actually open it for customers. A display is worth it if it fits your fixtures; many independent shops use their own furniture and never unpack branded POS. Training is worth it if the person trained is the one at the counter. Co-op money is worth it only if you were going to run that promotion anyway.
What should you ask a brand before the first order?
Seven questions, answered in writing:
- What exactly is in the partner support, and where is it listed?
- Are approved claims given per product, and in which languages?
- What image formats and resolutions are available, and can I use them on my website and social channels?
- Are testers available? Free or paid, and per order or once?
- Is there any POS material, and is it included or charged?
- Is there staff training, and in what format?
- When do I get access: after verification or after the first delivery?
Access timing matters. If the library opens only when stock arrives, your product pages and shelf cards go live a week or two after the products. The transparent offer checklist lists the trade terms to collect alongside these answers.
How do you get the most from the support you receive?
Use it before the stock arrives, and keep it current.
- Build before you buy. Make one shelf card and one product page from the library while your account is new. If the assets do not work for your shop, you find out before spending.
- One source of truth. Keep claims and INCI in one folder copied from the brand. Shelf cards, website and staff notes all come from it.
- Copy claims exactly. Write in your own voice about texture, use and routine order only.
- Make your own testers count. If the brand offers none, open one unit of each lead product and log it as a marketing cost. Date it on opening.
- Brief your team in 15 minutes. One page per product: who it is for, one approved claim, one INCI fact, what to pair it with.
- Refresh quarterly. Recheck images and INCI when packs change, and at least once a quarter.
For displays, the pharmacy display guide shows facings and tester placement; for clinics, growing retail revenue covers kits and follow-up.
What marketing support does Endless Pure give its partners?
Partners get marketing materials and product information, available once their business is verified.
To be clear about what is not standard: Endless Pure does not list testers, POS displays, staff briefing sessions, events, co-op budgets or a stockist locator as part of partner support. If those are central to how you sell, plan and budget for them yourself; our suggestion is to open one unit of each lead product as your own tester.
Details are on the wholesale page and in the wholesale terms FAQ; how to use the materials is in the partner materials guide. More in Guides, the clinic section and the store section.
Frequently asked questions
What marketing support should I expect from a skincare brand?
At minimum: product images, full INCI, approved claims and guidance on who each product is for. Anything beyond that, such as testers, displays, training or co-op money, varies by brand and is often linked to order size.
Do skincare brands give free testers to stockists?
Some do, some sell them, and some offer none. Ask in writing how many, for which products, and whether testers come with every order or only the first.
Can I write my own product descriptions for my webshop?
Write freely about texture, use and routine order. For what the product does, copy the brand's approved claims; a rewritten effect claim becomes yours to justify.
Which support matters most for a pharmacy?
Approved claims, full INCI and clear guidance on which skin needs each product suits, so the counter team can answer questions accurately. Displays matter less than a short, correct shelf card.
What marketing support does Endless Pure provide?
Partners get marketing materials and product information. Testers, POS displays and staff training are not listed as standard.
When do Endless Pure partners get the marketing materials?
Once your business is verified, before your first order arrives.
Sources
- European Union, Regulation (EC) No 1223/2009 on cosmetic products, Article 20 (2009). eur-lex.europa.eu Checked 2026-10-22.
- European Commission, Commission Regulation (EU) No 655/2013 laying down common criteria for the justification of claims used in relation to cosmetic products (2013). eur-lex.europa.eu Checked 2026-10-22.