Client case study
Rosemary Hair Oil Co. · Haircare · United Kingdom
A first-year brand, selling in five national retailers before most brands get a buyer meeting.
Rosemary Hair Oil Co. launched in 2025 with a strong product and no retail presence. Eighteen months later it is live across Tesco, Superdrug, Debenhams, Wallis and Holland & Barrett, and holds a national beauty award. Luxury Beauty Distribution ran the entire retail channel under RetailConnect.
5
UK retailers live
11
SKUs listed
4
Weeks to first listing
368%
Revenue growth
Founded
2025
Category
Natural UK haircare
Hero product
Intense Growth Syrup
Recognition
Marie Claire UK 2026
01 — The starting point
A good product, and a wall in front of it.
The brief
Rosemary Hair Oil Co. had a clear consumer proposition and no route to shelf. It faced the wall every founder-led beauty brand meets: buyers are difficult to reach, ranging cycles run twelve to eighteen months, and a brand with no trading history has little to open the conversation with.
The brand needed to be visible and buyable on the platforms its customers already shop — quickly, and without carrying the cost of building a retail team to do it.
The mandate
LBD was appointed to run the retail channel end to end under RetailConnect. Not to advise on strategy — to own the execution.
- 1.Retail readiness and product data assessment
- 2.Channel selection and listing build
- 3.Inventory held and managed by RetailConnect
- 4.Pick, pack and dispatch against live orders
- 5.Ongoing account and range management
02 — The RetailConnect model applied
Four functions, one partner, no fragmentation.
Each stage was run by LBD as distributor of record, using retail relationships and approved accounts the brand would otherwise have spent years building.
01
Access
Five retailers opened through LBD's existing approved seller accounts — no cold approach, no waiting on a category review.
02
Integrate
Product data, imagery and catalogue built to each retailer's own specification, so listings passed first time.
03
Execute
Stock held, orders picked, packed and dispatched by LBD against live demand, with accounts managed day to day.
04
Scale
Range extended retailer by retailer as sell-through data builds the commercial case for the next listing.
03 — Where the brand sits today
From a single direct-to-consumer site to five national retailers.
Most first-year brands spend that year waiting on a category review — if a buyer reviews them at all. Rosemary Hair Oil Co. spent it selling. Each retailer compounds the last: more shoppers reached, more sell-through data, and a stronger case in every buyer conversation that follows.
Tesco
LiveSuperdrug
LiveDebenhams
LiveWallis
LiveHolland & Barrett
Live368%
Revenue growth since first listing
4,728
Units shipped to date
97%
Customer satisfaction
98.56%
Delivery success rate
In-market proof
Pitched, approved, listed. Live product pages, live shoppers.
Two of the brand's five live retail partners, captured this month. Every listing is stocked, priced and fulfilled through Luxury Beauty Distribution — the same operational backbone RetailConnect sets up for every brand it takes on.
tesco.com
Tesco · Health & Beauty
Listed, in-stock and ready to ship on Tesco.
The hero SKU sits on Tesco's Health & Beauty aisle at £34.99, fulfilled by us with free delivery and Clubcard points. For a first-year brand, a live Tesco listing is more than distribution — it is a trust signal that buyers at the next retailer check before they say yes.
- £34.99 RRP
- Free delivery
- Clubcard points
debenhams.com
Debenhams · Beauty
A premium beauty bay on Debenhams, fully merchandised.
On Debenhams the 100ml Intense Growth Syrup carries the full brand story — award badges, ingredient callouts and a best-seller tag — sold and delivered by us. Placement on a heritage department store confirms the brand reads as premium, not emerging, in the eyes of the next buyer.
- £34.99 RRP
- Best-selling tag
- 14-day returns
04 — The range on shelf
One SKU opened the door. Eleven are trading through it.
Once the first listing proved out, the range was extended retailer by retailer — oils, shampoo and conditioner, parfum, supplements and accessories — each addition argued on the sell-through data the previous one produced.
Range extension is priced on the same terms as the first channel — and, like the first, carries no fee until a retailer approves the listing.
Independent recognition
Best Hair Growth Oil, Marie Claire UK Hair Awards 2026.
The brand's Intense Growth Syrup took the category in Marie Claire's Scalp Saviours awards, judged and published independently of the brand. Retail presence and editorial recognition arrived in the same window — each one making the other easier to win.
Being visible where our customers already shop changed how the whole brand was perceived.
Sales Director, EMEA
Rosemary Hair Oil Co.
Eleven SKUs. Five retailers. One operating partner behind all of it.
05 — What this means for your brand
The same route is open to brands that are ready for it.
You don't build a retail team
Access, integration, fulfilment and account management sit with us. You keep your attention on product, brand and demand.
You don't wait on a ranging cycle
We list through established retail relationships and approved accounts, so your first listing is measured in weeks rather than review windows.
You don't pay to find out
No listing, no fee. Nothing is charged for a channel until a retail partner approves your listing — every channel is assessed on its own merit.
Is your brand retail ready?
Book a retail readiness conversation with the Luxury Beauty Distribution team. We'll review your product data, your category and the retailers that fit your positioning — and tell you honestly where you stand.