At a glance, cosmetics can look straightforward. Small products, high margins, strong brand recognition. But anyone who has worked in-store or managed a beauty category nationally knows the reality is very different. Cosmetics is one of the most complex and high-risk categories to merchandise well, and it is often where execution issues show up first.
From testers and hygiene to theft, high SKU counts and constant change, beauty requires a level of precision and experience that many merchandising models struggle to deliver.
Testers are essential, but rarely simple
In cosmetics, testers are not optional. They drive trial, confidence and conversion. But they also require constant management.
Testers go missing, run dry, get damaged or are removed for hygiene reasons. There is also a common perception, among customers and sometimes even store staff, that testers have no real cost attached to them. In reality, testers are paid stock, often supplied at scale, and frequent loss has a direct impact on brand budgets and availability.
Tester theft is a real issue. Some testers are taken intentionally, others are treated as disposable or free to take. Without regular oversight, tester bays quickly become incomplete or confusing, which directly impacts sales and brand perception.
Managing testers properly means knowing what should be live, what should be removed, and how each retailer expects hygiene standards to be maintained.
Hygiene standards matter more than ever
Beauty shoppers are highly aware of cleanliness, especially post-Covid. Dirty, broken or visibly used testers do more harm than good.
Hygiene is not just about wiping down testers. It includes correct placement, tidy presentation, clear separation between testers and sellable stock, and removing anything that no longer meets brand or retailer standards.
This level of detail takes time, confidence and an understanding of retailer expectations. It is not something that can be rushed or treated as a tick-box exercise.
Theft is a constant challenge
Cosmetics is one of the highest theft categories in retail. Small items, high value and open displays make it a target.
This challenge goes beyond sellable stock. Tester units, loose testers and even full tester trays are regularly stolen. This feeds the misconception that testers are expendable, when in fact they represent a significant investment for brands.
Theft also impacts system accuracy. SOH figures become unreliable, gaps appear on shelf, and stores may not reorder because the system shows stock that is no longer physically there. Without experienced merchandisers who know how to identify theft patterns, flag issues early and work with store teams, brands can lose sales without realising why.
Complexity leads to avoidance
Many cosmetic stands are visually impressive but highly complex behind the scenes. Multiple shades, tight placement rules, tester requirements and specific fill sequences can make infilling time-consuming and intimidating.
For busy store teams juggling multiple departments, cosmetic stands often fall into the “too hard” basket. When something feels complicated or unfamiliar, it is human nature to avoid it. The result is partially filled bays, missing shades and empty shelves, even when stock is technically available.
This is not a capability issue. It is a time, confidence and clarity issue. Without dedicated support from experienced beauty merchandisers, even the best-designed stand can quickly lose impact.
High SKU counts increase complexity
Beauty ranges often carry dozens, sometimes hundreds, of SKUs within a single brand. Shades, finishes, formulas and limited editions all need to be merchandised correctly.
One missing shade or incorrectly placed product can break the shopability of an entire segment. Planograms must be followed accurately, but also adjusted when stock availability does not match the ideal layout. This is where experience really shows.
Constant change is the norm
Cosmetics never stands still. New launches, discontinued lines, reformulations, packaging updates and seasonal resets happen year-round.
Without consistent call cycles, displays quickly fall behind the brand’s current range. Old stock lingers, new products sit in drawers or storerooms, and opportunities are missed. Beauty brands that perform well in-store are usually the ones with ongoing, proactive support rather than reactive fixes.
Why experience makes the difference
Cosmetics merchandising is not just about filling shelves. It is about understanding the category, anticipating issues and fixing problems before they impact sales.
Experienced beauty merchandisers know how to manage testers, maintain hygiene, reduce theft risk, navigate high SKU counts and adapt to constant change. They also build strong relationships with store staff, which is critical when stock needs to be located, orders prompted or issues resolved quickly.
Getting cosmetics right on the retail floor
When cosmetics is merchandised well, the results are obvious. Clean, complete displays. Confident shoppers. Higher conversion. Fewer surprises for brands reviewing their performance.
It is a demanding category, but with the right expertise, systems and consistency, it can also be one of the most rewarding.
