Scaling a beauty retail business is often framed as the next logical step for ambitious brands. However, due to an increasingly saturated and complex global market, growth is no longer premised on just a matter of opening more stores or striking new partnerships. It requires operational precision, strategic foresight, and a deep understanding of brand integrity. Indie beauty disruptors and heritage houses and brands are now learning that the real challenge of branded retail expansion lies not only in ambition but also in execution.“Scalability comes down to operations and timing. For packaging and bulk filling, brands must partner with manufacturers that have flexibility to streamline products as quantities demand,” co-founder and Chief Operating Officer at Alder Packaging, Sarah Haffey, said to BeautyMatter. “For example, can they automate assembly or decoration as sales increase? [Brands need to] find manufacturers that believe and support [their] long-term vision,” she continued.The global beauty industry is projected to reach $580 billion by 2027, according to McKinsey, with growth driven by innovation, emerging markets, and consumer appetite for premium experiences. Brands are under pressure to grow visibility and deepen engagement—especially as digitally native companies hit a ceiling online. In-store discovery has also remained a key part of the customer journey. A 2023 EWG report found that 71% of personal care consumers still prefer to explore new products in-store.For luxury beauty brands, presence in the right physical and online spaces offers not only revenue potential but also brand legitimacy.