As someone who once considered Sephora a second home, I never thought I’d say this—but I genuinely can’t remember the last time I bought any of my clean holy grails in a physical store. These days, I’m what you might call a “last-drop” shopper: I wait until I’m down to the final pump of my favorite serum, then panic order online for next-day delivery. Please don’t cancel me, but retail isn’t part of my beauty routine anymore, and I know I’m not the only one. At Barrett, we’ve seen a growing trend: clean beauty companies are turning away from traditional retail in favor of direct-to-consumer (D2C) eCommerce. The reason is clear: D2C creates room for brand storytelling, flexibility in operations, and a better end-to-end experience for today’s value-driven shopper. Here are the real reasons retail is losing its edge, and how D2C creates growth opportunities today. 1. Retail Is Built for Speed, Not Substance (not in this economy) Clean beauty brands are rooted in intention—ingredient integrity, sustainability, and cruelty-free practices. But the retail shelf doesn’t offer much room to explain any of that. When your product is sitting between a $15 drugstore brand and a $45 clean alternative, you’re left competing on price with no space to explain the difference. That disconnect often leads to missed opportunities, especially when: You’re penalized for being thoughtful. Retail prefers high-volume, fast-moving products. You’re held to costly terms. Slotting fees, markdown guarantees, and rigid planograms eat into margins. You’re locked into someone else’s calendar. Product launches are tied to shelf resets, not market demand or customer readiness. Retail often becomes a barrier for brands with a fast innovation cycle or a strong mission, not a booster. 2. D2C Gives You the Power to Educate, Connect, and Convert D2C isn’t just about selling online—it’s about owning the experience. When clean beauty brands shift to D2C, they gain: Creative control: Tell the full story behind your formulas, highlight ingredient sourcing, and explain your mission in your own words. Better margins: Without retail markups, you retain more revenue per order and can reinvest into growth. Direct relationships: With first-party data, you learn what your customers care about and tailor marketing and product development accordingly. Your website becomes more than a shop—it’s a hub for community, education, and loyalty-building. With tools like email, SMS, and loyalty programs, brands can drive repeat purchases without depending on third-party retailers. 3. Today’s Beauty Shopper Is Online (and doing their homework) Millennials and Gen Z consumers aren’t browsing drugstore aisles to discover clean beauty (I can attest to this). They’re scrolling. They’re reading labels. They want transparency, not gimmicky taglines. By selling direct, you can meet them where they already are: Share real reviews and before-and-afters that address real concerns. Use social media to gain exposure and drive traffic to your store—not someone else’s. Create an experience that mirrors what they value: personalized service, conscious packaging, and honest messaging. In short? The D2C model lets you keep the promise that clean beauty was built on. 4. Fulfillment Is the Missing Link—Until It’s Not Let’s talk supply chain. Because even the best product and cleanest brand message fall flat if shipping is slow, inventory runs out, or packaging arrives damaged. That’s where fulfillment becomes make-or-break. At Barrett, we help clean beauty brands scale without losing their identity. We offer: Custom kitting and sustainable packaging solutions that mirror your mission. Climate-controlled environments to maintain product integrity. Nationwide 1–2 day delivery so customers never wait too long for their skincare staples. Dedicated account support from a team that knows beauty isn’t just another category—it’s a commitment. We see fulfillment as a brand experience. Done well, it reinforces your value. Done poorly, today’s buyers are not afraid of a return. Our job is to ensure it supports your growth, not slows you down. 5. Yes, D2C Has Challenges—But They’re Solvable Ad costs are rising. Customer acquisition is tough. Setting up the right tech stack takes time. But those hurdles aren’t unique to clean beauty. And they’re not insurmountable. We work with brands that overcome them every day by: Building communities, not just campaigns. Using subscriptions to create predictable revenue. Leveraging data to improve conversion and retention. Partnering with 3PLs who streamline operations behind the scenes. D2C can be your most efficient, brand-aligned channel with the proper foundation. Clean Beauty Deserves More Than a Shelf Clean beauty was never meant to be crammed between conventional products and explained in three bullet points. These brands were built to lead with purpose and scale with integrity. If that sounds like you, D2C isn’t a risk—it’s a return to your roots, with the tools to grow. And at Barrett, we’re here to help you deliver. From warehousing and fulfillment to scalable shipping and custom packaging, we support beauty brands that believe in doing things differently. Contact us today for a free D2C complimentary supply chain consultation.

Partnering with a 3PL is like getting into a new relationship. It most likely included multiple dates (a lengthy vetting process), maybe a few awkward first conversations, and finally, someone popped the question (aka, signed the contract). But just like any good relationship, the real work (and fun) begins after the honeymoon phase. Here’s what to expect during those first few months together: 1. Onboarding Isn’t Just a Kickoff Call—It’s the “Define the Relationship” Talk You’ll have meetings, and then meetings about the meetings. But don’t worry, this is where the magic starts. From reviewing order profiles and peak seasons to mapping your brand’s packaging specs, this phase is all about setting expectations and getting aligned. At Barrett, we’re not winging it. We follow a structured timeline that ensures everyone knows who’s doing what (and when). 2. Systems Integration = Meeting the Family WMS, OMS, EDI, API—I know, it sounds like alphabet soup. But this part is essential. During these first few weeks, your tech team and ours will ensure your systems play nicely together. Because if your inventory data doesn’t sync or tracking numbers don’t send, it will be a rough honeymoon. 3. Inbound Product Planning: Move-In Day Gets Real Bringing inventory into a 3PL is like moving in with a new roommate. It requires planning, coordination, and maybe a few spreadsheets. We’ll help schedule deliveries, confirm labeling standards, and ensure your SKUs are stored for optimal picking. No one likes that awkward “where did I put that” feeling. 4. Training the Fulfillment Team: Learning Your Love Language You’ve got brand standards. We’ve got checklists. During the first 90 days, your dedicated warehouse team gets trained in everything from your product line to packaging details and QC steps. At Barrett, we aim to make your unboxing experience feel like a love letter to your customer, every time. 5. Soft Launches: The First Weekend Trip Together We won’t go full throttle on Day 1. Instead, we start with a soft launch—fulfilling a smaller volume of orders so we can test processes, troubleshoot, and fine-tune. It’s like a weekend getaway before booking the two-week vacation. Let’s make sure we travel well together. 6. Daily Communication: Texts, Check-ins, and “Are You Free for a Quick Call?” You’ll be hearing from us—a lot. Regular performance updates, DMs, and issue resolution calls are when trust is built and kinks get worked out. With Barrett, you’ll have a dedicated Customer Success Manager (aka your supply chain therapist) to keep things running smoothly. 7. By 90 Days In, It’s Starting to Feel Like a Real Partnership You’ve been through enough together to know it’s working by this point. You’ve ironed out processes, shared a few wins, and maybe even a fire drill or two. Your 3PL should no longer feel like “them”—it should feel like “us.” Ready to Build Something That Lasts? At Barrett, we treat the first 90 days like the foundation of a long-term partnership—because we’re in it for the long haul. Let's chat if you’re ready to start strong (and maybe skip the awkward phase). Contact us for a free supply chain consultation today.

Every month, I would literally wait by the door for my AllureBox. And it got me thinking about subscription boxes and fulfillment (this is what happens when you’ve been indoctrinated into the supply chain world). After working with eComm. brands, here’s one thing I know for sure: clients love convenience, and eCommerce brands love predictable revenue. A subscription service gives you both—it’s having your cake and eating it too. Some of the most well-known subscription box brands that helped popularize the model include Dollar Shave Club (you’ve heard about it on every podcast), Blue Apron, and Stitch Fix. According to a recent McKinsey study, the subscription eCommerce market is projected to reach $473 billion by the end of 2025, up from just $15 billion in 2019. Another thing I know? It’s competitive and getting hot in Hurr. (Also, to millennials everywhere, what happened to Nelly?) Anyway, back to business: behind every perfectly packed box is a complex fulfillment engine that has to manage variation, volume, and velocity. If you're running a subscription box brand, here’s what you need to know to keep operations smooth—and customers coming back. 1. Kitting Isn’t Just Packing Subscription boxes are rarely one-size-fits-all. Bundling products by theme, value, or season is a more complex process than standard pick-and-pack. A good 3PL partner should: Handle high-volume kitting with flexibility Adjust workflows each month based on new box configurations Include quality control at each stage to avoid mispacks or missing items If your kitting process feels like a bottleneck, it might be time to reassess your fulfillment setup. 2. Forecasting Is Your BFFL Unlike on-demand e-commerce orders, subscription brands often ship on a set cadence—monthly, quarterly, or even weekly. That gives you a forecasting advantage. Use this to: Share accurate SKU and volume projections with your 3PL Lock in labor and warehouse space early Secure packaging materials well in advance The earlier your fulfillment team knows what’s coming, the better they can prepare, especially around peak months. 3. Packaging Is THE Experience The box your customer opens is an extension of your brand. It’s not just about protection, it’s about presentation. A fulfillment partner experienced with subscription boxes should: Offer branded packaging options Accommodate custom inserts, coupons, or personalization Know how to balance presentation with speed and accuracy This isn’t about overengineering—it’s about making sure your customer’s first impression is a great one. 4. Returns Are Different for Subscriptions Most subscription box customers don’t expect to return their boxes (woohoo), but when they do, it’s often more about damaged items or delivery issues. Make sure your returns process: Is easy to initiate and clearly communicated Works with your 3PL to handle restocking (when appropriate) Offers visibility into return reasons for future improvements Even low-return categories still need a plan in place. 5. Scale With Seasonality in Mind Subscription brands often see spikes tied to holidays, gifting seasons, or influencer campaigns. Make sure your fulfillment provider can flex with you. That means: Scalable staffing Space to accommodate one-off box versions or gift packaging Reliable turnaround times during peak volume Flexibility is a major key here—especially if your box themes change month-to-month or include limited-time items. TLDR: Subscription Fulfillment Takes Special Handling Your subscribers stick around for the surprise and delight. But behind the scenes, it takes the right fulfillment tactics to make that magic happen month after month. The best 3PLs for subscription brands know how to balance consistency with creativity, and they’re ready to pivot as your business evolves. If you're evaluating your current setup or launching a new box, we're here to help. Contact us for a free supply chain consultation today.