Beauty Rep is on a mission to streamline medical aesthetics.
The digital platform launches Monday to offer a one-stop shop for providers and practices to communicate. Through the platform, providers, who are vetted prior to joining, can discover and shop brands, as well as access educational and marketing materials. Brands will be able to increase their exposure and access an array of providers.
Prior to starting Beauty Rep, cofounders Keri Concannon and Olivia Schmid both worked in the medical aesthetics world at companies like AbbVie, Galderma and Clinical Skin, and were frustrated by the fragmentation across the category. In a statement, Concannon, also the company’s chief executive officer, cited “siloed workflows, fragmented tools and disconnected brand strategies” as key pain points.
“There was just so much opportunity to digitize, to get more access for brands to customers and customers to brands,” said Schmid, also the company’s chief operating officer.
Beauty Rep addresses several of the pain points that medical aesthetics is facing today, chief among them the process of providers purchasing product from brands. Without Beauty Rep, providers deal with individual sales reps and separate processes for each one they work with. With Beauty Rep, brands are discoverable and shoppable on the same platform, and providers can manage the buying process across these brands in one place. Brand partners currently include Babor, Linder Health, AlumierMD, Dermaesthetics Beverly Hills, Avea Life, CielementsMD, Cosmetics27 and Marini Skin Solutions. Beauty Rep will continue to expand its offering to include the typical assortment seen in medical aesthetics offices.
“The idea is that there’s a platform where you can go [and] access the brands you want. Each brand has their own store, and you’re directly engaging with that brand,” said Schmid. “It’s a lot more efficient and streamlined.”
This is especially significant due to the amount of new brands entering the market and the expectation among providers to carry more. It also increases awareness for new brands.
“The average practice now is carrying 10 to 12 different skin care brands, three to four different injectables [and] a minimum of two devices,” said Concannon.
Beauty Rep
Courtesy of Beauty Rep
Providers will also be to access marketing materials for each brand on the platform. From a brand side, they will be able to track sales analytics, share company updates, educate quickly and broadly, and easily target vetted providers.
“We’re trying to take some of that data as well from the platform and help [providers] be better business owners [and] maximize their margins where possible,” Concannon said. “They can [also] see any new [brand] updates that are coming through. They don’t have to go to their social channels or go to their professional platform. They get it all in one place.”
For brands on the platform, they are required to carry their entire assortment that they would typically have at a medical professional’s office at the same price. From the provider standpoint, each brand will have their own minimum purchase amount, which will be flagged at checkout. Concannon said this streamlines the approach even further, as providers are typically waiting for sales reps to approve the minimum order size.
Beauty Rep
Courtesy of Beauty Rep
Beauty Rep will also act as an education and community tool. Each product features in-depth information on its ingredient profile, how it works and best use cases. In addition, providers can share experiences using brands and products with others on Beauty Rep. The platform will also highlight educational events hosted by brands to further engage providers.
“I want them to actually be better in their practices. I want peer-to-peer community involvement,” said Concannon.
