Start Up: The Power To Say NO

Starting a beauty brand is no easy feat, especially when you're new to the market. Tight budgets, high expectations, and time-sensitive goals can create pressure, but the one thing that should never be compromised is your dignity—and your business’ survival. Here's the truth: You will inevitably come across supply chain "cowboys" who see your small order as an opportunity to push you to the back of the line. They may give you the cold shoulder, delay your shipments, or make excuses about low priorities because you don't have a large order or the right “status.”

Ever felt like your order was the lowest priority? You’re right. It is.
But here's the thing: just because your order is small doesn’t mean your brand isn't valuable. And it definitely doesn’t mean you should accept poor service or unprofessional behaviour.

Recognising the Red Flags

So, how do you recognise when you're being sidelined? The signs are often subtle at first, but there are clear red flags to watch for:

• Unreasonable delays without clear explanations or updates.

• Uncommunicative suppliers who suddenly go silent when you inquire about your order’s status.

• Being treated like a “small fish”—suppliers, manufacturers, or distributors giving preferential treatment to larger clients.

• Unfavourable terms and conditions that seem to exploit your inexperience, such as exorbitant fees or restrictive contracts.

It can be easy to get swept up in the whirlwind of trying to get your product to market, but learning to spot these behaviours early will save you time, money, and heartache down the line.

Speaking Up Without Fear of Fallout

It’s natural to feel nervous when you're still building your brand and need to secure relationships with suppliers. But not speaking up when something doesn’t feel right can cost you far more than a difficult conversation. Let’s face it: no one is going to prioritise your business unless you demand it. Here’s how to advocate for yourself, even if you’re just starting out:

1. Know your worth
   You might be small now, but every new beauty brand has the potential to grow. By treating your brand with respect, you’re signalling that you expect the same from your suppliers.

2. Set clear expectations from the start
   Before entering into any agreements, set deadlines, milestones, and communication protocols. Be specific about what you expect and when you expect it. Suppliers are more likely to take you seriously if they know you have a plan and won’t tolerate being strung along.

3. Get a contract in place
   It may feel intimidating, but having a clear contract in place is one of the best ways to protect your business. Make sure your supplier commits to specific deadlines, and add a clause that imposes a penalty (a discount or money off) for every day they delay beyond the agreed-upon date. If a supplier hesitates to sign this agreement, it’s a big red flag—they’re already thinking about missing the deadline. If that happens, you have a clear option to hold them accountable. It might be uncomfortable to bring up, but it's a non-negotiable step that can save you a lot of headaches and prevent costly delays.

4. Don’t be afraid to walk away
   One of the most powerful tools in your business arsenal is the ability to say “no” or “I’m moving on” when things aren’t working. The supply chain is vast, and if one partner isn’t treating you right, another will. Trust me, you’re not stuck with one supplier forever—especially if their behaviour isn’t meeting your needs.

5. Remain professional
   Avoid burning bridges, no matter how frustrating the situation may be. In the beauty industry, reputation matters, and while you might walk away from one supplier, you want to keep a good reputation for being a fair and reliable brand partner.

6. Keep things on a need-to-know basis
   In the business world, oversharing can be just as dangerous as undersharing. Keep your conversations focused and direct. Don’t reveal more than what’s necessary to get the job done. Whether it’s about your business's financials, your next big move, or other partnerships, there’s no need to broadcast everything. Suppliers should know enough to serve your needs, but not so much that they can use it against you. Protect your brand's future by maintaining discretion—don’t give others any more insight into your strategy than they need to know.

7. Keep your emails polite but firm
   Your communication style matters. When emailing suppliers or partners, always remain polite, pleasant, and friendly—but don’t get too comfortable. You’re not emailing a friend, and you don’t need to share unnecessary details or offer overly personal remarks. Be concise, direct, and clear with your requests. If you have questions or concerns, ask them straightforwardly. Avoid waffling around the issue. Politeness goes a long way, but don’t soften your tone to the point of being passive. You’re running a business, and clarity, professionalism, and firm boundaries will ensure you’re taken seriously.

Build Relationships with the Right Suppliers

While securing a contract and holding suppliers accountable is critical, building strong, long-term relationships with the right suppliers in your chain is equally important. You never know when you’ll need them, so it’s essential to establish trust and mutual respect from the start. These relationships aren’t just about getting the job done today; they’re about setting up a solid foundation for your brand’s future growth.

Having a reliable supplier who understands your business can make all the difference when you face unexpected challenges. Building rapport, maintaining open communication, and being fair with your partners will pay off in the long run. When things get tough, those suppliers will be more likely to go the extra mile for you, because you've fostered an environment of respect and collaboration.

Breaking Through the Noise

The beauty industry is flooded with noise—big brands, influencers, and trends all clamouring for attention. But as a new brand, you have something even more valuable: the ability to disrupt. By cutting through the clutter, focusing on your niche, and sticking to your values, you'll find your voice.

You don’t need to accept subpar service or compromise your business values. Trust your instincts. Be confident in your decisions. With expert guidance and industry insights, you’ll learn to navigate the supply chain pitfalls and break through the noise to thrive in an industry that’s always moving.

Conclusion

As a new brand, you’ve got enough on your plate without worrying about being taken advantage of. Arm yourself with knowledge, have the courage to speak up when something doesn’t feel right, and remember: your brand deserves respect. We’re here to help you break through the noise, find the right partners, and grow your business with the strategies designed for success.

Felicity | Founder