Protecting Professional Skincare in the Age of Online Retail
By Will Fennell In professional skincare, trust isn’t built online, it’s built in the treatment room. It’s gained through consultation, experience, and the ongoing relationship between therapist and client. For this reason, product companies cannot afford to make retail strategy decisions in isolation. The salons that introduce, prescribe, and uphold a brand’s reputation are not just distribution points, they are the basis of its credibility. As the industry evolves and online retail becomes unavoidable, one principle becomes increasingly important:brands must listen to their salons, not just their sales data. Every professional skincare brand faces the same modern challenge. Clients prioritise convenience. Online shopping has become second nature. And eventually, every brand must determine how to address the realities of e-commerce. For professional skincare companies built on salon partnerships, that decision isn’t always easy. At BIODROGA Australia, we faced exactly this challenge.Our German partners need an official online store so customers can