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Becoming a natural cosmetics distributor: how does it work?

Journal · Trade · 6 min read

Becoming a natural cosmetics distributor: how does it work?

Distributing a natural cosmetics brand in your own market takes more than buying stock. The partner models compared, what suppliers expect and which legal duties apply.

In brief

A distributor buys products and resells them in a defined market; an agent only brokers sales for a commission.

Territory, exclusivity and targets are negotiable and are set out in a written distribution agreement.

Distributors in the EU have duties of their own under Article 6 of Regulation (EC) No 1223/2009.

What is the difference between a distributor, a wholesaler and an agent?

A distributor buys products on its own account and resells them in a defined territory, often building the brand there. A wholesaler also buys and resells, usually many brands to retailers, without a brand-building role. An agent does not buy at all but brokers sales on behalf of the brand for a commission.

Model	Buys stock?	Typical role	Earns
Distributor	yes	develops a market: sales, marketing, logistics	margin between purchase and resale price
Wholesaler	yes	supplies retailers with a broad range	margin
Commercial agent	no	finds customers and negotiates for the brand	commission

In the EU, commercial agents enjoy special protection under Directive 86/653/EEC, including compensation or an indemnity when the contract ends. Which model suits you depends on capital, warehouse capacity and how much market work you want to take on. If you simply want to buy for your own shops, wholesale purchasing is the more direct route.

Can a distributor get exclusive rights?

Exclusivity is possible but negotiable. Whether a partner receives exclusive rights for a country or a channel usually depends on market potential, the planned sales effort and agreed targets.

Typical points in a distribution agreement:

territory and sales channels (retail, pharmacies, spas, online),
exclusive or non-exclusive status and its duration,
purchase or sales targets and what happens if they are missed,
prices, payment terms and Incoterms,
use of the trademark, marketing material and online sales,
termination and handling of remaining stock.

EU competition law sets limits. Under the Vertical Block Exemption Regulation (EU) 2022/720, a supplier may shield an exclusive territory from active sales by other partners, but online sales as such and passive sales to customers who approach a partner of their own accord generally cannot be banned. Legal advice before signing is worthwhile.

What does a supplier expect from a distribution partner?

Above all, a clear plan for the market: which customers will be served, through which channels and with what resources. Suppliers also look at experience in cosmetics or related sectors, storage and logistics, and the ability to handle regulatory duties.

Points that typically come up in first conversations:

company profile and references in retail, pharmacy, spa or e-commerce,
existing customer network and sales team,
a warehouse with suitable conditions: dry and protected from heat and light,
a launch plan: trade fairs, social media, staff training,
a realistic volume forecast for the first year,
knowledge of local rules on labelling and advertising claims.

Honest figures help more than optimistic ones: both sides benefit from targets that can actually be met.

Which documents does a cosmetics distributor need?

A distributor needs everything required to check the labelling and to answer customers and authorities: product specifications, label texts and the name of the Responsible Person. The product information file itself stays with the Responsible Person.

In practice, these documents are useful:

product list with INCI lists, sizes, EAN codes and shelf life,
label artwork and translations for each target language,
confirmation that the products are notified in the CPNP for the EU market,
batch information or certificates of analysis on request,
trade documents: invoice, packing list and, outside the EU, certificate of origin and export papers.

Outside the EU, local rules apply: the UK, for example, requires its own Responsible Person and notification. What the route from enquiry to delivery looks like: ordering wholesale step by step.

In which language must cosmetic labels be?

Within the EU, each member state decides which language certain label information must be in – usually its official language. Before launch, a distributor should therefore check whether the existing labels are sufficient or need translating.

Article 19(5) of Regulation (EC) No 1223/2009 leaves the language to the country where the product reaches the end user. This applies to the nominal content, the date of minimum durability or period after opening, precautions for use and the function of the product. The INCI list is international and is not translated.

Options for market preparation: multilingual labels from the start, a sticker in the national language or a separate print run per country. A distributor that translates label information on its own initiative must submit certain details to the CPNP (Article 13(3)); translating alone does not make it the Responsible Person (Article 4(6)).

What are a distributor’s duties under Article 6 of the Cosmetics Regulation?

Distributors must act with due care. Before making a product available, they check that the mandatory label information is present, that the language requirements are met and that the date of minimum durability has not passed.

Article 6 of Regulation (EC) No 1223/2009 also requires distributors to:

hold back a product they believe does not comply until it has been brought into conformity,
inform the Responsible Person and the competent authorities if a product presents a risk,
make sure storage and transport conditions do not jeopardise compliance,
cooperate with the authorities and take corrective action where needed.

Under Article 7, distributors must be able to name their suppliers and the distributors they supplied for three years. Anyone who sells products under their own name or brand, or modifies them, becomes the Responsible Person. Overview: EU cosmetics rules explained. Legal text: Regulation (EC) No 1223/2009 on EUR-Lex.

How do I apply to become a Seda Pura distribution partner?

Send us a short enquiry with your company, target market, sales channels and the products you are interested in. We will reply with the next steps; terms such as prices, quantities and any exclusivity are discussed individually and stated in the offer.

Useful details for your enquiry:

company name, country and website,
brands you already carry and your customer groups,
target territory and channels,
products of interest from the range in development: face cream, body lotion, shower gel, shampoo, olive oil soap, gift sets,
whether you are also interested in products under your own brand.

Simply use the contact form and mention ‘distribution’ in your message. Many general questions are already answered in our FAQ. Prefer your own brand? Read more about private label skincare.

Last updated: October 2026This page provides general information on cosmetics and trade practice. It is not legal, tax or medical advice.

FAQ

Frequently asked questions

Do I need a registered company to become a distributor?

As a rule, yes. Distribution partners buy and resell goods, so they need a registered business, a VAT number for trade within the EU and, for imports and exports, usually an EORI number.

Can I sell the products online as a distributor?

In general, yes. Within the EU, a supplier cannot simply ban online sales. Requirements on presentation, use of the brand or marketplaces can be agreed in the distribution agreement.

What is the difference between a distributor and a private label customer?

A distributor sells the manufacturer’s brand. A private label customer sells products under its own brand and therefore usually takes on the role of the Responsible Person or appoints one.

Do Seda Pura products carry an organic seal?

Seda Pura does not currently advertise an organic or natural cosmetics seal. Details on ingredients and documentation are provided for each product on request.

Which Incoterms are common for cosmetics deliveries?

Common terms include EXW, FCA, DAP and DDP, depending on who arranges transport, insurance and customs clearance. The agreed Incoterm is stated in the offer.

How long does it take to launch a brand in a new market?

That depends on label adaptations, notifications, the first order and the launch plan. A realistic timetable is agreed with the supplier once these points are clear.

Can I request samples before deciding?

Trade customers can request samples via the contact form. Availability depends on the development stage of each product.

All questions

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