Why SalonCentric (L’Oréal’s distribution business) are launching a marketplace

By Chris Dawson June 7, 2021 - 6:00 am

L’Oréal’s US wholesale distribution business SalonCentric have announced plans to launch one of the salon industry’s first dedicated wholesale beauty products marketplace for salon pros on the Mirakl Marketplace Platform. Set to launch in the Autumn, the third-party marketplace will enable SalonCentric to triple its online product selection by adding 350+ third-party vendors alongside its existing product selections (roughly 100 existing SalonCentric-owned brands).

So why is this a big deal? Salons and hair care professionals need hundreds to thousands of products to do their jobs. You name it, they need it. Whether it’s dye, colors, extensions, combs, dryers, and anything else you see on your monthly trip to the salon. But, for example, when the pandemic hit, salons and stylists needed things like PPE, protective glass barriers, and even more cleaning supplies to protect themselves and customers. Where can they find them? And how do they do it effectively without it impacting their business? Enter SalonCentric. While that’s a specific example, the marketplace will give SalonCentric the agility it needs to respond to immediate customer demands, whether its glass barriers or the next big thing in hair care, all within one online shopping experience.

With the launch of its marketplace, SalonCentric will solidify its position as one of the largest wholesale salon & beauty supplier in the industry, offering a vastly expanded assortment of men’s and women’s haircare, color and styling products, nail care, tools and accessories from curated third-party vendors. Through the marketplace, SalonCentric will also expand into new categories, including salon equipment, hair extensions, salon software and services, among others, to become a true one-stop shop for professional beauty supplies for beauty professionals.

“In the current economic climate, increased efficiency and cost savings are vital to success for the salon owners and beauty professionals that SalonCentric serves. With this marketplace, SalonCentric is embracing innovation in service of our customers’ success, offering them immediate access to the widest selection of products and brands with a seamless eCommerce experience. Mirakl’s platform and outstanding track record of enabling B2B marketplace success at scale made them the ideal partner for this crucial marketplace initiative.”
– Bertrand Fontaine, President, SalonCentric

The marketplace, expected to launch in the second half of 2021, will triple SalonCentric’s product selection online with the addition of 350+ third-party vendors, in addition to its current 150 vendors, on By selling directly to SalonCentric customers through the marketplace, leading beauty and salon brands will gain a powerful way to grow their business.

A key factor in SalonCentric’s decision to launch with Mirakl is the Mirakl Marketplace Connector for Salesforce Commerce Cloud, which will make integration with the company’s current Salesforce Commerce Cloud eCommerce site simple and accelerate time to market.

“B2B leaders across industries are embracing digital innovation by launching online marketplaces, giving buyers the convenient, efficient online experience that they expect. With SalonCentric’s marketplace, L’Oréal USA is leading the pack in beauty, investing in the online experience that will soon become table stakes for B2B wholesalers of all kinds.”
– Adrien Nussenbaum, co-founder and U.S. CEO, Mirakl

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