By Rachel Baker, Founder of Tejo.ca

The spa and beauty industry has undergone a quiet revolution in recent years—one that many brands and business owners are only just beginning to feel. The traditional distribution model, once the backbone of brand growth, has been breaking down. And for spa owners and indie beauty founders, that shift is both a challenge and an opportunity.

In a recent interview with beauty strategist Margarita Sidorova, we explored the reasons behind this breakdown—and more importantly, what spa brands can do to survive and thrive in the new reality.

📉 Traditional Distribution: What’s Going Wrong?

For decades, spa and beauty brands relied on regional distributors to sell, ship, and promote their products to retailers, spas, and salons. That system is now fractured, and in many cases, non-functional.

Here’s why:

• Distributor decline: Many distributors have aged out or exited the business entirely. In Canada especially, new players haven’t stepped in to replace them.
  
   
• Increased competition: With thousands more brands on the market, distributors can afford to be selective. They now expect:
  
   
  • High margins (45–70%)
    
     
  • Guaranteed sales volumes ($10K+/month)
    
     
  • 30–40% repeat customer rates
    
     
• Post-COVID spa struggles: Spa owners are dealing with staffing shortages, lower volumes, and reduced buying power—making it harder to meet distributors’ minimums.
  
   
• Direct-to-consumer disruption: Online platforms have changed the game. Many spas now buy directly from brands—or skip retail partnerships entirely.
  
   

🔑 The New Strategy: Digital, and Data-Driven

The solution isn’t to wait for the old system to come back. It won’t.

The new approach is direct connection with spas and professionals—and using smart tools to support that relationship without burning out. That’s exactly why we built Tejo.

What is Tejo?

Tejo is a digital sales platform that helps indie beauty and wellness brands connect directly with the clients the spas they operate in serve..

With Tejo, you can:

• Understand consumer behaviour get direct insights into WHO is buying your products
  
   
• Boost Sales Tejo helps Sell products even when estheticians are busy, and YOU can’t be there. We do that by offering tailored cosmetic recommendations. 
  
   
• Gain insights into what consumers want and how they buy
  
   

🧠 What Spa Brands Must Do Now

Here’s how to adapt and thrive in this new distribution landscape:

1. Tell Your Story

Distributors used to market your brand. Now, that’s your job. Invest in content—photos, videos, education—and get in front of spa professionals.

💡 Tejo helps you showcases your products, values, and story to consumers who care. - while collecting insights for the future.

2. Focus on Repeat Sales

Spa clients don’t just want samples—they want results.

💡 Tejo helps you track progress overtime, helping you demonstrate value, increase reorders and create loyal customers.

3. Grow The Pie

Doing things like offering education, and samples make it easier for spas to sell your products, but selling a gap in the spa offerings is where growth happens.

💡 Tejo allows you to control the message being brought to spa clients, while helping spas put their product sales on autopilot. —not only that it can help you identify gaps the spa is currently facing.

🔮 The Future Belongs to the Flexible

The distribution model is changing—not dying. But it’s evolving into something more direct, transparent, and agile.

Spa brands that succeed in this environment will be the ones who adapt early, connect deeply, and use digital tools wisely. Platforms like Tejo are here to bridge the gap—between brands and buyers, between intention and impact.

If you’re a beauty or wellness brand ready to grow—or a traditional distributor—Tejo is your new sales partner.