How importers build a lash assortment without dead stock
Most lash catalogues fail from width, not depth. Twenty SKUs that each move slowly cost more than eight that reorder.
Start from the set, not the shelf
A salon needs a classic lash, a volume lash, a premade fan, adhesive, remover and tweezers before it needs anything else. That is the working core. Everything beyond it is a variant that sells to a smaller share of accounts.
Importers who build the catalogue from a competitor’s product page instead of from the set end up stocking curl and diameter combinations that no salon orders twice.
The core that carries the account
Classic lashes in a 0.15 diameter, mixed lengths, C and D curl, cover most of the demand. Volume lashes in 0.07, mixed lengths, same curls, cover the next block. Premade fans in 0.05 or 0.07 sit between them as a time saver.
Add one easy fan tray for artists who build their own fans, one cluster product for the consumer end of the market, and one adhesive in a mid-cure speed. That is a catalogue a salon can run a business from.
Depth beats width on reorder
A salon that reorders one curl and one diameter every month is worth more than a salon that buys six SKUs once. Depth keeps the warehouse turning and reduces the capital tied up in slow lines.
Look at reorder velocity after the first ninety days. Any SKU with fewer than two reorders in that window is a candidate for discontinuation, regardless of how well it photographed in the catalogue.
Curated variants, not every option
Colour, brown tones, flat lashes and ellipse lashes all have real buyers, but each one serves a niche. Stock them as add-ons with clear positioning rather than as parallel core lines.
A simple rule: one variant SKU per hundred active accounts. Below that, the variant sits on the shelf; above it, the variant is worth a permanent place.
Seasonality you can plan for
Retail strip and cluster kits move hardest in the fourth quarter, when gifting and party seasons overlap. Salon consumables settle after the January restock and flatten through summer, with a lift when studios prepare for wedding season.
Adhesive moves with the weather in a different way: high summer raises failure rates, so salons reorder sooner and complain more. Stock a low-humidity formula for those months rather than explaining the same problem twice.
Allocate a sampling budget
Reserve a small share of the first order for samples that go to accounts rather than to stock. Salons cannot judge a lash from a photo, and an importer who can put a tray in an artist’s hand converts faster than one who sends a catalogue.
Track which sample converted. After a few cycles the pattern tells you which SKUs deserve depth and which were only ever interesting on paper.
Split the first order
A single large first order locks cash into assumptions. Two shipments six to eight weeks apart let the first sell-through inform the second. The freight cost is higher; the inventory risk is much lower.
Negotiate the price on the combined volume and ship in two drops. Most factories will hold the second run in their warehouse if the deposit is paid, which keeps MOQ benefits without the storage problem.
Reading the first ninety days
Three numbers tell you whether the assortment works: reorder rate by account, sell-through by SKU, and the share of revenue from the top five lines. A healthy catalogue usually draws more than half its revenue from the core, not from the exotic end.
If the top five lines are the unusual ones, the catalogue is being bought for novelty rather than for work, and the next order should shrink accordingly.
Questions buyers ask
How many SKUs should a new importer start with?
Eight to twelve in the core, plus one or two variants to test demand.
Which curl should I stock first?
C and D cover most salon demand. Add B only if your accounts ask for it.
Is 0.15 the right classic diameter?
It is the common choice. Some markets prefer 0.12 for a lighter look.
How much should I spend on samples?
A small share of the first order, tracked by conversion.
When should I discontinue a SKU?
After ninety days without two reorders, unless it supports a core line.
Do variants sell in salons?
Yes, but to a smaller share of accounts. Treat them as add-ons.
What sells in the fourth quarter?
Retail strip and cluster kits, mostly as gifts.
Should I stock low-humidity adhesive?
Yes for summer months, especially in hot or coastal markets.
Can I split the first order?
Yes at volume. Ask for two shipment dates on one deposit.
How do I plan a first order?
Send your account count and market through the contact page.
Build the first order around your accounts
Tell us how many salons you supply and what they ask for. We will suggest a core range, a variant set and a split shipment schedule before you commit cash.
- Core and variant pricing
- Split shipments
- Seasonal adhesive
- MOQ 100 trays per style