Welcome to the Hair & Health Series, where we break down the science and trends shaping next generation hair care together with industry experts.
Today we’re sitting down with Annesophie Cleve, Head of Category Management at Stuttgart-based baslerbeauty, a family-owned business that is part of the bigger haircare group specialising in haircare and cosmetics.
Join us as we dive in to talk about the importance of commitment to quality, employee training, and strategic growth in niche markets.
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Commitment to quality and established brands
baslerbeauty prioritises partnerships with well-known, established brands such as Wella, L'Oréal, Oribe, Chanel, Maria Nila and many more. These brands meet the company’s key criteria: high product quality, market visibility, and strong marketing support.
According to Cleve, this strategy allows baslerbeauty to focus on reliability and customer trust. “It’s very hard for a family-owned business like ours to build brands from scratch. The brands we choose need to be visible within the market and willing to collaborate with us on marketing efforts,” she explains.
Cleve also emphasises the importance of relationships when selecting new brands: “It’s always good to know the people behind the brand and build a strong relationship before entering a partnership.”
She says this approach ensures that baslerbeauty aligns with brands that share their values and vision.
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Employee training as a cornerstone of customer service
The team invests heavily in employee training to maintain high standards of customer care.
This commitment to training, both in-store and online, ensures that employees are well-prepared to answer customer questions and provide expert advice, enhancing the customer experience and deepening brand loyalty.
Training happens both online and in-store, with regular updates provided by the brands they partner with.
“Our employees are trained frequently, starting from product knowledge to customer consultations,” says Cleve. “Customers can even book a consultation with a hairdresser or backend team member to get personalised advice.”
This service helps baslerbeauty stand out in a competitive market by offering expertise alongside their products.
The company also embraces innovative training formats.
“During the pandemic, we shifted to online training, which allowed us to work closely with brands. Now, we regularly participate in virtual sessions and even host breakfast training before stores open,” Cleve shares.
This dynamic approach ensures employees are always prepared to answer customer questions, troubleshoot issues, and recommend tailored solutions.
Sustainable and strategic growth in niche markets
While baslerbeauty’s roots are in hair care, the company is steadily diversifying into other areas like skincare, cosmetics, and even beauty supplements. “Exclusive, trending products in niche markets like beauty food and supplements are small but growing areas for us,” says Cleve.
Despite this expansion, the company remains committed to sustainability and thoughtful growth. With strong internal operations, including an in-house logistics department and a hairdressing school, they focus on delivering excellent service while exploring new categories.
Cleve highlights the importance of maintaining their family-owned ethos amidst growth: “Even as we grow, we stay true to our core values of quality, service, and trust. It’s what sets us apart in a highly competitive industry.”
baslerbeauty combines trusted partnerships with brands like Authentic Beauty concept, Innersense, davines, a focus on employee training for top-notch customer service, and strategic growth into niche markets like beauty supplements. This blend of quality, service, and smart expansion sets them up for long-term success on a competitive global market.
Thanks to Annesophie for making the time to share first hand learnings with our learning community of pharmacists, beauty professionals and customers curious about cutting edge hair care.
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