Cosmetics is a good trade for a small shop. The goods are compact, customers come back regularly, and the profit on each item is usually better than on provisions.

It also has four traps: fakes, expiry dates, too many variations, and stock that's small enough to leave in a handbag. A cosmetics shop does well when it manages those four.

Buy genuine, and be able to show it

Your customers put these products on their skin. A fake cream that causes a reaction costs you more than the sale, because in a neighbourhood shop that news spreads.

  • Buy from distributors and wholesalers you can trace, and keep every invoice.
  • Cosmetics are regulated products in Nigeria. Check for the NAFDAC registration number on the pack, and be suspicious of popular brands offered far below the usual price.
  • Look at each delivery properly: sealed packs, clear printing, a batch number and a date. Record what you received on a goods received note.
  • When a customer asks "is this original?", being able to say who you bought it from is worth a great deal.

Expiry dates

Creams, lotions, make-up and perfumes all have a shelf life. Many also carry a small open-jar symbol with a number, which shows how many months the product is good for once opened.

Read the date on every delivery before accepting it. A supplier clearing stock with three months left is passing their problem to you.

Arrange by date, with the earliest in front. Once a month, walk the shelves and list anything within six months of its date. Then move it forward, bundle it, discount it, or ask the supplier about an exchange while there's still time. The same approach pharmacies use is set out in how to do stock-taking in a pharmacy.

Take expired products off sale completely.

Heat is your enemy

Lipsticks melt, creams separate and perfumes change in heat and direct sun. A shop that bakes all afternoon is quietly ruining its stock.

Keep products out of direct sunlight and away from windows. Don't store cartons against a hot wall or under a zinc roof without ventilation. If you can only cool one part of the shop, put the most heat-sensitive and most valuable items there.

Shades and sizes multiply your stock

One foundation in fifteen shades is fifteen products. One cream in three sizes is three. A cosmetics shop can easily carry a thousand separate lines in a small room.

That's where money gets stuck. In most ranges, a handful of shades or sizes do nearly all the selling.

  • Track by shade and size, not just by product. "We have foundation" is useless if the three shades your customers wear are finished.
  • Find your sellers. Go through a month of your daily sales record book and count by shade.
  • Stock deep in what sells and thin in the rest. You don't need every shade to be a good shop.
  • Set a reorder level for your top lines so they never run out.

Arrange the shop to sell and to be seen

  • Group by use: skin care, hair care, make-up, fragrance, nails, men's products, baby products.
  • Within each group, keep brands together in a neat block, sizes small to large.
  • Eye level for the lines with the best profit and your reliable sellers.
  • Small, expensive items in a glass case or behind the counter: perfumes, branded make-up, serums, hair extensions.
  • Testers clearly marked, kept clean, one of each. Without testers, people open the sealed stock.
  • Good light and a mirror. People buy make-up they can see on themselves.
  • Nothing valuable beside the door.

More on layout in how to arrange a provision store. The principles carry over.

Where the stock goes missing

Lipsticks, eye pencils, nail polish and small perfumes are among the easiest goods anywhere to pocket. The shop is often busy, with several customers handling products at once.

What helps:

  • Keep the till where you can see the room.
  • Limit how many open items sit on the counter at once.
  • Count the small, costly lines every week. It takes minutes when they're in one case.
  • Record every tester, sample and damaged item, so they don't show up later as unexplained shortages.
  • Staff buy at the counter like anyone else, with a receipt.

If the same items keep coming up short, the steps in how to stop staff stealing from your shop show how to narrow it down fairly.

Price with the whole picture

Cosmetics usually carry a healthy margin, and it's needed. It has to cover testers, breakage, products that expire, shades that never sell, and the occasional return.

Work from your landed cost, and know the difference between what you add to cost and what you keep from the sale. That's in markup vs margin.

Display prices. Customers comparing three creams shouldn't have to ask three times, and visible prices stop anyone inventing their own.

Know your customers

Beauty buyers are loyal to products and to people who give good advice. Learn what your regulars use. Tell them when it's back in stock. A WhatsApp status showing new arrivals works well for this trade. See how to sell on WhatsApp Business when you also have a shop.

Don't recommend what you can't stand behind, and never promise results a product can't deliver.

A monthly routine

  1. Count the high-value case weekly, and the whole shop once a month.
  2. List everything within six months of expiry and act on it.
  3. Review sales by shade and size before placing the next order.
  4. Mark anything with no sale in 60 days and deal with it as slow-moving stock.
  5. Work out the month's profit after losses.