The Facial Forum Publishes Open Letter to Skincare Brands Urging Reform on Minimum Order Policies

In a direct appeal to the professional skincare industry, The Facial Forum - a UK-based collective of over 70 solo estheticians and facialists, has published an open letter calling for urgent reform to rigid wholesale practices that exclude solo practitioners. Founded by Katie Onyejekwe, the group represents a growing movement of independent professionals who are pushing back against what they describe as outdated and exclusionary minimum order requirements.

The letter highlights a key concern: skincare brands frequently require new professional partners to place opening orders ranging from £1,000 to over £3,000, regardless of the size of their business. According to the Forum, this threshold is not only financially prohibitive for many self-employed therapists, particularly those just starting out or working part time, but also misaligned with how solo practices actually operate.

“These minimums assess a therapist’s worth based on their purchasing power, not on their qualifications, skills or experience,” the letter reads. “They are exclusionary.” The group argues that professionalism and quality service delivery do not depend on high-volume purchasing, and that more adaptable models are needed to reflect the changing face of the industry.

Citing the National Hair & Beauty Federation’s 2023 report, The Facial Forum notes that solo professionals now make up 60.5% of the industry. This demographic shift has implications for how brands should structure their B2B partnerships. Solo practitioners often require smaller quantities of stock, move through inventory at a slower pace, and are more likely to value flexibility, educational access, and long-term relationships over bulk discounts or incentives tied to volume.

The letter acknowledges brands that have introduced payment plans or starter kits, but stresses that the real issue is not the financing of orders, it is the scale of the initial order itself. “When £1,000–£3,000+ of stock is more than what a solo practitioner needs or can realistically move through, the barrier remains,” the Forum writes.

Instead, The Facial Forum is calling on brands to decouple access to education from mandatory bulk buying, suggesting that practitioners should have the option to pay separately for training if it enables a lower entry threshold. They also point out that allowing smaller orders would reduce product waste and align with the responsible purchasing habits of solo operators.

“The industry is evolving. It’s time the systems around it did too,” the letter concludes.

With solo estheticians now shaping consumer trust through direct client relationships and social media influence, the letter marks a significant moment of collective advocacy within the sector. Whether professional skincare brands will adapt remains to be seen, but the message from the front lines of the treatment room is clear: the future of the industry lies in flexibility, not volume.