CASE STUDY
Profusion Cosmetics
Expanding European Distribution Through Direct Retail Partnerships
WHO THEY ARE
Profusion Cosmetics is a US-origin beauty brand renowned for high-quality, trend-led makeup at accessible prices.
Its ranges include eyes, face, lips, skin, brushes and nails, designed for everyone from aspiring artists to everyday consumers.
The brand is cruelty-free, with a strong focus on innovation, colour and value.
THE CHALLENGE
Profusion engaged Xenos to expand its European distribution by moving beyond distributor-led models and establishing direct relationships with major drug and discount retail chains.
The objective was to secure sustainable, long-term retail partnerships that would drive significant, margin-enhancing growth.
From Strategy to Results
THE APPROACH
Defined the optimal direct-to-retail strategy across key European markets.
Identified and prioritised the right retail partners.
Led negotiations to secure listings and terms.
Managed the transition from distributor dependence to direct retail relationships.
Supported pricing architecture, supply chain alignment and category positioning.
THE OUTCOME
€500,000
Incremental revenue per year.
3 YEARS
Recurring revenue secured, generating €1.5 million in total incremental revenue over three years.
THE RESULT
MARGIN ENHANCING
Revenue delivered directly to Profusion, rather than through distributors, improving overall profitability.
STRONGER STRATEGIC FOUNDATION
Direct retail partnerships created a scalable platform for continued European growth.