Curly Secret Pro: How a Dutch curly-hair care brand runs a B2B-only store on Shopify

Curly Secret Pro is the business-to-business store of a Dutch curly-hair care brand. Guests can browse the range but see no prices and no Add to cart button. Salons and shops apply to become partners, and approved accounts see wholesale prices. BSS B2B Solution supplies the tag-based prices and quantity breaks behind the login.

About Curly Secret Pro

Curly Secret is a natural hair care brand for wavy, curly and coily hair, and Curly Secret Pro is its professional store. The About page describes the brand as founded to reveal “the secret to having healthy curls”, with a team of experts sharing experience “from one curly girl to another”. It also says all packaging is 100% recyclable, and that for every order the brand plants a tree and rescues five plastic bottles.

The catalog is organized by routine step: cleanse, condition, prep, moisturize, style, finish and scalp care, plus accessories and a baby and kids line. A “Salon size” collection offers the same products in larger sizes, with options of 100, 250 and 1000 ml. A workshop page covers courses and events, and the support team says it answers in English, Dutch, Spanish and French.

The shop sits next to a consumer website. The very first link in the header is “Our B2C website”, and a pink announcement bar says “Welcome to our new B2B store”. Visitors who arrive in the wrong place are one click from the right one.

This split mirrors how professional hair care is usually sold. Consumers buy a single bottle from a brand’s own website or a retailer, while salons buy sizes and quantities that suit a treatment room. A separate store lets Curly Secret use different sizes, different prices and a different tone for each audience without one getting in the way of the other.

Curly Secret Pro’s B2B model: a partner-only store

Unlike a hybrid store, Curly Secret Pro does not try to serve consumers. The brand runs a separate website for them and keeps this one for salons and shops. That removes most of the hard problems of blended stores: there is no retail price to protect, no consumer checkout and no need to show two prices on one page.

Who can buy

The login page says it plainly: to place orders and access wholesale pricing, you must have an authorized business or partner account. If you do not have one, you are asked to apply to become an official partner. The same message appears in the FAQ on the Be a retailer page: join the Curly Secret family and offer the products in your salon or shop, apply for a partner account and, once approved, get exclusive wholesale prices and dedicated support.

How they apply

The application is a short form on the Be a retailer page, introduced with the headline “Let’s be partners for life”. It asks for first and last name, email, phone, company, website URL, a VAT or licence number, an address, a country and a message, and promises a reply “with lightning speed”. The VAT or licence number gives the team something to check. It is closer to a contact form than to a long registration form, which suits a brand that wants to talk to each salon before opening an account. The page does not describe the approval step beyond “once approved”, so the details stay between the brand and each applicant.

How the storefront handles wholesale

1. Products without prices

On product pages the title, size options and benefit icons (vegan, lightweight, protein free, small amount needed) are visible, but the space where the price and the Add to cart button would be is empty. Directions, ingredients and allergens sit in tabs below. A salon can check a formula and a size before applying, and the sales conversation starts from the product.

2. Collections that stay browsable

The collection pages work as in any theme: filters by routine step, sorting, ratings, size labels and “Best seller” badges. Only the prices are missing. Keeping the browsing experience intact is the strongest argument for hiding prices instead of locking the whole store.

3. Three languages and one market

The header shows a Netherlands and euro market and a language selector. The store has English, German and Dutch versions of its pages, so a partner who prefers German or Dutch can read the same catalog in their own language.

Which BSS features power it

Curly Secret Pro is on BSS B2B Solution’s Platinum plan. The review says the team had used the app on another website and chose it again for the new one. The storefront loads the app’s theme extension and quantity-break styles, and the configuration we could verify, in categories only, is:

• Fixed wholesale prices by customer tag. More than 50 custom pricing rules are active, all keyed to customer tags. Each sets a fixed price, not a percentage, and the rules are split between individual variants and whole products. See set unique prices for wholesale customers and give tagged wholesale customers special prices.
• Quantity breaks. Thirty volume pricing rules are active, all keyed to customer tags and aimed at chosen products or variants. Salon sizes and cartons are natural fits. See set tiered pricing by purchase volume and combine custom and volume pricing.
• Discount codes and shipping. Two discount code rules and one shipping rate rule for chosen customers are active. See handling fees and custom shipping for wholesale.
• Manual orders. The team also uses manual orders, which let staff place an order for a partner from the admin. See place orders on behalf of customers.

We cannot tell from outside which component hides the prices from guests, so we do not attribute it to a specific BSS app. What the configuration shows is how the price a partner sees is set: one fixed price per product or variant, with quantity breaks on top. The pricing order is explained in which B2B pricing rule wins.

These two images show how the options look in the BSS admin. They are examples from the user guide, not Curly Secret Pro’s own settings.

How to build a partner-only store

A B2B-only store removes many of the compromises of a hybrid one, but it still needs a clear path for new partners. This is the order that works.

1. Create the store or market for partners. Decide whether it is a second Shopify store, as at Curly Secret Pro, or a market and a locked section inside your main store. See set up a wholesale store from scratch.
2. Link both ways. Put “Our B2C website” at the top of the B2B store and a trade link on the consumer site, so nobody ends up in the wrong place.
3. Hide the price and the Add to cart button for guests. Keep the product page itself open. The Lock guide hide prices from guest users covers the options.
4. Explain approval on the login page. Tell partners they need an authorized account and give them a button to apply.
5. Tag approved partners. Every price, quantity break and shipping rule can then read the tag.
6. Load wholesale prices. For a long price sheet, import wholesale prices from CSV saves hours.
7. Add quantity breaks for larger sizes. Use tiered pricing and quantity breaks for the sizes you want to push.

Mistakes to avoid

• Skipping the translation check. A store in three languages needs the login and apply messages tested in each of them.
• Not telling applicants what happens after they apply. Say how long approval takes and who will contact them.
• Setting fixed prices without a plan for price changes. A fixed price per variant needs a process for updates, such as the CSV import.

What other merchants can copy

1. Split the stores when the audiences differ. A B2B-only store with a link to the B2C site avoids price conflicts.
2. Say “B2B store” in the first screen. A one-line announcement bar tells a consumer they are in the wrong place.
3. Hide the price, keep the product. A salon can still read directions and ingredients, and the conversation starts from the product.
4. Explain approval on the login page. A short message with an Apply button catches partners who have not applied yet.
5. Use a short form when you want a conversation. A contact-style application works when you vet every salon personally.
6. Set fixed prices when your wholesale list is a price sheet. A fixed price per variant is easier to audit than a discount on retail.
7. Add quantity breaks for salon sizes. Larger sizes and cartons are natural places for tiers.

For the whole setup, see run a B2B-only Shopify store with all three apps and beauty brands: pro pricing, VAT and self-service ordering.

The merchant’s review

We have been using this app for a while on another website and started to use it again on our new website. […] If you’re looking for a B2B app: would recommend 100%.

Curly Secret Pro, Netherlands, review on the Shopify App Store, 5 of 5 stars, October 9, 2024, after 3 months of use. A staff name is omitted and marked […]

FAQ

This store spotlight is based on Curly Secret Pro’s public website and its public review on the Shopify App Store, as of 2026-10-05. Screenshots show the public storefront. Admin images are labelled examples from the BSS user guide.

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