Professional-only products are visible to everyone
Consumers find salon-only items, or a buyer shares the link. Hiding a price is not the same as hiding a product.
Industry: cosmetics and beauty
Shopify Wholesale for Beauty, Hair and Skincare Brands
A beauty, hair or skincare brand can run wholesale on its existing Shopify store by tagging each buyer group (salons, retailers, distributors), approving professionals through a registration form, giving each group its own price and VAT display, and hiding professional-only products from everyone else. Shopify's native B2B covers companies, catalogs and payment terms. BSS B2B Solution adds tag-based pricing, applications with tax ID checks and order limits, BSS B2B Lock gates professional-only products, and BSS B2B Quote adds quick order and quotes. Five beauty and haircare brands in our case studies run this kind of setup.
Install BSS B2B Solution See pricing BSS B2B Solution has a 14-day free trial on paid plans. 4.9 out of 5 from 1,187 reviews on the Shopify App Store (as of October 4, 2026).
Common wholesale models in beauty
Most beauty brands run more than one model at once. KAPR sells to barbers and salons next to consumers, Fusion Body Art runs a wholesale channel beside its retail store, and Valera serves professional stylists and consumers from one Shopify store.
| Model | What buyers expect | What you set up |
|---|---|---|
| Professional supply to salons, barbers, spas and clinics | Pro prices, fast reorders, and usually a licence or business check before they can buy. | Registration form with approval, a salon tag, Custom Pricing, Quick Order, Lock for pro-only ranges. |
| Brand to retailers: boutiques, pharmacies, department stores | A wholesale price beside the suggested retail price, case packs, minimum orders and payment terms. | A tag per retailer tier, Quantity Increments, Order Limits, Net Terms, MSRP display. |
| Brand to distributors and importers | A price per country or region, volume breaks, VAT handling on cross-border sales and quotes for large orders. | Price List or Custom Pricing by country tag, quantity breaks, Tax Exempt, BSS B2B Quote. |
| One store for consumers and trade | Consumers see retail prices with tax. Trade buyers see their own price and, in many countries, a price excluding VAT. | Customer tags, Tax Display, B2B and B2C on one store. |
| Certified professionals only: education, treatment tools, medical-grade products | Only qualified buyers can see or buy certain products. | Registration with document upload, Lock rules by tag, checkout lock on Shopify Plus. |
Pain points for beauty wholesale on Shopify
These problems come up again and again in beauty, hair and skincare wholesale. Each maps to a setup further down.
One price list for very different buyers
A salon, a boutique and a country distributor do not pay the same price or order the same quantities. Native B2B stops at three active catalogs on Basic, Grow and Advanced.
VAT confusion at the cart
Consumers expect a price with tax. Business buyers compare net prices. Show only one version and one group has to do the maths.
Slow, manual applications
Licences, tax IDs and resale documents arrive by email. DermaplanePro describes sales and operations teams spending days verifying buyers through email threads and manual tax ID checks.
Wholesale prices leaking into retail
Brands with a MAP policy worry that wholesale prices end up public. MAP lives in your reseller agreement. The store can show wholesale prices only to approved accounts.
Reorders, minimums and testers
Salons restock the same products in fixed pack sizes, and a tester or sample kit should not be bought by the hundred.
Native Shopify B2B or BSS apps: what beauty brands usually need
Native B2B is included on Basic, Grow, Advanced and Plus, so start there. The table shows where beauty and haircare brands usually need more. Every native claim is sourced on our native vs BSS comparison.
| Need | Shopify native B2B | With BSS apps |
|---|---|---|
| Price groups | Catalogs per B2B market, up to 3 active on Basic, Grow and Advanced. Plus has no cap. | Custom Pricing by customer tag or named customer. Price List (Platinum plan) for more groups, with quantity breaks on top.Hub: wholesale pricing |
| Applications | Company account requests through Shopify Forms. | Registration form with file upload, a live tax ID check, approve or reject and a tag on approval.Hub: customer onboarding |
| Professional-only products | Not described on Shopify's B2B pages. Shopify points to apps to lock parts of a store. | BSS B2B Lock hides products, collections and pages by tag, login or passcode. Checkout lock on Shopify Plus.Hub: access control |
| VAT and tax | A tax ID and exemption setting per company location. | Tax Display (excluding, including or both) and Tax Exempt from the cart page (Advanced plan and up). Live tax ID checks.Hub: tax and compliance |
| Minimums and case packs | Quantity rules and up to 10 price breaks per variant. | Order Limits and Quantity Increments (Advanced plan and up), targeted by tag.Hub: order rules and terms |
| Payment terms | Net terms set per company location. | Net Terms by tag or customer (Advanced plan and up), applied to a draft order. |
| Reorders and quotes | A quick order list. No quote workflow. | BSS B2B Quote: Quick Order page, CSV or XLSX upload, Reorder, and request for quote with approval.Hub: quick order and RFQ |
BSS B2B Solution is free on development stores and has a 14-day free trial on paid plans, so you can build the setup below before you charge anyone.
Get BSS B2B SolutionPlans follow the Shopify App Store listings as of October 4, 2026. Check the listing before you install.
Price tiers for salons, retailers and distributors
Five jobs cover most beauty wholesale stores.
Give each buyer group its own customer tag, for example salon, retailer and distributor. A Custom Pricing rule then sets a percentage off, a fixed amount off or a fixed price for chosen products or collections, for customers with that tag. Quantity breaks stack on top of that price. A priority from 0 to 99 settles conflicts between rules of the same type, and the lower number wins.
Past a handful of groups, a Price List keeps exact prices per buyer group in one place. It needs the Platinum plan and wins over Custom Pricing on the same variant. A common pattern is a Silver and Gold tier that moves a salon up as it buys more: see silver and gold wholesale tiers.
Show the suggested retail price beside the wholesale price so a retailer sees its margin (MSRP, compare-at and wholesale price). For MAP pricing, the policy sits in your reseller agreement and Shopify cannot control what a retailer advertises on its own site. What you do control is who can see your wholesale prices.
Applications that check who is a professional
Build the registration form around the proof you need. Fields can collect a phone number, a company, a licence date and a document upload of up to 10 MB per file. A tax ID field is checked live as the applicant types, for EU VAT, UK VAT, Australian ABN and India GST (US EIN is on the Platinum plan), and it blocks the submit only when the field is required.
On approval the applicant becomes a customer with a tag such as salon, which switches on their prices, their VAT display and their access. DermaplanePro uses this flow to collect tax IDs and business credentials before it approves certified professionals. A longer application can run as a multi-step form.
The tax ID check is not a legal verification, and the server does not check it again on submit. Review each application before you approve it and keep the documents you rely on. The full setup is in wholesale registration form with approval.
Professional-only products and prices
Salon-only and certified-professional ranges should not appear to consumers at all. With BSS B2B Lock, a rule hides specific products or collections from everyone without the right customer tag, and a guest can be asked to log in to see a price. For locked pages, products and collections, the main content is left out of the page HTML for visitors who do not qualify. See show products only to tagged customers.
A buyer who is not approved yet can use a request access button instead of meeting a dead end. To stop unapproved accounts at checkout, the checkout lock in BSS B2B Lock works on Shopify Plus only and needs a paid BSS plan. DermaplanePro, which is on Shopify Plus, lists hiding content by customer tag, hiding Add to cart, locking checkout and notifications when an unapproved account reaches checkout, and reports no spam registrations through its locked storefront.
Lock controls what each visitor sees. It is not a licence or age check, so keep your approval step in front of it.
Selling professional-only products? BSS B2B Lock hides them by customer tag and has a free plan.
VAT and tax display for salons and retailers
Consumers expect a price with tax and business buyers compare net prices. Tax Display shows prices excluding VAT, including VAT or both, for the customers a rule targets, on product, collection and cart pages. Valera, a Swiss hair-appliance brand, uses it with a registration form that asks for a valid EU VAT number. MonkeyHands, an Italian cosmetics seller, shows tax-inclusive prices to consumers and tax-exclusive prices to businesses.
Tax Display only changes what is shown, and Shopify still calculates tax at checkout. To remove tax for eligible buyers, use Tax Exempt: the buyer enters a VAT or tax ID in the cart, the app checks it and creates a tax-exempt draft order. It needs the Advanced or Platinum plan, and a buyer who goes straight to a checkout link is taxed as usual. See EU VAT exemption with VAT ID validation and the glossary entries for tax ID, tax exemption and VAT reverse charge.
For several European markets, MonkeyHands added a Country field to its form, tagged buyers by country and wrote one Custom Pricing rule per country tag, so Italian, French and German buyers see their own B2B prices. BSS B2B Solution does not store a separate fixed price per currency, so check totals at checkout. This is not tax advice: confirm with your accountant who qualifies in each country.
Minimums, case packs, testers and reorders
Salons buy the same products again and again. Order Limits set a minimum or maximum quantity or amount, and quantity increments sell in case packs such as 6 or 12. Both need the Advanced plan or higher and run on storefront scripts, so a direct checkout link can bypass them. Shopify's native quantity rules are set per variant and checked again in checkout.
For samples and testers, make the tester its own product, show it only to approved tags with Lock and cap the quantity with an Order Limits maximum. For retailers, Net Terms let selected customers skip card payment at checkout, which is how Fusion Body Art serves its wholesale buyers.
BSS B2B Quote covers repeat buyers: a Quick Order page with product search, CSV or XLSX upload that merges duplicate SKUs, Reorder from order history for logged-in buyers at current prices (Growth plan and up), and request for quote for large or negotiated orders. KAPR reports moving 90% of its repeat wholesale orders to self-service Quick Order and structured quotes. See reorder page for repeat buyers.
Repeat buyers still emailing order lists? BSS B2B Quote adds Quick Order, CSV upload, Reorder and request for quote.
ExampleThree buyer groups on one skincare store
The numbers are illustrative, not results from a real store. A skincare brand sells a 50 ml serum at a retail price of 40.00 including 20% VAT.
| Buyer group | Tag | Price they see | Order rules | Access |
|---|---|---|---|---|
| Consumer | None | 40.00 including VAT | None | Public catalog |
| Salon | salon | 30% off: 23.33 exc. VAT and 28.00 inc. VAT | Packs of 6, minimum 12 units | Professional range after approval |
| Boutique retailer | retailer | 50% off: 16.67 exc. VAT and 20.00 inc. VAT, with the suggested retail price beside it | Case of 12, Net 30 | Wholesale catalog after approval |
| Country distributor | distributor | A Price List price per product (Platinum plan) | Pallet quantity, quantity breaks | Tax Exempt with a valid VAT ID in the cart |
Custom Pricing prices the salon and the retailer, and a Price List prices the distributor. One Tax Display rule per tag controls the VAT view, Tax Exempt covers qualified cross-border buyers, and Order Limits with Quantity Increments hold the pack sizes. Set rule priorities so a Price List and a Custom Pricing rule never compete for the same variant, then test as each buyer.
Case studies from beauty, hair and cosmetics brands
The five beauty, haircare and cosmetics stories in our customer library. We use only what each story states. Results are the merchants' own reports, and yours will differ.
KAPR
Haircare, Netherlands
A Dutch men's grooming and haircare brand built on salon expertise, with a KAPR PRO range for barbers and salons. It wanted one wholesale setup instead of several single-purpose apps: registration with advanced fields and automatic emails, pricing rules that do not contradict each other, and BSS B2B Quote for quick order and quotes.
Reports moving 90% of repeat wholesale orders to self-service Quick Order and structured quotes.
Read the KAPR storyDermaplanePro
Beauty and personal care, United States
A professional skincare brand selling dermaplaning education, tools and treatment products to licensed professionals. Its registration form collects tax IDs and documents with a tax ID checker, BSS B2B Lock hides content by customer tag and locks checkout (on Shopify Plus), and Quick Order pages report usage.
Reports no spam registrations through locked storefront access.
Read the DermaplanePro storyValera
Health and beauty, Switzerland
A Swiss hair specialist whose hairdryers, straighteners and clippers are used by professional stylists. It serves consumers and business buyers from one Shopify store with Custom Pricing, Tax Display and a registration form that asks for a valid EU VAT number.
Business buyers see different pricing with VAT excluded, on the same store as consumers.
Read the Valera storyMonkeyHands
Beauty, Italy
An Italian cosmetics seller with B2B and B2C buyers in Europe. A discount app worked only on the main market's prices, so it moved to Custom Pricing rules per country tag, with the tag taken from a Country field in the registration form, and Tax Display for prices excluding tax for businesses.
Different B2B prices per country without changing the consumer flow.
Read the MonkeyHands storyFusion Body Art
Cosmetics, Australia
An Australian maker of professional face and body paints that added a wholesale channel beside its retail store. It uses Custom Pricing, Tax Display, Manual Orders, Net Terms and a passcode for a new-release collection.
Reports a 22% increase in sales so far.
Read the Fusion Body Art storyBeauty wholesale setup checklist
Work through these in order. Each step builds on the one before it.
Map your buyer groups
List salons, retailers, distributors and consumers. Pick a customer tag for each and decide what each group may see and buy.
Write the application
Build the registration form with a tax ID field and, if you need a licence or certificate, a document upload. Decide who approves.
Set prices
Create a Custom Pricing rule per tag, add quantity breaks, and use a Price List if you have more than a few groups. Set priorities.
Decide VAT display
Add a Tax Display rule per tag. Add Tax Exempt for buyers who qualify and click Update Settings in Tax Display after any tax change.
Lock professional-only products
Add a Lock rule by tag, a request access option, and the checkout lock if you are on Shopify Plus.
Set order rules
Set minimums, case-pack increments, tester caps and Net Terms for the groups that need them.
Add reordering
Turn on Quick Order, CSV upload and Reorder in BSS B2B Quote, and request for quote for large orders.
Test as each buyer
Check a guest, a consumer, a pending applicant, an approved salon and an EU buyer with a VAT ID, on product, collection and cart pages, and on mobile.
Use cases for beauty brands
Worked examples with steps and screenshots. The first group is tagged beauty and personal care in our use case library. Browse all use cases.
Beauty Brands: Pro Pricing, VAT and Self-Service Ordering
Give salons and retailers pro prices, show business buyers prices excluding VAT, approve them through a registration form and let them reorder, next to your consumer sales, with BSS B2B Solution.
Explore use case: Beauty Brands: Pro Pricing, VAT and Self-Service Ordering
Show Specific Products Only to Tagged Customers
Hide professional-only or tier-only products from consumers and show them only to customers with a chosen tag using product visibility rules in BSS B2B Lock.
Explore use case: Show Specific Products Only to Tagged Customers
Show Prices Excluding VAT to Business Buyers
Show wholesale buyers prices excluding VAT and consumers prices including VAT on one Shopify store, with rules by customer tag, using the Tax Display module in BSS B2B Solution.
Explore use case: Show Prices Excluding VAT to Business Buyers
Multi-Step Wholesale Application Form
A long application scares applicants away. A multi-step form splits it into short steps with Next and Previous buttons, keeps every answer in one applicant record, and runs in Shopify's new customer accounts.
Explore use case: Multi-Step Wholesale Application Form
Wholesale Prices per Country With Shopify Markets
The same buyer group sometimes needs different prices in different countries. Custom Pricing and Price List rules can be limited to specific Shopify Markets, and customer targeting narrows who sees them.
Explore use case: Wholesale Prices per Country With Shopify MarketsMore use cases beauty brands use
Set up beauty wholesale on your own Shopify store
BSS B2B Solution handles pricing, applications, tax display and order rules. Add BSS B2B Lock for professional-only products and BSS B2B Quote for quick order and quotes.
Also: BSS B2B Lock for professional-only products and BSS B2B Quote for quick order and quotes.
Frequently asked questions
Can I sell to salons and consumers from one Shopify store?
Yes. Tag trade buyers after you approve them, and let the tag decide their prices, tax display and what they can see. Consumers keep the normal store. Valera, Fusion Body Art and MonkeyHands all serve consumers and business buyers this way.
How do I show wholesale prices only to approved salons?
Collect applications with a registration form, approve each one and tag the customer. Then create a Custom Pricing rule for that tag, or a Price List on the Platinum plan. To keep prices from guests, add a BSS B2B Lock rule that hides prices or asks visitors to log in.
Can I hide professional-only products from consumers?
Yes. BSS B2B Lock hides products, collections and pages from anyone without the right customer tag. The checkout lock works on Shopify Plus only. Lock controls what visitors see. It is not a licence check, so review each application before you approve it.
How do I show salons prices excluding VAT?
Create a Tax Display rule for the salon tag that shows prices excluding VAT, including VAT or both. It changes only the display, and Shopify still calculates tax at checkout. To remove tax for a qualified buyer, use Tax Exempt, which checks a tax ID on the cart page and needs the Advanced or Platinum plan. This is not tax advice.
Does Shopify or BSS enforce MAP pricing?
No. MAP is a minimum advertised price set in your agreement with resellers, and it limits what a retailer advertises. Neither Shopify nor the BSS apps control a retailer's own site. In your store you can show the suggested retail price beside the wholesale price and keep wholesale prices behind a login.
How do I set minimum orders and case packs?
Use Order Limits for minimum or maximum quantities and amounts, and Quantity Increments for case packs, both targeted by customer tag on the Advanced plan or higher. They run on storefront scripts, so a direct checkout link can bypass them. Shopify's native quantity rules are set per variant and checked in checkout.
Can salons order samples or testers?
Yes. Make the tester its own product, show it only to approved tags with a Lock rule and cap the quantity with an Order Limits maximum. Because Order Limits run on storefront scripts, test the cap on a development store before you rely on it.
How much do the BSS apps cost?
BSS B2B Solution is free on development stores and starts at $29 per month on paid plans, with a 14-day free trial on paid plans. BSS B2B Lock has a free plan and paid plans from $9.99 per month, with plan tiers that follow your Shopify plan. BSS B2B Quote is free on development stores and starts at $19 per month. Prices are from the Shopify App Store listings as of 2026-10-04 and can change, so check the listing before you install.
Guides, hubs and glossary
Wholesale pricing
Show business buyers their own prices with price lists, custom pricing and quantity breaks.
Customer onboarding
Turn applicants into approved wholesale buyers with registration forms, approval and customer tags.
Tax and compliance
Verify tax IDs, handle tax exemption and show prices with or without tax to the right buyers.
Access control
Hide prices from guests, gate wholesale catalogs and protect pages with passcodes.
Order rules and terms
Set minimum orders, case packs and net payment terms for wholesale buyers.
Quick order and RFQ
Give buyers quick order pages, CSV upload, reorder and request for quote.
Shopify B2B: the complete guide
Native B2B vs apps, and how the six hubs fit together.
Native B2B vs BSS B2B Solution
A sourced, feature-by-feature comparison, including where BSS trails.
Glossary
Price listTiered pricingMSRPMAP pricingLine sheetKeystone pricingCase packMOQCustomer tagGated catalogTax IDTax exemptionVAT reverse chargeNet 30
Related guide
Sources, method and update log
Case study facts come from the five customer stories on this site, as published. Feature behavior follows our review of the BSS app code on October 3, 2026 and the BSS user guides, and where the guides and the code differ we follow the code. We make BSS B2B Solution, BSS B2B Lock and BSS B2B Quote. This page is not tax or legal advice, and the example numbers are illustrative.
Sources
- KAPR case study, read . Salon and barber range, single wholesale setup, 90% of repeat orders to Quick Order and quotes.
- DermaplanePro case study, read . Registration with documents and tax ID checker, Lock rules, checkout lock on Shopify Plus, no spam registrations.
- Valera case study, read . Consumers and business buyers on one store, EU VAT number in the form, prices excluding VAT.
- MonkeyHands case study, read . Country tags from the form, Custom Pricing per country tag, Tax Display.
- Fusion Body Art case study, read . Wholesale channel beside retail, Net Terms, Manual Orders, passcode, 22% sales increase.
- Use case: beauty brands, pro pricing, VAT and self-service ordering, read . Tag-based pricing, Tax Display, Tax Exempt limits, plan requirements.
- Shopify native B2B vs BSS B2B Solution, read . Every native Shopify B2B statement, with the Shopify Help Center sources it cites.
Update log
- : First version, with five case studies and eleven use case links.