How can UK retailers buy haircare wholesale to resell?

What haircare can a UK reseller buy at trade?

UK resellers can buy professional shampoos, conditioners, masks, styling products and leave-in treatments from our haircare range. These sit alongside fragrance, skincare, makeup and body lines in a catalogue of 6,342 lines across 467 houses. Sterling Trading Group is an independent UK wholesaler based in Hayes, West London.

The Alfaparf Milano lines show how specific a haircare choice can be. Alfaparf Milano Semi di Lino Curls Enhancing Low Shampoo 250ml and Alfaparf Milano Semi di Lino Curls Defining Cream 125ml address different steps in a curls routine. Alfaparf Milano Semi di Lino Diamond Illuminating Conditioner 200ml and Alfaparf Milano Semi di Lino Diamond Illuminating Hair Mask 200ml give a retailer two treatment formats within the same named range. For a keratin-care selection, the catalogue includes Alfaparf Milano Lisse Design Keratin Therapy Maintenance Shampoo 250ml and Alfaparf Milano Lisse Design Keratin Therapy Rehydrating Mask 500ml.

Think about where each product will sit in your offer. A salon may want customers to recognise the range used in a treatment, while a shop or online seller may find it clearer to group products by routine: cleansing, conditioning, treatment and styling. In our experience, checking the full product name matters when closely related masks, shampoos and conditioners appear together on an order.

Which houses should a shop start with?

Start with houses that suit the haircare you intend to stock, then choose products within those houses rather than ordering by name alone. Goldwell, Wella, L'Oréal Professionnel, Revlon Professional and Fanola are among the houses with the widest haircare selections in our catalogue. Schwarzkopf, American Crew, Kérastase, Moroccanoil and Inebrya also appear in the category.

For an initial selection, decide whether your shop needs everyday wash-and-care products, treatments, styling products or a mix. Then compare the full names and sizes of the available lines. A product such as Alfaparf Milano Semi di Lino Moisture Nutritive Leave-In Conditioner 200ml has a different place in a routine from Alfaparf Milano Semi di Lino Moisture Nutritive Mask 500ml, even though both carry the Moisture Nutritive name.

If you also stock fragrance, keep that buying decision separate. Houses such as Paco Rabanne, Lattafa, Carolina Herrera and Calvin Klein are prominent in our wider catalogue, but their presence there is not a reason to build a haircare order around them. Choose the haircare assortment for the customers and space you serve.

Which sizes and strengths does the range cover?

The listed haircare examples span 50ml, 125ml, 200ml, 250ml and 500ml, depending on the product. Acqua di Parma Osmanthus Hair Mist 50ml is a different format from Alfaparf Milano Il Salone Milano Glorious Hair Mask 500ml. Check the stated size alongside the product type so that a mist, styling cream and mask are not treated as interchangeable choices.

“Strength” usually refers to fragrance concentration, not to a shampoo, conditioner or hair mask. Across our wider range, the listed fragrance strengths are Eau de Parfum, Eau de Toilette, Parfum, Eau de Cologne, Body Mist and Deodorant Spray. The most extensively listed sizes across that wider range are 100ml, 50ml, 30ml, 200ml, 75ml and 150ml. When buying haircare, use the size and the full product description on each line rather than a fragrance strength to identify what you need.

How does buying haircare at trade work?

Select the lines and sizes you want, then place an order meeting the £100 minimum in goods excluding VAT. Sterling Trading Group supplies independent shops, pharmacies, salons, market traders and online sellers. We buy from UK distributors and are not an authorised distributor of any brand.

Every line is the brand’s own product in its retail packaging and is batch-coded. Before ordering, check the complete product name, size and format, especially where a house offers several products in one named range. That helps distinguish, for example, a rinse-out mask from a leave-in conditioner when preparing your stock list.

UK delivery is charged at the flat rate per 2kg box stated on the site. For a larger order, the exact delivery charge is confirmed after you place the order and before payment. Factor that confirmation into your order review so you can check the complete selection and delivery details before paying.