How the bbe system works.

What is bbe?

bbe is the central purchasing and settlement company of the easycosmetic network. It purchases from brands and distributors and distributes the goods in a controlled way into the sales channels of a European network.

The distance-selling of beauty products in Europe today runs across many, often uncoordinated tiers. bbe replaces those tiers with one hub: it is the single contracting party through which participating brands organise the distance-selling of their assortment within the network.

The network comprises country shops and platform channels in several European markets – focused on fragrance and selective cosmetics; beyond that, the assortment spans skincare, make-up, haircare, sun care and accessories. bbe never publicly names participants, neither brands nor retailers.

How does the collaboration work?

The collaboration follows four steps: framework agreement, bundled ordering, controlled distribution within the network, and one settlement.

Each step sits with one party. There is no chain of intermediaries – there is one defined process with one point of contact:

What does bbe control?

bbe controls channels, countries, volumes and the presentation of products within the network. It expressly does not control retail prices.

Control in the bbe system means: defining through which channels and into which countries goods flow into the network, in which volumes they are distributed, and under which guidelines products are presented – imagery, product data and brand environment.

Retail prices are not part of that control: the retailers of the network set them independently. The bbe system governs the path of the goods – not the price at the end of that path.

What data do participating brands receive?

Participating brands receive regular reporting on the units moved for their assortment, split by the regions DACH and EU – data that uncoordinated distance-selling never delivers.

Where goods flow through anonymous tiers, the brand's visibility ends at the first sale. In the bbe system it is the opposite: because purchasing and distribution run centrally, robust data emerges – rolling over twelve months, split by region, down to line level on request.

Invited brands see their individual figures in the protected brand portal; publicly, only aggregated figures of the overall network appear.

Which marketing services does the network offer?

Participating brands can book marketing services within the network: product launches, marketing campaigns, give-aways and on-page placements – visibility that depositaries cannot offer in this form.

The network's channels reach beauty-affine consumers in several European markets. That reach is open to participating brands as a dedicated marketing surface: from prominent on-page placements and campaign features to sampling with audience selection.

This is particularly effective for market launches: a new product can be accompanied from day one with placement, campaign and give-away – a measurable sales push across reach the brand could not otherwise address in a dedicated way.

How discreet is participation?

Participation is strictly confidential. bbe publicly names neither participating brands nor retailers – only aggregated figures of the overall network are visible.

Discretion is a founding principle of the system, not a concession: no reference logos, no named case studies, no public attribution of volumes to brands. Details of the collaboration are shared in a personal conversation – or in the individual, password-protected brand area.