Fulfillment Built for Beauty Brands

How Capacity’s fulfillment operation scales with a global beauty brand at peak season, year round and into the UK – all without having to sit next to bags of chips.

Editor’s Note: Typically, our case studies name names: r.e.m beauty, Fur, The Perfect Jean. But sometimes a brand wants to keep things close to the vest. We respect that. So in order to tell the story, we anonymize it. This is one of those cases. And about the quotes? They’re from the brand’s VP of Operations. 

Highlights

• What “beauty-first” fulfillment is and how it gives brands a competitive advantage. 
• How robotic putwalls optimize peak season.
• How our Sephora consolidator relationship streamlines B2B business.
• How we take U.K. expansion plans from pipedream to reality. 

Beauty brands don’t want their inventory stored next to furniture that can impact pick times and package integrity. They don’t want it shelved next to Doritos (no offense, Frito-Lay and PepsiCo) or chocolate that can melt and drip during the summer months. 

Beauty brands should want their inventory to live with a fulfillment provider that is built for beauty. That means high attention to detail, beauty-first warehouse design and a deep understanding of what it takes to get small, high-value products to a high-standards consumer. 

In 2023, one of the world’s most recognizable beauty brands moved in with Capacity, trading their “we can fulfill anything!” partner for one that has spent the last 25 years turning beauty fulfillment into a science.  

“Everyone at Capacity gets it – and I mean everyone. From Jeff [Kaiden] and Thom [Campbell] and the rest of the C-suite to our relationship manager and the folks on the warehouse floor. They are the definition of high-end fulfillment that beauty brands like ours require. It’s in their DNA.”

Robots Ready for Peak

All of the brand’s products are small cartons. They’re square or rectangular in shape. Product barcodes are, for the most part, uniform in placement. 

Said differently, they’re the perfect brand for Capacity’s robotic putwalls, Waldo, C-3PL, Maggie, PutWALL-E and Jarvis. 

During the last two peak seasons, Capacity’s robotic putwalls helped accelerate the brand’s product fulfillment, handling five figures worth of orders per day, multiple days in a row. 

“The level of efficiency is impressive, but not surprising. Seeing how dialed-in the Capacity team is ahead of and during peak season gives our brand a ton of confidence that products are going to get to where they need to be, when promised.”

Maximizing the Sephora Consolidator Relationship

Distribution through Sephora is a big piece of the brand’s business. Capacity’s consolidator relationship with Sephora optimizes that channel. 

A consolidator is a 3PL that ships multiple brands to a single retailer. Instead of the brand having to ship one purchase order to the retailer (in this case Sephora), a consolidator like Capacity aggregates multiple brands into one full container load. This is a much more cost effective and environmentally friendly way to transport goods.

“Because Sephora-bound trucks are regularly and predictably arriving at Capacity, it’s so much easier for us to get our stuff on, say, an earlier truck. There’s so much flexibility. And it’s good for Sephora too.”

UK Expansion

Last year, Capacity partnered with Prolog, a leading European fulfillment provider based in Nottingham, England. The intent: To develop an efficient, effective way for Capacity brands to scale in the United Kingdom and Europe. 

In 2025, the brand sent its first Sephora order to the UK through the Capacity-Prolog partnership and is already seeing a seamless flow. 

“Typically brands are a little hesitant to be one of the firsts to do something new with their 3PL, but the trust is so strong here. Whether we’re talking about UK expansion or something else entirely, we know Capacity is going to guide us right and follow through on what they promise.”

Unafraid of Growth

Looking towards the future, the brand is beyond confident in Capacity’s ability to keep pace with growth. 

“Even if we were to grow 200, 300 percent, we know Capacity can handle whatever we throw at them. That’s a really good place to be. ‘Are we going to need to find a new solution to support our growth plans?’ isn’t even a thought in our mind.”

Scale Confidently

This beauty brand found what ambitious brands need most: fulfillment that keeps pace with their vision. From robotics that handle peak demand to seamless retail integration and international expansion, they've discovered the power of reliability paired with expertise. No compromises, no limitations—just the confidence to grow without constraints. Your brand deserves nothing less.