Beauty Rep Is Bringing the D2C Experience to B2B Medical Aesthetics | Keri Concannon | Olivia Schmid

Summary

Beauty Rep is a multi-brand B2B platform for medical-aesthetics practices. It aims to bring the convenience and accessibility of consumer e-commerce to professional purchasing. Co-founders Keri Concannon and Olivia Schmid say they built the platform after seeing fragmented workflows across sales, marketing, and education, with practices relying on separate channels for product information, training, and ordering support.

Business model and value proposition

• For practices: A single place to discover products from multiple brands, access product-specific education and marketing materials, and place orders.
• For brands: A digital channel to reach practices and introduce products without relying entirely on a large field salesforce. The founders also see potential for international brands to enter the U.S. market more affordably.
• The platform serves a broad range of medical-aesthetics providers, from aestheticians and solo practices to physicians, dermatologists, plastic surgeons, and hospital systems.
• The founders say practices can access the platform at no additional cost.

Business processes and operating playbooks

• Free up sales capacity: Move routine order entry and basic information requests to the platform so representatives can spend more time with customers.
• Preserve the rep relationship: For brands with active sales teams, representatives can retain final approval on orders and continue supporting upselling without manually entering every order.
• Connect content to products: Link education and compliance resources to individual SKUs, including webinars, protocols, and safety data sheets, so practices can find information when they need it.
• Integrate with legacy systems: Use back-end and API integrations to reduce manual work for brands and large health systems, where purchase orders and older systems remain common.
• Use cross-brand customer insight: Aggregate product and customer experience data across brands and categories to help identify practices that may need support or be a fit for particular products.
• Develop AI capabilities over time: Under the “AesthetiTech” banner, the company plans to improve checkout and pricing recommendations and build toward more tailored product, education, and practice support. The founders describe conversational shopping and practice-specific guidance as part of the company’s direction, not as fully completed capabilities.

Metrics and operational realities

• Concannon estimates that sales representatives spend about 35% of their time selling, with the remainder devoted to administrative work.
• She describes the sales process through an 80/20 pattern: sales KPIs tend to focus attention on the top 20% of accounts, while the remaining 80% receive less high-touch support.
• According to the founders, the average practice carries around 14 brands. Concannon also cites roughly 10–12 skincare brands, 3–4 injectable brands, and two device brands—figures that suggest a higher total in some practices—and says practices may manage 16 or more representatives.
• Setting up a brand with a large hospital system can take up to six months, reflecting the complexity of legacy processes.

Examples and recommendations

• Concannon recalls practices still faxing orders, while some systems rely on purchase orders and outdated infrastructure. Beauty Rep aims to make these workflows easier to process through integrations.
• Representatives reported needing help with order placement and routine questions. Digitizing those tasks can reduce delays and errors, such as ordering the wrong product size, as well as the work required to correct orders.
• Because some aesthetic treatments require substantial training and consistent medical claims, the founders emphasize keeping approved educational and safety materials easy to access.
• Their broader recommendation is to make B2B purchasing as intuitive as everyday digital shopping while retaining human sales support where it adds value.

Market and product trends

• The founders say medical aesthetics is expanding beyond traditional skincare, injectables, and devices into areas such as regenerative medicine, longevity, wellness, supplements, and women’s health.
• Schmid sees an opportunity for AI-supported patient profiles and more tailored training. Concannon also notes that some companies are applying AI to product formulation and clinical research, though she describes the industry’s impact as still developing.

Presenters and sources

• Brent Peterson — Host, Talk Commerce
• Keri Concannon — CEO and co-founder, Beauty Rep
• Olivia Schmid — COO, Beauty Rep