Radial powers Younique’s bold ecommerce strategy

Younique, founded in 2012 by brother-and-sister duo Derek Maxfield and Melanie Huscroft, is an American-based cosmetics and skincare company. They were looking for a company that specializes in fulfillment for cosmetics to support their mission of uplifting, empowering, and validating women globally.

Younique pioneered a unique business model by combining ecommerce, social selling, and direct selling. It became the first direct sales company to operate almost exclusively through social media, enabling women to sell directly to other women in a digital world.

High-quality, accessible products are designed for a variety of skin types and shades, easy to use and share.

Younique needs

To support continued growth and ensure smooth operations, Younique sought a trusted global partner with the right experience and expertise in providing fulfillment for cosmetics companies. The ideal partner needed to have:

1) Extensive experience in kitting and fulfilling custom B2C ecommerce orders,

2) Cost-efficient operations,

3) Proven ability to offer adaptability, flexibility, and scalability,

4) Delivering an exceptional customer experience, including handling high order peaks and providing branded packaging.

Fulfillment for cosmetics from Radial

Younique has chosen to partner with Radial’s German warehouse in Halle, leveraging its Fulfillment by Consumer (FF B2C), quality control, returns, and transportation services. With Radial’s support, Younique has consistently maintained high-quality service, even during peak periods.

Younique uses Halle’s 5.5-kilometre conveyor system to streamline operations, ensuring faster processing and delivery.

Challenges

  • Significant fluctuations in outbound volume due to the direct sales model
  • Maintaining high-quality service during peak periods
  • The need for optimized processes to manage variable demand

Solutions

  • Introduced optimized processes to manage fluctuating volumes effectively
  • Developed a tailored, comprehensive approach to oversee the entire operation, from inbound (including kitting) to outbound
  • Ensured flexibility to maintain quality standards during peak times

Radial Halle offers late cut-off times to ensure that 85% of all parcels from this warehouse to the German market are delivered the next day.

Radial Halle

Radial Halle stands out as a top choice for ecommerce fulfillment in Germany and Europe due to its strategic location, innovative logistics solutions, and strong commitment to customer satisfaction. With a well-established training program to cultivate future leaders, Radial Halle prioritizes developing talent from within. Additionally, the site is deeply committed to sustainability and corporate social responsibility. These factors, combined with its cutting-edge fulfillment capabilities, make Radial Halle a trusted partner for ecommerce businesses looking to enhance customer loyalty and drive sales.

  • Vast capacity: A 55,000 m² facility equipped with high-rack storage and state-of-the-art automation.
  • Technology-driven efficiency: 5.5-kilometre conveyor, efficient PTL, Manhattan WMS, ensure fast, accurate order fulfillment.
  • Late cut-off: 85% of all packages for the German market are delivered the next day.
  • Flexible shipping solutions: Partnerships with around 200 carriers, providing clients with extensive delivery options.
  • Sustainable practices: eco-friendly packaging, intelligent energy systems, waste management reduce environmental impact.
  • CSR programme: engaging in meaningful community initiatives targeting talented young people and children.

We offer fulfillment for cosmetics