The Face Shop, ClickPost partner to scale tech-led B2B distribution

The Face Shop, operated in India by Holistique Beauty Products, has partnered with ClickPost to strengthen and scale its B2B distribution network across the country as it expands its retail, ecommerce and quick-commerce presence.

The partnership marks a move away from manual logistics processes to a tech-first, system-driven execution model. ClickPost Darwin, the company’s B2B logistics intelligence platform, has been deployed as a central control layer within The Face Shop’s supply chain to support appointment-based, predictable omnichannel distribution.

As the brand grows across more than 60 ecommerce and retail channels, including large-format stores, national distributors and rapid-delivery platforms, the focus is on reinforcing the B2B distribution layer that serves modern trade, marketplaces and quick-commerce partners nationwide. Availability, adherence to delivery appointments and execution reliability are key factors influencing sales performance in these channels.

With more than 1,000 B2B shipments moving every month, fragmented processes and manual coordination were no longer sufficient to meet the demands of appointment-driven retail. Through the partnership, The Face Shop has shifted to a unified system that manages delivery rules, carrier preferences and retailer appointment windows through a single operational view, helping ensure timely product availability.

The transition has led to immediate operational gains. Automated workflows now handle carrier allocation and exception-based monitoring, while time spent on daily logistics reporting has reduced from nearly four hours to about 30 minutes. This has allowed teams to focus more on resolving issues and improving execution reliability.

The Face Shop has also integrated its own vehicle fleet into the same digital ecosystem. Around 40% of B2B shipments are now handled through controlled logistics, with consistent tracking and visibility maintained across both owned and third-party fleets. This unified approach has enabled the company to scale distribution without a proportional increase in logistics staff.

Downstream processes have also been streamlined, with centralised digital access to proof of delivery and automated reconciliation improving coordination with retail and marketplace partners and supporting smoother payment cycles.

Vivek Vishwanathan, Head of IT and Automation at The Face Shop, said the shift has given the company greater control over its distribution. He noted that a system-driven B2B backbone has become essential in a retail environment where availability and speed directly impact growth.

Naman Vijay, CEO and Co-Founder of ClickPost, said the partnership reflects the need for logistics to evolve as brands scale across retail, marketplaces and quick commerce. He added that ClickPost Darwin is designed to manage complex B2B distribution environments where predictability and visibility are as critical as speed.