The best marketplace for your beauty brand

Selling on Douglas

Douglas is one of Europe’s largest beauty marketplaces and a powerful channel for brands that want to grow in skincare, haircare, fragrance and wellness. The platform attracts millions of visitors every month and applies strict quality standards. On this page, you’ll learn how to successfully sell on Douglas with the right strategy, integration, content and advertising approach.

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Why Douglas is a strong platform for beauty brands

Douglas is a category specialist with wide reach, a premium positioning and rigorous quality control. This makes it an ideal marketplace for brands that want to increase visibility without compromising brand identity.

Our consultants support beauty brands on Douglas every day and know exactly which requirements influence visibility, content performance, logistics and margins.

The key components of a successful Douglas approach

Selling on Douglas in 4 essential steps

Strategy

A Douglas strategy starts with your assortment, margins, brand position and growth ambitions. Together we determine whether your products fit the premium standards of Douglas and which countries offer the strongest commercial potential.

Integration

Douglas uses strict product data requirements. Ingredients, variants, image specifications and category fields all need to be submitted completely and accurately. The right integrator ensures that this process is smooth, automated and scalable. Based on experience, the following integrators work best for selling on Douglas: ChannelEngine, Tradebyte and Vendiro.

Operations

Douglas does not offer its own fulfilment service. As a brand, you are responsible for shipping, delivery times, returns and service levels. These operational metrics directly influence your ranking and determine your ability to grow. You must comply with the Service Level Agreements defined by Douglas.

Advertising

Douglas offers multiple advertising options to increase product visibility. From Sponsored Products to display placements and targeted email campaigns. Success depends on smart targeting and continuous optimisation.

Rules every beauty brand must follow

Content on Douglas

Content quality is one of the strongest drivers of success on Douglas. The guidelines are more strict than on most other marketplaces. Key requirements include:

Titles
Titles may not contain brand names, must be short, and cannot include synonyms, materials or colours, except in very specific cases.

Variants
Douglas almost always works with colour-based variants.
Only when colour is not relevant are size variants allowed.
Combining colour and size within one variant group is never permitted.
Each colour variant must include an additional 50x50 pixel colour swatch image.

Images
The main image must have a 1:1 aspect ratio and a white background.
Model or lifestyle photos are not allowed as the primary image,
and images may not contain text, logos or symbols.

Product descriptions
A maximum of 250 characters, often presented in bullet format.
Descriptions must always be submitted in the language of the specific Douglas marketplace.
Only bold HTML is allowed.
Textile products must include material percentages.

We create and optimize complete content sets that meet all Douglas standards while staying aligned with your brand identity.

More visibility for your beauty products

Douglas Marketplace offers several advertising tools that help you scale:

Sponsored Products
Prime visibility in search results and product listings.

Display campaigns
Banner placements on category pages and strategic areas of the platform.

Email marketing
Targeted product promotion through Douglas newsletters.

Promotional events
Douglas selects which brands may participate in major seasonal campaigns.
We help you meet the requirements and maximise your chances of being included.

Our consultants adjust campaigns daily based on ROAS, ACOS, margin and stock levels to ensure your ad spend delivers maximum return.

FolloEngine for beauty

How FolloEngine elevates your performance on Douglas

Your product data determines whether you’re visible on Douglas. With FolloEngine, we connect your feed to real-time beauty trends, search behaviour, platform signals and product performance. We optimise continuously and at scale, focusing on:

titles and bullets aligned with Douglas guidelines and conversion
smart categorisation and variant logic in line with Douglas standards
image selection and 1:1 structures that ensure maximum approval
dynamic optimisation powered by stock levels, margins and click behaviour

By combining Douglas data with insights from Google, social search and our own performance models, we make sure your products reach the right audience at the right moment. This improves visibility, ranking and overall revenue potential.

Learn more about FolloEngine

Why sell on Douglas with Follo?

Follo has deep experience in beauty e-commerce and marketplaces. We combine category expertise with data, creativity and performance. This allows us to help beauty brands establish, strengthen and scale their Douglas presence profitably.

With FolloEngine, we optimise product data, visibility and campaigns in real time. We enrich feeds at scale, manage performance based on ROAS, ACOS and margin, and ensure your assortment meets all strict Douglas standards. You don’t work with an intermediary, you work with a performance partner who understands your brand and accelerates your growth.

Whether you start in one market or want to launch across multiple countries, we help you secure a strong position on Douglas, stay visible and grow sustainably, with a clear focus on performance and brand experience.