Indie founders often dream of getting on the shelves of national retailers — but what does it really take to get there and grow? Jamika Martin, founder of ROSEN Skincare, built her brand from handmaking products in her college apartment to getting into major retailer Ulta.
In her Shelf Talks podcast Episode 4, Jamika didn’t just tell her story — she dropped a masterclass in retail strategy. Here’s your playbook.
Here’s how they landed in retail from Episode 4 of Shelf Talks Podcast, listen to the full story on your favorite podcast platform including Spotify and Apple Podcasts (link to episode below).
1. Validate Your Product with Real Customers
Jamika started at farmers markets — not to just make money, but to learn. She paid attention to what customers responded to: texture, smell, packaging, and price point. These insights shaped how she built her brand.
Your Move: Get in front of real customers. Use in-person selling or sampling to gather feedback. Track what gets them excited — and what makes them hesitate.
2. Build Direct-to-Consumer First
Before launching into retail, Rosen Skincare built a strong DTC base with influencer gifting. Jamika says the brand didn’t really grow until she focused on online sales — and that growth gave her leverage with retailers.
Your Move: Use DTC to test marketing, drive revenue, and prove demand. Send product to micro-influencers and build a community that will follow you into retail later.
3. Apply to Accelerator Programs
Jamika joined the Target Takeoff Accelerator early, even when her business was still small. It taught her how retail works: margins, terms, inventory planning, and buyer expectations.
Your Move: Apply to accelerator programs that fit your needs - They give you access to buyers, insider education, and early validation.
4. Start with Smaller Retailers
Before landing Target and Ulta, Rosen Skincare launched in Urban Outfitters and FabFitFun. Jamika calls these “validator” accounts — they helped prove she could ship, deliver, and scale.
Your Move: Pitch to one small retail chain first. Focus on executing flawlessly, learning the systems, and using that experience to step up to larger accounts.
5. Focus Your Pitch on What Retailers Care About
Jamika’s first few pitches failed — until she started speaking the retailer’s language. What worked? Talking about sales velocity, differentiation, influencer strategy, and category gaps she could fill.
Your Move: When pitching, lead with numbers and market opportunity. Tell the buyer how you’ll bring incremental dollars, not just another version of what's already on the shelf.
6. Prepare to Market HARD Post-Launch
One of Jamika’s biggest learnings? Shelf placement doesn’t sell your product — you do. Sales won’t come just because you’re on the shelves.
Your Move: Before you launch in-store, plan your marketing. Examples like Gifting influencers, setting aside budget for paid promotional support, and creating campaigns specifically promoting the retailer.
7. Don’t Scale Too Fast
After launching with Target, Rosen added Ulta shortly after. Looking back, Jamika says she would have gone deeper in one retailer before expanding — because spreading too thin can tank your shelf performance.
Your Move: Go deep, not wide. Focus on hitting strong velocities at one retailer before expanding to another. This helps build staying power and stronger relationships with buyers.
8. Use Brokers Strategically
Once she was on shelf, Jamika brought on brokers — not to get her into stores, but to help manage the process once she was there. They helped with item setup, negotiations, and promotions.
Your Move: Use brokers or reps as retail experts on your team - Look for ones who specialize in your retail channel and have relationships with your target buyers.
9. Let Retail Guide Your Innovation
Jamika now thinks about new SKUs in terms of how they tell a better brand story on the shelf. Her Ulta display expanded from 5 to 11 SKUs — but each one served a strategic purpose.
Your Move: Add SKUs when they strengthen your shelf story or expand your solution set — not just to take up space. Think in terms of “collections” or routines that help your customer.
10. Don’t Be Afraid to Say “Not Yet”
When Target wanted to bring her in-store faster than she was ready, Jamika said no. That honesty helped her avoid costly missteps and strengthened her relationship with the retailer.
Your Move: If you’re not ready, say so. Buyers appreciate honest, strategic partners. Rushing can lead to out-of-stocks, marketing flops, or poor sell-through that damages future chances.
Final Word: Build Big, But Build Smart
ROSEN’s journey proves that getting into retail isn’t just about the launch — it’s about building a strong foundation first. Focus on customer validation, smart marketing, and strong DTC growth. And when the opportunity comes? Say yes with confidence — but only when you’re ready to deliver.
Want more founder tips like this?
🎧 Listen to the full Shelf Talks episode: “Jamika Martin, Founder of Rosen Skincare: From Researching and Formulating Product in College to Launching in 700 Ulta Stores” for even more tips and behind-the-scenes gems wherever you stream your podcast including Spotify and Apple Podcasts.
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Listen to this episode on Apple Podcast: https://podcasts.apple.com/us/podcast/from-formulating-in-her-apartment-to-700-ulta-shelves/id1773675543?i=1000674772176
Listen to this episode on Spotify:
Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
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