When SIROWA Vilnius began operating in Lithuania in 1990s, the local beauty market was still very much a blank slate. Today, the company represents more than 80 of the world’s leading cosmetics, pharmaceutical, and hair care brands. Over that time, not only has the product portfolio changed. SIROWA Vilnius has evolved from a traditional wholesaler into an ecosystem of integrated distribution solutions, bringing together multiple channels – from direct deliveries to beauty salons to fast-growing e-commerce and major retail chains.
How has the hair care market changed over the past 30 years, and why is logistics becoming increasingly important in the B2B sector?
From traditional wholesale to complex distribution solutions
Indrė Kepežinskienė, Head of Hair Pro Department at SIROWA Vilnius, says that in the early years the company’s main focus was on traditional wholesale operations. Today, the company provides integrated solutions ranging from professional education to active brand development across the entire region.
“Over the past 30-plus years, SIROWA Group has grown into one of the largest distributors of beauty and healthcare products in the region, now operating in 12 European countries. Starting in Lithuania, we expanded into Latvia and Estonia, and later into Finland, Poland, and other European markets. Over time, our business model evolved into one built around comprehensive solutions that include logistics, marketing, and education,” says Indrė Kepežinskienė.
This transformation has allowed the company not only to expand geographically, but also to strengthen its position in the professional segment. Since 2011, when it began representing brands such as Wella Professionals, Kadus Professional, System Professional, Sebastian Professional, and Nioxin Pro Clinical, the company’s market position has become even stronger.
“I would say that the company’s growth was driven primarily by purposeful work with the professional community and beauty salons, as well as the expansion of our sales channels,” I. Kepežinskienė adds.
Logistics as a competitive advantage: why assortment is no longer enough
When working with such a broad customer base – from individual hairdressers and stylists to online stores – the biggest challenge is meeting very different needs. For professionals, product performance and education are essential, while for e-commerce partners, supply flexibility is often the critical factor.
“We have to adapt to the varying needs of our clients – from small, urgent orders to large-scale deliveries for retail chains, where we must ensure maximum security and strict compliance with deadlines. Today, customer loyalty is determined not only by pricing or the uniqueness of the assortment, but also by supply stability and a high level of service. That is why reliable logistics are just as important to us,” says I. Kepežinskienė.
According to her, when working with a logistics partner, the most vital elements are reliability, flexibility, and the ability to adapt to business needs. This is why the company has been collaborating with Venipak for several years.
“Over time, delivery speed has become one of the most important criteria for customers. Today, clients expect fast and flexible delivery, often within a very short timeframe, which makes logistics efficiency a critical competitive advantage. We value Venipak’s responsiveness, focus on quality delivery, and problem-solving skills. Our partner’s efficient logistics solutions have repeatedly allowed us to deliver urgent orders on time and avoid supply chain disruptions,” emphasizes I. Kepežinskienė.
Looking ahead: even greater focus on customer experience
After more than three decades of successfully setting the pace in the beauty industry, SIROWA Vilnius sees this as a commitment to keep moving forward. The company’s plans include not only expanding its product portfolio, but also continuing digitalization, improving logistics efficiency, and placing even greater emphasis on customer experience.
“Today, we focus most on efficient distribution, logistics quality, and the development of our brand portfolio. But in the long term, customer loyalty depends not only on these processes, but also on the ability to create added value through consultation and partnership,” concludes Indrė Kepežinskienė.
