Case Study: How Beauty by Imagination Inc. keeps its beauty accessories on the EU and UK market with 24hour-AR

“24hour-AR has been a cost-effective and highly attentive partner for our business. Their team is responsive, easy to work with, and provides practical support that makes regulatory compliance much more manageable.”

– Tanya Parker, Manager, Regulatory & Claims at BBI

The company

Beauty by Imagination is a US-based global haircare company built as a platform of market-leading brands, including Wet Brush, Goody, Bio Ionic and Ouidad. From its New York base it makes hair brushes, hair accessories and hot styling tools for consumers and salon professionals. A significant share of that business runs through the EU and UK.

Company: Beauty by Imagination (BBI) Inc.
Industry: Beauty & Personal Care Accessories
Region: EU & UK
Key Contact: Tanya Parker (Manager, Regulatory & Claims)
Referred by: Compliance Gate

The challenge

As a US company, BBI must appoint an Authorised Representative (AR) to place beauty accessories and hair tools on the EU and UK markets. A product cannot be sold in these markets unless a responsible operator is established there.
Across a broad portfolio spanning several brands, BBI needed a trusted AR and a fast, predictable way to get products reviewed and approved.

The priorities were clear:

A reliable EU Authorised Representative to meet a mandatory requirement.
Product reviews and approvals without delays.
Peace of mind that compliance was covered, allowing the team to focus on selling.

Why BBI chose 24hour-AR

BBI was introduced to 24hour-AR by Compliance Gate, a leading platform for navigating product compliance requirements across global markets. The team considered several providers before choosing 24hour-AR for its strong value, responsiveness and ease of working together.

Key decision factors:

Referral from a trusted partner

Competitive pricing

Fast, clear communication

Straightforward product submission process

“We considered other providers before making our decision, but we ultimately selected 24hour-AR based on the overall value, responsiveness, and ease of working with the team.”

– Tanya Parker, Manager, Regulatory & Claims at BBI

The Experience

BBI describes the working relationship as smooth, professional and efficient from the start. What stands out is the speed of communication and how easy it is to submit products for review. The team stays responsive throughout.
The support also goes far beyond the core AR service. When BBI needed to understand its obligations under the Packaging and Packaging Waste Regulation (PPWR), the team walked through the requirements and provided a template to work from.

“I needed help understanding the requirements, and your team took the time to walk me through them clearly and even provided a helpful template, which added significant value beyond the core service.” – Tanya Parker

Results

Working with 24hour-AR, BBI is able to:

Keep its products on sale across the EU and UK, protecting revenue in a significant market.
Move launches ahead without compliance delays, so new products reach shelves on time.
Stay ahead of the next regulation, with PPWR handled early instead of at the last minute.
Free its team from compliance admin to focus on selling and growth.

Return on investment and recommendation

BBI has a strong return on investment by choosing 24hour-AR. The company has a significant and growing EU presence, and keeping that market access open protects its regional sales.

“I would recommend 24hour-AR to others because of the competitive pricing, ease of use, and clear, fast communication throughout the engagement.” – Tanya Parker

Tanya would confidently recommend 24hour-AR to other haircare and beauty accessory brands, and to any consumer product company selling into the EU and UK, that wants to simplify compliance and stay market-ready.

Are you a beauty, haircare or consumer product brand that needs to stay compliant in the EU and UK?
Let 24hour-AR handle your EU compliance, so you can stay focused on innovation, sales, and growth:

A note for referral partners

BBI came to us through Compliance Gate. Every lead referred to us that has appointed 24hour-AR as their Authorised Representative has stayed with us: a 100% retention record for referred clients. When a partner recommends 24hour-AR, their own reputation stays protected.

Do you work with brands that need EU and UK compliance?
Refer them with confidence, or join our referral programme:
Partner with 24hour-AR to provide compliance solutions & earn up to 20% commission on every successful referral!