Entering a beauty retailer's doors marks a rite of passage for many emerging brands getting their start via budding social media followings or their own direct-to-consumer (DTC) channels. Retail partnerships can be among the most effective methods of growing a consumer base, increasing brand awareness and driving sales. But, getting on these retailers' radar in the first place poses its own set of challenges as beauty brands are up against a heap of up-and-coming competitors.

For retailers, finding the next big thing in beauty doesn't happen overnight: It begins with a thorough process spanning inbound pitches, trade shows, network connections and, of course, social media. Ahead, beauty retail executives from Ulta, Credo Beauty, Bluemercury and Thirteen Lune share what they're searching for in emerging brands, their advice for the next generation of innovators and their key channels for discovery.

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