Wholesale pricing is a discounted price structure offered to buyers who purchase products in bulk or large quantities. In e-commerce, many platforms support tiered pricing models that automatically adjust prices based on order volume, allowing businesses to serve both B2C and B2B customers from a single storefront.

For beauty brands, wholesale pricing is commonly used when selling to salons, spas, or retail partners who order products in bulk. This pricing model allows cosmetics manufacturers to maintain healthy margins while offering competitive rates to their B2B clients through a single e-commerce platform.