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Why Keys? Our Retailer’s View

Become A Keys Reseller from a Resellers Point-of-View

by Wendy Steele, Keys CEO

Wendy Steele, Keys CEO

Often the question we get from prospective resellers is, “Why should I become a Keys Reseller?” We decided that it might be best to check in with some of our current Apothecaries, Pharmacies, Coops, and Natural Markets. So, we reached out in a survey format, and here is what came back. Many resellers responded with Merz Apothecary, Santa Monica Homeopathic, People RX in Austin, Mothers Market, Erewhon, W3ll People, Dorothy Lane Market & Healthfood Unlimited offers:

  • Natural products that work.  “Every product was designed around a skin condition or problem.” They do what they say they do.”
  • Whole natural ingredients. “Ingredients are never estered or processed. Each component has a historical functional use and matches synergies with other elements.”
  • Custom Extracts.  “I love the fact that they make their own extracts. They are custom designed by Keys and made in their factory labs.”
  • Ancient remedies using modern technology.  “They have reached back into aboriginal and ayurvedic medicine to find remedies. They then use new technology to make them easier and safer.”
  • Not sold through distribution.  “I love that Keys has a direct connection with us. Distributors are good for commodity items, but when people need answers about why a product works, I can text my Rep, and someone in technology from Keys gets back to me with answers.”
  • Not in Big Box Stores.  “Keys focuses on the local retailers that are trusted in their communities. They do not sell to Kroger, Walmart or other chains that are merely pushing products through their checkout lanes.”
  • Feature, Benefit, and Advantage based products. “Every product does something where end users can see, hear, and feel the differences. It is not the fragrance of the week club, and Keys provides the technical expertise where customers want to buy and try.”
  • Functional Products.  “Every Keys product does something where customers can expect noticeable results.”
  • Natural Integrated Epinegenic Results.  “I work in our Coop, and I am an eastern medicine practitioner. I understand the need for products to interact with the lifestyle of people.”
  • Skincare, Ayurvedic Therapies, Anti-Aging, and Integrated Petcare.  “We carry the full line of Keys products and appreciate that they have responded with products that fit our customers like a glove. Keys understands that beauty and anti-aging is different from someone with a rash or eczema. Their dog care products are equally functional with both topicals and supplements that fit the heartbeat of the market needs.”
  • Good margin per square inch. “My Keys rep said to me that Keys product had more cash profit return to my bottom line than other HABA products. So I measured the footprint on my shelves and looked at the hard cash profit per item. I was amazed that it was almost 2X any other product on my shelves.”
  • Returning buyers.  “We order Keys products like clockwork because when people try Keys, they come back again and again. We took the time to promote Keys functions and features to customers, and when they bought, they come back to buy more and try more of the Keys products. The products sell themselves”
  • Industry leaders.  “There is a lot of noise in the natural products industry — some fake and some very biased. Keys has been around for over 15 years and part of many movements like the EWG Skin Deep and SafeCosmetics. Unlike many, they tell their truths and back it up with data. No opinions, and only the facts are refreshing.”
  • Thought leaders – Chemical-Free Skin Health®.  “I am a pharmacist and owner of an apothecary. The Keys founders actually visited us to do training. I challenged, Bob, as the author of Chemical-Free Skin Health. We went at it on various subjects for a couple of hours. He learned something about my business, and I learned that he knows what he is talking about.”
  • Bob Root Conducting a Seminar at Dorothy Lane Market

    Authors & Industry Speakers- Advocates.   “Bob & Wendy, Keys Founders, have been in my stores many times delivering speeches and messages to my customers. It is always on point, current and, more appreciated, is that the talks are never sales pitches. They care about helping my customers.”

  • No Minimums.  I buy a lot of Keys products, but a handful of line items. We probably carry 15% of their product line. Often, a customer of mine that buys a Keys product or two will ask me if I can order a specific Keys product that I do not carry regularly. Keys will let me order one of something, and it does not have to be combined with my regular order making the customer wait. I can text in my request for one of something, and it arrives in a few days at the regular wholesale price.”
  • No Big Sales Pitch.  I get tired of salespeople coming in with the deal of the week loading me up with products that everyone else sells. I do not want to compete with Walmart in the first place. Keys reps talk about features, benefits, and why my customers will appreciate a product. Very refreshing to speak to a rep that knows what their product does.”
  • Demo’s and Marketing. (Suspended because of C-19) “I allow demos in my stores because customers love to try products, and I think demos are the best way to do that. Keys demos are by knowledgable people. They arrive on time and stay until they are finished. This alone is refreshing to see someone that is alive.”
  • Keys Expo West Booth

    Sample Sachets.  “I love that Keys provides small sample sachets of most of their products free to me to hand out. Our state and liability insurance have pretty much-killed testers on our shelves, and frankly, they are difficult to manage. Keys provide us 5ml foil packs with live samples of their products. Hand them to a customer, and they come back.”

  • Positive Attitude.  “I just like these people. They support me, listen to me, act when I need help, and truly understand me. That alone makes them fun to deal with and professional.”
  • Online Ordering.  “Keys has both online and assisted ordering.  You can but through the website when approved or email/fax in your orders 24/7.”


At Keys, we let our customers and our products speak for themselves. Thanks to all that participated. We could not say it better ourselves. 😀

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