Why Skincare Products Sell Out (And What Happens Behind the Scenes)

Here’s a scary story: you’re just about to run out of your favorite toner, serum, or moisturizer. You hop online to restock, and boom—you’re met with an “out of stock” notification. If you’re into skincare, chances are you’ve been here before. But the why and how behind your favorite product going out of stock is rarely explained. 

At Dieux, we believe in full transparency. Since Skin Mercy Recovery Cream is currently out of stock, we wanted to take this moment to walk you through exactly why products sell out, and how it played out in real life with Skin Mercy. 

What “Sold Out” Actually Means in Skincare

“Sold out” doesn’t always mean the same thing. Sometimes it’s marketing—brands lean into scarcity because it creates hype and tells a good story. Other times, it’s just poor planning or the brand dealt with external factors outside of their control like manufacturing delays, ingredient shortages, or packaging issues. 

There’s also a big difference between demand-driven sellouts (people bought it faster than expected) versus supply-constrained stockouts (when brands literally can’t make more products). Supply-constrained stockouts happen for a few reasons: maybe there’s a delay at customs, a key raw material is unavailable, or a contract manufacturer shuts down.

As for “back in stock” dates? Brands often don’t share them with customers because timelines are constantly shifting, and announcing one they may not be able to hit could end up creating more of a headache for everyone involved.

The Real Factors That Determine Inventory

Inventory levels aren’t set by just one calculation. There’s so many factors that go into deciding how much of a product should be made, and brands have to keep demand, time, and cost in mind.

Forecasting: How Brands Estimate Demand

Brands use forecasting to get a sense of how much of a product customers are likely to buy. Basically, they look at historical and projected data like past sales, market trends, and economic conditions to make an informed decision.

But sometimes, demand surprises everyone. A product might go viral on social media or it might be used in different ways than initially expected, and suddenly more people buy it than predicted. When that happens, restocking delays are almost inevitable.

Manufacturing Timelines & Batch Production

Most skincare products are made in batches, and there’s a good reason for it. Batch production helps keep quality consistent and reduces waste, and each batch takes time. Brands need to source the ingredients, formulate the product, then run stability and safety tests before it can hit the shelves. This all ensures that what you’re putting on your skin is safe and effective. 

Because of this, brands usually plan production months in advance. So if a product suddenly becomes super popular, it’s not always possible to restock right away.

Over-the-counter (OTC) products can take even longer to restock. These products contain FDA-regulated ingredients, so they have to meet extra regulatory standards, which can add weeks—even months—to the timeline.

Raw Materials & External Constraints

Some ingredients are only available from a handful of suppliers, which can slow things down if supply is tight. Many brands also depend on third-party contract manufacturers to assemble the final product. If those partners are at full capacity or already handling large orders, it can delay production.

On top of that, global events, changes in regulations, contract manufacturers shutting down can affect availability. Even when demand is predictable, these factors can lead to unexpected restock delays.

Skin Mercy: A Real Example

These factors came together to create the perfect storm that caused Skin Mercy to sell out. 

We had higher-than-expected demand. You never know how products will be received by the market, especially if you don’t have a massive marketing budget, which Dieux does not. Sales outpaced our projections, and our team created brand moments that garnered great buzz. (Just when you think you’ve seen it all, your Art Director designs a Dieux-ified pharmacy box.)

Our contract manufacturer also unexpectedly shut down, which put us in a bit of a bind. It took time for us to find a new partner that met our strict OTC production and validation standards. 

Also, speaking of OTC—Skin Mercy is an OTC product with an expiration date. On your first run with OTCs, you typically have a one-to-two-year shelf life. As a result, you need to be somewhat conservative with that first order. You’ll be seeing longer shelf lives on our future production runs!

Last but not least, our community showed up. On January 27th, we committed 100% of net proceeds to Minnesotans affected by ICE operations, and were overwhelmed by the enthusiasm and support. Due to this high volume of traffic, Skin Mercy officially sold out for a good cause. 

Why We Share the Process

At Dieux, we know our customers aren’t just shoppers—you’re a part of our community. When a product sells out, we owe it to you to explain why. Even with careful planning, surprises happen. Products can sell faster than expected or production can face small hiccups along the way. Sharing the story behind an out of stock product isn’t just about transparency; it’s about showing respect for the trust you place in us every time you choose to buy one of our products.

What’s Next for Skin Mercy (And How to Stay in the Loop)

We know you’ve been waiting patiently, and we can’t wait to get Skin Mercy back to you. While we don’t have an exact date to share just yet, it should be back in stock in the coming weeks.

The best way to make sure you don’t miss it? Join the waitlist. You’ll get a notification the moment it’s available, and as a thank-you for your patience, we’ll include a free 3ml Barrier Blanket with your purchase. 

The Takeaway: Skincare Is a Process, Not Just a Product

Skincare doesn’t just appear out of thin air. Behind every product, including Skin Mercy, is a multi-pronged process with several moving parts. 

At Dieux, we’re committed to showing the work, even when it’s messy, because transparency is central to our brand. Thank you for trusting us to do the hard work behind the scenes. We’re grateful to have you on this journey with us.