Our Story
Seamtra wasn’t created in a boardroom or imagined in isolation. It was built by a team of specialists who have lived inside the worlds of beauty, fragrance, fashion, retail, and marketing. We are the people who have launched brands, scaled them, rescued them, and rebuilt the systems that power them. We’ve sat inside global retailers, marketplace teams, creative studios, fulfilment centres, and tech stacks. We’ve seen what works, what breaks, and what holds ambitious founders back.
And together, we came to the same conclusion:
The future of beauty commerce demands a new kind of infrastructure.
Marketplaces now shape how customers discover and buy beauty. Platforms like Ulta Beauty, Macy’s, Nordstrom, Bloomingdale’s, Zalando, Debenhams, and John Lewis influence billions in annual beauty, cosmetics, and fragrance sales. They have become the new global storefronts; trusted, curated, and increasingly powered by loyalty ecosystems and AI‑driven personalisation.
But behind the scenes, brands are still battling the "operational noise" of outdated systems: fragmented integrations, siloed stock, inconsistent data, and cross‑border complexities. These hurdles turn growth into a reactive struggle rather than a strategic victory, burying creativity under a mountain of administrative friction.
So we built Seamtra to change that.
Our team combined decades of experience across retail operations, marketplace management, brand building, logistics, and engineering to create a single, intelligent ecosystem that removes the barriers to global expansion.
With Seamtra, brands onboard once. Stock is centralised. One integration powers every marketplace. Logistics and returns are unified. We act as your global Merchant of Record (MOR), assuming full accountability for international tax, VAT compliance, and complex marketplace protocols. We own the operational layer so you can reclaim your time to focus on product, community, and storytelling.
But this isn’t just about solving today’s problems. It’s about preparing brands for what comes next.
AI is already reshaping the beauty industry, from predictive demand planning and dynamic pricing to automated content creation and personalised merchandising.
Seamtra’s unified data layer is the foundation for this future. By synchronising inventory and order we provide the real-time precision brands need to scale smarter and faster.
We built Seamtra because beauty brands deserve better:
Better infrastructure that scales with ambition.
Better visibility into high-volume global operations.
Better reach into the world's most prestigious retail environments.
Better support from experts who understand the realities of this industry, not in theory, but in practice.
We’re not just connecting brands to marketplaces. We’re building the rails for the next era of beauty commerce, a world where global expansion is accessible, intelligent, and frictionless.
