Pro Beauté ended partnership with Loverte after discovering products of questionable origin

Pro Beauté, a distributor of professional beauty brands in Estonia, Latvia, and Lithuania, ended its partnership with online beauty retailer Loverte in March 2026 after discovering that the retailer was selling KEVIN.MURPHY products not sourced from the official distributor. CEO Liis Elts described the decision as a matter of business ethics, not merely a legal dispute.

Pro Beauté, a distributor of professional beauty products operating in Estonia, Latvia, and Lithuania, ended its partnership with online beauty retailer Loverte in March 2026 after discovering that the retailer was selling KEVIN.MURPHY branded products that had not been purchased from the official distributor.

Questions over product origin

Pro Beauté CEO Liis Elts said the company discovered that Loverte was offering KEVIN.MURPHY products that had not come from Pro Beauté's warehouse. This raised questions about supply chain transparency. "The main reason for ending the partnership was that we lost trust in Loverte as a business partner. At one point, we discovered that Loverte was selling KEVIN.MURPHY products that they had not purchased from us. This naturally raised the question: where did these products come from?" Elts said.

Pro Beauté asked Loverte directly through which supply chain the products had reached them and how the origin and traceability of the goods were guaranteed. However, the response was unacceptable to the company. "In response, we were told that they had no obligation to disclose such information, and that it was a trade secret. That's when our paths diverged at once," Elts explained.

Business ethics, not just law

The partnership with Loverte began in 2017 and lasted nearly nine years. According to Elts, it operated normally up until that point, with Loverte being one of several wholesale partners who received brand-related information, campaigns, and materials.

Elts emphasizes that this was not merely a legal matter. "For us, this is not just a legal question, but first and foremost a matter of business ethics. Pro Beauté works with selected and manufacturer-approved quality partners with whom we share a similar understanding of fair and responsible business practices. We found that Loverte's approach did not meet those expectations," she said.

Pro Beauté's CEO has worked at the company since 2013 and leads an international team representing several recognised beauty and hair care brands across the three Baltic states.