How to Start Private Label Cosmetics?

The earliest evidence of makeup/cosmetics was founded in the 1st Dynasty of Egypt - which dates to around 3100-2700 B.C. Since then, cosmetics has been a very lucrative and long-lasting industry. With trends changing periodically and new items coming out for different uses, the cosmetics industry is booming. Cake that onto the rise in popularity of beauty gurus and you have a huge number of consumers interested in spending their money on cosmetics products.

If you have been looking for a private label niche to get into and have decided on makeup and cosmetics as the field you want to start selling in, you’ve made a good choice. The makeup industry doesn’t seem to be simmering down and it seems every day a new makeup line is coming out. Private label cosmetics are either makeup or skincare products that have been made by a manufacturer but are sold under your brand. 

What does this mean? This means salon owners, online sellers, estheticians, and others can build up a beauty label, just without having to invest time in formulating the product. So, how do you build your own cosmetics brand? Here are some steps on how you can start selling in the private label cosmetics field. 

It’s Time to Do Some Homework

Research and homework don’t end just because you’re no longer in school - research is key to any business venture. This rings true especially for those looking to go into the cosmetics industry. You’re first going to want to research private label cosmetics suppliers.

You can either do this in-person at beauty industry trade shows or online. 

Before you do this, though; you have to define what exactly you are looking to accomplish with your beauty line. What do you want to sell? Some cosmetics brands focus solely on skincare, while others are known for their lipsticks. Finding out what you want to primarily sell will be helpful in picking out a supplier. What is the audience you wish to sell to? You should definitely know this before looking for a supplier. 

Once you’ve put together your list of what you want to sell, here are a few more things that you should take into consideration while searching for a supplier:

  • Are they FDA approved? Not all are
  • Do the potential suppliers print labels and package items for you? This is an additional responsibility if not
  • Are there order minimums and if so, what are they? Will your brand be a smaller shop or a larger one that needs a high volume of supplies, or are you expecting a smaller clientele?
  • What are the fees for labeling and packaging? 
  • What is the typical turnaround time for orders?

After this, use Google. Google is your best friend in the search for viable suppliers. This will help you determine who it is you need to search for and who to look into. You can simply type in the search bar what you’re looking for and the first few options are the top results, so you know the algorithm is giving you options that other people have gone with.

Next Step: Request Samples to Review

Googling products and suppliers is one thing, but knowing the quality of their products firsthand is something else entirely. You shouldn’t make any sort of commitment with a supplier until you have reviewed the products yourself. Most suppliers offer a low-cost sample kit in order for you to see if you’d want to be in business with them. This gives you a chance to check out their products in person and if you really want to, you can pick out samples in an in-person trade show. However, with things being as they are, online is fine as well. 

After you’ve ordered these samples and received them, it’s time to review them. Reviewing these products will let you know if they meet your expectations and if they fit your beauty brand the way you want it to. Imagine your customers and imagine that you don’t know what the supplies are like while you’re selling it. It’s not a good business model to go by, so reviewing these items is key in your business model. 

In addition to just reviewing the products yourself, you can try to get others involved if you have a shop or a store. These are your potential buyers, so getting their opinions and what they think of these products can really help in determining if this is a supplier you should go with. However, if you don’t have any existing customers, you can ask friends and family to help try out these products.

How Do Your Sell Your Beauty Line? It’s time to decide

Now, after you’ve done the previous steps and you’ve decided on your supplier, you need to take some steps before placing that initial order. You need to decide how you want to market and sell your brand. There are plenty of other ways to promote your beauty brand outside of simply selling it in your physical or online store.

Here are places you can get the word out about your brand:

  • In a physical store such as a spa or a salon - even a fashion boutique or an organic food shop
  • On your online website
  • On an online retailer like Amazon
  • Through social media sites such as FaceBook, Twitter, Instagram, and more
  • Local craft markets
  • You can promote your private label brand through parties

These are just some of the ways you can help get the word out of your brand. It’s important to start building a clientele for your brand early on, so that you can maximize profits. Having an awesome library and inventory of cosmetics is one thing, but if you can’t get them off the shelves then you’re losing out on money

Select Your Brand, Logo, and Packaging

We have a few more steps for you to take in your journey to launching a private label cosmetics brand. You need to design your brand and your labeling. Once you’ve figured this out, you then give it to your supplier for them to do the rest. 

Many private label cosmetics suppliers provide free images of your branded products. These images can be used to help sell your brand online. In today’s day and age, selling online is more important than ever. While it’s always nice to have a physical store for customers to come and see the products, online stores are largely popular. So, you want to build a client base online as much as possible. 

It should be noted that most private label cosmetics suppliers do charge label printing and packaging fees. 

In the case of you not exactly knowing what you want your logo to be for your brand, you can always consult Pinterest or Instagram for inspiration!

Now It’s Time to Order Your Private Label Cosmetics!

This is it. This is the moment. You’ve selected your private label cosmetics supplier, you’ve decided what items will be included in your line, and you’ve created a logo. It sounds like you’re ready to place your order. It’s at this moment that you’ve also likely spoken with a customer service representative and maybe this step feels a little redundant, but it’s something to talk about nonetheless. 

With anything, it pays to double-check. This ensures that you are going through the fine-tuned details to ensure that this is the right supplier for you. You don’t want any surprises when you’re looking for a supplier for your private label cosmetics brand.

So, let’s go through a list of things you need to ensure you have all set before placing your order:

  • When you pay for a private label cosmetics supplier, they’re generally paid for upfront. You should have your credit card or checkbook ready when placing an order.
  • It’s always good to double-check that the pricing of your products and the label printing fees are accurate. You don’t want any surprises later on.
  • Double-check on the turnaround time for the labeling process.
  • Most private label cosmetics don’t accept returns, so make sure you're aware of this before you’ve settled on a supplier. 
  • Keep an eye on the expiration dates for the items that you are selling. 

Private label cosmetics are an easy and lucrative way to build up your brand. It’s no surprise that so many companies do this. However, with the market being as saturated as it is, it’s good to do some homework to ensure your brand stands out. It’s also important to look into suppliers and not go with the first outlet that you found in your Google search.


Newlabel provides customers with the top 1% in manufacturing - no matter what industry you’re in and whatever item you’re looking for, Newlabel can help merge the bridge between supply and demand. With 24/7 support provided, you’ll never be without a helping hand when you choose Newlabel as your aid in looking for a manufacturer for your brand.