How to Start a Makeup Line with a Private Label Manufacturer
Whether you're a makeup enthusiast or an aspiring entrepreneur (or both) the makeup industry offers exciting opportunities.
As the global demand for beauty products continues to rise, it's never too late to dive into the beauty market. However, starting your own makeup brand can seem challenging.
That is why in this blog we will teach you how to start your very own makeup line without breaking the bank.
The global share of mass and masstige categories in skincare and color cosmetics has increased by 5 and 4 percentage points, respectively, over the past five years.
1. Assumes steady macroeconomic environment | 2. Assumes persistent macroeconomic challenges
Note: Market estimates are updated periodically and communicated yearly by McKinsey. Figures reflect yearly current prices based on fixed exchange rates to 2024 levels.
Source: McKinsey Global Beauty Market Model 2025, Business of Fashion 2025 Beauty Business Report
How to Start a Makeup Line: Reasons Why You Should
Makeup is more than just beauty, it’s self-expression. With the rise of beauty influencers and the growing demand for inclusive and sustainable products, the cosmetics industry has evolved into a billion-dollar powerhouse. In fact, the global makeup market is projected to reach 70.80 billion by 2032.
Brands like Glossier and Huda Beauty started as small startups and grew into major players by tapping into niche markets and building strong brand identities. This proves that with the right strategy and a unique brand story, even new brands like yours can succeed in this competitive market. Defining your value proposition is essential to stand out in the cosmetics industry and attract loyal customers.
Glossier launched its first products in 2014 based on customer wish lists. Today, the lineup includes items like the Glossier You perfume, lipsticks, and deodorant.
Introduction to the makeup industry
The makeup industry is one of the most dynamic and fast-growing sectors in the global market, valued at over $750 billion and expanding every year. This vibrant industry covers a wide spectrum of products, from classic cosmetics and innovative skincare to haircare and bath products. With new trends emerging constantly and consumer preferences evolving, there’s always room for fresh ideas and unique brands.
If you’re considering starting your own makeup line, it’s essential to begin with thorough market research. Understanding your target market (what they want, what they value, and how they shop) will give you a competitive edge. Dive into consumer behaviors, analyze what’s trending, and identify gaps in the market that your makeup line can fill.
Armed with these insights, you can develop a solid business plan that outlines your vision, goals, and strategies for success. A well-researched business plan is the foundation for launching a makeup line that stands out in the crowded beauty industry.
Key trends shaping the makeup industry
Beauty market trends are constantly shifting and changing, so you have to keep an eye out for what consumers are looking for, monitoring market trends to inform your packaging design and product development. But here are some of the trends currently making waves:
Sustainability and clean beauty: 73% of consumers prefer brands with sustainable packaging. Market trends are driving innovation in packaging design, with brands like The Body Shop and Aveda leading with refillable packaging and eco-friendly solutions.
Personalization and AI integration: 56% of consumers are interested in AI-driven personalized beauty solutions, with brands like Lancôme and Estée Lauder utilizing AI tools for customized product recommendations.
Inclusivity and diversity: Consumers expect inclusive shade ranges and gender-neutral products. Fenty Beauty and Morphe are recognized for championing diversity.
Finding your niche
The makeup industry is vast, with countless brands vying for attention. To start your makeup line, it’s crucial to find your niche – a specific segment of the market that aligns with your brand identity and appeals to a targeted audience. Aligning your niche with your brand values helps create a strong emotional connection with your audience, setting your brand apart in a crowded market. Here’s how to do it:
By focusing on a well-defined niche and ensuring your brand values are at the core of your messaging, you can build a brand that resonates deeply with loyal customers. Fostering loyalty among loyal customers is essential for long-term success, as it encourages repeat business and strengthens your brand’s presence.
Note: Skincare indicative pricing for moisturiser (50ml). Makeup indicative pricing for foundation (30ml). Fragrance indicative pricing for perfume (50ml). Haircare indicative pricing for shampoo (350ml).
Source: Company US websites; Business of Fashion 2025 Beauty Business Report
Identify your brand type
Decide what kind of makeup brand you want to be. Are you aiming for high-end luxury products with premium ingredients and packaging? Are you leaning towards natural and organic formulas, including organic products that cater to eco-conscious consumers seeking environmentally friendly and health-conscious options? Here are some popular niches you could explore:
Vegan and cruelty-free: For consumers who prioritize ethical beauty. Like for example, e.l.f. Cosmetics is known for being 100% vegan and cruelty-free, attracting conscious consumers with affordable, high-quality products.
Inclusive beauty: Makeup designed for a diverse range of skin tones and types. A good example is Fenty Beauty launched by Rihanna. They offer more than 40 shades in their foundation and concealer products.
Category-specific: Focusing on a single product category, such as eye makeup with offerings like mascara, brow gel, and eyeshadows. This approach helps you establish authority and brand expertise in that specific area. For example, by initially focusing on a single category, Axiology built a strong identity and customer loyalty in the lip care and makeup category.
Some brands set themselves apart by developing unique formulations or investing in a custom formula tailored to their target audience, working closely with chemists and manufacturers to create proprietary products that stand out in the market.
Solve a problem
Successful niches often address specific pain points. For example, long-lasting, sweat-proof makeup for active lifestyles, or hypoallergenic products for sensitive skin. Identify a gap in the market and position your brand as the solution.
Research your competition
Study existing brands within your chosen niche. Analyze their strengths and weaknesses, pricing strategies, and customer feedback. This helps you find opportunities to differentiate your brand.
Test and validate
Before fully committing, test your niche with a smaller product launch or a targeted marketing campaign. Product testing is essential at this stage to ensure your products meet quality and performance standards before scaling up. Gather feedback and adjust your strategy accordingly.
By finding and mastering your niche, you can create a brand that not only stands out but also resonates deeply with a loyal customer base.
Understanding your target audience
To start a successful makeup line, knowing your target audience is crucial. Understanding who you’re selling to helps you create products that resonate and marketing campaigns that connect. Here’s how to get started:
Define your ideal customer: Think about who would use your products. Are they teens looking for bold, trendy looks, or working professionals who prefer subtle, everyday makeup? Identifying demographics like age, gender, location, and lifestyle can help you create a clear customer profile. Make sure to identify your potential customers and understand their specific needs and preferences.
Segment your audience: Not all customers are the same. Group them based on their needs, preferences, or buying behaviour. For example, you might have one segment that prefers natural, minimalist makeup and another that loves experimenting with bold colours.
Do market research: Use social media polls, online surveys, or focus groups to gather insights on what your target audience wants. Look at competitors’ customer reviews to understand pain points and desires.
Creating a business plan for your makeup line
A strong business plan is your roadmap to building a successful makeup line. Start by conducting a detailed analysis of the market and your target audience. Who are your ideal customers? What are their needs and preferences? Understanding the competitive landscape is also crucial—study other makeup brands, their strengths, weaknesses, and what sets them apart.
Your business plan should clearly define your company’s mission, vision, and core values. Outline your marketing and sales strategies, including how you’ll position your cosmetics line, reach your target audience, and differentiate your products from other brands. Don’t forget to include financial projections: estimate your startup costs, expected revenue, and profit margins.
Consider how you’ll fund your new business. Explore options like business loans, investors, or even crowdfunding. A well-crafted business plan not only helps you stay focused and organized but also makes it easier to secure funding and attract partners in the beauty industry.
Legal compliance and regulations in the beauty industry
When launching a private label makeup line, it’s crucial to understand the legal and regulatory landscape of the beauty industry—even if you’re working with a private-label manufacturer who handles much of the compliance for you.
Reputable private-label partners typically ensure that their products meet all local and international standards for ingredients, labeling, and packaging. They manage key responsibilities like product registration with regulatory agencies (such as the FDA in the United States) and keep up with evolving rules on animal testing, ethical sourcing, and environmental sustainability.
However, as a brand owner, you still have responsibilities. You’ll need to confirm that your chosen manufacturer provides compliant formulations, accurate labeling, and necessary documentation. It’s also wise to stay informed about regulations in your target markets, especially if you plan to sell internationally.
By choosing a trustworthy private-label partner and understanding the basics of cosmetic regulations, you’ll protect your brand from legal risks and build credibility with customers who value safety and transparency.
Creating your brand
Your brand and packaging are key to making your makeup stand out. Start by figuring out what your brand stands for, who you want to reach, and what style fits you best. This clear vision will help you design packaging that not only looks great but also tells your brand’s story.
Think about your look: Decide on colors, fonts, and images that show your brand’s personality. Designing a brand logo that reflects your brand identity is essential for building recognition and trust.
The WOW factor: 52% of consumers say they are likely to purchase products with premium packaging. This means unique packaging can catch your customer’s eye and make them remember you.
Keep it simple: Clear and attractive designs help people understand what your brand is all about.
Consulting a professional designer can help you create unique branding and packaging elements that effectively represent your brand’s identity.
When designing your packaging, focus on both visual appeal and functional packaging that protects your product and enhances the customer experience.
With the right private label makeup manufacturers, you can customize every detail, ensuring that your packaging truly reflects your brand and leverages own branding to differentiate your products.
Choosing your products
Source: YSL beauty
Choosing the right products is a crucial step in building your makeup brand. So start by researching the most popular and in-demand products in the market, including skincare products as part of your potential product range.
Here are some points to consider when choosing what products to sell:
Consistency and complementarity: Choose products that work well together and create a cohesive collection. For example, launching a full face set (foundation, blush, highlighter, and lipstick) can encourage customers to buy multiple products at once.
Market demand and trends: Stay relevant by keeping an eye on popular trends like minimalist “clean girl” aesthetics, bold statement looks, and multi-functional products such as tinted moisturizers with SPF.
Production requirements: Makeup involves specialized manufacturing processes that usually can only be done in larger batch volumes. Partnering with a reliable supplier can help you be efficient and cost-effective. Working with manufacturers to produce products efficiently is essential for meeting demand and maintaining quality.
Customization and branding: Opt for products that allow for unique branding opportunities, such as custom packaging or exclusive shades, to set your brand apart.
You can also consider using white label or white label manufacturing to quickly launch your makeup line. With white label products, you purchase pre-made items that can be branded with your own label, allowing for a fast and cost-effective entry into the market. White label manufacturing offers minimal customization and low minimum order quantities, making it ideal for testing new concepts or capitalizing on trends. However, customization options may be limited compared to fully custom formulations.
Building your online presence
A strong online presence is essential for the success of any makeup brand. This goes beyond just having an attractive website, it’s about creating an immersive brand experience that keeps customers coming back. Here’s how to do it:
Create an engaging website: Your website is the face of your brand. It should be visually appealing, easy to navigate, and optimized for mobile users. Include detailed product descriptions, high-quality images, and customer reviews to build trust and encourage purchases.
Set up an ecommerce platform: Choose a reliable ecommerce platform that supports secure payments, easy inventory management, and a smooth checkout experience. Popular options include Shopify, WooCommerce, and BigCommerce. Selling products online is crucial for reaching a broader customer base, so be sure to optimize your product listings for digital sales and consider strategies for order fulfillment and marketing tailored to online channels.
Focus on search engine optimization (SEO): Optimize your website with relevant keywords, meta descriptions, and high-quality content. Search engine optimization is essential for improving your rankings in Google search results, attracting more organic traffic, and helping potential customers discover your products online.
Use social media: Platforms like Instagram, TikTok, and Pinterest are perfect for showcasing makeup products. Use these platforms to engage with your audience through tutorials, behind-the-scenes content, and user-generated content. Create videos and makeup tutorials to visually demonstrate your products, boost brand awareness, and encourage engagement.
Build an email list: Email marketing is a powerful tool for nurturing customer relationships. Offer incentives like discounts or free samples to encourage sign-ups. Use email campaigns to share product launches, exclusive offers, and personalized recommendations. Leverage online platforms to enhance your marketing efforts and engage with your customers more effectively.
A strong online presence not only helps you reach a wider audience but also builds credibility and trust, ensuring long-term success for your makeup brand.
Launching your makeup line
Makeup represents approximately 9–10% of the overall market
Bringing your makeup line to market is an exciting milestone, but it requires careful planning and execution. Start by finalizing your solid business plan, ensuring you have clear marketing strategies, sales projections, and financial goals in place.
Create buzz around your launch with a strong online presence, engaging social media campaigns, and collaborations with beauty influencers. Consider offering exclusive deals or limited-edition products to generate excitement and attract your target audience. Make sure your online store is ready for orders, with seamless checkout and customer support.
After launch, actively seek feedback from your customers. Use their insights to refine your product range, improve your marketing plan, and strengthen your brand identity. Flexibility and responsiveness are key to building a loyal customer base and growing your makeup line in the competitive beauty industry.
Efficient operations for your makeup business
Efficient operations are key to running a successful private label makeup business—even when much of the heavy lifting is handled by your manufacturing partner.
A good private-label manufacturer takes care of product development, formulation, and production, freeing you to focus on building your brand. However, you’ll still need to manage other critical areas like inventory planning, order fulfillment, and customer service.
Work closely with your manufacturer to understand production timelines, minimum order quantities, and packaging options. Keep clear communication so you can forecast demand and avoid stockouts or delays. If your manufacturer offers dropshipping or fulfillment services, explore how these options can simplify logistics for your business.
Don’t underestimate the power of excellent customer service and marketing. Respond quickly to customer inquiries, resolve issues professionally, and keep your audience engaged through social media, email, and promotions.
By managing your side of the operations effectively—and choosing a reliable private-label partner—you’ll build a solid foundation for growing your makeup brand and delighting your customers.
Starting your makeup brand with Selfnamed
Selfnamed helps businesses build standout makeup brands with high-quality, customizable products that are made with natural ingredients. We offer a range of makeup items across eye, face, and lip categories, perfect for businesses looking to craft premium products that align with their brand vision.
These makeup products have a higher minimum order quantity (MOQ) compared to most of our beauty products. This is because makeup production involves more specialized processes, which require larger volumes to maintain efficiency, consistency, and, most importantly, the quality and uniqueness of these makeup products. The development process for new makeup products includes several stages, from initial concept and formulation to testing and final production, ensuring each product meets your expectations and market requirements.
By producing in larger batches, we can offer the best quality while keeping costs manageable, ensuring that the products exceed the industry standards and you stand out with them in the market. This means:
Cost-efficient pricing
High-quality products that exceed industry standards
Customization options for truly unique packaging that reflect your brand identity
Stability testing is a crucial part of our process, ensuring that each product maintains its quality, appearance, and performance under various environmental conditions.
With the right strategy and partners, your makeup brand can thrive. Selfnamed is here to guide you through every step—from product selection to customization, including testing for sun protection in products like tinted moisturizers with SPF, ensuring your brand stands out in this competitive market. For brands seeking unique product offerings, you also have the option to work with Selfnamed on custom formulations, giving you full control over ingredients and product innovation.
