12 Tips for Starting a Cosmetic Business in 2024

made-up women with pink eyeshadow closeup

As a very fast paced industry that keeps growing, the beauty business has become more and more promising. Its ability to survive the pandemic shows its resilience and makes it a great choice for anyone who wants to start their own business.

The cosmetics industry has shown numbers that keep incre­asing. So the following question arises: How to start a successful cosmetic business? In this article, we will share some tips to help you be big in the modern cosmetics industry.

If you are looking for more secret tips, especially for private label makeup, you can find a separate article here.

1. Educate yourself about the cosmetic market

The COVID-19 pandemic has reshaped consumer buying behavior and product demand. This is why it is important to be aware and informed about the latest trend if you’re planning to launch your cosmetic business next year. If you want to stand out in the cosmetics industry, your products have to be unique. Perform market research at the beginning of your prepa­ration process. Find your niche and think about ways to meet the needs of potential customers in your target market. But before doing that, you can always start by doing simple things, such as reading articles that can raise your awareness about the cosmetics business. And since you’re here already, well done!

foundation, face powder and concealer on apricot background
two female model with makeup and closed eyes closeup

2. Make a business plan for your cosmetic company

Antoine de Saint-Exupéry once said, “a goal without a plan is just a wish.”. Even if you have a ton of great ideas for your cosmetics business, they will be useless if you do not start formu­lating a strategy to make your plans work. Whether you are planning to start a high-end cosmetic brand or just a small business, having a proper business structure can help you focus on deter­mining the steps you need to take to achieve your short-term and long-term objec­tives. Aside from that, your business plan can be an important tool to help you if you ever have to make difficult decisions in the future and when you are planning your marketing strategy. So, let’s get to it, what do you want your business model to look like?

3. Choose the right manufac­turer for your cosmetics business

Decide the type of manufac­turer that is suitable for your cosmetics business. What is your starting budget? Do you want to launch your makeup brand soon, or are you planning to step in the manufac­turing process and spend more time in custo­mizing your products? Start by asking yourself these questions to figure out whether you need a white label or private labelmanufac­turer for your beauty business. Still unsure which is better? Check out our article to find out. After deciding, maintain a good relati­onship with your product manufac­turer and show that your cosmetics business has the potential to be successful. If you are loyal to them, you can get the best deals and prices for high quality products.

4. Stand for something that can heal the world

The pandemic has shifted everyone’s attention to the world and creates a higher value to sustaina­bility. By 2023, consumers seek products that have good impact to the environment, or at the very least, products that are “harmless”. Consumers will want to be educated about how to take care of the ecosystem and start trying to minimalize the negative impact of consu­merism on the environment by looking for beauty products that are safe for the earth too. Focus on creating a cosmetic business with products that are ethical and sustainable, both in its functions and packaging. Here you can find a how-to-guide for vegan private label cosmetics.

3 different brown cosmetic jars in natural setting

5. Your cosmetics business must be trans­parent

Beauty products come in contact directly to the body, and nobody wants to buy products that could harm. Consumers will seek trans­pa­rency by conducting their own research before buying a new makeup or skincare product. Let them have full tracea­bility, give them access to your cosmetic brand. Inform them more about the products you offer and what your cosmetics business aims to deliver from the start. Show that your brand can be trusted. The modern beauty industry will support cosmetics businesses that commit to being trans­parent and promote ethical business practices with natural ingre­dients in their products. 

6. Make sure your products are worth it

It is a well-known truth that the pandemic has caused financial restraints to many, resulting in a change in consumer buying behavior. No, they won’t look for only cheap products, but they will certainly invest in products that are worth buying. In the next 2 years, skini­ma­lists will start taking the center stage in the beauty industry. Cosmetic business owners should know that this type of consumer values efficiency and will seek products that can multitask and streamline their beauty routine.  

7. Promote health and wellbeing

Consumers have become more concerned on their health and wellness since the pandemic. In 2023, the beauty industry should think of products that can make consumers feel good, not just look good. Thera­pists and psycho­lo­gists claim that applying makeup is thera­peutic. Although cosmetics cannot replace proper treatment for anxiety or depression, doing a makeup routine helps someone get a sense of control by being able to pick colors that they like and achieve reliable results. Tell your consumer about the benefits that your cosmetics can bring to their mental health. Be vocal about it from the start, let them know that your cosmetics business care about their wellbeing too.

woman with makeup holding cosmetic product in right hand
face tonic water in transparent jar on grey background

8. Be consistent with your messaging

Whatever it is you stand for in the beginning, stick to it all the time. If you build your brand strong enough, consumers will remember your message. This is why it’s important to have a proper cosmetic business plan that can help you reflect if what you’re doing is in line with what you believe. A consistent brand identity can also lead to brand recognition and make your brand more visible in the crowded beauty industry. The process of creating a marketing plan will also be so much easier, since consumers tend to buy products from a brand that they recognize.

9. Customer comes first

Let your customer rely on you. Invest in creating a customer journey that gives your customer the best experience. Every decision you make should be based on what’s best for your customer. Consumers who feel priori­tized and are fond of your cosmetics will keep choosing you and not switch to other compe­titors easily. They might even spend more and most importantly, they will refer your brand to other people. Putting your customers first will also make them feel special and allow them to feel more frank to interact with you so you can know their best interest. Next, use this knowledge to persuade both potential and existing customers to decide for your cosmetics business.

10. Be open to colla­bo­ration

Colla­bo­ration allows you to learn from others, gain new skills, and expand your network. This is an effective way to build trust and increase retention rate. You’ve seen plenty of cosmetic brands that colla­borate with other brands, content creators, celebrities, or even movies and TV shows. Be creative when planning for a colla­bo­ration, but only work with people that share the same value as your cosmetic business. Working together with the right people can deliver up to 20x return on investment, so make sure that you choose those people carefully.

blonde woman using facial cosmetics cream on yellow background
body oil used on left hand

11. Build a strong online presence for your cosmetic business

E‑Commerce has given consumers purchasing power throughout the pandemic. This buying behavior will most likely stay the same throughout 2023. It’s time that the beauty industry start becoming more technology-driven. Every cosmetics company should invest in digital marketing and make full use of every marketing trend. Through social media, you can target customers from all over the world. This is a perfect chance for your beauty business to expand.

12. Maintain work-life balance

Starting your own cosmetic business and working full time can be very challenging. Although hustling is crucial for business owners, it can also quickly lead to burnout. Don’t undere­stimate the importance of keeping a balance between work and your social life. After all, enjoying what you are doing is important to keep you going. In an industry that focuses on making other people feel good, remember that the same effect should go to you too.

rachel author profile picture

Rachel Novoa

"The beauty industry is a business that is so close to us and aims on helping clients feel better about themselves. I aspire to use my passion for writing as a channel to make people understand why cosmetics are more than just colors."

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