Are you considering starting your own private label makeup brand but not sure where to start?

While there are many articles out there discussing the basics of private label makeup, 

we’re here to share some insider secrets that nobody is talking about.

In this article, we’ll reveal the top private label makeup secrets that will help you create a successful and sustainable brand

Secret #1: Avoid duplicate products by custo­mizing

Did you know that many private label makeup manufac­turers offer custo­mization options?

And yes, it’s still a private label manufac­turer and not a contract manufac­turer.

By working with a manufac­turer that offers custo­mization, 

you can create unique and high-quality products that stand out from the compe­tition.

From custom shades and formulas to packaging and branding, the possi­bi­lities are endless.

However, not all manufac­turers offer custo­mization options, 

so it’s important to do your research and find one that meets your needs.

For example, Kylie Cosmetics offers a variety of custo­mized makeup products, 

including perso­na­lized lip kits and eyeshadow palettes.

This custo­mization has helped the brand stand out and create a unique experience for customers.

kylie cosmetics lip kit homepage screenshot

Secret #2: Quality Control can ruin your brand’s existence

One of the biggest challenges with private label makeup is ensuring the quality of the products.

Many manufac­turers may not have strict quality control measures in place, leading to incon­sis­tencies and potential safety issues.

It’s crucial to work with a manufac­turer that has a rigorous quality control process

and ensures that all products meet industry standards.

It might even be a good idea to start a luxury makeup brand with market-leading quality.

With us, you can source your products from the same manufac­turers as Dior, Tom Ford & Charlotte Tilbury.

A makeup brand that had issues with their quality control is the cosmetic company e.l.f. Cosmetics.

In 2020, the brand had to recall one of their popular makeup products due to possible conta­mi­nation with harmful bacteria.

The issue was disco­vered during routine quality control testing, 

and the company volun­t­arily issued a recall to protect their customers from potential harm.

Since then e.l.f Cosmetics published their safety and trans­pa­rency policy. You can find the full report here.

Secret #3: Packaging is Just as Important as the Product

While the quality of the product is essential, the packaging can make or break your brand’s success.

Investing in high-quality and eye-catching packaging can help your products stand out on the shelves and online.

You should work with a manufac­turer that offers a variety of packaging options

and can help you create a cohesive and attractive brand image.

A great example of a private label makeup brand that has invested in high-quality packaging is Glossier.

Glossier’s products come in sleek and minimalist packaging that is both functional and visually appealing.

With this packa­gaing, the brand stands out and creates a recognizable brand image.

glossier minimalist packaging screenshot

Secret #4: Branding is More Than Just a Logo

Creating a successful private label makeup brand requires more than just a pretty logo.

It’s important to have a clear brand identity that resonates with your target audience and sets you apart from the compe­tition.

This includes developing a unique brand voice, estab­li­shing a consistent visual style, and creating a memorable brand story.

An example of a private label makeup brand that has a strong brand identity is Fenty Beauty.

The brand has a unique brand voice that resonates with its target audience.

It has estab­lished a consistent visual style that is recognizable across all of its products.

Fenty Beauty’s ability to distin­guish itself in a saturated market and cultivate a devoted customer following has been aided by this.

Secret #5: You need more Budget for Marketing than for your actual Products

Even the highest-quality and most attractive products won’t sell themselves.

It’s crucial to develop a compre­hensive marketing and promotion strategy 

that reaches your target audience and commu­ni­cates your brand’s value.

This includes utilizing social media platforms, developing influencer partner­ships, 

and investing in paid adver­tising.

Huda Beauty has a strong presence on social media, with millions of followers across multiple platforms.

Huda Beauty also partners with influencers and invests in paid adver­tising to reach its target audience and commu­nicate its brand’s value.

Secret #6: Ingre­dient Sourcing is a Secret Ingre­dient

The quality of the ingre­dients used in your private label makeup products deter­mines it’s effec­ti­veness and safety.

While many manufac­turers may use cheap and poten­tially harmful ingre­dients to cut costs,

it’s important to work with a manufac­turer that sources their ingre­dients ethically and sustainably.

This not only ensures the quality of your products but also aligns with the values of your target audience.

A makeup brand that priori­tizes ethical and sustainable ingre­dient sourcing is Ilia Beauty.

The brand uses natural and organic ingre­dients that are ethically sourced, and its products are cruelty-free and vegan.

If you want it like Ilia Beauty, our vegan private label cosmetics guide might be interesting for you.

This has enabled Ilia Beauty to draw in customers who value ethical sourcing and sustaina­bility.

Ilia beauty organic ingredients screenshot

Secret #7: The Compe­tition will Legally Examine You

The cosmetics industry is heavily regulated,

and failure to comply with necessary regula­tions can result in legal issues and damage to your brand’s reputation.

The cosmetics industry is known for legally pursuing even the smallest viola­tions to weaken the compe­tition.

That’s why it’s crucial to work with a manufac­turer that adheres to all necessary regula­tions,

including labeling requi­re­ments, ingre­dient restric­tions, and safety standards.

One negative example of a brand that had skimped on regulatory compliance is the case of Johnson & Johnson’s talcum powder.

The brand faced numerous lawsuits for failing to disclose the potential health risks

associated with using their talcum powder products, including the risk of developing ovarian cancer.

The brand was criti­cized for not adhering to necessary regula­tions and not warning consumers about the potential dangers of their products.

As a result, the brand’s reputation was damaged, and they faced signi­ficant financial and legal conse­quences.

johnson and johnson lawsuits from 40,000 cancer patients

Secret #8: Get Creative with Product Develo­pment

Creating unique and innovative products can help your brand stand out in a crowded market.

By working with a makeup supplier that offers product develo­pment services like us, 

you can explore new formu­la­tions, textures, and appli­cation methods that set your brand apart.

Don’t be afraid to take risks and experiment with new ideas.

Even with private label makeup, you have some options to customize.

McGrath Labs for example, has a very innovative approach when it comes to product develo­pment.

The brand offers unique and experi­mental products, such as its “Mothership” eyeshadow palettes, 

that push the boundaries of tradi­tional makeup.

Pat McGrath Labs attracts customers who are looking for something new and different.

pat mcgrath eyeshadow

Secret #9: Build Strong Relati­onships with Suppliers

Creating a successful private label makeup brand requires more than just a great product.

It’s important to develop strong relati­onships with your suppliers and manufac­turers 

to ensure smooth production and reliable delivery.

Building trust and commu­ni­cation with your suppliers can help you overcome challenges and take your brand to new heights.

The popular beauty subscription service, Ipsy, lost their supplier in 2018.

Ipsy faced a major supply chain disruption when their primary product supplier, Purlisse, termi­nated their agreement.

This led to delays in shipping and a shortage of products for customers, 

causing frustration and loss of trust in the brand.

This demons­trates the importance of building strong relati­onships with suppliers and having contin­gency plans in place to prevent disrup­tions to the supply chain.

ipsy subscription service for makeup screenshot

Secret #10: Patience is a Virtue

Building a successful private label makeup brand takes time and patience.

Make sure to set realistic expec­ta­tions and be willing to invest the time and resources necessary to achieve your goals.

Don’t be discou­raged by setbacks or slow progress,

stay focused on your vision and keep working towards your goals.

Kylie Jenner started the brand in 2015 with just a few lip kits, but it wasn’t until a few years later that the brand really took off.

In 2018, Forbes named Kylie Jenner the youngest self-made billionaire ever, 

largely due to the success of her makeup brand.

Despite initial criticism and skepticism,

Jenner continued to invest time and resources into the brand and remained patient in her vision for its success.

kylie jenner billionaire forbes

Benefit from these secrets with a strong partner at your side

In conclusion, starting a private label makeup brand can be a lucrative and rewarding venture,

but it requires careful planning, attention to detail, and a willingness to invest in your brand’s success.

By following these insider secrets and working with us as your private label makeup partner,

you can create a successful and sustainable brand that stands out in a crowded market.

Get started now and let us know in which makeup products you are interested.

Anyways, good luck on your journey to creating a thriving private label makeup brand!