So you want to start a makeup brand. It’s a good idea—the beauty industry accounts for a massive global economy worth an estimated total of over $500 billion USD. There is no wrong time to jump into the beauty industry because there will always be a need for personal care products, and in a rapidly growing and expanding industry there is always room for innovative, thoughtful brands and products.

That being said, you cannot simply jump into the beauty industry with little knowledge of it or how to approach it. Creating a makeup line involves a lot more than simply having a knowledge of makeup. 

Once you’ve decided that you want to learn how to start a makeup line, it’s time to begin learning about how to execute it well to minimize the risk involved in your investment. From conceptualizing the brand to finalizing the product and strategizing the marketing, here are some of the biggest things you need to learn about how to start a makeup line.

how to start a makeup line

Private Labeling – What Is It?

Many cosmetics companies are turning toward private labeling today because of the ease it gives them to order and produce small quantities of product for a lower cost and in much less time. Private label cosmetics companies allow you to put your logo and branding on their products. 

These companies help business owners outsource all of the manufacturing so that they can focus on the consumer-facing aspect of the brand and business operation. This makes it easy to start your own brand. 

This is a much more affordable way to learn how to start a makeup line because it gives you the freedom to create high quality products without having to pay for your own production warehouse, team, and equipment. Private label color cosmetics are a good solution for you if you want to start your own makeup line quickly and easily. 

Most private label companies require you to put in a minimum order quantity (MOQ), but these prices are generally far more affordable than manufacturing the product on your own. Private label manufacturing models are especially effective for startups and small businesses because they allow business owners to allocate their funding toward consumer brand awareness, marketing, and engagement. 

The benefits of private labeling are: 

  • Low minimum order quantities means a lower business risk.
  • Fast production turnaround—you can expect your orders to be finished within weeks.
  • Formulas are up to date with trends, there is no need to do your own chemist work.
  • Flexibility for packaging customization means that you can control every aspect of your products appearance—from shape and size to having your logo on the label. 
  • Specialized suppliers let you pick top of the line products within your business niche. 

Know What You Want

Knowing what you want is one of the most important aspects of learning how to start a makeup line. A brand that launches with far too many products has a greater risk of failure than a brand that focuses on delivering just one great product. Think about all of the recent brand launches that you’ve heard of—because if you’ve heard of them with little research they’re likely successful—and use that as a guide for how to begin. 

Take some time to familiarize yourself with the industry and think about what it is you love the most about the products you want to create. If you’re passionate about fun eyeshadow colors, start with creating one killer set of shadows or a palette that you can put all of your time into.

On that note, we suggest staying with one facet of the personal care industry as well. The most important thing to your business is going to be consumer trust, and consumers are more likely to trust your brand if you stay with one product type as you begin. 

In other words, we don’t suggest launching a brand that offers a face wash and eyeshadow. Your brand should be cohesive, and your product selection is a part of that. Get to know the industry really well before you jump into ordering product. The more you know about the beauty industry and its consumers, the more prepared you’ll be later on. 

Create A Brand

Beyond creating your business plan, creating your brand is one of the most important aspects in how you’ll be able to communicate with your demographic. Consider which aspects of your business you want your customers to see first when you are learning how to start a makeup line. The colors, logo, and overall design and feel of your business should reflect you in every way. A well thought out and clear brand is what sets apart some of the most successful businesses—like Glossier and Kylie Cosmetics, for example—apart from others.

The beauty of private labeling your own cosmetics line is that it gives you the freedom to design your brand and focus on making it the best it can be. Because the cosmetics industry is so saturated with new products, creating a strong and identifiable brand is one of the only ways to succeed in a world where consumers have nearly too much to choose from. 

Beyond your brand’s name, your makeup line should have cohesive and strong branding expressed through its packaging, labeling, colors, fonts, and even the way its product descriptions are written. Beauty consumers want a product that will look attractive on their bathroom counter, so consider the consumer’s experience along every step of the way throughout your branding process. 

The aspects of branding are: 

  • Business name
  • Logo
  • Brand colors
  • Demographic – who is your ideal customer?
  • Copy and product descriptions
  • Social media and marketing
  • Product photography