Have you been thinking about launching your own skincare line? Now’s a great time to do it. The beauty industry continues to see year-on-year growth and the rise of social media platforms - such as Instagram and TikTok - has enabled smaller, independent businesses the chance to compete alongside bigger brands too.
Another thing to consider is the addition of new, influential audiences too. Younger generations (particularly Gen Z) are driving innovation and shaping trends in the beauty industry. As the first ‘digitally native’ generation, who are growing up with smartphones, the pressure to look good has intensified with constant access to social media images and filters. Gen Z consumers are focused on establishing and investing in beauty regimes that actually work.
Once you’ve made the decision to take the plunge into the beauty industry, what are your next steps? Running your own business and launching your own skincare brand can be a challenging but exciting venture. We know that consumers are becoming increasingly savvy about ingredients, efficacy, and sustainability, so it’s essential to build a brand that stands out for its values. But, what else is there to think about?
Here are our top tips for launching your skincare line:
Identify market trends
Before you start, it’s important to research and stay informed about what’s currently happening in the personal care sector. With new trends and technologies regularly emerging, as well as regulations being updated, the skincare industry constantly evolves. Flexibility is key to making a success of your business.
Choose your focus
Once you’ve conducted market research you can identify any gaps in the market or unmet consumer needs. Understanding your niche will help you target your audience. You might decide to focus on sustainable skincare, anti-ageing, sun protection, or a specific skin type or customer demographic.
Prioritise quality
In terms of gaining repeat purchases and a loyal customer base, the quality and efficacy of your products is what will set you apart. By collaborating with an experienced manufacturer, you can produce high-quality, trusted formulations that deliver real results.
Decide your values
How do you want your range to reflect your values? More than ever, consumers are leaning towards ethical and sustainable products, so think about what type of audience you are trying to attract and what product qualities they care about. This will include everything from supply chains, ingredient sourcing, packaging and sustainable manufacturing processes. Remember that transparency is key.
Find a manufacturing partner
Now that you know what type of product you want to create, it’s time to find a supplier. A trusted private label manufacturer will provide the experience and expertise to help you launch your formulations - saving you time and money. You simply need to add your logo and branding to your packaging and you’re good to go!
Decide product pricing
Private label manufacturing may be an inexpensive way to launch your skincare range, but you still want to price your products so that you’re covering all expenses and making a profit. Take into account all your costs - such as manufacturing, branding, shipping, marketing and any other business-related fees - before you set a price on your formulations.
Build a brand identity
Your brand identity is more than just a logo; it's the narrative that needs to resonate with your target audience. Define your brand’s mission, values, and story. From packaging design through to promotional materials and your website - every element should consistently communicate your brand’s personality.
Leverage digital marketing
Today, most of our business interactions and purchasing decisions are made online. Build an online presence for your brand that includes relevant social media platforms, emails, and content marketing to engage with your audience. The importance of video and strong imagery can’t be underestimated either.
Decide where you want to sell
Think about how your products will get into your customers’ hands. When it comes to distributing your branded skincare products, there are several routes you can take - selling in person, online, or even a combination of both.
Engage with your community
For your skincare brand to continue to grow, you need to build a community of long-term advocates who trust your brand and feel loyalty towards it. Encourage user-generated content by asking customers to provide feedback and show that you value customer input.
Provide exceptional customer service
A positive customer experience can lead to repeat business and word-of-mouth growth. Providing great service starts from initial engagement with your brand, through to purchasing, a hassle-free return policy, and responding to reviews in a professional and welcoming way.
Plan for growth
Think about the next stage of your business by establishing strong relationships with suppliers, manufacturers, and distributors. Consider how you’ll handle increased demand, expand your range, or enter new markets with a clear growth strategy.
Starting a skincare brand is an exciting journey that requires strategic planning. By focusing on quality, building a strong brand identity, and streamlining processes, you can create a successful space in the skincare market. Remember to keep your customers at the heart of everything you do.
Want to find out more about the benefits of opting for private label skincare formulations? Take a look at our blog, which explains in further detail about what private labelling actually is and why it could be the best option for your business. Ready to choose your products? See our range of retail-ready skincare formulations.