How to Start a Makeup Brand
Want to create your own makeup brand but don't know where to start?
From choosing your first products and manufacturer to creating your branding, packaging and launch strategy, this guide explains how to start a makeup brand step by step.
With DLAB, you can turn your idea into professional cosmetics manufactured in Portugal and start your Private Label production from just 100 units per SKU.
From 100 Units · GMP Manufacturing · Made in Portugal · Worldwide Shipping
How Do You Start a Makeup Brand?
To start a makeup brand, define your concept, choose your products, find a cosmetics manufacturer, create your branding and packaging, complete the required compliance steps, and prepare your products for launch.
A simple process looks like this:
- Define your brand and target customer
- Choose your first makeup products
- Decide between Private Label and custom formulation
- Find a cosmetics manufacturer
- Test your products
- Create your branding and packaging
- Complete regulatory requirements
- Manufacture your products
- Build your sales channels
- Launch and scale your brand
At DLAB, brands can start selected Private Label products from 100 units per SKU and customize their cosmetics from formula options to packaging and branding.
Step 1 — Define Your Makeup Brand
Before choosing a formula or packaging, define what your brand is going to represent.
Ask yourself:
- Who is my target customer?
- What type of cosmetics do they buy?
- What makes my brand different?
- What price range do I want to sell in?
- Where will I sell — online, retail, salons or marketplaces?
You don't need to have every detail figured out before contacting a manufacturer, but you should have a clear direction.
Step 2 — Choose Your First Products
You don't need to launch 10 products at once.
Starting with one hero product or a focused collection makes it easier to manage your initial production, branding, content and marketing.
Popular categories include:
Lip Products
- Lip Gloss
- Lip Oil
- Lip Liner
- Lip Treatments
- Lip Balm
Makeup
- Liquid Blush
- Lip & Cheek Products
- Color Cosmetics
What Is a Good First Product for a Makeup Brand?
There is no single best product for every makeup brand.
A good first product should fit your target customer, brand positioning, budget and marketing strategy.
When choosing your first product, consider:
Demand
Is your target customer already buying this type of product?
Differentiation
Can you give customers a reason to choose yours?
Content Potential
Can the product be demonstrated effectively through photos and video?
Price Positioning
Does the manufacturing cost make sense for your intended retail price?
Expansion Potential
Can you later build a collection around it?
Repeat Purchase Potential
Is it a product customers are likely to use regularly and repurchase?
Step 3 — Choose How You Want to Manufacture
There are different ways to create a makeup brand depending on how unique you want the product to be.
Private Label
Best for a faster and more accessible launch.
Start with an existing professional formula and customize the available product, packaging and branding options.
At DLAB, selected Private Label cosmetics start from:
100 units per SKU
Advanced Customization
Best when you want to differentiate an existing product further.
Depending on the product, this can include changes to ingredients, colors, fragrances or other characteristics. Unlimited packaging options.
This upgrade starts from:
300-500 units per SKU
Custom Development
Best for creating your own formula.
A cosmetic formulation is developed around your product concept and requirements, followed by samples, testing and regulatory documentation.
DLAB Custom Development generally starts from:
+1000 units per SKU
Step 4 — Find the Right Cosmetics Manufacturer
Your manufacturer is one of the most important partners in building a cosmetic brand.
Before choosing one, ask:
- What is the Minimum Order Quantity?
- Where are the products manufactured?
- Does the manufacturer follow GMP?
- Can I order samples first?
- What can I customize?
- Can they provide Primary and Secondary Packaging?
- What regulatory documentation is provided?
- Can they manufacture for my target market?
- What are the production lead times?
- Can I increase quantities as my brand grows?
Step 5 — Order Samples and Test Your Products
Never choose a cosmetic formula based only on a description.
Samples allow you to evaluate the product before committing to production.
Depending on the product, look at:
- Texture
- Color
- Fragrance
- Application
- Finish
- Packaging
- Overall product experience
You can also compare different formulas to understand which one best matches your brand positioning.
Step 6 — Create Your Branding
A cosmetic product isn't just a formula.
Your branding determines how customers recognize, understand and remember your product.
You will typically need:
- Brand Name
- Logo
- Color Palette
- Typography
- Packaging Design
- Product Artwork
- Brand Voice
The objective is consistency.
Your website, social media, product packaging and marketing should all feel like they belong to the same brand.
Step 7 — Make Sure Your Cosmetics Are Ready for Your Market
Cosmetics must meet the requirements of the market where they are sold.
Requirements vary depending on the country, so regulatory preparation should be considered before your products are manufactured and placed on the market.
European Union 🇪🇺
Cosmetics sold in the EU are subject to Regulation (EC) No. 1223/2009 and require the applicable safety assessment, product documentation, labeling and notification requirements.
United Kingdom 🇬🇧
Products placed on the UK market have separate requirements, including a UK Responsible Person and SCPN notification.
United States 🇺🇸
US brands need to consider the applicable FDA cosmetic requirements, labeling and import requirements.
DLAB manufactures in Portugal and works with brands across the USA, UK and European Union, providing relevant product and manufacturing documentation according to the project and target market.
Step 8 — Manufacture Your Cosmetics
Once your formula, product specifications and artwork are approved, your project can move into production.
At DLAB, cosmetics are manufactured at our facility in Portugal, European Union, under controlled GMP conditions.
The process includes:
Raw Material Preparation → Ingredient Weighing → Manufacturing & Mixing → Quality Control → Filling → Packaging → Final Inspection →Shipping
This is also an opportunity to show real laboratory/manufacturing photographs, rather than generic beauty imagery.
Step 9 — Build Your Sales Channels Before Launch
Don't wait until your products arrive to start thinking about sales.
While your cosmetics are being manufactured, prepare your launch.
Depending on your business model, this can include:
- E-commerce Website
- Instagram & TikTok
- Product Photography and Video
- Email Marketing
- Influencer Seeding
- Retail Partnerships
- Marketplace Listings
- Launch Campaign
Ideally, your website, content and marketing materials should be ready before your finished products arrive.
Step 10 — Launch, Learn and Scale
Your first launch gives you something extremely valuable: real customer data.
After launch, monitor:
- Which products sell best?
- Which shades or variations perform best?
- What do customers say about the product?
- Which marketing channels generate sales?
- How quickly are you selling through inventory?
Use this information to decide what comes next.
You may increase production, introduce additional shades, add complementary products or expand into a new category.
Start focused. Learn from your customers. Scale what works.
Starting a Makeup Brand at a Glance
Here's a quick overview of what you need to know before starting your own makeup brand with DLAB.
| Where do I start? | Define your target customer and choose your first products. |
|---|---|
| Do I need my own formula? | No. You can start with Private Label or develop a custom formula. |
| Minimum Order Quantity | From 100 units per SKU for selected Private Label products. |
| Can I order samples first? | Yes. You can test selected products before starting production. |
| Can I customize my products? | Yes. Customization options depend on the product and production quantity. |
| Custom Formula Development | Available, typically from 1,000 units per SKU. |
| Production Time | 45–60 business days for Private Label production. |
| Where are products manufactured? | Portugal, European Union. |
| Manufacturing Standard | GMP compliant manufacturing. |
| Main Markets | USA, UK and European Union. |
| Worldwide Shipping | Yes. DLAB ships to the USA, UK, Europe and more than 40 countries worldwide. |
Create Your Makeup Brand with DLAB
DLAB is a cosmetics manufacturer based in Portugal, European Union, working with beauty brands worldwide.
We make the manufacturing process simpler by bringing product selection, customization, packaging, production and worldwide shipping together.
From 100 Units
Selected Private Label cosmetics start from just 100 units per SKU.
Customize Your Products
Choose from available formula, ingredient, color, fragrance, packaging and branding options directly on our website.
Test Before Production
Order samples and test your products before starting your production run.
Ready-to-Sell
Market-ready products compliant with applicable EU & US cosmetic regulations.
GMP Manufacturing
Your cosmetics are manufactured under controlled GMP conditions at our facility in Portugal.
Worldwide Shipping
We work with beauty brands across the USA, UK, Europe and international markets.
How to Start a Makeup Brand — FAQ
How do I start a makeup brand?
Start by defining your target customer and brand concept. Then choose your first products, decide between Private Label or custom formulation, find a cosmetics manufacturer, test samples, create your branding and packaging, complete the applicable regulatory requirements, manufacture your products and prepare your sales and marketing channels.
How do I start my own makeup line?
You don't need to launch a large collection immediately. You can start with one hero product or a small coordinated range and expand the line as you learn what your customers want.
Do I need to create my own cosmetic formula?
No. Private Label allows you to start with an existing professional formula and sell the finished product under your own brand. If you want a unique formula, you can choose custom product development instead.
How much does it cost to start a makeup brand?
There is no fixed cost. Your budget depends on the products, number of SKUs, MOQ, level of customization, packaging, design, testing, regulatory requirements, shipping and marketing. DLAB's selected Private Label products start from 732€ units per SKU.
What is the minimum order to start a makeup brand?
At DLAB, selected Private Label cosmetics start from 100 units per SKU. Higher quantities may apply to Advanced Customization, custom formulation or specialized packaging.
Can I start a makeup brand with one product?
Yes. Starting with one hero product can simplify production, inventory, branding and marketing. You can expand your product range after validating demand.
What is Private Label makeup?
Private Label makeup is manufactured using an existing professional formula that another company can customize and sell under its own brand.
What is the difference between Private Label and custom makeup?
Private Label starts with an existing formula and generally allows faster production and lower minimum quantities. Custom development involves creating a new formula for your project and normally requires more development, testing, time and higher production quantities.
How do I find a makeup manufacturer?
Compare manufacturers based on their product capabilities, MOQ, manufacturing standards, customization options, samples, packaging, regulatory support, production location, lead times and ability to supply your target market.
Should I order samples before manufacturing?
Yes. Samples allow you to evaluate the formula, texture, color, fragrance, application and overall product experience before committing to production. Order samples.
Can I sell the same cosmetics in the USA, UK and EU?
Cosmetic requirements differ between markets. Products need to meet the applicable regulatory, labeling and notification requirements of each market where they are placed for sale.
Where does DLAB manufacture cosmetics?
DLAB manufactures cosmetics in Portugal, European Union, under Good Manufacturing Practices (GMP).
Does DLAB manufacture for US makeup brands?
Yes. DLAB works with US beauty brands and manufactures cosmetics in Portugal for shipment to the United States.
Ready to Start Your Makeup Brand?
Turn your idea into professional cosmetics manufactured under your own brand.
Choose your products. Test your formulas. Customize your packaging. Start from 100 units.
Made in Portugal · GMP Manufacturing · Worldwide Shipping