In recent years, the skincare industry has been bombarded with various skincare brands, be they independent or renowned, which has apparently created a big competition for the skincare entrepreneurs.
So, if you’re considering launching your own skincare business in 2025, you’re in for a big profit. But with big opportunity comes fierce competition, and standing out means more than just slapping a label on a jar of face cream.
So, to help you with that, here we’ve compiled a step-by-step guide on how to start a skincare brand that not only performs well but also resonates with your target audience.
Formulation: Creating Products That Deliver Results
The foundation of “how to start a skincare business” is its formulation. In today’s age, the brand’s credibility and effectiveness mostly come from its unique formulation. So, if you want to succeed, you must prioritise it!
1. Define Your Product Niche
Start by identifying your target market and their skincare concerns. It will help you decide the ingredients, textures, and even the price point of your products. Some of the popular niches you can try are organic/natural skincare, vegan and cruelty-free skincare, dermatologist-backed, clinical-grade skincare, etc.
2. Work With a Cosmetic Chemist
Unless you have a background in skincare product formulation, you must hire a certified cosmetic chemist. They’ll help you develop safe, stable, and effective products that comply with FDA or international cosmetic regulations.
Pro tip: Focus on a “hero ingredient” that becomes your brand signature—like bakuchiol for natural retinol alternatives or blue tansy for calming inflamed skin.
3. Source High-Quality Ingredients
Your suppliers can make or break your product quality. That’s why you should choose vendors or private label skincare that offer high-quality ingredients for skincare products and ethical sourcing.
Packaging: Merging Function with Aesthetics
Packaging is the first real interaction consumers have with your product. It can’t just look pretty; it must show the formula, represent your brand, and meet environmental and regulatory standards.
1. Functionality First
Your product’s formula will determine the packaging design. Here are some skincare packaging ideas:
- Airless pumps are ideal for serums with active ingredients that oxidise.
- Glass jars suit heavier creams but might not work for travel-friendly lines.
- Tubes are great for cleansers and offer hygiene benefits.
Apart from that, make sure your packaging is tamper-proof, UV-protective, and easy to use.
2. Align With Brand Identity
Your packaging should visually express your brand values. If you are going for a minimalist brand, you should opt for frosted glass and monochrome labels, while if you want a vibrant Gen-Z line, you can go for bold colours and playful fonts.
Things to consider in packaging:
- Colour palette: Choose 2–3 signature colours.
- Fonts: Use legible, scalable typography.
- Materials: glass for luxury and PCR (post-consumer resin) plastic for sustainability.
- Label design: Ensure it’s waterproof, smudge-proof, and compliant with FDA labelling laws.
3. Sustainability Matters
Since modern consumers are eco-conscious, you should opt for recyclable or biodegradable materials and consider refillable options or carbon-neutral shipping. If you want, you can choose custom skincare packaging and opt for the top private label manufacturer.
Branding: Building a Story That Connects
Although formulation and packaging create the product, branding is the step that actually brings your skincare line to life. Here’s how you can do branding:
1. Craft a Compelling Brand Story
If you want to publicise your brand, you should start with creating an engaging brand story. A great brand story includes:
- The problem you set out to solve
- The “aha” moment that sparked your idea
- The values that drive your brand (e.g., transparency, inclusivity, wellness)
- The transformation you offer your customers
Example: “As someone with eczema who struggled to find non-steroid relief, I created a botanical skincare line that soothes inflammation without side effects.”
2. Develop a Visual Identity
Your visual branding includes your logo, typography, colour palette, and imagery style. This visual language should be consistent across:
- Product packaging
- Website and social media
- Printed materials like brochures or shelf talkers
- Email marketing templates
We recommend you hire a professional designer to create a brand style guide so your aesthetic remains the same as you scale.
3. Define Your Brand Voice
Your tone and language should match your target demographic:
- For luxury brands: Use refined, elegant, and expert language
- For Gen-Z: use fun, bold, and conversational tone
- For clinical skincare: Use a professional, informative, and reassuring voice.
Write product descriptions, social posts, and web copy in this voice to build familiarity and trust.
Stand Out in a Crowded Market
With thousands of brands in the market, you should work on setting yourself apart from the others. Here’s what you can do to stand out!
1. Offer a Unique Selling Proposition (USP)
Firstly, ask yourself: what makes my brand different? It could be:
- A proprietary ingredient blend
- Results within a specific timeframe
- Sustainability-first business practices
- Customization (e.g., skin quizzes to match products)
- Community or social mission (e.g., giving back, supporting BIPOC chemists)
2. Leverage Testimonials and Before/After Photos
Consumers tend to trust real results and the testimonials from real customers. So, we recommend that you use a beta group of testers and gather high-resolution before/after shots, quotes or video reviews, etc. This content will help support your claims and provide relatable marketing material.
3. Build an Online Presence Early
You should launch your website along with your product to support conversions and brand storytelling. You should also invest time on social media, such as Instagram, TikTok, and YouTube, where skincare content trends.
Final Thoughts!
Creating a skincare line is both an art and a science, though it could be a challenge to start one! However, by focusing on smart formulation, intentional packaging, and meaningful branding, you can launch a line that not only performs well but also wins consumer trust and loyalty.
Besides that, always remember: success doesn’t happen overnight. Be prepared to iterate, seek feedback, and continuously evolve.
If you wish to outsource the product development to save time and efforts, contact our private label skincare at Naturo & Orgo and get a sample of our products!
FAQs
Q. What are the first steps to starting a skincare line?
Ans. If you wish to start a skincare line, you should start with researching the market and your target audience, choosing a niche, and developing a business plan outlining your brand mission, product offerings, and budget.
Q. Can I use DIY recipes in my commercial skincare line?
Ans. No, homemade formulas are often not stable or tested for long-term use and can pose legal and safety risks.
Q. What ingredients are trending in skincare right now?
Ans. Ingredients like niacinamide, hyaluronic acid, bakuchiol, peptides, and ceramides are popular. However, trends vary based on your target market.