How to Start a Skincare Line in 11 Steps

Whether you want to start a natural skincare line or sell a line of antiaging products on an online store, there are a few things to consider before you dive in:

• Doubt: When undertaking a new or difficult challenge, it is normal to face self-doubt. This is no different as you embark on a journey to start a business. Focus on your passion and enjoy what you are doing and you will be able to keep your business going strong even when things get tough.
• Hard work: Starting a business is a lot of work and takes a lot of time. You might be a small team or the single owner of your own skincare brand, which means you might juggle several roles—such as the marketing manager, graphic designer, and financial officer—all at once.
• Startup costs: While there are many ways to run a business on a budget, you will eventually need to spend money to pay manufacturers or to purchase supplies for your business. Be realistic about how much money you can invest in your company and track your budget as you go.

Starting your own skincare line or beauty brand to produce and sell beauty products takes effort. Entrepreneurs in the beauty industry spend time developing their business idea and marketing plan to make their own business a success. Entrepreneurs who want to dive into the beauty industry can follow these steps to get their new products into the market:

1. 1. Identify your place in the skincare market. The first step in starting your skincare line is to identify your reason for being. Consider what role you hope to fill in the skincare product market. One way to figure this out is to study what gaps exist and where large brands have already successfully met the needs of consumers. By either determining the type of product or service that either doesn’t exist or is not exceeding customers’ expectations, you can fill a need. For example, if you find that you can offer a better type of skin moisturizer for sensitive skin or a more effective sunscreen for oily skin than what is commercially available, then you can distinguish yourself and carve out a path for your brand.
2. 2. Define your target market. Once you know what niche you will fill in the market, you need to identify the type of person who needs what you offer. The more specific you are when determining your type of customer, the easier it will be to eventually market to them. Consider general demographics like age, gender, and income as well as specific metrics like their skin types, clothing interests, and hobbies.
3. 3. Write a business plan. A business plan is a written document that states what a company does, what it wants to do, and how it plans to get there. A business plan will guide every decision you make and all of the content you create. A strong business plan for a skincare business will identify your mission statement with your goals for starting the brand, an overview of the market and the need you will fill, and a general marketing plan for how you will reach your audience. Spend time thinking about your goals for your skincare company. For example, you can consider whether you hope to gain a large following on social media or if you want to sell your product in big name stores nationally or internationally.
4. 4. Choose your brand name and logo. Your name and logo are your brand image and may be one of the first things your customers see and interact with. Try to identify a business name that isn’t too close to a competitor’s and is easy to recognize. The name and logo should both communicate who you are and what your products will do for customers.
5. 5. Incorporate your skincare business. If you want to start your business the right way, you'll want to formally organize it as a limited liability company, an S-Corp, a C-Corp, or a sole proprietorship. You may need to employ a small business lawyer to help you craft a legal structure, particularly if you have cofounders who will own the company equally.
6. 6. Find a skincare product manufacturer or supplier. Unless you plan to make your products yourself, you will need to research find a good partner who will make or supply your products. You might find someone in your same country, but it’s also possible you will need to find a manufacturer in a different country and will need to communicate by phone or email. If you want to make custom products, take your time to find a private label skincare product manufacturer who can create your unique formulations. It can help to have a very clear idea of what you want so that you can explain to private label manufacturers what you want to create for your new business. Carefully pick the right partner or supplier as this step will determine the quality of your products.
7. 7. Meet FDA regulations. As part of the Cosmetic art of 1938, the FDA regulates many chemical products and preservatives. If one of your products includes FDA-regulated ingredients, your skincare brand will need to have a permit to sell and manufacture them. You may also need to have specific instructions or warnings on your product labels. Brush up on the legal requirements surrounding organic products and wellness products before you begin to sell them to customers.
8. 8. Choose a price point for your items. This step ties into identifying and understanding your target audience. Choose a price point that will cover your production cost but that doesn’t alienate the customers you hope to attract when you launch your skincare business.
9. 9. Begin the marketing process. Now that you have a unique product, you can begin marketing to your target audience. Consider all of the marketing tools at your disposal, including email marketing, word-of-mouth marketing, and social media marketing. Social media is one of the most common marketing strategy for skincare brands, and you may be able to find influencers who will work with you to share testimonials.
10. 10. Set realistic sales and distribution goals. Don’t be afraid to partner with a business professional to embark on this step. Just because you have a passion for beauty products doesn’t mean you know about product distribution. If you can hit your sales goals, you can continue to grow, as per your business plan.
11. 11. Start a soft launch, and then look for more investment and partnerships. Once you have a proof of concept—skincare products that you can sell in limited quantities—you’re ready to loop in potential business partners and coinvestors. This step can help you scale up and access capital. Taking on a business partner who can provide that capital in exchange for a cut of future proceeds is the most traditional way to do this.

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