Step 1: Choose a focus and a hero product
Launch one to three products with a clear reason to exist.
Read the details
Start with one customer and one need: a scalp serum for curly hair is easier to sell than a full skincare range. Launch one to three products, and make sure each one has a clear reason to exist. Check competitor prices, ingredients and reviews before you spend money.
Step 2: White label, private label or custom formula?
Pick how much of the formula you want to control.
Read the details
These terms are used loosely, so always ask a manufacturer exactly what they mean.
| Model | What it means | Speed | Formula | Good for |
|---|---|---|---|---|
| White label | A ready-made formula sold under your brand and packaging | Fastest | Not exclusive: others can sell the same one | Testing a market with a small budget |
| Private label | The manufacturer adapts a base formula, for example the scent or actives | Medium | Adapted for you, check exclusivity in writing | A brand that wants a distinct product |
| Custom formula (contract manufacturing) | A formula developed from your brief | Slowest | Developed for you, check ownership in writing | A brand built on a unique product |
Before you sign, ask who owns the formula and whether you can move it to another manufacturer. If you leave and you do not own it, you may have to start again. More detail in our guide to private label skincare manufacturers.
White label
- What it means
- A ready-made formula sold under your brand and packaging
- Speed
- Fastest
- Control
- Not exclusive: others can sell the same one
- Good for
- Testing a market with a small budget
Private label
- What it means
- The manufacturer adapts a base formula, for example the scent or actives
- Speed
- Medium
- Control
- Adapted for you, check exclusivity in writing
- Good for
- A brand that wants a distinct product
Custom formula (contract manufacturing)
- What it means
- A formula developed from your brief
- Speed
- Slowest
- Control
- Developed for you, check ownership in writing
- Good for
- A brand built on a unique product
Step 3: Budget for the full cost
Packaging and safety work count as much as the formula.
Read the details
Your budget should cover more than the product:
- Samples and formula development
- The minimum order for each product
- Packaging, printing and labels
- Safety assessment and any testing
- Responsible Person service, if you do not take that role yourself
- Trademark, company and insurance costs
- Photography, website and launch marketing
Ask if the MOQ is per product, per fragrance or per packaging format. A low filling minimum does not help if your bottle or box supplier sets a much higher one. Read more on private label skincare MOQs.
Step 4: Find a cosmetics manufacturer
Send three to five makers the same brief.
Read the details
Contact three to five manufacturers with the same brief: product type, desired claims, target price, quantity and packaging. Ask if they work to ISO 22716 (Good Manufacturing Practice), if they can provide what your safety assessor needs, and what support they give on the Product Information File.
Cosmetics manufacturers and private label suppliers
Always confirm the MOQ and which models a supplier offers, such as white label, private label or custom work. You can also browse all cosmetics manufacturers in Europe.
Cosmetic packaging suppliers
See our guides to cosmetic packaging manufacturers and low-MOQ cosmetic packaging.
14 suppliers
Tojo CosmeticsGermany
From 100 MOQ
Body Care 路 Skincare
- SIA B2Y
Latvia
From 480 MOQ
Skincare 路 Body Care 路 Hair Care
MKN GroupTurkey
From 500 MOQ
Body Care 路 Skincare
Tsilkov CosmeticsBulgaria
From 3000 MOQ
Body Care 路 Skincare
Avoria GmbHGermany
From 4900 MOQ
Body Care 路 Hair Care 路 Skincare
AGNO SOAPGreece
From 10000 MOQ
Body Care
AFA ShiftNetherlands
On request MOQ
Body Care 路 Hair Care 路 Skincare
Argecosmetics.co.ukUnited Kingdom
On request MOQ
Body Care 路 Hair Care 路 Skincare
Beauty LabelingTurkey
On request MOQ
Body Care 路 Hair Care 路 Makeup & Colour Cosmetics
On request MOQ
Body Care 路 Skincare
MANULENAPortugal
On request MOQ
Makeup & Colour Cosmetics 路 Skincare
Onikha FranceFrance
On request MOQ
Makeup & Colour Cosmetics 路 Skincare
Ragatexspain
On request MOQ
Skincare
Tech NatureFrance
On request MOQ
Body Care 路 Skincare
Print Brokers Team KftHungary
From 10 MOQ
Cosmetic Packaging
Plastic Concepts SRLRomania
From 240 MOQ
Cosmetic Packaging
GLASMARK Sp. z o.o.Poland
From 500 MOQ
Cosmetic Packaging
Packiro GmbHGermany
From 500 MOQ
Cosmetic Packaging
- LABEL ETIKET GROUP
Turkey
From 1000 MOQ
Cosmetic Packaging
FacaSpain
On request MOQ
Cosmetic Packaging
GRIST 99 PRINTING HOUSEPoland
On request MOQ
Cosmetic Packaging
Ready to talk to suppliers?
Step 5: Test samples
Test the formula in its final packaging.
Read the details
Use samples yourself and give them to people who match your customer. Check the texture, the scent and how the product works with its final packaging, because a formula that suits a jar may not suit a pump. Keep your approved sample as the reference for production.
Step 6: Name a Responsible Person
Every product needs one, and it is often you.
Read the details
Every cosmetic product sold in the EU needs a Responsible Person (RP) established in the EU. This person or company ensures the product complies and is named on the label. In practice:
- If you are an EU brand selling under your own name, you are generally the RP, unless another EU company accepts the role by written mandate.
- If a product is made outside the EU, for example in Turkey or the UK, the EU importer is the RP unless they designate someone else in writing.
- A non-EU brand needs an EU-based RP.
Using a manufacturer does not remove this responsibility, so agree in writing who does what.
Who is your Responsible Person?
Usually you, unless another EU company accepts in writing.
Step 7: Safety report and Product Information File
No safety report and PIF, no sale.
Read the details
Each product needs a Cosmetic Product Safety Report (CPSR), signed by a qualified safety assessor, before it goes on the market. The report is based on the exact formula, so a change of formula can mean a new assessment.
The Responsible Person also keeps a Product Information File (PIF) for each product, available to authorities for 10 years after the last batch. It includes the product description, the safety report, the manufacturing method and GMP statement, proof of claimed effects and any animal testing data.
10 yearsKeep the PIF for 10 years after the last batch.
Step 8: Label and claims
Your packaging must carry these required items.
Read the details
Your packaging must show, among other things:
- The name and address of the Responsible Person
- The nominal content
- The date of minimum durability or the period after opening
- Precautions for use
- The batch number
- The country of origin, for imported products
- The product's function, if not obvious
- The ingredient list using INCI names
The EU has widened the list of fragrance allergens to declare: products placed on the market from 31 July 2026 must already comply. Claims must be truthful and supported by evidence, and a product making medical claims is not a cosmetic. See our EU cosmetics regulation guide.
8required items
- 1The name and address of the Responsible Person
- 2The nominal content
- 3The date of minimum durability or the period after opening
- 4Precautions for use
- 5The batch number
- 6The country of origin, for imported products
- 7The product's function, if not obvious
- 8The ingredient list using INCI names
Step 9: Notify on the CPNP
Notify every product before it goes on sale.
Read the details
Before a product goes on the market, the Responsible Person must notify it on the Cosmetic Products Notification Portal (CPNP), the European Commission's free online portal. One notification covers the EU. The UK has a separate system and needs a UK Responsible Person.
Before you sell
0 of 5 done
Step 10: Launch and reorder
Start small, then scale what customers buy again.
Read the details
Start with your own website, then add retailers once you have sales and reviews to show. Keep your first stock small enough to sell before the product ages. Track what customers buy again, because repeat orders tell you which product deserves a bigger run. Marketplaces and retailers may ask for proof of your CPNP notification, so keep your documents ready.
Frequently asked questions
Do I need a laboratory to start a cosmetic brand?
No. Most new brands work with a contract manufacturer. You do need a Responsible Person, a safety report, a Product Information File and a CPNP notification for each product.
What is the difference between white label and private label cosmetics?
White label means selling a ready-made formula under your brand. Private label usually means the manufacturer adapts a formula for you. The terms overlap, so ask each supplier what they include and if the formula is exclusive.
How much does it cost to start a cosmetic brand?
It depends on the model. White label is the cheapest route because the formula exists already. A custom formula adds development and testing. Add the minimum order per product, packaging, safety assessment and marketing to find your total.
What is the minimum order for private label cosmetics?
It varies widely by supplier and product. The manufacturers listed above show their current minimums, from about 100 units to several thousand. Packaging may have its own minimum.
Can I make cosmetics at home and sell them?
Handmade products must meet the same EU rules, including Good Manufacturing Practice, a safety report and CPNP notification. The size of your business does not change this.
Who is responsible if a product has a problem?
The Responsible Person answers for compliance, and that is often the brand. A good written agreement with your manufacturer sets out who handles what.