A Step-by-Step Guide on How to Start a Skincare Business
Whether you're a business owner, a content creator looking for ways to expand your merchandise, or just looking for a side hustle, starting a skincare business can be a great way to make a name for yourself in the beauty industry.
However, as a beginner, not knowing where to start might seem overwhelming. That’s why we've prepared for you a guide on how to start a skincare business to help you every step of the way!
What is a skincare business?
A skincare business is a type of business that focuses on creating, marketing, and selling products that help enhance the health and appearance of skin. This can include a wide range of products, such as cleansers, moisturizers, serums, sunscreens, and more.
While starting a skincare business might seem like a big task, there are many options for anyone to do it from the comfort of their home.
With brands like Selfnamed offering white-label skincare products that you can customize to your needs, all you have to take care of is the fun part – marketing and sales. This makes it easy for you to focus on building your brand, connecting with customers, and scaling your business without any worries about product formulation and manufacturing.
Essentials for starting a skincare business
The skincare industry can be quite competitive, making it hard to stand out. But you can rise above it by thinking innovatively.
You can create a unique skincare brand by offering natural and organic skincare products, developing a unique brand, and using creative marketing strategies to promote it.
A great example of this is Bubble Skincare. It has gained popularity through fun, vibrant branding, educational content, and strong social media engagement. The brand also uses social media platforms to debunk skincare myths, promote a minimalist routine, and interact directly with customers.
But innovation alone isn’t enough. To start any new project, you need a genuine passion for it. Only passion will give you the drive to create a worthwhile experience both for you and your customers.
And then comes financial investments. Despite popular belief, starting a skincare business doesn’t have to be a finance-heavy process. With private-label skincare manufacturers, you can set up a store, add products, and start your business with minimal investment.
Keep in mind, like with most things in business, having money to invest can make the process smoother. And with a proper budget plan, you can use your funds smartly to drive traffic and attract customers quickly.
How to start a skincare business?
Starting a skincare business comes with its challenges, but with the right strategies, you can overcome these.
From finding your niche to selling your products, there are several crucial steps to take along the way. Read on to discover the key steps on how to start your own skincare line.
Find your skincare niche
The skincare industry is growing fast, with thousands of brands trying to make their mark in this competitive market. That’s why finding the right niche for your skincare business increases your chance of standing out and reaching the right customers. Here's how you can find your niche in the skincare market:
Market research
Ideally, your niche should come from something you personally feel is missing in the market. And this personal insight is what often fuels the most successful brands.
But don’t worry if you don’t have a groundbreaking idea yet. A thorough market research can help you discover what skincare enthusiasts are looking for. And once you identify gaps in the market, you can offer a unique solution to fill them.
Target audience
Understanding who your ideal customers are is key to finding your niche. Are you targeting people with a specific skin type, eco-conscious consumers, or those looking for luxury skincare?
Knowing your audience helps you tailor your messaging, product development, and marketing efforts efficiently – saving you both time and money.
Competitor analysis
Don’t be worried when you find competitors in your niche – consider it an advantage. Look at what those brands are doing. Analyse their strengths and weaknesses and use them to differentiate your brand and spot the areas where you can offer greater value.
This combination of your personal insights, market research, and competitor analysis will guide you throughout the rest of the journey of starting a private label skincare brand.
2. Create your skincare brand
Your brand is what will make you unique and recognisable in a sea of skincare products. Depending on your chosen niche, think about what kind of image you want your skincare line to project. Do you want it to be luxurious and high-end, or more natural and down-to-earth?
Determining your values is the foundation of your brand identity and will be the driving force behind all of your marketing efforts.
Once you get an idea about your skincare line's identity, start brainstorming potential brand names, colour schemes, and design elements that fit the image. Combining a modern, yet timeless look is a good idea to ensure your packaging design looks up-to-date for as long as possible. It is also important to be consistent with your branding.
Make sure that all your marketing materials, including your website and social media accounts, reflect the same feel so that customers can easily recognise you.
To look for inspiration, use sites like:
Have design ideas but not sure how to bring them to life? With Selfnamed’s Design Services, our experts will help turn your concepts into stunning designs that perfectly align with your brand vision.
3. Develop a product line
The next step in how to start a skincare product line is identifying the type of products you want to offer. Your products should appeal to your customers and help them achieve the results they're looking for.
Do you want to focus on face care, body care, hair care, or all of the above? Even within those categories, there are endless possibilities – cleansers, toners, moisturisers, serums, oils, and so on. So consider what kinds of products your target audience might be looking for and add them to your line.
One way to refine your product selection is to start with your brand’s mission. Think about what problem you want to solve for your customers. Is your goal to help people struggling with acne? Then focus on products that target breakouts and skin clarity.
Or maybe you have sensitive skin yourself and you struggled to find the right products for it. And by starting your own skincare business you can offer products that truly comfort and care for others facing the same challenges.
Let your values guide your choices rather than trying to cater to every skincare concern out there. And as your brand grows, you’ll have the opportunity to expand your product line!
Technical and detailed design
For ingredient-focused brand image
4. Create quality skincare products
Developing high-quality skincare products at an affordable price is a challenge, requiring careful formulation and testing. Whether you decide to create your own custom products or work with a manufacturer, ensuring product safety, efficacy, and regulatory compliance is essential.
You have two main options: sourcing ingredients in bulk to create your own products or partnering with a private label skincare manufacturer like Selfnamed. The first gives you full control over formulations, ingredients, and branding, but it requires significant investment, expertise, and time for testing.
Alternatively, private label skincare allows you to rebrand pre-made, high-quality products, which saves time and reduces costs—though it may limit your ability to stand out in a crowded market.
5. Plan your expenses
Starting a skincare business requires a clear financial plan to cover the costs. Whether you’re producing your own formulations or using white label products, planning helps ensure long-term sustainability.
Before launching your skincare business, there are several costs to consider:
Business registration: Legal structure, permits, and trademarks.
Website development: A professional e-commerce platform to showcase your products.
Product creation: Custom formulations or private label selections.
Certifications & compliance: Regulatory approvals such as FDA, ECOCERT, COSMOS, etc.
Marketing & branding: Logo design, social media, influencer collaborations, ads, etc.
Logistics & inventory: Packaging, warehousing, and shipping solutions.
If you don’t want to handle these details on your own, working with a private label manufacturer might be the best option for you. Many of these expenses (product creation, certifications, logistics) are taken on by your partner, allowing you to focus on growing your business with less financial stress.
6. Choose the packaging
Packaging is more than just protection for your product. It's also a key element in communicating your brand's identity. It should be visually appealing and practical, reflecting the values you want to convey to your audience.
That’s why Selfnamed offers the Design Studio, where you can easily create packaging using premade templates. And if you’re looking for something even more unique, our expert design team can bring your ideas to life, ensuring your packaging stands out while staying true to your brand.
7. Meet the cosmetic regulations
One of the most common challenges when it comes to starting your skincare brand is getting certifications for your skincare products. It is crucial to comply with cosmetic regulations to ensure your products are legally approved for sale.
So if you choose to create your own products you must navigate various regulations, secure the required certifications, and ensure product safety, either on your own or with the help of experts
Cosmetic regulations in the USA
In the US, the FDA (Food and Drug Administration) oversees cosmetics to ensure they are safe for consumers and properly labelled. However, unlike drugs, cosmetics do not require FDA approval before being sold. Businesses simply need to comply with FDA guidelines and ensure their products are safe and accurately labelled.
All Selfnamed products sold in the US follow these guidelines, ensuring the products are safe for consumers.
While certifications like ECOCERT and COSMOS are not necessary, they do still offer an additional layer of trust, especially for brands promoting organic and sustainable skincare. These certificates show the customers proof that the products meet high standards for quality and environmental responsibility.
Cosmetic regulations in the EU and UK
According to the Cosmetics Regulation, every product sold in the EU must be registered with the Cosmetic Products Notification Portal (CPNP) to ensure safety and compliance. Maintaining a comprehensive Product Information File (PIF) is essential for regulatory compliance.
Brands seeking to enhance credibility can also secure certifications like ECOCERT and COSMOS, which validate the use of organic and sustainable ingredients, aligning with high industry standards.
This is where working with private label skincare businesses like Selfnamed comes in handy. We handle all the product certifications and compliance, ensuring that all our products meet industry standards
8. Manage the logistics
Poor logistics management can result in delays, stock shortages, and dissatisfied customers. To prevent these issues, work with reliable suppliers, maintain clear communication and use inventory management systems to track stock and forecast demand.
Another way to simplify logistics is by using a dropshipping service. Dropshipping suppliers handle inventory, packaging, and shipping directly to your customers. For you, using such a service reduces upfront costs and logistical challenges while ensuring smooth and reliable delivery.
9. Marketing your skincare brand
By identifying the right marketing strategies and channels you can make sure that your products reach your targeted audience, building a recognisable brand and increasing sales.
So, let’s dive into some key marketing channels and strategies that can support your growth:
Website
Your website is the digital face of your brand, offering more than just a shopping experience – it's where customers connect with your values and products.
A user-friendly UX design that’s easy to navigate keeps visitors engaged and guides them through the purchasing process. An easy-to-use interface also ensures fast loading time so the visitors don’t bounce.
Beyond the technical aspects, your website is about creating a memorable user journey that resonates with your audience, turning first-time visitors into loyal customers who keep coming back for more.
Social media marketing
Social media is a dynamic space to build a community, showcase your products, and engage with your audience in real time.
Platforms like Instagram and TikTok give businesses a way to build a brand presence through posts, reels, tutorials, and user-generated content. Therefore, social media marketing allows your brand to become part of your customers' daily lives, making it easier for them to connect with and trust you.
Content marketing
People don’t just buy skincare – they invest in solutions that improve their lives. And that's where content marketing comes in. Sharing high-quality blog posts, skincare guides, and expert advice elevates your brand from a product provider to a trusted skincare expert.
When your audience sees you as a go-to source for skincare knowledge, it fosters loyalty, builds credibility, and helps your brand stand out in this crowded market. Not only that, it also improves SEO (search engine optimization), driving more organic traffic to your website.
Email marketing
A well-crafted email marketing strategy grows a strong relationship with the customers and keeps them in the loop. Because it’s not just about product launches and special deals – it’s about building a community.
You can use audience segmentation to personalize emails based on their website behaviour, cart activity, and purchase history.
By delivering tailored valuable content like skincare tips, exclusive insights, and offers, you not only engage your customers but also create a deeper connection with your brand.
Paid ads
Strategic paid advertising helps boost your brand’s visibility. Whether through Google Ads, Facebook, TikTok, or Instagram, targeted campaigns make sure your products are seen by the right audience.
Well-crafted ads with engaging content and clear call-to-action messages can drive sales and increase conversions.
Ready to start your skincare brand?
Selfnamed is here to help create your own skincare line by making the process as simple and seamless as possible. As soon as you decide on your ideal customer and product range, there are only a few simple steps to take:
Select product sample sets. You can choose from more than 30 high-quality, organic or natural-certified skincare products made in Northern Europe.
Add your style. Selfnamed offers an easy-to-use design studio to create labels and packaging. You can work with pre-made print-ready templates or create your design from scratch. You can also choose our design service.
Start selling your products. There are no minimum orders, meaning you can easily adjust the volume to your needs.
So there you go – these are the basic steps on how to start a skincare line from the comfort of your home. Best of luck with your new endeavour!