How to start a skincare brand

How long does it take?

The biggest difference is whether you use an existing formula or develop your own.

An existing formula, often called private label, is a product your manufacturer has already developed that you sell under your own brand. It can reduce development time and upfront costs, although the formula may also be available to other brands.

A custom formula is developed around your brief. It gives you more control over the product, but requires more development, sampling and testing. Formula ownership and exclusivity depend on your agreement with the manufacturer.

For your initial business plan, allow around 6–9 months for a straightforward launch using an existing formula, or 12–18 months for a custom development. These are indicative allowances for building and launching the whole brand, rather than manufacturing deadlines. Some projects move faster; complex products or custom packaging can take longer. Manufacturer timelines vary substantially by route and scope.

Several steps below happen alongside one another, so their timings should not be added together. Confirm your schedule with your suppliers before announcing a launch date.

1. Decide who your brand is for

Allow around 2–4 weeks.

Start with the person you want to reach and the need you want to address. ‘Skincare for everyone’ leaves you with very little direction when choosing products, prices or messaging.

Your idea might be a simple daily routine for people who find skincare confusing, or fragrance-free products for customers who prefer them. Whatever the direction, you should be able to explain who it helps and why they would choose it.

Look at what those customers already buy. Read reviews, compare prices and speak to potential customers. What do they value? What frustrates them? What would make them try something new?

A brand strategist can help turn those answers into a clear direction.

Before moving on: have a short description of your audience, their needs and what makes your brand worth choosing.

2. Set your budget and choose your first products

Allow around 2–4 weeks.

You do not need a full skincare routine on day one. Starting with one main product, or a small range, makes development, stock and marketing easier to manage.

Choose products that support your idea. If your brand promises a simple routine, every product should have an obvious role within it.

Your budget needs to cover more than the formula and bottle. Include development, testing, branding, packaging, your first production order, website, delivery and marketing. Keep some money available for unexpected costs and the months after launch.

Decide where you want to sell, too. Selling through your own webshop and selling through a retailer involve different costs. Your intended price needs to support the channels you plan to use.

Your manufacturer can provide product costs, while an accountant or commercial adviser can help you assess whether the numbers work.

Before moving on: agree your first products, target selling prices and a budget for both launch and the period afterwards.

3. Find the right manufacturer

Allow around 4–8 weeks for research, conversations and initial samples.

A skincare manufacturer makes the product and may also help with formulation, packaging, testing and filling. The services included vary, so ask each supplier to explain exactly what they will handle.

Send a clear brief covering your product idea, audience, budget, preferred launch date and countries where you want to sell. Include the texture, ingredients or product benefits you have in mind.

Ask about their minimum order quantity: the smallest number of units you must buy per product. Make sure you can afford that order and have a realistic plan to sell it.

Compare samples and communication as well as price. You need a partner who explains the process clearly and tells you early when something is unlikely to work.

Before moving on: get a written proposal covering costs, quantities, responsibilities, formula rights and an indicative schedule.

4. Develop the product and choose its packaging

Allow around 1–6 months or more, depending on the development route.

This is where you assess how the product feels and how someone will use it. With a custom formula, expect rounds of samples and feedback before agreeing the final version.

Give specific feedback. ‘Too sticky after application’ is more useful than ‘not premium enough’. Consider texture, absorption, fragrance and the amount needed each time.

Choose the bottle, tube or jar alongside the formula. They need to work together: a thick cream may not dispense properly through a particular pump, for example. Your manufacturer should help assess suitable options and arrange the necessary checks.

Existing packaging shapes can simplify the process. A custom bottle gives you more freedom, but adds development work, cost and time.

Before moving on: agree the formula and intended packaging with your manufacturer, ready for the required testing.

5. Create your brand and packaging design

Allow around 2–3 months, alongside product development.

With a clear audience and product direction, you can develop the name, visual identity and tone of voice.

Check that your chosen name is suitable for use and seek trademark advice before investing in final packaging. Then build a design that works across the product, website, photography and marketing.

The packaging should help someone understand what the product is, what it does and how to use it. Your designer also needs space for the required product information. Bring your manufacturer or regulatory adviser into the process early so that this information is considered before artwork goes to print.

Your branding partner brings these elements together, creating a recognisable experience across every place customers meet your brand.

Before moving on: have a checked name, a clear identity and packaging artwork ready for final technical and regulatory review.

6. Complete testing and prepare for sale

Allow several months for a new formula’s testing and documentation. Agree the exact programme early.

Before selling, you need evidence that the product is safe and suitable for its intended use. The work may include checking how the formula behaves over time, how it interacts with its packaging and how it is protected against microbial contamination.

Your manufacturer and qualified specialists should explain which tests are needed, what existing evidence can be used and what happens if changes are required.

For an EU launch, the requirements include a qualified safety assessment, a Product Information File, an EU Responsible Person and notification through the Cosmetic Products Notification Portal before sale. The Responsible Person is the designated person or business accountable for compliance. Other markets have their own requirements.

You do not need to manage every technical task yourself, but you do need to know who is responsible for it. Ask for a clear checklist covering testing, documentation, claims and final packaging review.

Before moving on: confirm that the required checks and documentation are complete for your launch market.

7. Produce your first batch and prepare your launch

Allow around 2–4 months for production and delivery, subject to your supplier’s schedule. Prepare your launch alongside development.

Confirm production dates early with your manufacturer. Find out when packaging needs to arrive, when filling will take place and how finished products will be checked and delivered.

While that work progresses, prepare everything customers need to discover, buy and receive your product. This includes your webshop or retail materials, photography, product descriptions, delivery arrangements and customer support.

Start building interest before stock arrives. Share the thinking behind the brand, introduce the product and invite people to join your mailing list. Give them a clear reason to care.

If you want to sell through retailers, begin those conversations early and ask about their buying schedules.

Before launching, test the buying experience from order to delivery. Make sure product information is clear, payments work and customers know who to contact with questions.

Before moving on: confirm that stock, sales channels, fulfilment and launch materials are ready.

What can delay your launch?

Changes to the formula or packaging can affect testing, costs and production dates. Adding products midway through development also creates more work and more stock to fund.

You can reduce avoidable delays by agreeing a focused brief, giving clear feedback and keeping one shared schedule. Ask each partner what they need from you and when they need it.

Allow room for revisions. A launch date should reflect the time needed to make the product properly.

Where should you start?

Write a one-page brief explaining who your skincare brand is for, what you want to launch, your available budget and where you want to sell. Use it to start conversations with manufacturers and a branding partner.

You do not need every answer at the beginning. You need enough direction to ask useful questions and make the next decision.

At DUTCH DESIGN AGENCY, we help founders turn that direction into a brand, connecting strategy, identity, packaging, digital experience and launch communication.

Ready to build your skincare brand? Let’s talk.