How to start a skincare brand

How long does it take to start a skincare brand?

Your starting point is the product itself: will you use an existing formula or develop a custom one?

An existing formula, often offered through private-label manufacturing, has already been developed by a manufacturer and is sold under your brand. This can reduce the development work involved. Ask whether other brands can use the same formula, which changes are possible and what testing is still needed for your chosen product and packaging.

A custom formula is developed around your brief. It allows you to tailor the product more closely to your intended audience and brand. Plan for development, samples, feedback and testing, and agree ownership and exclusivity with your manufacturer before work begins.

For your initial project plan, use approximately 6–9 months for a launch using an existing formula and 12–18 months for a custom development as working allowances. These cover building and launching the whole brand, not just manufacturing the products.

Treat these timings as starting assumptions, not fixed deadlines. Confirm what is realistic with your partners before announcing a launch date.

Planning your skincare launch

You do not need to finish developing your product before you start building your brand. While your manufacturer works on the formula, you can develop your brand name, visual identity and packaging design.

The example below shows how these activities could fit together when developing a custom formula. Some run alongside one another; others depend on earlier decisions.

This is an illustrative schedule, not a standard lead time. Agree the sequence, responsibilities and deadlines with your manufacturer and other partners.

1. Define your audience

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

Your idea might be a straightforward daily routine for people who find skincare confusing, or fragrance-free products for customers who actively seek them out. Be specific about who you are helping and why they would choose your brand.

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

Use these insights to define your positioning: the place you want your brand to occupy in customers’ minds. A brand strategist can help turn your research and ideas into a clear direction.

Outcome: A clear understanding of who your brand is for, what they need and why they would choose you.

2. Choose your first products and set your budget

You do not need to launch a complete skincare range on day one. Consider starting with one strong product or a small selection that works well together.

Choose products that support your brand’s promise. If you are offering a simple daily routine, give every product a clear role within it.

Plan your product range

Map out the range you would like to build over time, even when you are launching with a single product. Decide where that first product fits and what could follow.

This gives you a direction for future development without committing to producing everything at once.

Budget beyond the product

Include more than the formula and packaging in your budget. Account for development, testing, branding, your first production order, the online shop, photography, delivery and marketing.

Reserve funds for unexpected costs and the months after launch. Your budget should support both getting the product ready and bringing it to customers.

Calculate costs for each sales channel

Decide whether you intend to sell through your own online shop, retailers or both.

Calculate what you would retain from a sale through each channel. For your online shop, include payment fees, delivery, returns and marketing. For retail, work from the wholesale price you will receive and include any agreed promotional support or distribution costs.

Planning to sell through retailers later? Consider that when setting your initial prices, even when your own online shop comes first.

Ask manufacturers for itemised quotations and have an accountant or commercial adviser review the assumptions where needed.

Outcome: An initial product range, target selling prices and a budget covering development, launch and the period afterwards.

3. Find the right manufacturing partner

Prepare a clear brief before approaching manufacturers. Describe your product idea, audience, budget, preferred launch date and intended sales markets. Include your expectations for ingredients, texture, fragrance and product benefits.

Ask each manufacturer to explain what they would handle. Does the proposal cover formula development, packaging, testing, filling and documentation, or only some of these activities?

Discuss minimum order quantities: the smallest number of units you would need to purchase. Check that the proposed order fits both your available budget and a realistic sales forecast.

Compare the samples, communication and clarity of the proposal, not just the price. Ask how revisions are managed, what happens when a deadline changes and how quality issues would be resolved.

Agree responsibilities in writing, including who arranges specialist assessments and who supplies the information they require.

Outcome: A manufacturing partner and a written proposal covering costs, quantities, responsibilities, formula rights and a provisional schedule.

4. Develop your product and choose its packaging

Assess samples from the customer’s perspective. How does the product feel? Is it easy to apply? Does it absorb as expected? Is the fragrance appropriate? How much would someone use each time?

Give specific feedback. ‘The cream remains sticky after application’ gives your manufacturer a clearer direction than ‘it does not feel premium enough’.

Choose the bottle, tube or jar alongside the formula. Consider the complete experience, including opening, dispensing, handling and storing the product. Ask your manufacturer to assess the suitability of the proposed packaging.

Compare existing packaging options with custom designs. Request costs, minimum quantities and lead times for each before making a decision.

Agree the intended formula and packaging before final validation. Ask your manufacturer and safety assessor which tests and supporting information are needed for that combination. The assessment should consider the product’s stability and its interaction with the packaging; the appropriate evidence depends on the product and materials involved.

Before approving a later change to the formula, bottle or dispenser, ask your partners to assess the implications for testing, cost and timing.

Outcome: An agreed formula and packaging choice, with a clear plan for the remaining tests and checks.

5. Create your brand identity and packaging design

Once your audience and product direction are clear, begin developing your brand name, visual identity and tone of voice. This work can progress alongside product development.

Choose a name with room to grow

Look for a name that suits your audience and is easy to say, spell and remember. Consider whether it will still make sense when you add new products.

Before investing in the final identity and packaging, seek advice on whether the name is available to use and protect in your intended markets. Check similar names as well as exact matches, taking account of the relevant products and services. A search helps identify potential conflicts but does not guarantee registration.

Create a consistent naming system

Decide how you will name products across the range.

One practical approach combines the brand name, a product name and a plain description of what the product is. Apply the same logic to future additions so customers can understand the range.

Textre illustrates this approach with The Wash, The Cream and The Tan, supported by descriptions explaining each product’s purpose. The names follow a shared pattern while keeping the individual products easy to distinguish.

Build a recognisable identity

Develop an identity that works across your products, packaging, online shop, photography and campaigns.

Decide which elements will connect the range. These might include typography, colours, materials, packaging shapes or a consistent layout. Use them deliberately, while keeping each product easy to identify.

You might combine different packaging shapes with the same material and finish, use one bottle shape with different colours, or introduce a simple system of product names and numbers. Choose the combination that best supports your brand rather than forcing every product into the same format.

Make the packaging clear and appealing

Give the packaging a clear hierarchy. Help customers recognise the brand, understand the product and find the information they need.

For a carton, one possible approach is to use the front for brand recognition and the product name, with other panels carrying the brand story, directions and additional information. Treat this as a design example, not a fixed rule for where information must appear.

Build the required information into the first layouts. Have a regulatory specialist confirm what must appear on the container and outer packaging, including any market-specific language requirements, before the artwork goes to print.

Your branding agency brings the name, identity, packaging and communication together into one recognisable experience.

Outcome: A checked brand name, a defined visual identity and packaging artwork ready for final technical and regulatory review.

6. Complete testing and prepare the required documentation

Plan for safety assessment and regulatory requirements from the beginning. Agree with your manufacturer and qualified specialists which investigations are needed, what existing evidence can be used and how much time to allow.

Depending on the product, the work may include assessing stability, microbiological quality, preservation and packaging compatibility. Ask your safety assessor to define the appropriate evidence rather than assuming every product needs the same testing programme.

Requirements for an EU launch

For cosmetic products placed on the EU market, key requirements include:

• A safety assessment by a suitably qualified professional and a Cosmetic Product Safety Report.

• A Product Information File containing the required product documentation.

• A designated Responsible Person established in the EU, accountable for compliance.

• Notification through the Cosmetic Products Notification Portal before the product is placed on the market.

Your product must also meet the applicable requirements for ingredients, manufacturing and labelling. Treat the list above as an overview, not a complete compliance checklist.

Check what you can claim

Review claims about the product’s benefits before they appear on packaging, product pages or advertising.

Under EU rules, claims about cosmetic products must be supported by adequate, verifiable evidence. Agree what can be substantiated before building your messaging around a particular result.

You do not need to carry out every technical task yourself. You do need a clear allocation of responsibilities and confirmation that the work is complete. For launches outside the EU, ask a qualified adviser to confirm the requirements in each intended market.

Outcome: The required assessments, documentation and notifications are complete for your launch market.

7. Prepare your first production run and launch

Agree production dates with your manufacturer. Confirm when packaging and approved artwork are required, when filling will take place and how quality checks and delivery will be managed.

At the same time, prepare everything customers need to discover, buy and receive your products. This includes your online shop, photography, product descriptions, marketing materials, delivery arrangements and customer support.

Build interest before launch

Start introducing the brand before the stock arrives. Explain the idea behind it, show who the products are for and give people a reason to follow your progress or join your mailing list.

For retail, begin conversations early and ask buyers about their schedules and requirements. Prepare a clear proposal covering the product range, pricing and how you will support sales.

Do not treat shelf space as your entire marketing plan. Decide how you will help customers discover the brand and where they can buy it.

Test the buying experience

Before launch, place a test order and follow it through to delivery.

Check that product information is clear, payment methods work and order updates arrive as expected. Make sure customers can find delivery information and know who to contact with questions.

Outcome: Stock, sales channels, delivery arrangements, customer support and launch materials are ready.

How to avoid unnecessary delays

Work from one shared schedule. Agree who makes each decision, when feedback is needed and who gives final approval.

Keep feedback clear and consolidated. When several people are involved, resolve conflicting comments before sending instructions to your partners.

Before adding a product or changing an approved formula or packaging component, ask for an assessment of the effect on costs, testing and delivery.

Leave room for revisions. Set the launch date around an achievable plan rather than expecting every stage to fit a date chosen at the beginning.

Ready to build your skincare brand?

Start with a one-page brief covering your audience, your first products, your budget and where you intend to sell. Use it to begin conversations with manufacturers and a branding agency.

You do not need every answer at the outset. You need enough direction to ask useful questions and make informed decisions.

At DUTCH DESIGN AGENCY, we help turn that idea into a distinctive skincare brand. We bring together brand strategy, visual identity, packaging design, your online shop and launch campaigns.

Tell us about your skincare brand.