How To Create A Private Label Vegan Makeup Line
Thanks to private label manufacturing, small brands like yours can launch a vegan makeup line quickly and affordably.
However, without proper planning and the right manufacturing partner by your side, your launch will fall flat.
So, how can you set your vegan makeup brand up for success from day one?
Innacos is here to help!
Our in-depth guide below covers every essential step to building a successful private label vegan makeup brand.
We walk you through everything from planning before choosing a manufacturer to vetting different labs. Plus, we reveal why your post-product production strategy matters just as much as your formula.
What Is Private Label?
Launching a vegan makeup line? You’ve probably heard that private labeling is the best manufacturing method for new brands.
But what exactly is private label, and what are the pros and cons?
Instead of hiring a team of chemists to create your makeup range from scratch, private label involves adding your own customized branding to a lab’s existing formula.
The major downside? Your formula will not be unique. The major upside? Private label is the fastest and most cost effective method to launch a vegan skin care line to market.
If your dream is to launch a customized range of makeup, but you don’t have the budget right now, start with private label products first and transition to customized formulas as your brand develops over time.
Private labeling is a great entry point into the beauty industry. The initial investment is significantly lower compared to custom formulating, which reduces your financial risk. Plus, the speed of manufacturing allows you to launch much sooner.
At Innacos, we offer a range of formulating options to support your business as it grows. In addition to private label/bulk, we also offer custom product creation, custom formulating, and even contract manufacturing for those who have an existing formula ready to go. Learn more about our formulating services on our website here.
Understanding Your Target Market
As explored in Vogue, new ingredient trends like beef tallow in skin care are fueling a recent resurgence of non-vegan cosmetics. However, the vegan market shows no indication of slowing down any time soon.
According to Fortune Business Insights, the global market for vegan makeup and skin care is expected to reach $32.56 billion by the year 2032. With competition fiercer than ever, simply printing a ‘vegan’ label on your products will not cut it.
To build a successful brand in this saturated market, you need to conduct market research and plan your product range first.
Develop A Detailed Buyer Persona
Understanding your target audience is crucial to your brand’s success. Invest in market research reports and conduct primary research to learn about their wants and desires.
This can be as simple as analyzing online communities like r/VeganBeauty on Reddit or trialing in-person focus groups with vegan makeup consumers.
Based on your research, create a detailed buyer persona that describes your ideal consumer. Consider:
Their age, location, lifestyle
Their makeup preferences, habits, and styles
Their favorite products, brands, and purchasing frequency
Their budget and price sensitivity for each category of makeup product
Building this profile will help you choose the most aligned private label formulas and ensure your branding and packaging efforts hit the mark.
Planning Your Product Range
Once you understand your consumers’ needs and desires, the next step is to plan your product range.
Ask yourself the following questions:
Will you release a broad spectrum of vegan makeup or focus on a niche like lip glosses or eyeshadows?
Is your brand positioned as a luxury or a budget-friendly vegan makeup line?
Making these tough decisions at this initial stage is crucial before searching for a manufacturer.
Setting a clear vision now ensures you won’t waste time on potential labs that seem like a perfect fit but can’t actually deliver what you need.
What Is The Difference Between Vegan and Cruelty-Free?
Before selecting a private label manufacturer, it’s important to get clear on the difference between ‘vegan’ and ‘cruelty-free’ makeup.
Vegan makeup products are those that do not contain any animal-derived ingredients. Examples of common animal-derived ingredients in makeup include:
Lanolin and beeswax in lip products
Carmine in red-toned eyeshadows
On the other hand, cruelty-free products are simply those that are not tested on animals.
Both categories concern animal rights, however, they are not mutually exclusive. A product can be vegan yet not cruelty-free, or cruelty-free yet not vegan.
Since most vegan beauty consumers also expect cruelty-free products, it’s best to choose formulas that meet both standards.
Plus, with multiple US states instituting bans on animal testing, and the introduction of The Humane Cosmetics Act bill at the federal level, it’s likely cruelty-free products will become a legally required standard across the US in the coming years.
Meeting The Standards Of Certification Bodies
Remember - it’s not enough to choose vegan and cruelty-free formulas, you must communicate your ethical choices to your target market.
Consumers look for certification labels on packaging for assurance that a product is vegan or cruelty-free. Ensure your private label formula meets the standards required to be certified by the following bodies:
The Vegan Society or Vegan Action for vegan verification
Leaping Bunny or PETA for cruelty-free accreditation
At Innacos Labs, we specialize in vegan, cruelty-free, clean, and sustainable cosmetics for small private label brands like yours! Many of our private label formulas meet the standard for vegan or cruelty-free certifying bodies including Leaping Bunny. Learn more about certifications and standards at Innacos here.
Finding The Right Vegan Manufacturer
You’ve laid the groundwork - now comes the exciting part! It’s time to search for the right manufacturer to help bring your private label vegan makeup range to life.
While you can find quality vegan private label makeup suppliers via word of mouth, at tradeshows, and in directories, searching online is the best place to start. Search ‘vegan makeup private label’ and analyze the labs from the first five pages of results.
Make a spreadsheet to compare your options, and use this five-step non-negotiable checklist to narrow down potential suppliers:
Offers private label products that appeal to your target demographic
Specializes in vegan and preferably cruelty-free makeup formulas
Meets the threshold standards for certification bodies like The Vegan Society or Vegan Action
Creates high quality products that reflect real value for money (always test samples before making your decision)
Fits within your budget and offers an acceptable MOQ range
At Innacos Labs, not only do we sell high quality vegan and cruelty-free private label products, we offer four different categories of private label formulas to suit a range of budgets (ranging from diffusion to super luxury). Plus, our MOQ is as low as 1k pieces. Learn more in our private label catalog here.
How To Choose From Your Shortlist
If you are still struggling to choose a manufacturer, consider differentiating factors like:
Makeup that is not only vegan and cruelty-free, but also clean and sustainable
A diverse, values-driven team and a commitment to ethical business practices
Loyalty perks including manufacturing credits
Personable customer service that goes above and beyond for your small business
Once you have narrowed down your list to the top three manufacturers, schedule a call to discuss your private label vegan makeup range and choose the lab that is most aligned with your vision.
At Innacos Labs, we offer all of the above and more for small makeup businesses like yours! Not only do we specialize in clean, vegan, cruelty-free and sustainable cosmetics, but our diverse team provides second-to-none customer service. Plus, as a loyalty reward, we offer manufacturing credits on our custom product creation, custom formulating, and contract manufacturing services.
Making Your Private Label Vegan Makeup Line Unique
Getting your products onto the production line is exciting. But remember, this is just the beginning.
Successful makeup brands offer a lot more than a high-quality product. They market to their base well using a carefully planned marketing strategy.
Since your private label formula is not unique, you need to work even harder to make your brand stand out. Differentiate your brand from the rest with distinctive branding, eye-catching packaging, and attention-grabbing marketing.
Crucial next steps for your business include:
Sourcing and customizing packaging: Choose eco-friendly packaging options where possible. Work with a talented graphic designer to create designs that appeal directly to your target market
Website and e-commerce: Launch a branded online store for customers to shop and learn more about your brand
Marketing strategy: Build brand awareness and drive traffic to your website through social media, influencer collaborations, and paid ads
At Innacos Labs, we understand how daunting it can be to build a vegan makeup line from scratch. That’s why we offer consulting services to entrepreneurs like you with everything from packaging connections to regulatory compliance support. Learn more about our consulting services here.
In sum, building a successful private label vegan makeup line involves the following steps:
Understanding your target market: developing a buyer persona and planning your product range to meet their needs and desires
Getting clear on what qualifies as ‘vegan’ makeup: understanding the definitions of ‘vegan’ and ‘cruelty-free’ and educating yourself on the requirements to get your products certified by organizations like Leaping Bunny or PETA
Finding the right lab: Searching for potential manufacturers online and making a spreadsheet to help narrow down your options and select the right one
Making your products stand out: Once your products are on the product line, it’s time to develop your branding strategy. Invest in quality packaging and decide how you are going to spread the word about your brand
Searching for a high-quality US-based manufacturer that offers private label vegan makeup? Innacos would love to work with your small brand! Get in touch by calling: (812) 329-1105 or emailing: customerservice@innacos.com.
