White Label Skin Care For Small Brands: 7 Step Guide
White label skin care is the fastest, lowest-risk way for small brands to launch.
But when you’re new to the industry, it’s hard to know what to expect, and if it’s even the right manufacturing method for you.
Innacos is here to help!
Our in-depth guide below reveals everything you need to know about the white label process from start to finish.
We explain what white label actually is, the pros and cons, and walk you through the 7-step process in full so you can enter the process with confidence.
Why White Label Skin Care?
White labeling (also known as private labeling) involves adding your own customized branding to a lab’s preexisting formula.
While it’s the go-to manufacturing method for smaller brands, many larger businesses also choose to white label some of their skin care lines.
Grand View Research reports that the market for white label cosmetics was $1.01 billion in 2024, and is projected to grow to $1.57 billion by 2030 (a CAGR of 7.8%). Meanwhile, skin care accounted for 41.70% of the total white label revenue share in 2024.
Compared to customized options, private/white label is far cheaper and faster to market because every formula is tested and approved in advance.
That makes it a great option for new brands that need to test demand and their marketing strategy before investing in fully customized skin care.
However, the downside is that no real modifications are possible to your formula. Tweaks are typically limited to fragrance, colors, and your own sourced packaging.
Other brands can sell the exact same product under their brand name, which can make it harder to stand out on the shelf.
Plus, you won’t own the formula intellectual property (IP). This means you are effectively entering a long-term relationship with your manufacturer if you plan to sell the product long term, which makes choosing the right lab all the more important.
At Innacos, we offer as much manufacturing choice for our clients as possible. Our services include white label, bulk, custom product creation, custom formulating, and contract manufacturing. Still unsure which method is right for you? Discover the best match for your brand in our quiz here.
How The White Label Process Works From Start To Finish
Now that you know white/private label is a good fit for your skin care business, let’s walk through the entire beginning-to-end process for small brands, so you’ll know exactly what to expect.
1. Plan Your Product Line
Start with a plan for your product line so you can shortlist the right labs.
First, you need to get clear on the types of products you want to sell (serums, moisturizers, chemical exfoliants, etc), which starts by identifying your target market.
Consider the following:
What is their demographic profile? (Age, occupation, skin care concerns, etc.)
What values do they hold?
What is their current skin care routine?
Is there a clear missing gap in their skin care routine that your brand could fill?
Additionally, you need to consider your brand’s values. Are you vegan, cruelty-free, clean, sustainable, and/or organic? Get clear on your ethical positions now - these values will influence your supplier selection in the next step.
At Innacos, we are proudly clean, cruelty-free, and sustainable. With over 60+ white label skin care products to choose from, we have a high-quality, ethically produced formula to suit virtually any consumer demographic. Learn more about our full private/white label collection in our latest catalog here.
2. Vet Potential Labs
Now that you’ve identified the types of products you want to sell, it’s time to search for the right lab.
Start by creating a master list of all your potential options. You could ask for referrals, browse directories, or attend trade shows, but the easiest place to look is online.
Google targeted queries like ‘manufacturer of white label skincare USA’ and add each promising lab’s website to your spreadsheet.
Cross off all the options that don’t sell your desired product types through white label. Remove options that don’t list their ingredients clearly, those that don’t align with your brand’s values, and those outside your price range.
Once you’ve narrowed down your list, it’s time to order and compare samples. Order multiple products from each promising manufacturer, and test for feel on the skin and performance on the skin over time.
Cost matters, but you want to choose the lab with the highest quality formulas that fall within your budget, align with your brand’s values, and mirror your customers’ values.
At Innacos, we provide detailed information about our white label services across our website, our blog, and our social media channels.
We’re fully transparent about our white label formulas, and we list the entire ingredient list for all 60+ formulas on our product pages.
Plus, we clearly indicate which formulas are vegan, and if they meet the clean standards for popular retailers, so you can make an informed and ethically aligned choice for your brand. Learn more about our white label product selection and order samples by browsing our product list on our website here.
3. Onboarding
Now that you’ve chosen your supplier, it’s time to get the ball rolling on the entire manufacturing process.
The first step is to request samples (including color and fragrance variants). At the same time, you should collaborate with your packaging provider to lock in your packaging sizes in advance.
At this stage, you sign the contract and pay the invoice.
If needed, request an NDA before the manufacturing kicks off. Confirm your point of contact and communication channel. Some manufacturers may offer a kick-off call at this stage.
At Innacos, we know this process can be confusing for first-time manufacturers. We assign all of our clients a project manager as a point of contact, and offer a kick-off Zoom call to answer your questions live. Learn more about the entire private label process at Innacos here.
4. Manufacturing
Now the manufacturing takes place. Because the formula is pre-developed, there’s no waiting for R&D cycles.
Lead times will depend on the manufacturer’s queue (ask about this in advance), the complexity of the formula and the ingredient sourcing lead times, and your packaging manufacturer’s speed.
At Innacos, we optimize for both speed and efficiency. Our average white label process takes just 6-8 weeks to complete in full. Learn more about private/white label at Innacos on our website here.
5. Batch Testing
For white label formulas, typically, the legal stability and PET testing are done in advance. However, your batches must undergo batch testing to ensure safety and consistency for every customer.
Batch testing includes USP 61 & 62 testing, which ensures no contamination took place during production or at any point up to filling.
At Innacos, we conduct our USP 61 & 62 testing at a certified ISO facility. The time is typically 2 weeks (included in our full private label timeline). Learn more about testing at Innacos here.
6. Filling and Assembly
Now that your product has been manufactured and passed all of the quality checks, it’s time to fill it into your packaging. Timing on this phase will depend on when your packaging arrives from your supplier.
Need help sourcing packaging? At Innacos, we offer a packaging sourcing service for a fee. Plus, our website features guides on how to use dielines and print your customized labels. Learn more about packaging at Innacos here.
7. Shipping
Congratulations - your white label skin care is now ready! The final payment phase takes place, and your products, now fully filled into your packaging, are shipped to your set destination (3PL or in-house).
In sum, white labeling skin care involves 7 key steps:
Planning: Create a set plan for your product line
Selecting: Find a high-quality lab that matches your ethics and produces the types of white label skin care you want to sell
Onboarding: selecting your products and signing all the relevant legal documents
Manufacturing: your preformulated products head to the production line
Batch testing: Testing your batches to ensure there is no contamination
Filling: Your product is filled into your provided packaging
Shipping: Your finished product is shipped to your designated destination
Ready to white label skin care? Innacos has over 60+ clean and cruelty-free skin care products to choose from! Learn more in our catalog or by calling: +18123291105 or emailing: customerservice@innacos.com
