Starting a makeup line with your own brand can be a fun and rewarding experience. Not to mention a lucrative business venture. Barriers to entry within the eCommerce space have never been lower and consumer demand for cosmetics has been growing consistently year after year.
But, before you can launch your own line of lipstick or foundation, there are some important things you should consider before you go to market.
Here is how to get started with your own makeup brand
Finding Your Place in The Cosmetics & Personal Care Market and Selecting a Product Niche
Choosing a niche for your brand is the first step to building a successful makeup brand. It is important to select an area where there is a high demand for innovative products. For example, Men’s skincare and cosmetics are in high demand, and organic makeup brands continue to be trendy. The attributes and value propositions of your products will help you stand out from your competitors.
These points of difference could be a unique selection of ingredients, providing a solution to a particular challenge for consumers, as well as how you address and cater to your target audience
For example, the founder of a brand of cosmetics was a frequent traveler and got frustrated with having to carry an assortment of bulky makeup and personal care items around everywhere. As a result, she came up with the idea of a brand that addressed the needs of people who travel often by creating small format cosmetic sets.
Research Your Competitors
In the cosmetics industry, competition is high with many brands vying for the attention of the cosmetic audience both online and offline. One of the most important and insightful things you can do is research what other brands are doing in the niche you have selected. This is the opportunity to perform a SWOT analysis (identifying Strengths, Weaknesses, Opportunities, and Threats) and see how each brand fits in the cosmetics landscape.
Some points to consider while researching your competition are their pricing model, special offers, online commerce strategy, their reviews online, as well as whether they have any press coverage.
Selecting A Cosmetics Manufacturer to Partner With
The next step is to find a company to make your cosmetic products. There are two ways you can partner with a makeup manufacturing company, Private Label, and White Label.
A Private Label makeup line is custom-made by a manufacturer specifically for your brand. Private Label agreements allow you to customize your products to the exact specifications you want your product to have, from ingredient selection to custom packaging.
White Label cosmetic manufacturers make products for multiple brands with the same formulation. The advantage to a White Label agreement is that costs are slightly lower, as the manufacturer can produce large batches for multiple brands at the same time. The downside here is your product may not be as unique as it could potentially be.
Overall, working with a private label manufacturer allows for you to market a more unique product that serves a specific purpose in market, rather than rebranding something that may already exist.
Clamar Cosmetics Inc. offers both Private Label as well as White Label manufacturing solutions, and will help you determine which one is best for your business.
Creating and Building a Memorable Makeup Brand
A Brand is more than just a logo on a product, this is especially true in the cosmetics market. Makeup enthusiasts are more likely to spend more on a brand that they feel a connection with and trust over a drugstore brand. Aligning your brand values and mission statement to the needs and desires of your target audience will build brand affinity and confidence in your product.
Perception is everything when it comes to brand-building. A good way to build a memorable brand is to build an identity that is trustworthy and honest. Interacting online with skincare and cosmetics consumers in a way that provides value to them will show customers that you’re more than just a business, and that you’re an important part in their skincare and makeup routine.
Visually, you will want to select a name and logo that is memorable and build a website and online presence that reflects your brand’s core values.
The more unique your branding is, and the more consistent you are in portraying your brand, the more recognizable your brand will become. Custom packaging is also essential to making your brand stand out on shelves and can be used as a way to surprise and delight your customer when their order arrives.
Setting Up Your Online Makeup Shop
These days, it is easier than ever to begin selling products online. On social media, you can begin by building a page for your brand, and listing your products in a branded shop. If you have the resources, you can also build a website with eCommerce functionality on platforms like Shopify, WooCommerce, and Wix.
You can also begin selling products through search engines like Google by setting up a Google Merchant Center account and maintaining a product feed. Your products can organically show up in image and shopping results when people are looking for products like yours.
You may also consider offering your products through retailers with marketplace solutions like Amazon or Hudson’s Bay but be sure to select retail partners who align with your brand values. You wouldn’t want to try and sell a premium, luxury product through a discount retailer as it may undermine your brand’s perception.
Properly curating your online presence and setting up the foundation for a smooth ecommerce experience will go a long way, especially when you begin marketing your brand.
Marketing Your Cosmetics Brand and Advertising
While organic growth happens best with time, the fastest way to build awareness of your new makeup brand is by investing in advertising. Digital Advertising, or advertising online, is one of the most effective ways to drive interest in your products and generate new sales.
Advertising can be bought across many different online networks in a variety of formats. Many social media platforms used for inspiration like Reddit or Pinterest have also developed their own digital advertising ecosystems.
It may also be worthwhile to work with a marketing expert or advertising agency to help develop and manage your online ad strategy.