The skincare industry continues to grow nationwide. In fact, it's purported to increase to $177 billion by 2025 (from $130 billion in 2020). Whether you are a savvy entrepreneur or just passionate about skincare, there are few industries to explore that are as lucrative as the beauty industry. Indie beauty and the clean skincare products they often represent are growing, while several name brands are currently at a standstill.
If you want to start a skincare brand in 2023, the first and most important thing to do is just get started. That may sound apparent, but you would be surprised how many people don’t know where to begin.
We will explain the step-by-step process of starting your own skincare brand. Some of these steps may seem obvious, while others will take you by surprise. One thing is for sure, by the end of this read, you will successfully know how to launch your brand in 2023.
Come up with a Name
Here is the obvious step – naturally, you must have a brand name. If you never had your “eureka” moment and you’re still coming up with name ideas, here are a few pointers to help you get started:
- Don’t rush this step - your brand name should be well-thought-out.
- Make sure it’s memorable and sets you apart from the competition.
- Pour your brand identity into the name – for example, the founders of Avocado Green Mattress came up with their name because avocados are green (suggesting a clean product) and everybody loves them (which alludes to the fact that their mattress is superior to the competition).
- Always think of your customers! Who is your target market, and how well will they respond to your name?
- See how people respond – you can use software to show your brand name to users and see how they respond. Alternatively, you can do a slide deck, a collection of slides that introduce your brand, which you present to a group. With this option, you must pick your audience based on your target demographic.
Check for Trademark Availability
According to the United States Patent and Trademark Office (USPTO), a trademark is “any word, phrase, symbol, design, or a combination of these things that identifies your goods or services.” A perfect example of a trademark are the golden arches representing the M in McDonald's®. It clearly differentiates this fast-food chain from its competition and is a part of the company's intellectual property rights. But is it significant to perform a trademark search?
Yes.
The most important reason to perform a trademark search is to ensure its availability to avoid infringement. Furthermore, if you go forward with a trademark without performing your due diligence, then later discover that it is the intellectual property of another company, consider the cost implications. Your team will need to halt production, recall products, cancel marketing campaigns, and establish a new trademark for your brand.
How do you conduct a trademark search? You have options.
DIY
First, you can conduct an online search. Doing it yourself is the least effective option, but it’s the most cost-effective, as it only requires a few hours of your time.
Hire a Third Party or Attorney
For a detailed search, you can hire a third-party company or an attorney. Depending on the scope of the search, this can cost anywhere from one hundred dollars to several thousands of dollars.
Buy the Domain
Once you know the trademark is available, it’s time to buy your domain name. This is another reason to perform a trademark search: it ensures the availability of the domain name when you launch your website.
The process of buying the domain is simple.
- Choose the domain name – typically, this is the name of your company. However, if your company name is long, consider shortening it, as domain names should be shorter.
- Buy the domain name through a popular registrar or hosting provider, such as GoDaddy.
- Complete the domain name registration. Just follow the steps.
- Verify the domain name ownership with the email address used when you registered. This is a one-time step to prevent people from using your domain name without your permission.
Work with a Company to Create Your Products
Unlike buying a domain, finding a company to manufacture your products is trickier. Before you start your search, ask yourself how much you can spend on manufacturing and where you want your products manufactured. From there, you should consider what type of cosmetics manufacturer with which you want to work.
- Private-label manufacturers develop products exclusively and sell them to multiple retailers.
- White-label manufacturers produce their own products and allow other retailers to use them under their brand name.
Both cosmetic manufacturers have their strengths, but your decision should concentrate on what kind of business you wish to run. How much control do you want over the product formulation? Do you plan on fulfilling future orders, or prefer a third party to be responsible for this task?
Before you look for a third-party cosmetic manufacturer in directories, libraries, or online searches, you should have a concrete idea of which type of manufacturer best suits your business goals.
Cosmetic Makers is a private-label manufacturing company, meaning you will be involved with what goes into your skincare products without having to do the "heavy lifting." We have quick turnaround times and the most competitive prices in the industry. We encourage you to learn more about the benefits of working with us.
Find a Company to Help with Packaging
Now that you know more about how to start a skincare brand in 2023, let’s dive into packaging manufacturers. You have several to choose from, so it’s crucial to vet the company before doing business with them.
First, what is a packaging manufacturer? As the name suggests, it is a manufacturer that produces packaging for its customers. Some do custom packaging; others do stock packaging. Choosing the right company is a significant step in launching your skincare brand, as packaging (and fulfillment) can significantly impact your business growth.
An alternative to packaging companies is to work with a private label cosmetic manufacturer that does everything from A to Z – including packaging. Cosmetic Makers does it all. We make the product formula(s) but can also help with packaging your inventory to ensure they are attractive to your customers and the goods inside are well protected.
More importantly, with over 1,000 package manufacturers globally, we will deliver your package where it needs to be faster than anyone on the market.
Start your Shopify Store
As a startup, having a website isn’t enough – you must also build your online store. There are many e-commerce sites to choose from, but we recommend starting your online business with Shopify. This platform will have the tools necessary to sell your products online seamlessly.
Put Your Product on Amazon
You may be thinking I have a domain; I have an e-commerce store – what else do I possibly need?
You also need to list your products on Amazon.
With 200 million unique monthly customers, it’s a strong possibility that your product(s) will gain more views on Amazon than your website and e-commerce site combined. Furthermore, customers prefer making purchases on Amazon, with its two-day shipping and easy checkout process.
It’s true, small and medium-sized businesses can sell more on Amazon, but posting your product is an art. It’s advised to follow best practices, but sometimes even that isn’t enough. If this is your first go, you will face the common hurdles almost every startup faces:
- High competition – everybody wants to promote their goods on Amazon.
- Disorganized management – selling on multiple sites is a savvy strategy but managing them is its own battle.
- Complex Amazon feed – Amazon wants daily product data, meaning products must have an ASIN number and must be uploaded through Amazon’s API. Connecting to an API is where things get technical.
If you want to reap the benefits of Amazon, but don't think you can do it on your own, consider working with a third-party marketing team to display your products on the most well-known website.
Sell Sell Sell
All these steps do not lead to success. However, all these steps, hard work, and partnering with a reputable private-label cosmetic manufacturer can secure growth. So, what does hard work look like?
Selling.
Selling wherever you can, whenever you can.
If you followed the first steps, you have already done much of the heavy lifting. If selling is the goal (which it should be), also consider a few other avenues:
Open a physical storefront
Brick and mortar may seem like a faraway dream. That doesn’t mean you don’t need to consider location, what your storefront will look like, the types of display methods to use, and more.
Advertise
You know the importance of advertising on Amazon, but don’t stop there. Consider the traditional avenues (TV and radio) and digital platforms (Google search, Facebook ads, social media ads, etc.).
SEO
Learn SEO strategies so people can find your website when they type specific keywords in search engines.
Social Media Marketing
Social media platforms allow you to get more personal with your potential customers and be more authentic. With TikTok and Instagram Reels, it’s easier to reach an audience (albeit more competitive) than ever before.
Contact Cosmetic Makers
Launching your own skincare brand in 2023 may seem like a daunting task. It is. It will take time, patience, good decisions, and hard work. Luckily, when you partner with Cosmetic Makers, you are not alone. We will help you bring your business to life and give you complete control over your skincare products. Get started with a free consultation or call (786) 966-0421 today.
