Launching a personal or private-label skin care brand can be an exciting and rewarding venture to boost sales and increase clientele. With their expertise in skin care and beauty, professionals have a unique advantage when it comes to understanding the needs of clients and creating effective products. That deep understanding of skin types, conditions, and various skin care treatments is invaluable when formulating products that address specific concerns and deliver results. 

Skin care providers can also create custom products tailored to the specific needs of their clients. This level of personalization can set the brand apart from mass-market products and address individual skin concerns more effectively. Alternatively, if one has a specific niche tool or technique they feel strongly about sharing, this can also be an additional sales boost. In other words, it may not even need to be a skin care line. Numerous factors can come into play in the decision-making process for a successful launch. Assessing readiness, budget, defining the brand concept and mission, market research, and compliance issues will all need to be addressed.

ASSESSING READINESS 

While the dream of creating a new brand can be strong, identifying the motivation behind the desire is essential in laying a strong foundation to steer the brand’s direction and sustain long-term commitment to the process. What is the long-term goal for the brand? How much time and resources can be dedicated to its research, development, and marketing? How scalable is the brand?

In 2024, the skin care market is projected to generate a revenue of $186.6 billion worldwide. Gauging experience and expertise in the industry is key to standing out in an already crowded market. A passion for skin care and the ability to see gaps in the market that can be filled is a good start. If one has expertise in a particular area, such as ingredient knowledge, the drive to share that with clients or a broader audience can be helpful. Exploring deeper motivations also helps guide strategic decisions and creates a sense of purpose. All these factors play into the future success of the product.

Launching a new aesthetics product or brand requires additional commitments beyond the daily client practice and entrepreneurship skills. Be prepared to dive deep into product development, ingredient research, product manufacturing, packaging, design, fulfillment, distribution, sales and marketing, quality assurance, business licensing, and FDA regulations.

Once the product development and roll out has been completed, challenges may arise in terms of financial constraints, regulatory complexities, intense competition, and the ever-evolving nature of the beauty industry. Staying abreast of market trends, continuous learning, and adapting strategies to overcome obstacles are vital. A willingness to re-work products and business strategies may also be required. Understanding the challenges ahead can help keep goals and budgets in check. It is best to start small, go slow, and evaluate everything along the way. 

References

1. “Skin Care - Worldwide: Statista Market Forecast.” Statista. Accessed March 14, 2024. http://www.statista.com/outlook/cmo/beauty-personal-care/skin-care/worldwide. 
2. Taylor, Nancy E., and Eleanor (Miki) A. Kolton. “New Cosmetic Regulatory Requirements: What Cosmetic Manufacturers Need to Know: Insights: Greenberg Traurig LLP.” Insights | Greenberg Traurig LLP, December 30, 2022. http://www.gtlaw.com/en/insights/2022/12/new-cosmetic-regulatory-requirements-what-cosmetic-manufacturers-need-to-know. 

Rachelle Dupree has over 20 years of experience in marketing, media, communications, and design. She studied with a Denver-based herbalist and naturopath for four years, combining her marketing knowledge with her love of natural remedies and skin care. She currently contracts as a marketing and communications director for Vivoderm Natural Skincare and various design clients.