How to Start a Private Label Cosmetics Line (Step-by-Step Guide)

Thinking about launching your own makeup or skincare line? You don't need a lab, a chemist, or a six-figure budget to get started. With private label, you can launch with professionally made, ready-to-sell products in a matter of weeks. Here's exactly how it works, what it costs, and how long it takes, from a manufacturer that has helped build more than 30,000 beauty brands since 1972.

What is private label cosmetics?

Private label means you choose from a manufacturer's existing, proven formulas and sell them under your own brand name, with your own labels and packaging. The formula is already developed, tested, and in production, so you skip the long and expensive development stage.

At Lady Burd, you can choose from 300+ stock formulas across color cosmetics, skin care, men's care, and personal care. Stock formulas can't be edited, but you choose the shades, scents, packaging, and branding from available options listed.

Private label vs. custom formulation

  • Private label: choose an existing formula and add your branding. Low minimums, fast turnaround, low upfront cost. Best for new brands and for testing what your customers love.
  • Custom formulation: our on-site R&D lab develops a formula just for you. Minimums typically start at 5,000 units, budgets typically start around $35,000, and a full custom project takes about 12 to 18 months from development to delivery. Best for established brands with a clear vision and budget.

Many brands start with private label, learn what sells, and move into custom formulation as they grow.

Step 1: Get your business set up

Private label manufacturers sell business-to-business. Before you can order, you'll need:

  • A registered business and a Tax ID or EIN number that you can provide us
  • A signed resale certificate (in New York, Form ST-120), which confirms you're buying products to resell and lets you purchase without paying sales tax (we will provide this form to you when you apply for an account!)

At Lady Burd, you apply for a wholesale account online, submit your signed resale certificate, and get approved to see wholesale pricing and place orders.

Step 2: Decide what you want to sell

Start small and focused. A tight first collection, like three lip products or a five-step skincare routine, is easier to market and cheaper to launch than 30 SKUs. Think about who your customer is, what problem you solve for them, and what makes your brand different.

Step 3: Try the products

Never launch a product you haven't tested yourself. Approved wholesale customers can purchase samples, visit a Lady Burd showroom in Farmingdale, NY or Delray Beach, FL by appointment, or take a virtual walkthrough.

Step 4: Design your branding and labels

Your packaging is often the first thing a customer judges. You can supply your own print-ready artwork, or have our team customize one of our stock label designs with your logo, colors, and fonts. Label options depend on the product: a dropper bottle can carry a full-color wraparound label, while an eyeshadow compact typically uses a small logo sticker.

Make sure your labels meet FDA cosmetic labeling requirements, including the product identity, net quantity, full ingredient list, and your business name and address.

Step 5: Place your first order

Here's what minimums look like at Lady Burd:

  • Stock products, unbranded: $150 minimum order
  • Private label with your custom labels: 50 units per SKU
  • Custom formulation: typically 5,000 units or more, depending on the project

How long does it take?

  • First private label order: about 3 to 6 weeks, which allows time to choose products, approve samples, and finalize artwork
  • Reorders of stock private label products: about 15 days, not including shipping
  • Custom formulation: about 12 to 18 months for a full project

How much does it cost to start a makeup line?

With private label, you can start with as little as a $150 stock order, or 50 units per SKU with your own labels. Your total budget depends on how many products you launch, your packaging, labeling, photography, website, and marketing. Custom formulation is a much bigger investment: a healthy budget typically starts around $35,000.

How to choose a private label manufacturer

  • Is the facility FDA-registered and GMP-compliant?
  • Are products made in the USA?
  • What are the real minimums and lead times?
  • Can you try products before committing?
  • Do they offer clean or vegan options? (Our LB CLEAN standard restricts common ingredients of concern.)
  • Can they grow with you into custom formulation?

Ready to start?

Lady Burd is a third-generation, family-owned manufacturer in Farmingdale, New York, making private label cosmetics since 1972. Apply for a wholesale account or book a free consultation, and we'll help you build your line.

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