How To Start A Skincare Line: Everything You Need To Know

If you’re a skincare fanatic looking to make the transition from consuming skincare products to making your own, then look no further. We’ve written this article to give you an insight on how to start a skincare line, and everything you need to know before making the jump.

How to start a skincare line: The steps you need to take

First things first, starting a skincare line/brand is not an easy process. Creating a business requires a lot of careful thought and consideration, especially if this is your first venture. Having said that, we’ve aimed to give you a close insight into what it takes to create your own skincare brand and products.

The skincare market is growing rapidly, with many new and innovative products hitting the market. The size of the global skincare market is expected to reach 189.3 billion U.S. dollars globally[1] and 24.37 billion U.S. dollars in the UK; a mean increase of 5.2% per annum[2].

This is exciting news if you’re looking to start your own skincare line, the demand is definitely there and it’s up to you to take the first step forward. Below are the steps you can use a guideline to point you in the right direction:

1. Work out which skincare products you want to sell

Working out the direction you want your skincare line to go is the first step. There are many different branches of skincare which appeal to different audiences. It’s up to you to work out which area you’d like to focus on, below are a few ideas:

1. Natural, organic skincare: The demand for natural, cruelty-free products are on the rise. Consumers are becoming more aware of the impact they have on the environment, as well as steps that can be taken to mitigate this damage. The natural skincare market has seen a boom in the past 5 or so years, showing no signs of slowing down.
2. Anti-aging: As the obsession with beauty grows, so does the obsession with finding the elixir of life. While finding the fountain of youth might not be possible, there are now an abundance of skincare ingredients and methods which seek to slow down the aging process. These include SPF lotions, Retinol and Resveratrol serums, amongst other beauty treatments.
3. Catering to a certain demographic: You might want to focus on certain skin types, dry, oily etc as you have experience in creating products for these groups of people. If you’ve already created some products at home for yourself, and it works wonders on your dry skin then this is a good start. Other areas you could focus on are different age groups and ethnicities, as well as putting your focus into tackling specific skincare concerns such as acne or blemishes.

Note that this step will take a lot of market research. A lot of it. It is crucial that you spend a lot of time researching the market to find what is already available and what you could potentially create. It’s about finding a USP (unique-selling point) which could really seperate you from your competitors.

2. Have a budget

Creating a skincare line is not a cheap process, especially as time goes on. We recommend having a minimum starting capital of £2000-£3000 to cover all of your costs. Of course it will depend on the number of products you choose to begin with, but more products means more starting capital.

In addition to this, make sure you have some sort of cash inflow. Cash is king when creating a product line and you don’t want to run out before you’ve even started.

3. Focus on branding

Once you’ve decided on what it is you want to sell; be it one fantastic product you’ve been making for years or even a completely new line, you need to work on branding.

Branding is critical, it is what will get your products sold. Branding involves; the name of your skincare brand/line; colours that best represent it; a philosophy you follow; a logo; packaging; slogans, and so on. This list is by no means exhaustive but it’s a few things you have to pay attention to.

The goal is to catch the eye of potential customers, and create a memorable experience. Repeat, loyal customers are a valuable demographic and definitely something you shouldn’t overlook. Take your time with this step, hiring professional help is definitely advisable.

4. Find a skincare supplier/manufacturer

When you’ve decided on the products you’d like to create, it’s time to find a manufacturer to produce the product line. There are many legislations covering the production of cosmetic products for public sale, you must ensure the manufacturer is following these guidelines. The guidelines include things like safety assessments, manufacturing processes, labelling and so on. This means finding an approved, reputable supplier to prevent you from running into any problems.

This is the point where you decide how much of each product you’d like, you’ll find that larger batches are cheaper per item but require large orders. Ask yourself things like “is this in my budget?” and “can I sell all of these products?”. Note that skincare products do indeed expire, even quicker if they contain natural ingredients.

5. Have a marketing strategy

Marketing is what will get your products sold. You need to ask yourself where you would like to sell your new skincare products. A few common marketing strategies are as follows:

1. Sell online: A common choice, selling online will mean a huge, global outreach (provided you’re willing to sell internationally). A web presence is imperative in this digital era, and it really makes your brand ‘legitimate’. As this a popular choice, it also means a lot of competition. Creating a website can also be quite expensive if you’re inexperienced. If you’re looking to do it yourself to cut costs, visit online marketplaces such as Shopify which aim to simplify the process.
2. Retail option: Focusing on retail is a good idea, you’ll see your product in shops and consumers can interact with your skincare line physically; this is known to boost sales. This strategy can be a little difficult to enter however, you need to get retailers onboard with your product and your vision, as well as have a reasonable price point.
3. Sell products yourself at fairs and markets: This can definitely be a profitable option if you start with a low volume. Selling at fairs and markets also means you get to interact with customers and receive feedback, this means you can get a better idea of what customers are looking for.

In addition to where you’d like to sell your products, you want to decide on the price point. Are you manufacturing luxury products that will compete with high-end brands, or are you making cheaper, generic items that can be found at retail outlets everywhere?

6. Work on a long-term plan

Ask yourself where you want to be in 6 months, 1 year, 5 years and so on. By having a long term strategy you’ll always have something to work towards. A tip is to always be developing the business in some way. Stagnation is often a boring process and you can be left behind with all the advancements in the industry. Keep it moving, have a vision.

7. Other important things to consider

1. Starting a skincare line won’t be cheap. Going from making simple natural products at home to developing your own skincare brand/products is a big jump. Regulations must be followed and getting your products approved for sale can be a costly process. Pair this with the cost to create a website, develop the products and obtaining liability insurance and you’re looking at a fairly hefty bill.
2. The skincare market can be difficult to enter. The skincare market is mostly dominated by large brands that are quick to capitalise on new trends. Focusing on a niche or USP will help seperate you from your competitors.

Well that’s all there is to it! We want to congratulate you for deciding to begin this exciting venture and wish you the best of luck. Of course this article is merely a summary of what is required. It’s best to do additional research and speak to experts in the industry. Any questions or comments? Leave them down below 🙂

References

[1] https://www.statista.com/statistics/254612/global-skin-care-market-size/

[2] https://www.mordorintelligence.com/industry-reports/uk-professional-skincare-product-market