In the past few years, I have witnessed dramatic changes in the skincare industry. From a one-way market dominated by big brands to the social era where consumers have a greater voice, the entire industry has become more open, diverse, and more "picky".
If you are like me, and have ever been disappointed because you couldn't find a skincare product that really suits you, or you were so amazed after using a certain product that you couldn't help but think "Should I also make a series like this?" Then you are not alone. More and more people are beginning to have an idea - if I can create a brand with attitude, efficacy, and warmth, will anyone benefit from it?
Of course, this is not an easy road. But if you are willing to take solid steps step by step, it may become the most fulfilling journey in your career.
Before taking the first step, please sit down and think about these three things:
This question may seem simple at first glance, but it is actually the "soul question" of the entire entrepreneurship. Not everyone needs you, and not everyone will buy your products. You need to know who your customers are, their skin types, concerns, habits, and budgets. Don't be afraid to set the crowd too specific. The clearer it is, the less likely it is that each subsequent decision will go astray.
Just "easy to use" is far from enough. Have you ever thought about what changes your product will bring? For example: relieve seasonal sensitivity? Fight skin fatigue caused by workplace stress? Provide simple skin care solutions? Only by clarifying your "solution" can you truly connect with customers.
Ingredients? Formula? Story? Concept? Packaging? Any one of them can be a breakthrough point, but please don't just copy others. Even if it's just a tiny detail, it should be something you really believe in and are willing to stick to for a long time.
"Market research" sounds like something for big companies, but it can be very simple. Open the social platforms you often use to see what consumers are discussing, what they like, and what they complain about. Write them down. Go and see what is being sold on the shelves of offline drugstores and what the salesgirls are recommending.
Then compare your original idea to see if you have found a gap in the market. If not, you might as well continue to adjust the direction.
You don't have to plan to become a "national brand" from the beginning. Focus is actually the biggest advantage of small brands. For example, only making "repair essence for sensitive skin" or "a soothing cold compress mask after get off work", such positioning is easier to create a clear impression in the early stage.
If your brand is a person, what is his/her personality? Speaking style? Favorite color? What kind of lifestyle do you advocate? You can write him a self-introduction letter. After this step, you will know how to make a logo, what style of packaging, and how to write the slogan.
It is not recommended to do R&D by yourself unless you are a formulator. You might as well start with factories that specialize in Private Label. They usually have mature formulas, and you can start with small batch tests. Remember to choose those regular manufacturers with GMP and ISO certifications, and don’t be afraid to ask for more samples for trial. Talk to a few more companies before deciding.
After getting the sample, don’t rush to be satisfied. Trying it yourself is one aspect, but you should also ask relatives and friends to test it, and it is best to find people with different skin types. Collect their usage experience, such as whether it absorbs quickly, whether it is irritating, how the skin condition is the next day, etc. Only after repeated confirmation, enter mass production.
Different countries have different definitions of cosmetics. Some places require registration and filing, while others only require ingredient compliance. Labels, packaging, and efficacy claims may be restricted. If you are completely unclear, it is recommended to consult a consultant who is familiar with the regulations, and don’t wait until the problem occurs before remedying it.
Don't just think about high profits, but also make the price worthy of the product and brand. Calculate the complete cost of each of your products: formula, packaging, design, transportation, promotion, labor, don't miss anything. Then think about how much premium your target customer group can accept and find a balance point.
Are you going to sell it yourself or find a channel to cooperate with? It is recommended to build at least one official website of your own in the early stage so that you can talk directly to customers. Then expand according to resources: e-commerce platform, community group buying, offline flash… Don't be greedy, the most important thing is to suit your own rhythm.
Don't just stop at selling products. Build a community, tell stories, share skin care knowledge, user feedback, and behind the scenes of the brand to make the brand "flesh and blood". Social platforms are not advertising spaces, but places where you and customers build trust.
The first launch may not be perfect. But as long as you are willing to listen to feedback and make improvements, the brand can keep moving forward. Don't be afraid to pause, modify, or even cut off the product and start over. This is your biggest responsibility as a brand manager, and the greatest freedom.
Creating a skincare brand is not just about selling things, it’s more like conveying a belief. You will spend a lot of time on formula sheets, sample tests, and customer emails, but you will also feel it’s worth it when someone says “This is really what I’ve been looking for for a long time” after using your product one day.
This road may be hard, but you are not alone. If you are ready, then start.
If you are still worried about finding a manufacturing partner, you might as well try to cooperate with Xiran, a top Chinese skincare manufacturer, a cosmetics manufacturer with more than 10 years of development experience, which can fully meet your solution needs.
