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Big-name brick-and-mortar retailers like Sephora and Ulta aren’t going anywhere, but that doesn’t mean there’s a huge opportunity and plenty of room for direct-to-consumer (DTC) brands in the beauty space to make it. brand and build a strong customer base. Independent makeup lines have grown successfully by offering products that meet unique needs, and have the opportunity to connect with their customers on a more personal level.
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How To Make Your Own Makeup Brand
Starting an online cosmetics business can be very rewarding, and there’s never been a better time to start one. Read on to learn more about the current state of the cosmetics industry, and how to start your own cosmetics line step by step.
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Even in the midst of a global pandemic with months of stay-at-home orders, the online beauty brand has seen a huge increase in sales with over 64% month-on-month growth. But before the COVID-19 pandemic, online beauty brands exploded. The great thing about starting a DTC makeup line is that it allows brands to tell their stories and connect with their customers, which is what today’s consumers and Gen 1 Z shoppers crave for most brands.
Here are some well-known beauty industry statistics that show how much opportunity there is for new makeup lines around the world.
There are endless opportunities in the cosmetics industry. Beyond basic skincare and makeup products like foundation, eyeshadow and lipstick, there are unserved audiences and new makeup trends emerging that you can adapt to your products, such as -men’s makeup or vegan-free makeup.
There is a ton of potential around the world to expand your makeup line into new markets. You can start in your country, then expand sales internationally. There are also many resources available that make it easier to attract a variety of customers, such as international fulfillment services.
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What makes DTC makeup lines different from brick and mortar retailers is that they can easily appeal to a specific audience or niche. DTC cosmetic lines often compete less on price and more to attract customers with specific needs or shared social values.
While there are so many opportunities in the online cosmetics industry, there are considerations to keep in mind when launching a makeup line. The barrier to entry is low, and it’s easy to open and run an online store, but you need to consider the competition, customer acquisition costs, and how you’re going to create a great customer experience. Here’s a step-by-step guide on how to get started.
Choosing an e-commerce niche is important when starting a cosmetics line. For example, makeup designed for men is in high demand and organic makeup brands are still popular. Your product attributes help you stand out from the competition, from the type of ingredients you use to the specific audience you serve and what your brand stands for.
To find a niche, you must first look at the types of makeup products that are in high demand, or start by asking yourself why you want to start a cosmetics line in the first place. Are you interested in anti-cruelty? Have you ever struggled to find a foundation that suits your unique skin tone? Often times, the reason you want to start a cosmetics business is the same factor that other makeup enthusiasts are looking for.
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In the online cosmetics industry, competition is high. Conducting thorough competitor research is one of the most important things you can do before launching a makeup line. You must research competitors’ pricing models, special offers, social marketing strategies, customer reviews and press coverage. Looking at competitors’ mission, vision and values will also help you create a unique brand position that stands out. With this research in mind, you can begin to identify ways to further differentiate your brand.
For example, the founder of makeup brand Stowaway, Julie Fredrickson, was frustrated with carrying a large amount of makeup products in her bag all the time just to keep up with her makeup routine. So he got the idea to create travel-sized cosmetics that are easy to take with you when you’re always on the go.
There are two common types of makeup manufacturers: private label or white label. Private label makeup lines are custom made by manufacturers that allow cosmetics businesses to sell their products under their brand name. With a private label manufacturer, you have the option to customize your product, such as the choice of color, fragrance or packaging.
White label manufacturers make makeup products for various brands that are then rebranded under their name. While both private label and white label manufacturing are similar and cost-effective, working with a private label manufacturer allows for more customization, making your product unique and hard to find elsewhere.
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However you decide to manufacture your own makeup products, be sure to familiarize yourself with your product’s ingredients and comply with local and international rules and regulations, depending on your customer’s location.
What draws customers to the DTC makeup range is the story the brand tells and how they feel. An emotional connection with your customers is important when it comes to selling a makeup line. Makeup lovers are more likely to buy a product at a higher price than a drug brand if it makes them feel more confident, aligns with their values and brings them joy.
Your brand perception begins with the messaging and imagery used in your marketing and ad creative and doesn’t end after the experience of opening the box and using the product. Every stage and touchpoint in the customer journey is important. Before launching a makeup line, take the time to create a brand (including a name, logo, website, and marketing assets) that will set your cosmetics line apart from the competition.
The more unique your brand is and the more consistent it is with your brand, the more recognizable your brand will be. Investing in custom branded packaging is also a great way to delight your customers when their order arrives.
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Creating an online store can be one of the easiest and most fun parts of starting a makeup line. There are several ecommerce platforms (such as Shopify, Squarespace, BigCommerce, WooCommerce, and Wix) that make it easy to launch an ecommerce site without the need for a web developer.
Before you push your website live to officially launch your makeup line, don’t forget to test the entire shopping experience to make sure everything is working properly. Most ecommerce platforms make it easy to test run orders, so you can verify that your shipping settings look right, your checkout page is optimized, and that your post-purchase email is turned on correctly.
Unless you only sell on Amazon and rely on Prime badges to get sales, you need to be creative about how potential customers find you. In marketing, you “pay to play”, that is. While there are many bootstrap ways to market and promote your makeup line, you need a marketing and advertising budget to get your online store traffic and attract customers.
Every brand is different, so you can choose marketing and advertising channels based on where your potential customers hang out, visit and find information. You can start a social ad campaign using Facebook or Instagram, or try Google ads.
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That doesn’t mean you can’t come up with creative ways to promote your brand organically. Glossier’s DTC cosmetics business is a prime example. Founder Emily Weiss started Glossier as a beauty blog (originally known as ‘Into the Gloss’) and used her blog to launch Glossier, which paved the way for many DTC makeup lines. Organic marketing techniques like blogs and other forms of SEO rich content are great ways to get more visits to your store.
Foundation, mascara and eyeshadow – the foundation of makeup (no pun intended) – are everywhere. But what makes the DTC cosmetics line different from affordable drugstore brands like Maybelline or premium brands like MAC is that more and more shoppers are choosing DTC makeup lines because they have the ability to build trust with their customers through quality products, shared social values, and delivery reliable e-commerce.
Many online shoppers are willing to pay a higher price if they know they are getting a high-quality product. Quality is an important factor when choosing your brand products over drugstore cosmetics that are easy to buy and come at a reasonable price. Selling products made with quality ingredients, whether organic, allergy-free or vegan, will attract a different type of audience.
Kylie Cosmetics and Fenty Beauty have used the power of massive social followings to gain brand recognition. The good news is that you don’t have to be as famous as Kylie Jenner or Rihanna to attract a large social following. You can attract the type of customers you want by promoting your brand values, your expertise in applying makeup or sharing tips, through viral content, or referrals and
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