5 steps to creating your own cosmetics brand in 2023

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Do you have a bright and inspiring idea to create a cosmetics brand, and are you dying to make it a reality?

Whether you’re a passionate beauty enthusiast, an undisputed master of marketing and e-commerce, a gifted salesperson with a magic touch, or an influencer with a powerful and enviable network, your vision deserves not only to come to life, but to shine intensely. This article, brimming with enthusiasm and expertise, is designed especially for you: a total and exhilarating immersion in the captivating world of launching a cosmetics brand in 2023.

From meticulous and insightful market analysis, to the development of a flawless and bold business plan, to the crystallization of your unique concept and positioning strategy, we present here the ultimate and must-have guide on “how to create your cosmetics brand in 2023”. Immerse yourself with confidence and passion in our valuable, proven advice, and turn your vision into a resounding, memorable success.

Step 1: Drawing up a vision for your cosmetics brand

Creating your own cosmetics brand means asking yourself the right questions and getting the right support to find the right answers.

Every renowned cosmetics brand started with a simple idea, but the key to their success lies in defining a solid, inspiring strategic vision.

To lay the foundations for a brand that will resonate in the beauty industry, it’s essential to clarify from the outset the type of entity you envision. Are you planning to open a high-end beauty salon? Do you prefer the authenticity of a physical store or the scale offered by an online business? Have you identified your target customers? And above all, what added value will you bring to make you stand out in the cosmetics world?

To ask these questions is to embark on the exciting journey of “how to create a cosmetics brand”. They guide every decision, every choice, offering the opportunity to build an authentic and captivating brand story.

Analyzing current trends in the cosmetics industry is key to creating a successful cosmetics brand.

In the quest to create a cosmetics brand, it's vital to capture the essence of the trends driving the cosmetics industry. This ever-changing world offers new palettes every year, and what was in vogue in 2022 may now be relegated to the background. To create a cosmetics brand that resonates deeply with your future clientele, it's crucial to have up-to-date knowledge of the beauty sector. Here's how you can keep up to date with the latest developments in the cosmetics industry:

Discovering new products

Visit well-known cosmetics news websites, such as Global Cosmetics News or Beauty Independent. These sources are wellsprings of information, highlighting innovations and market trends.

Merchant Exploration

Browse platforms such as Amazon and Google. These modern showcases reveal the products that are currently delighting consumers.

Authentic Connections

Immerse yourself in online beauty forums such as MakeupTalk, Real Self’s Skin Care Forum, Skin Care Talk and Skincare Addiction. These spaces allow cosmetics aficionados to engage in real, passionate exchanges.

Expert opinion

Visit manufacturers’ websites, such as Carmel Cosmetics Labs, to learn more about technical aspects and new formulations. Creating a cosmetics brand also means talking to industry experts.

Influence and Inspiration

Follow industry influencers on social media. You can opt for specialist services such as Upfluence or Influencer.co, or, with a personal touch, look for hashtags such as #skincare and #cleanbeauty on Instagram for full immersion.

Refined Analysis

Use digital tools such as Google Trends and Google Keyword Planner. They offer you a precise vision of how to create your own brand in line with beauty trends.

By bringing these valuable tips to light, the dream of knowing how to create your own cosmetics brand takes shape. It's rooted in reality, yet holds the promise of a dazzling future in the world of cosmetics.
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Research your potential customers

To create a cosmetics brand in an informed and confident way, it's imperative to know your potential customers inside out. Careful analysis of your target market provides valuable insights to guide your strategic decisions. Ask yourself the QQQOCP of potential customers:


The people behind the statistics are at the heart of the process of creating a cosmetics brand. Identify demographic details such as age, gender, education level, and income level. By visualizing your target market as unique individuals, you approach the creation of your cosmetics brand with a human-centered perspective.


Creating a cosmetics brand must also be based on knowledge of your future customers' interests. What are their interests and needs? What makes them tick? Knowing this, you can discover the services, products and features they're looking for.


Do they shop at certain times of day? Do they buy skincare products seasonally or on a monthly subscription basis? Examine their consumption habits to get to know your customers better.


Know where your potential customers live and work. In the beauty sector, it's also a good idea to know the climate in which they live. Geographical data enables you to find the right products for the right customers.

How to

Psychography sheds light on how to approach them. By understanding their attitudes, values and buying behaviors, you can strategically position yourself to create a cosmetics brand that resonates with their ethos.


The driving force behind purchasing decisions. By understanding the reasons behind their choices, you hold the key to aligning your brand with your customers' aspirations.

When you set out to create your own cosmetics brand, a thorough understanding of your audience is crucial. Adopt a detailed approach and rely on proven tools to obtain reliable insights.

Here are some essential tactics and recommended tools:

  • Online surveys: Use
    . These platforms enable you to create customized surveys, analyze responses and gain valuable insights into your target audience’s cosmetics expectations.
  • FocusGroups: Explore
    . These platforms enable you to target specific participants and gather real-time feedback on their preferences and needs.
  • Competitive analysis:
    are excellent tools for examining what your competitors are doing, discovering SEO opportunities and spotting market trends.
  • Existing online resources: Reddit, in particular the sub-forums dedicated to cosmetics, or
    for product reviews, will give you a direct view of consumer conversations.
  • Personal networking: Although there is no specific online tool for this, LinkedIn can be used to solicit professional advice and gather feedback from trusted people in the industry.

Armed with powerful tools and solid data, creating a cosmetics brand becomes a strategic move. These resources maximize your chances of success and build trust with your future customers.

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Analyze your competitors

Understanding the competitive ecosystem is essential. A meticulous analysis of your competitors will give you a clear vision of the best practices in the market, as well as the opportunities to seize in order to create a successful cosmetics brand.
Identification des Concurrents

Commencez par dresser une liste exhaustive de vos concurrents directs dans le domaine de la cosmétique. Ce sont ceux qui offrent des produits ou services similaires au vôtre.

Immersion Digitale

Imprégnez-vous de leur présence en ligne. Explorez leurs sites Web, surveillez leurs activités sur les médias sociaux et parcourez les avis et commentaires des consommateurs pour saisir leur perception.

Visites Physiques

Si possible, visitez leurs points de vente, que ce soit un salon, une boutique ou un pop-up store. Une expérience de première main vous permettra de jauger leur offre et leur service client.

Recueil d'Opinions

Engagez la conversation avec d'anciens employés, des fournisseurs ou des clients actuels pour obtenir des insights précieux.

Your Competitive Analysis Guide

  • Marketing approach: What branding strategy do they adopt? How do they run their advertising campaigns?
  • Strengths and weaknesses: Identify the distinctive elements that make their brand strong, as well as potential gaps in their offering.
  • Online traffic: Use tools like
    to find out where their traffic comes from and what their SEO and SEM strategies are.
  • Products & Services: What are our flagship products? What innovations do they offer? How do they position their prices?

By relying on these methodologies, “creating your own cosmetics brand” becomes an informed adventure, where every decision is taken with confidence, armed with knowledge of the competitive landscape.

Search for e-commerce platforms

Planning to open a brick-and-mortar store? It’s a good thing for local consumers. You’re offering a tangible, personal experience with your brand. However, in today’s digital age, not exploring the world of e-commerce would be a missed opportunity.

Creating a cosmetics brand and launching an online store is an essential investment if you want to reach a global audience. This often means setting up a professional, ergonomic and secure website dedicated to the presentation and sale of your cosmetic products. Online platforms such as Shopify, Woocommerce or Wix enable you to put your website online in just a few clicks.

But don’t stop there! The online ecosystem is full of sales platforms that can take your brand to the next level. Renowned marketplaces such asAmazon, Etsy and Facebook Marketplace offer unrivalled opportunities to showcase your products to an international audience, increasing your brand’s reach and visibility.

Building and maintaining relationships

One of the best pieces of advice we can give you during the research phase is to put you in touch with other beauty business owners.

Talk to your personal connections, attend small business networking events and use LinkedIn to make online connections. Ask questions. Listen to their stories. Learn from their achievements and mistakes. Be a (make-up) sponge and soak it all up.

You’ll get valuable industry information and practical advice on running a business from people who’ve already been down the road you’re starting out on.

Every relationship you build today will be a solid pillar on which you can build tomorrow in your ambition to create your own cosmetics brand.

Creating a cosmetics brand involves studying the cosmetics industry market and defining your concept.

Market study and business plan to create your cosmetics brand in the best possible conditions

The Business Plan is the roadmap for your cosmetics brand creation project. It lists the goals and projects you want to achieve over the next few years, and describes the steps you need to take to get there. It consists of the following components:

  • Description of your vision and concept
  • Market research
  • Financial information (budget, estimated business costs, annual revenue projections)
  • Information about your Products (what you sell, how you obtain the goods, sales projects)
  • Sales and marketing strategy
  • Customer base
  • Objectives and keys to success

Here are some recommended online tools to help you with this process:

  1. LivePlan: This is a popular tool that offers specific business plan templates for many sectors, including cosmetics. It guides the user step-by-step through the creation process and enables easy visualization of financial forecasts.
  2. Bplan: Provided by Palo Alto Software, this website offers a variety of free resources, including business plan templates, articles, and calculators to help entrepreneurs get started.
  3. Upmetrics: This modern business planning software offers customizable templates, an intuitive user interface and features for visualizing your financial projections.
  4. Tarkenton GoSmallBiz: Specifically designed for small businesses, this tool offers not only business plan templates, but also consultations to help them refine their ideas and strategies.
  5. Bizplan: An interactive platform that divides your business plan into manageable modules. It integrates features such as drag-and-drop for financial elements, and enables real-time collaboration with your team.

Don’t forget that creating a business plan for your cosmetics brand is not only a tool for obtaining financing, but also a map that will guide your company through its first stages and beyond. Choosing the right tool can greatly facilitate this process.

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Step 2: Set up a legal business to create your own cosmetics brand

To create your own cosmetics brand, you’ll need to set up a company. The way you structure your business affects your day-to-day activities and your personal responsibility. The amount of your taxes, and much more.

Contrary to common perception, setting up a new business has become much simpler in recent years. Governments and institutions around the world have recognized the potential of entrepreneurship and worked to make it more accessible and faster.

In just a few clicks, it’s now possible to launch your own cosmetics brand, thanks to platforms such as Legalstart and Rapidformation. These modern digital platforms have transformed the way entrepreneurs approach administrative formalities, offering more efficient solutions in line with today’s needs.

However, it is essential to stress that a fundamental aspect in the process of creating a cosmetics brand is the choice of legal status. This choice will influence many facets of your business, such as :

  • The manager’s social security system: Will you be covered by the self-employed scheme or the general social security scheme?
  • Your company’s tax regime: will you opt for income tax or corporation tax?
  • Decision-making within your company: How will decisions be made, especially if you have partners?
  • Attractiveness to investors: Some statutes are better suited to attracting investment and developing your brand.
  • Your financial responsibility: To what extent will you be liable for the company’s debts in the event of difficulties?

So it’s crucial to consider these aspects carefully before deciding on the legal framework for your business, whether as a sole proprietorship, auto entrepreneur, micro-business, simplified joint stock company (SAS) or limited liability company (SARL). Creating a cosmetics brand is an exciting process, but it’s essential to lay solid foundations to ensure success.

Step 3: Create your corporate brand

Your brand is more than just your company name and logo.

Your brand is how consumers perceive and experience your company – from your products to your customer service, and everything in between.

Why is it important to create a brand?

Brand image is important to you and your customers. Creating a strong brand makes you a strong company. But that’s not the only reason to create a brand.

Here are just a few reasons why branding is essential to your success:

  • Makes a memorable impression on consumers
  • Building trust and credibility with your customers
  • Customer loyalty
  • Can attract and generate new customers
  • Support for marketing and advertising efforts
  • Helping you orient your future business
  • Increases the value of your business
  • Protects you from the competition

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Creating a cosmetics brand involves creating a logo and a brand name.

Choose the name of your cosmetics brand

Choosing a name for your cosmetics brand is much more than just a formality: it’s the very essence of your identity, the first contact with your customers, and the reflection of your company’s vision and values. In the cosmetics sector, where emotion and perception play a major role, an evocative name can be a considerable asset. It must be intriguing, seductive and easily memorable. In addition, it’s vital to ensure that the name you choose is available, unique, and not too similar to other existing brands. Fortunately, there are a number of free online tools that can help you in this process. Brand name generators such as Namelix, NameMesh and Shopify Business Name Generator offer suggestions based on the keywords you enter.

In addition, domain name availability checkers such as Whois.net allow you to ensure that your name is available as a website. Finally, don’t forget to consult the trademark databases in your country to avoid any future conflicts. In short, creating a name for a cosmetics brand is a skilful blend of art, strategy and in-depth research.

Create a logo for your cosmetics brand

Logos are ubiquitous, whether on business cards, social networking messages, stickers, product packaging, and so on.

If you want a brand that people will recognize instantly, you need a unique, professional-looking logo. You can create one yourself, or hire someone to do it for you.

Here are some recommended online tools to help you with this process:

CANVA: Design a professional, personalized logo for free with Canva. Its free logo creation tool is easy to use. Choose one of the templates offered by Canva or create your own logo from scratch using their online design platform.

LOGOJOY: They ask questions and you answer them. Logojoy then automatically generates logos based on your answers. Prices are $20, $65 and $90, depending on the type of files you want and how you intend to use them.

GRAPHICSPRINGS: Create a customized logo in just 1 minute. Online logo design is free, but you must pay $19.99 to download your file.

The importance of trademark registration (examples from Morocco and France)

Registering your trademark is an essential step in setting up a business, especially in a sector as dynamic as cosmetics. This legal approach gives you protection against usurpation, counterfeiting or any form of unauthorized exploitation of your brand.

In France, theInstitut National de la Propriété Industrielle (INPI) manages trademark registration. After checking the availability of your brand name in the INPI database, you can submit your application online. Once validated, your trademark will be published in the Bulletin officiel de la propriété industrielle, giving you protection for 10 years, renewable indefinitely.

In Morocco, the process is similar. TheOffice Marocain de la Propriété Industrielle et Commerciale (OMPIC) is in charge of registration. It is equally crucial to check the availability of your trademark via the OMPIC database before filing. OMPIC will then examine your application, and once approved, your trademark will be protected for 10 years, also renewable.

Step 4: Choose the right distribution niche for your cosmetics brand

The success of your business depends on your ability to reach potential customers.

When you plan to create your own cosmetics brand, it’s essential to think about the best distribution strategy. You have two main options: the traditional boutique and online sales. Each option has its own advantages and disadvantages, but the most important thing is to ensure that the distribution channel you choose is consistent with the image you want to convey with your brand.

If you’re banking on a range of high-end cosmetics, the immersive experience offered by an exclusive boutique, featuring personalized customer service and expert advice, will undoubtedly be more relevant than positioning your products between two mass-market brands.

For cautious entrepreneurs, before fully committing to leasing or buying commercial space, consider testing the market with a pop-up store. Located in a dynamic area with high footfall, this offers you an invaluable opportunity to better understand your customers, assess the logistics required and adjust your value proposition. Similarly, collaborating with department stores by opening a corner can be a judicious intermediary step to refine your strategy before plunging fully into the adventure of creating your own cosmetics brand.

The importance of your cosmetics brand's online presence

Today, beauty companies’ marketing efforts rely on a well-designed and informative website, as well as an active social media presence on platforms such as Instagram, Tik Tok, Snapchat and Facebook.

Here’s what strengthening your online presence can do for your business:

  • Having a website and social media channels is a simple and effective way to market your business online.
  • They help attract customers at every stage of the customer acquisition cycle
  • It’s the best way to create brand image and awareness in today’s online world.
  • A website allows people to find out about your company and your products, 24 hours a day, 7 days a week.

By staying active on social media, you stay relevant and remembered.

Create a website for your cosmetics brand

1 – Get your domain name

A domain name is simply the address or URL of your website. You’ll have to pay to get it, and then pay every year to keep it registered. Average costs range from $1/year to $25/year.

2 – Select a website builder

You hire someone to create your website, but this can be expensive (unless you know someone who can create yours for free). You create one yourself using Wix, Weebly, Squarespace, Shopify or many others. Before choosing

a platform, examine the pros and cons of different website builders, know what features you need and research what makes a good user-friendly site. On the following page, you’ll find price and service comparisons for various platforms.

3 – Choose a model

Whichever web design platform you choose, they should all have templates to choose from. Choose one that matches your brand’s style and looks professional, then modify it to make it your own. This will help you enormously to create your own site without having to pay a professional to design it.

4 – Add content to your website

Every good website needs rich content, unique images and videos. When it comes to pages, start with the following: Home, About, Contact and Products. Later, you may want to add a Blog and/or Resources section.

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Work with distributors and wholesalers to expand your cosmetics brand

Extending the reach of your cosmetics brand can often involve working with distributors and wholesalers. These strategic partners play a crucial role in your company’s commercial development, enabling you to access new markets and points of sale without the logistical costs and constraints associated with solo expansion.

Working with distributors specializing in beauty products offers the advantage of sector expertise. They understand market trends and customer needs, and can often provide valuable advice on how to position your brand. What’s more, their established network of contacts and retailers can open doors that might otherwise take years to develop on your own.

Wholesalers, on the other hand, enable us to deliver your products in large quantities to specific markets. This is particularly useful if you’re looking to target specific chain stores or geographic regions.

However, while recognizing the benefits, it’s crucial to approach these collaborations with caution. Make sure you understand the terms of any agreement, including margins, volume obligations and marketing rights. A transparent, mutually beneficial relationship with your distributors and wholesalers will be key to establishing and strengthening your position as you seek to create and develop your cosmetics brand in the marketplace.

Step 5: Start selling skincare products

As a skincare entrepreneur, you need safe, effective, unique and high-quality products, without paying high prices.

Create your own skincare brand

in just a few clicks, at the lowest prices in the industry. Carmel Cosmetics Labs can help you get started and make your products just as you imagine them, in no time at all.

Why work with Carmel Cosmetics Labs?

In short, here’s what Carmel Cosmetics Labs can help you do:

  • Design personalized cosmetics
  • Buy low minimum quantities at low prices
  • Provide custom label design services
  • Provide ongoing customer support and free beauty consultations
  • Fast turnaround times and easy inventory replenishment
  • Offering a variety of safe, effective, vegan and cruelty-free skincare products.

Regulatory aspects

When considering the creation of a cosmetics brand, it’s vital not to neglect the regulatory aspect. Cosmetic products are subject to strict standards to guarantee their safety and efficacy for the consumer. Each country or region, whether the European Union, the United States or other markets, has its own regulations. These directives cover a wide range of areas: product composition, clinical tests, labelling and marketing claims. It is essential to ensure that every product placed on the market is compliant, not only to avoid sanctions, but also to gain consumer confidence. A well-informed and rigorous approach to this regulatory aspect is a fundamental step towards the success and longevity of your cosmetics brand.

Don’t panic! The Carmel Cosmetics Labs teams will guide you step by step to ensure the regulatory compliance (Product Information File) of your product in the country where it will be marketed.

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