How to sell makeup online


The beauty industry is projected to reach an incalculable value of € 90 billion in 2020. Want a slice of that pie? Go for it! But first coffee. And second: ask yourself some questions:

  • How is your idea different from what is on the market?
  • Have you identified an audience for your products? How will you achieve them?
  • Is that audience underrepresented by current brands?
  • Have you identified an emerging trend?
  • Is your differentiator external to the product? Are you trying to create a new experience around a common product? How will your brand help you achieve this goal?


One of the best ways to validate a product idea is to research trends. You can do it in several ways.

If you plan to enter the beauty industry, you should already consume beauty content regularly. Make a list of influencers, brands, bloggers, publications and trendsetters to follow. Subscribe to email lists so you don’t miss a thing, use a tool like Pocket to save articles for later, and capture inspirational ideas on a Pinterest board.

You can also check Google Trends to see if there is a growing interest in your idea.

Market niches

Many brands have built some stable businesses by going after audiences with specific beauty needs:

  • Studio10 for example addresses an older client, addressing the specific problems of mature skin.
    In its physical store, India Rose stocks brands that are unique or hard to come by in the area, and targets an environmentally conscious customer who also appreciates luxury and design.
  • Rapid growth in animal welfare awareness and interest in chemical-free formulations have contributed to the success of 100% organic, cruelty-free, and vegan brands.
  • Klee found its place in the teen and teen market, offering subtle colors and gentle formulations for young skin.
  • Redhead Revolution makes masks in rare shades that work best on light lashes for a natural look.
  • Professional makeup artists turn to makeup sale for products specifically designed for film and television.
  • Black Opal is an industry leader, representing a broad spectrum of shades designed for women of color.
  • Sugarpill’s hyperpigmented colors and extreme looks attract a cosplay crowd.
  • Exercise-proof makeup is also a niche market, and Sweat Cosmetics is targeting athletes.

In any image-based industry, branding is especially important. Consider how your packaging, logo, voice and website design can help reflect brand values, tell a story, and create an experience for your customers.

Brand, manufacturing or white label?


Some beauty deals products, like lip balms, facial oils, and bath products, are easy to make at home. Carefully test and document your process so that as you grow up or move into business, your formula remains consistent.

Even though their “lab” may be your kitchen, make sure you continue to comply with local regulations. To manufacture cosmetics, For example, Spanish laws establish guidelines for ventilation, air control and surfaces.


Here, we mean making formulations from scratch in a laboratory. Big brands may have their own factories, but many manufacturers produce products for multiple brands in the same space.

White label

White label (or white label) in cosmetics refers to generically manufactured products that may or may not be slightly customized with color or fragrance, and packaged and sold under your own brand.  atomee beauty products Many brands can use the same formulation made by the same facility, with subtle variations and different packaging.

The white label is an ideal option for brands that sell a novel item or a unique concept versus a unique product. For example, if you were to launch a unicorn themed shop, maybe you would label lipsticks with unicorns and magic / fantasy inspired names. In this case, the lipstick itself is not as important as the brand or the concept.

White labeling is a great way to quickly go from idea to final product, especially if you’re jumping into a hot trend.


You can also sell makeup online by skipping the manufacturing entirely. Buy multiple brands wholesale, bringing a careful shopping experience to your customers. Topics for reflection: local brands, natural or organic products, products for specific skin types or conditions, etc.


  • Brand compatibility. Is there any competition?
  • Availability in your market If you are shipping abroad, for example, who else is shipping that particular brand in this market?
  • Import of tariffs. Consider the after-the-fact fees you may incur when pricing your products.

Manufacture of cosmetics

Regardless of how you decide to produce your products, there are some general guidelines and questions to ask yourself before going into production.

Ingredients and formulation

To ensure that what you are selling in your packaging is what is actually in the product, research ingredients and suppliers thoroughly. Question:

  • Are the ingredients quality for skin care and / or approved for use in skin care in your country?
  • Do you care about natural ingredients?
  • What preservatives will you use?
  • Will your products make organic claims? Make sure the provider has the appropriate certifications.
  • Track the supply chain. Is the supplier reputable? Can you provide references?
  • What are the labeling laws in your country and in the countries you ship to?


Packaging in cosmetics serves a few purposes:

  • Represent your brand through design
  • Protects fragile products such as eyeshadows and compact powders from breakage
  • Works as an applicator, just like liquid lipsticks and masks
  • Communicate important information to customers, such as ingredients, expiration date, and instructions for use
  • Contribute to the customer experience
  • Make sure to not only rigorously test your products, but also the packaging. Try the two together, especially if you are producing your formula and packaging in different facilities.