March 12, 2021 Published by Krisana Estaura

Tips on Starting a Makeup Line

In this article, we will discuss the benefits of entering this thriving industry and the things you need to do when establishing your own cosmetics company online.

Cosmetics have become a vital part of women’s everyday life. Makeup products help women feel more beautiful, and as a result, help them maintain their confidence and self-esteem. Some people say that it is all just for vanity, but the truth is that putting makeup on makes a lot of women feel good about themselves. So starting a makeup line today is a really great idea because of the massive global market that it has become. The demand even continues to grow, with the men’s categories also expanding. In this article, we will discuss the benefits of entering this thriving industry and the things you need to do when establishing your own cosmetics company online. At the same time, we will discuss how third-party companies like Delesign can help you grow your company and effectively gain a competitive advantage.

Why Enter the Cosmetics Industry

The global cosmetics industry is expected to grow into a $430-billion industry by 2022. Accordingly, e-commerce is mainly responsible for this growth. In 2017, the industry saw a 23.6% growth in the online segment with more than $5 billion in sales.

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It is undeniable that the global cosmetics industry is booming, even during the COVID-19 pandemic. In fact, e-commerce beauty products have seen as much as a 65% month-over-month growth since March 2020. Clearly, this space is not going anywhere but up, especially when the audience grows as more and more young people get into online shopping. Later, we will talk about how you can take advantage of this trend.

Cosmetic brands with significant online presence are even better positioned to grow exponentially. They have a greater competitive advantage online than in brick-and-mortar stores. In fact, they have an average retention rate of nearly 26%.

What to Do When Starting a Makeup Line

With these impressive figures, starting a makeup line now looks like a pretty smart business move. For your beauty products, you can create custom makeup packaging. However, it is not that easy. To ensure your success in building your own name in the cosmetics industry, here are the seven essential steps you need to understand and do:

1. Conduct Market Research

Like in any other industry, market research is vital before penetrating a market and establishing a company. It is not enough that you are passionate about it; you also need to understand it. What is the market like locally and internationally? Who is your primary audience? How will you enter the market? What is it lacking, and where could you come in? How can you innovate and contribute to the whole industry? Is there still a space for you, or is it already too saturated? These are just some of the questions you need to ask when learning about the industry. Above all, you need to know your competitors, what they are doing, and how they are doing it. You need to know them well and carefully to develop your own strategy.

2. Identify Your Niche

Once you have all the relevant data you need and understand the market better, it is time to determine your niche. This step is crucial, especially in the cosmetics industry, where you have numerous e-commerce niche markets to choose from. It is even better if you can come up with a new niche! Will you appeal to conscious consumers who are looking for sustainable and organic makeup products? Will you focus on men’s cosmetics instead of women’s? Will you sell under a particular category, or will you sell all sorts of makeup products? Will your company be a formula-oriented cosmetics company? Will you also carry other beauty products that go hand-in-hand with your makeup products? These are just some of the questions you need to ask, and surely, there are more. What matters here is knowing what will make your brand stand out from the rest and how you can appeal to the general public.

3. Find a Manufacturer

So you have already conducted market research and identified your niche. You now have a crystal clear picture of what you want to do and what you want to achieve. It is time to put it to the test and see how you can make it possible by finding a manufacturer that can carry your products. Suppose you have no experience sourcing manufacturers and have absolutely no idea about formulas. In that case, this might be a little tricky and take some time. The first thing you need to understand about cosmetics manufacturers is that there are two common types— private-label manufacturers and white-label manufacturers. The former customizes formulas for companies to sell under their respective brand names. Meanwhile, the latter develops various products for multiple companies and allows each company to rebrand the products under its name. Practically, both types of manufacturers are cost-effective. However, private-label manufacturers give you more liberty to customize the products and truly make them your very own.

4. Create a Business Plan

The cosmetics industry is not an easy industry to penetrate. It requires a lot of funding and planning, so you really need to be 100% committed. Creating your business plan will further put your commitment to the test. It has to be as detailed as possible, outlining strategies for growth. A good business plan also anticipates the challenges that might confront you along the way. While being ambitious helps realize your long-term goals, you still have to remain realistic when drafting your business plan. It is totally fine to underestimate but never overestimate your projections. Doing so might only hurt your business and eventually fail to guide you in making crucial business decisions. Here are some of the elements you need to include in your business plan:

  • Business concept
  • Revenue model
  • Organizational structure
  • Company description
  • Company location
  • Mission-vision statement
  • Target market and demographics
  • Growth strategy and expansion plans

5. Establish Your Brand

In the cosmetics industry, establishing your brand is make-or-break. Today, it goes beyond your identity, and is more about the story you tell and how you tell it. Your logo, brand assets, and product packagings are all critical but do not make the mistake of only focusing on these physical aspects. You are not going for a one-off, surface-level relationship with your target market, but a meaningful, lasting relationship beneficial for both of you. This relationship does not end when customers buy your product. It is a continuous journey that you take with your customers. It is no longer just about providing a solution to a problem but connecting with them on a deeper and more personal level. You need to ensure that your brand’s values consistently align with their values to sustain this brand-customer relationship and keep them engaged and satisfied.

6. Develop Your Marketing Strategy

Begin working on your marketing strategy by creating your social media accounts. It is non-negotiable. Otherwise, you can say goodbye to your dreams of becoming a successful e-commerce entrepreneur. When creating your social media accounts, make sure that they are all consistent with your brand identity. Ensure that when people see it, they will easily recognize your brand and associate it with your niche. Further, your short-term and long-term goals and plans shall also be clear in your marketing strategy. Part of this is understanding your demographics better. Which websites and platforms do they use the most? What are their online shopping habits? What time of the day and week are they online the most? What kind of content do they engage with? Asking and finding out the answers to these questions play a vital role in your marketing strategy and allow you to set realistic goals for your company.

7. Build Your Online Presence

Once you have set up your social media accounts and put your marketing strategy into play, you need to sustain the momentum. Once you have gained a better understanding of your demographics, you need to leverage the data you have. This information lets you engage them regularly. Create content that speaks to your existing customers and produce ads that can attract new customers. Release helpful blogs, publish unboxing videos, partner with influencers, hold contests and promotions, among others. Do not leave your social media accounts dormant. Be responsive to online queries. The key is to keep people talking about you. If you are clueless about digital content production, you can always consult companies like Delesign. It has a pool of experienced, creative talents who can help you execute your digital marketing strategy and realize your goals.


The best time to enter the cosmetics industry is now. It is ever-growing, and there are vast opportunities for budding entrepreneurs to succeed. Of course, it is not as easy as it sounds. You need many resources when starting a makeup line, especially if you are going for an e-commerce business and completely ditching a brick-and-mortar presence. The digital landscape can be daunting, and you can easily get lost if you have no idea how to run an e-commerce business. With the help of companies like Delesign, building your own name in the cosmetics industry would not be as difficult as it seems to be. Find out here how Delesign can assist you from start to finish.

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Krisana EstauraKrisana is a journalist turned SEO Content Writer with keen interest in tech, software, and innovations. She is an avid fan of Elon Musk and wants to be part of the future Human Mars Mission. In the meantime, she spends her time researching and writing about everything that could make life a better place on Earth. Outside of work, Krisana dedicates her time with her two lovely kids.