One of the first big decisions every new beauty brand faces is how their products should be made. Two of the most common routes are private label and custom (ODM) formulation. Each has clear advantages depending on your budget, timeline and how unique you want your products to be. This guide breaks down the differences so you can choose with confidence.
What Is Private Label?
Private label means selling existing, proven stock formulas under your own brand. The manufacturer has already developed and tested the product; you customize the branding, packaging and label. It is the fastest and most affordable way to launch a skincare line.
- Speed: launch in weeks rather than months
- Low cost: no formula development fees
- Low risk: formulas are already market-tested
What Is Custom (ODM) Formulation?
Custom formulation, often called ODM (Original Design Manufacturing), means the manufacturer develops a brand-new formula around your concept, target audience, hero ingredients and claims. You own a more distinctive product, but development takes longer and costs more.
- Uniqueness: a formula that is truly yours
- Control: choose textures, actives and claims
- Differentiation: stand out in a crowded market
The right choice is not about which method is better – it is about which fits your brand’s stage, budget and ambition.
How to Decide
Choose private label if you want to test the market quickly, validate demand, or keep startup costs low. Choose custom formulation when you have a clear point of difference, a defined audience, and the budget to invest in a signature product. Many successful brands start with private label and move to custom formulations as they grow.
At Qianlan, we offer both models – and a semi-custom option in between – so you can scale your manufacturing approach as your brand evolves.