How to Start a Beauty Brand

How to Start a Beauty Brand

Indie beauty brands are so hot right now!

It’s a great time to jump in the market with a gorgeous and well-designed line of inclusive beauty products.

From skincare to haircare to makeup, there are so many possibilities!

But the beauty product market is a heavily regulated one so you’ll need to follow the law closely.

Here’s what you need to know…


1. Start your company

If you’re operating a business without registering as an LLC or Corporation, you’re taking a big risk.

Your personal assets can be taken to pay your business debts. That means you can lose your car, house, and bank account on a product injury, a bad business deal, or a freak accident.

This is so important for beauty brands because you never know how your product will react to so many different kinds of customer skin, nails, and hair. If someone develops a reaction to your product, you can be sued for damages.

Youʼll start by completing the state paperwork to register your entity.

Read more: How to Start an LLC


2. Lock down your brand

A trademark allows you to own your brand.

It means you're the only company who can use your company name, logo, slogan, domain name, personal name, product name, or hashtags.

Here's why it's key: without it, you can be sued, forced to rebrand, or have your customers stolen by copycats.

Trademarks give you the exclusive rights to use the name nationally. So if someone else registers your trademark, they’ll own the rights to your name nationally. You'll only be able to use it in your geographic region (typically your city). That's not ideal!

Think about how many brand pieces feature your company name: your website, social media, business cards, products, marketing materials, press links, inventory, etc. If you want to operate nationally, you'll need to change all of that + pull back all inventory with the brand on it, or possibly pay monetary damages. You'll lose customers, money, and valuable momentum.

Bottom line: if you’re building a brand, you need to trademark it asap!

Read more: How to Trademark a Brand in 3 Steps


3. Find your products

Have a plan for what you’ll sell.

Once you decide on your products, you’ll want to create formulas to help you outsource your products to a contract manufacturer. You’ll want to have a contract in place with your manufacturer that spells out the items produced, specifications, production + payment timelines, and inspection rights.

It’s also important that you and your manufacturer adhere to federal regulations about beauty brand production, labeling, and testing. The law is very strict about beauty products and there are many requirements you need to follow. Otherwise, you can be liable to your customers and face regulatory fines. The law dictates that your products need to be manufactured in a space that complies with federal regulations called GMP: Good Manufacturing Practices. The law also specifies what your labels need to say: like what ingredients you need to include, in what order, and any allergens; and what kind of quality control testing you need.

4. Create a website

You need a gorgeous branded website to attract customers + convert them to buyers. You’ll also need a personalized subscription terms + conditions to secure your customer service policy.

Thinking it doesn't matter? Think again! Your online policies have a big impact on customer happiness and your bottom line. Plus, they'll need to meet certain legal requirements to prevent fines and lawsuits.

Your policy tells customers what they need to know about buying from your shop. You'll want to spell out the rules for placing orders, how they’ll ship, and how to cancel an order.

Fun fact…those FAQ pages may be helpful but they’re not binding on customers. You need to create a feature that requires customers to agree to your Terms of Use before placing an order.

Read more: What Your Website Terms + Conditions Need to Say

Nicole SwartzStart