Your Ultimate Pre Launch Checklist for Beauty Brands

Let’s stir up some magic in the lab with today’s hot topic: your complete and reliable pre launch checklist for beauty brands. Whether you are preparing to release your very first product or expanding your existing line, the pre launch phase is one of the most exciting and strategic stages of building a beauty business. It is also one of the most important, because a strong pre launch plan ensures that your formula, your packaging, your compliance documents and your marketing strategy all come together seamlessly for a successful debut.

Many brand founders underestimate how much work happens in the months leading up to a launch. It is not only about having the right product. It is about timing, readiness, storytelling, documentation, quality assurance and operational flow. When these elements align, you launch confidently, professionally and with the momentum needed to capture customer attention from day one.

This post walks you through every essential step to prepare your beauty brand for a strong launch. It is easy, actionable, packed with industry knowledge and meant to empower you, whether you are a first-time founder or a growing beauty entrepreneur. If you want to build a brand that stands out and scales sustainably, this checklist is your foundation.

Step 1: Finalise Your Formula and Ensure Regulatory Compliance

Ensure that your formula is final, approved and fully documented. This includes the completion of stability testing, preservative efficacy testing when applicable and packaging compatibility checks. A compliant and stable formula is non negotiable for any beauty brand operating in the EU, UK, Canada, the USA or any other regulated market.

You should ensure that:

Your Product Information File (PIF) is complete.
Your Cosmetic Product Safety Report (CPSR) is approved.
Your label artwork complies with regulations.
Your claims are compliant with local legislation.
Your ingredient lists follow INCI formatting rules.

Your lab or consultant should confirm that everything is ready for market entry.

Step 2: Approve and Order Your Packaging

Your packaging must be confirmed, tested and ordered long before launch. Packaging supply chains often take weeks or months, which means delays here can postpone your entire launch.

This step includes:

Approving the packaging design and colour.
Ordering bottles, jars, tubes, pumps or droppers (avoid huge MOQs for your first launch).
Confirming label sizes, printing quality and adhesion.
Ensuring that all packaging is compatible with your formula.
Reviewing secondary packaging such as cartons and inserts.

Packaging must be both functional and aligned with your brand aesthetic. It should also be durable enough to withstand transit, storage and consumer use.

Step 3: Build Your Inventory Strategy and Production Plan

Once your formula and packaging are approved, you can move into production planning. Pre launch is the time to work closely with your manufacturing partner to estimate the right batch size for your brand’s needs.

This step includes production booking, ingredient ordering (done via your manufacturer), forecasting quantities and planning any secondary assembly (tamper seals, boxing or promotional offers).

You should already know:

How many units you will produce.
What your storage space can handle.
Your expected stock rotation (not applicable if this is your first launch).
Your unit cost and profit margins.
Your retail pricing strategy.

This ensures you avoid overproducing or underproducing during the early stages of your business.

Step 4: Prepare Your Branding, Messaging and Marketing Assets

A successful launch requires cohesive branding and clear messaging. During pre launch, you should be creating or finalising:

Product photos and videos.
Brand story and mission statement.
Product descriptions for your website.
Marketing claims that are legally compliant.
Social media graphics, captions and scheduling.
Email sequences for launch day.

Your marketing must reflect the identity and purpose of your product. This means you are not only selling a formula. You are selling experience, transformation and emotion.

This is also where you’ll want to make sure that your marketing message is clear and compliant, and for that, I invite you to check out our blog post on How To Create Fully Compliant Marketing Claims In 2026!

Step 5: Build or Update Your Website and Online Store

A strong pre launch checklist includes setting up a user friendly, conversion-focused website. This is where customers will learn about your brand, understand your product and place their first order.

Your website should include:

A fully optimised product page with benefits, ingredients and usage directions.
High quality images and videos.
A clear call to action.
An About page that tells your brand story.
Blog content that builds trust and SEO visibility.
A checkout experience that is smooth and tested.

You should also integrate your email marketing provider, analytics tools and payment systems before launch.

Step 6: Prepare Your Fulfilment System and Logistics

Once orders come in, you must be ready to pack and ship them efficiently. During pre launch, set up your fulfilment workflow.

This includes:

Ordering shipping boxes and tissue paper.
Preparing thank you cards or inserts.
Confirming your courier services and shipping rates.
Finalising policies such as returns, damages and customer support.
Preparing your inventory management system.

Smooth fulfilment helps you build trust with customers from the very first order.

Step 7: Create a Pre Launch Hype Strategy

Pre launch should build anticipation, curiosity and community. Beauty consumers love being part of the behind-the-scenes journey.

Your pre launch strategy might include:

Teasers on social media.
Behind the scenes videos from the lab.
Influencer seeding and PR outreach.
Early access sign up pages.
Giveaways for your first followers.
Sneak peeks of your texture or packaging.

A great pre launch funnel converts curiosity into excitement and excitement into sales.

For deeper funnel strategy guidance, you can check out our Ultimate Sales Funnel Strategy Blueprint!

Step 8: Final Checks Before Launch Day

As your launch date approaches, run through a final review to confirm that everything is ready for customers.

This final check should confirm:

Your product stock is completed and passed QC.
Your website is live, functional and tested.
Your email automations are working correctly.
Your packaging and unit labelling have no errors.
Your marketing assets are scheduled.
Your team understands the launch day plan.

This last verification step prevents small errors from escalating and ensures you launch confidently.

Step 9: Launch Day Execution and Post Launch Monitoring

Launch day is when everything comes together. It should feel coordinated, exciting and strategic.

After launch, monitor:

Website traffic
Conversion rate
Social media engagement
Email open rates
Customer feedback
Order fulfilment speed

This information will guide your next steps, from scaling production to refining marketing campaigns.

As I leave you for the week…

A beauty brand launch is not a single moment. It is a layered, intentional sequence of steps that combine creativity, compliance, operations and storytelling. When you approach your pre launch period with structure and confidence, you create a launch that feels seamless and professional while giving your customers a meaningful first experience with your brand.

Your product may begin in the lab, but your launch happens in the world. This checklist ensures that when your product meets the world, it is ready to shine.

Here’s to formulas that work and brands that thrive!

From my lab to yours,

Rose