Let’s stir up some magic in the lab with today’s hot topic: white label vs custom manufacturing.

If you’re dreaming of launching your own skincare or beauty brand, you’ve probably already asked yourself this question: Should I choose white label or go for custom formulation?

Behind that question, there’s often a whole list of doubts:
Do I need to create my own formulas? Is it even legal? Can I have products that truly represent my brand identity? What about the budget? Do I have enough knowledge or time?

If you’ve ever thought this way, you’re far from alone.

In this article, we’ll break down the two main options for outsourcing your cosmetic production: white label manufacturing and custom formulation. By the end, you’ll know the exact difference between the two, understand their advantages and limitations and, most importantly, which one best suits your brand’s vision, goals, and resources.

What Is White Label Manufacturing?

White-label cosmetic manufacturing means you select pre-formulated, pre-tested products from a lab’s catalogue and place your brand’s logo on them.

You don’t need to modify the formula, fragrance, or texture as everything is already created, approved, and ready for market. Your main role is to choose from existing products and customise the packaging, name, and brand story around them.

The Advantages of White Label Cosmetics

Speed to Market
White-label cosmetics are the fastest way to launch a beauty brand. Since the formulas already exist and meet all regulatory requirements, your products can be ready in weeks rather than months.

Lower Initial Costs
Because you skip formulation development, stability testing, and toxicological assessment, your startup costs are lower. You mainly invest in packaging and minimum order quantities.

Full Regulatory Compliance
All legal requirements such as lab tests, Product Information Files (PIF), and Cosmetic Product Safety Reports (CPSR), are already handled by the manufacturer. You simply register your brand and product on the CPNP (EU) or SCPN (UK) and start selling.

The Limitations of White Label Cosmetics

Lack of Uniqueness
Your formula won’t be exclusive to you. The same cream, serum, or shampoo could appear under multiple labels. That makes it harder to build a distinctive identity in a saturated beauty market.

No Control Over Adjustments
If your customers mention texture, scent, or skin feel adjustments they’d like to see, you can’t alter the composition, it’s locked by the manufacturer. This limits your ability to evolve.

Weaker Brand Positioning
When your products aren’t unique, your brand story relies solely on marketing and packaging. That can limit brand story and long-term growth.

Who Should Choose White Label?

White-label manufacturing is perfect if you want to:
• Test your concept quickly without heavy investment
• Launch a salon, spa, or concept-store range
• Start small with minimal technical involvement

Influencers, boutique owners, and early-stage entrepreneurs often start with white-label products to validate their market and build visibility before moving to custom formulation.

What Is Custom Cosmetic Manufacturing ?

Custom manufacturing is for those ready to build a brand that’s truly unique and theirs.

You collaborate directly with a cosmetic laboratory to create your own formula from scratch, tailored to your values, audience, and sensory vision.

You decide everything from texture, fragrance, ingredients, actives, and aesthetics, ensuring the result embodies your identity and desired positioning.

The Advantages of Custom Manufacturing

A Unique, Bespoke Formula
Every element of your cosmetic product reflects your brand. From texture to scent, it’s entirely yours.

Brand Credibility
Owning your own formula positions you as an expert brand that is authentic, innovative, and serious about quality.

Flexibility to Improve Over Time
You can tweak or reformulate later based on client feedback or market trends, keeping your brand competitive.

Long-Term Value Creation
Although custom manufacturing requires more time and investment upfront, it builds equity and differentiation as you’re selling an experience, not just a product.

Points to Anticipate

Longer Timeline
Formulation, testing, and validation usually take 6–12 months.

Higher Initial Investment
Development costs are higher, but achievable on a reasonable budget with the right lab partner.

Regulatory Requirements
Mandatory tests include stability and microbiological analyses, plus PIF compilation, all handled by your lab if you partner with a lab like ours that can coordinate everything for you.

Who Should Choose Custom Manufacturing?

This is the ideal route if you want to:
• Build a strong, lasting brand that stands out.
• Create ethical products (vegan, organic, natural, halal, kosher).
• Express a consistent sensory identity across your range.
• Be seen as a skincare or haircare expert.

Even without technical skills, you can create exceptional formulas through professional guidance!

You Don’t Need to Know Everything to Begin

Many founders hesitate because of worries about compliance or lack of formulation expertise. The truth? You don’t need to do it all yourself.

With an experienced cosmetic lab, you can focus on branding, marketing, and storytelling while professionals manage formulation, testing, and regulations behind the scenes.

How MB Cosmetics Lab Can Help You

If you want to launch a skincare or haircare line without handling the technical side, at MB Cosmetics Laboratory, we provide end-to-end support.

We manage every stage, from custom formulation and manufacturing to packaging, quality control, and regulatory documentation (PIF & CPSR).

You stay the creative director of your brand while we ensure your products are compliant, safe, and market-ready. You receive ready-to-sell products designed for your audience, compliant with EU/UK standards and total peace of mind.

Choosing the Right Option for Your Brand

To recap:
• White label = fast, simple, and affordable start.
• Custom manufacturing = unique identity, expertise, and long-term strength.

Your decision depends on your vision, timeline, and brand goals, not just your budget.

As I leave you until next week, here are my final thoughts

Launching a beauty brand can feel overwhelming, but with the right manufacturing partner, you can turn your vision into compliant, high-quality products that sell.

Whether you choose white-label or custom, the goal is the same: create formulas that embody your story and delight your customers.

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

From my lab to yours,

Rose