How to start a skincare brand instead of selling for someone else (2025)

Why sell someone else’s dream when you can build your own?

Every year, thousands join multi-level marketing (MLM) companies in the beauty space, brands like Mary Kay, Avon, or Rodan + Fields, hoping to earn extra income, gain flexibility, and enter an industry they love.

And while MLMs can offer a quick entry point, they also come with major drawbacks: lack of control, limited income potential, and the hard reality that you’re building their brand, not yours.

In 2025, there’s a better path.

And that’s owning your own beauty brand through private labeling. A model where you sell high-quality products under your brand name without having to create formulas from scratch.

In this blog, we’ll show you:

• The key differences between MLMs and private label beauty brands
• Why ownership matters for long-term success
• How to start your own brand with less risk than you think

MLM beauty sales vs. building your own brand

Before you can make an informed decision, it’s important to understand the difference between selling for someone else and owning your own business.

Let’s break it down:

Why beauty business ownership changes everything

When you build your own beauty brand, you’re selling products while also creating an asset that grows in value over time.

Need more convincing? Here are the benefits:

1. 1. Creative freedom: You choose the product names, packaging, and story. 
   2. Full control of profits: Your revenue isn’t capped by commission tiers; you own all the profits. 
   3. Brand equity: There’s more to a business than just the products it sells. A business has a resale value if you ever want to exit (hello, Hailey Bieber having rhode acquired for $1 billion by e.l.f.).
   4. Authenticity: Customers can trust that you’re recommending products because they work, not because you have a sales quota. True authentic beauty comes from ownership.
   5. Long-term sustainability: You’re not dependent on another company’s stability or reputation.

Why people choose MLMs 

But of course, we must understand why individuals are choosing the MLM route.

Here’s the appeal of MLMs:

• • Low upfront cost
  • Training provided
  • Ready-to-sell products

But these benefits often mask bigger issues:

• • High pressure to recruit others
  • Limited income potential
  • Lack of creative input
  • Reputational risk from consumer skepticism toward MLMs
    

How private label beauty brands work

First things first, what is a private label beauty business?

Private label cosmetics is when you source professionally formulated, ready-to-brand products from a trusted manufacturer—then sell them under your own business name.

You don’t need a chemistry degree, a huge warehouse, or years of product development to get started—which is a big barrier for beauty entrepreneur hopefuls.

Instead, private label manufacturing makes it easy for you. Beauty business owners can:

• • Choose from an existing catalog of high-quality makeup, skincare, haircare, body care, or wellness products
  • Customize packaging, labeling, and branding
  • Launch your brand in weeks instead of years
    

For example, with a private label partner like Blanka, you could launch a clean skincare line with your own logo, branding, product names, and story—all without touching a lab beaker.

How to build your beauty brand (step-by-step)

Step 1: Define your niche & brand story

Before the product building begins, you must identify who you want your brand to be.

Ask yourself:

• • Why am I creating this brand? 
  • Who do I want to sell to?
  • What values do I want my brand to represent? (clean beauty, cultural representation, luxury, affordability)
  • How do I want customers to feel when they use my products?

Write this all down. Your answers become your brand’s ethos and story.  

Step 2: Partner with a private label manufacturer

Selecting the right private label partner is critical. Take the time to explore options and research which one is right for your needs. 

Some things to look out for include: 

• • North American production: For faster shipping and compliance
  • Low minimum (or no) order quantities: To start without massive inventory
  • Proven quality and safety testing: Certifications and safety measures are in place 

  • Large product catalogue: Variety in the products you can select to grow your brand

Check out our comparison breakdown of the top private label manufacturers to help you decide. 

Step 3: Choose your product range

Start small, maybe 3 to 5 core products that solve a specific need. It’s hard to perfect your branding and marketing with too many products. 

Maybe you launch with:

• • Hydrating serum + moisturizer + cleanser for dry skin
  • Everyday lip gloss shades + a signature lip balm
  • A calming body care trio for stressed-out professionals
    

For example, Starface launched with just one product: pimple patches. From there, the brand continued to expand its offerings over time. 

Step 4: Create your visual identity

Now, it’s time to get creative. 

You’ll need to build your beauty brand identity. This will include elements like: 

• • Logo
  • Brand colors
  • Typography
  • Packaging
  • Website mockups 

  • Brand tone and personality 

If you have the skillset, you can create this yourself. If not (and we’re not judging), platforms like Upwork or Fiverr are great for hiring professionals, or Blanka offers custom marketing services to make launching your beauty business seamless. 

Step 5: Launch to your existing community

A community doesn’t just mean a social media following of 50K+ or an email subscriber list of dedicated fans (but, if you do have this, leverage it!). Community can be your friends, family, or smaller social media following. 

These people are already your warm audience, so invite them into the journey early.

Step 6: Build your marketing flywheel

Once your brand story is solid, your private label partner is in place, your products are live on your storefront, and your visual identity is ready—it’s time to market.

Think of your marketing as a flywheel: each piece of content, customer interaction, and sale feeds into the next, gaining momentum over time. 

Use a mix of:

• • Educational content: Skincare tips, ingredient deep dives, or application how-tos
  • Social proof: Reviews, UGC, customer stories, or influencer partnerships
  • Behind-the-scenes stories: Product creation process, founder journey, day-in-the-life 

Share the above content through channels like social media, email marketing, podcasts, blogs, videos, events, and paid advertising to make an effective and efficient marketing strategy. 

Why 2025 is the time to start your private label business

The beauty industry is booming, and private label manufacturing has made launching a high-quality line faster, more affordable, and more accessible than ever. Customers are craving authenticity, sustainability, and real connection with brand founders, not corporate scripts.

MLMs might sell you the idea of entrepreneurship, but private label beauty gives you the reality. When you own your brand, you control the story, the products, the profits, and the future.

In 2025, don’t sell for someone else.