Many see the makeup industry as over-saturated, however brands like Rhode and Refy have proven over recent years that there is still space for more makeup brands. If the product is good enough and the price is right, people will swap from the brand they currently use to a new brand. The beauty industry is still growing and therefore still plenty of opportunity for new entrepreneurs to enter this market. There are 6 key steps you should follow if you want to build a successful makeup brand.
1. Define Your Brand Vision
The best place to start is by mapping out your brand vision, the clearer the vision, the stronger your brand will be. You don’t want to enter the market and be seen as just ‘another makeup brand’. The best way to be seen as different to the other brands is by having a USP that stands out. For example, a current gap in the market is makeup made for sport, this would be a perfect USP. The next thing you need to do is decide on your target audience, if you’re targeting everyone, you’re targeting nobody. You might decide you want to target beginners with user-friendly products or professionals with more advanced products. Similarly to target audience, it is important to decide where you want to position your brand. Are you aiming for a more luxury, high price point brand or wanting to create a brand at a more affordable price point? This can depend heavily on your target audience and their disposable income.
2. Choose Your First Products
For any new brand, in the makeup industry or not, it is always suggested not to launch with many products. You should start with a few hero products that really solve your target audience’s problems. As we mentioned earlier about makeup for sport, you could start with a foundation, bronzer, blush, concealer and mascara that are all sweat-proof. Whilst conducting product research, it is important to be aware of trends but not create products based on them to ensure they stay relevant. There are loads of things to think about when it comes to a product, and it all plays a part in the end product, including things such as packaging.
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3. Find the Right Manufacturing Partner
Choosing the right manufacturer is probably the most important part of building your business. Start by researching manufacturers who have experience in creating makeup, it is quite a minefield, so start shortlisting based on reviews, location and MOQ (minimum order quantity). If you’re just starting out, begin with low MOQ’s around 50. The last thing you want to do is be stuck with a load of stock that you’re unable to sell, especially as makeup has a use-by date.
There are some other things you should be aware of, such as ingredient standards and the factory’s certifications. Once you have shortlisted a few, you can start requesting samples and compare the quality of the different samples. You can then go with whichever sample you like the best, you don’t need to rush this part it is important you get it right. A little note your first sample will never be perfect, but it is a good starting point to base your decision on what manufacturer you want to use.
Build Your Brand Identity
Some people might like to create the brand identity to start with however, the manufacturing process can take a while, so it is good to prioritise that first and then work on your branding whilst that ball is rolling. First things first is coming up with a brand name, this can be the hardest part. A top tip is to try to make it memorable but short and concise. For example, Makeup by (your name) is too generic. You want it to be something new but still easy to remember. The next part is your logo, it is quite common to overthink this part, but the main thing is that it is easy to use and reflects your brand well. Part of creating your logo will be the brand colours. Use a colour chart to help choose your brand’s colours depending on how you want to position your brand.
The final part of the visual branding is choosing what fonts you want to include in your branding. Again, this will mainly come down to how you position your brand, if you want to be serious and luxury or more fun and affordable. But also personal preference with how they look will also play a part. The main thing is, whatever branding you do choose, make sure you’re consistent wherever you place your brand to help your audience notice you.
Conclusion
Coming up with a great USP for a makeup brand is a good start, but creating a successful brand takes far more than that. Every step plays a huge role in building a business that stands out and that customers can trust. There are still successful brands entering the makeup market, so there is no reason why you can’t either, especially with a standout product.
Products such as cream bronzer have been so successful because it is a really great formula paired with a strong brand. It is good to look at other makeup brands for inspiration, but don’t try to copy. Focus on your own audience and solving their problem, and you will build a great makeup brand.