Creating your own cosmetics brand is an exciting project, but also a highly regulated one (especially in Europe and Switzerland). Here is a clear and realistic step-by-step method to get started.

1. Define your brand concept

First, you need a strong idea:

  • Product type: skincare, makeup, hair care, organic, luxury, etc.
  • Target audience: teenagers, sensitive skin, men, mature skin, etc.
  • Positioning: natural, scientific, luxury, vegan, low-cost, etc.

2. Study the market

Analyze what already exists:

  • Competitor brands (prices, ingredients, packaging)
  • Trends (clean beauty, Korean skincare, dermocosmetics)
  • Sales channels (e-commerce, pharmacies, beauty institutes)

3. Formulate the products

There are two options:

a) Work with a laboratory (most common)

  • You choose an existing base or a custom formula
  • The laboratory handles R&D and manufacturing

b) Create your own formulas (more complex)

  • Requires a cosmetic chemist
  • Stability, compatibility, and efficacy testing required

4. Comply with regulations

In Europe / Switzerland, you must:

  • Carry out a safety assessment
  • Have a Product Information File (PIF)
  • Follow Good Manufacturing Practices (ISO 22716)
  • Notify products on the European portal (CPNP)

In Switzerland, the competent authority is the FSVO (OSAV)

5. Build your brand identity

  • Brand name + logo + visual universe
  • Packaging (very important in cosmetics)
  • Storytelling (values, mission)

6. Find a manufacturer

You can:

  • Go through a “private label” laboratory
  • Or a manufacturer specialized in custom cosmetics

7. Distribution and sales

Choose your channels:

  • E-commerce (Shopify, your own website)
  • Marketplaces
  • Physical stores or pharmacies
  • Influencer networks

8. Marketing and launch

  • Social media (TikTok, Instagram)
  • Beauty influencers
  • Product testing / samples
  • Targeted advertising

Important advice

Success mainly depends on:

  • The real quality of the product
  • The consistency of the brand
  • Consistent marketing efforts

We can guide you: https://www.nccreation.ch/en/ncc-services/
Request your free consultation