Ever wondered how a small skincare startup hit $1M in sales? In this case study, I’ll show you how private label skincare made that happen, step by step. I’m sharing this because these real tips can help your business grow, too, just like they helped theirs.
This startup scaled to $1M in sales by using private label skincare, focusing on trending ingredients, partnering with a reliable manufacturer, keeping low minimum orders, building a strong brand, and using social media to boost visibility and trust.
But that’s just the beginning. In this full case study, I’ll break down the exact steps they took, from choosing the right private label partner to smart marketing moves you can copy. Let’s dive in and learn how you can do it too.
What Is Private Label Skincare?
Many people come to me saying, “I want to start my own skincare brand, but I don’t know where to begin.” And that’s completely fair. Starting from scratch can feel too big. You need to make your own formulas, test them, find safe ingredients, deal with packaging, and follow skincare laws. Check the luxury packaging trends in the cosmetics industry here. All this can take months or even years & a lot of money. It’s hard for small businesses or new founders to manage all this alone.
Even after all that effort, there’s no promise the product will turn out right. You might face delays, poor results, or low-quality suppliers. Some people give up halfway. Others launch, but the products don’t meet customer expectations &, which can harm your brand before it even grows. It’s painful to see someone with a great business idea get stuck just because of the process.
This is where private label skincare changes everything. Instead of building everything yourself, you start with products that are already made, tested, and trusted. At Amarrie, our CEO, Leona Ho, offers a wide range of ready-to-use skincare products that you can brand as your own. That means you get high-quality formulas, beautiful packaging options, and expert support, without the heavy work or high cost.
You get the freedom to choose products that match your brand vision. We take care of the rest, from the ingredients and safety to the manufacturing and packaging. You focus on growing your business, and we make sure your products are ready for the market.
How It All Started?
I still remember when I first spoke with a client who wanted to build her own skincare brand but had no clue where to begin. She had passion, big ideas, and a clear vision, but didn’t know how to turn that into real products. She didn’t want to make formulas herself or deal with the stress of testing and labs. She just wanted safe, effective skincare she could proudly call her own.
She wasn’t alone. Many first-time founders face the same thing. They’re full of excitement, but they quickly hit a wall when it comes to product creation. Finding a trustworthy supplier, managing costs, and making sure everything is safe and high-quality, it’s a lot to handle, especially for someone just starting out. That’s where many great ideas fade away before they even get a chance.
After hearing story after story like this, I knew there had to be a better way. A smoother path that allowed new business owners to focus on building their brand and connecting with customers, instead of worrying about every small detail behind the scenes. That’s what pushed us to build a support system that didn’t just sell products, but also helped people bring their dream skincare line to life.
Our CEO started with one goal - to make it easier for people to start and grow their own skincare business. We offer well-made products, ready to be branded and launched. But more than that, we work side by side with our clients, guiding them, supporting their journey, and helping them stand strong in a crowded market. We’ve been part of many success stories, and we’re proud to help turn ideas into real brands that customers love.
Why They Chose Private Label Skincare
I once asked a new founder what made her choose a private label. Her answer was simple, she wanted results without wasting time. She didn’t want to spend years trying to build something from the ground up. She just wanted something real and ready that she could start sharing with people who trusted her.
Many startup owners feel the same. They don’t have the budget or experience to create products by themselves. What they do have is drive & they’re looking for a way to get their brand moving without feeling stuck. Private label lets them start without stress and avoid guesswork. Learn how to find private label skincare manufacturers in 9 steps here.
It’s not just about saving time or cutting costs. It’s about speed, focus, and peace of mind. These founders want to build a brand, grow a customer base, and show up strong in the market. They don’t want to wait or risk delays that could hurt their momentum. Private labels gives them control from day one, without slowing them down.
Our CEO understands this need. That’s why we offer carefully made skincare that’s ready to go. Our clients choose us because they know we care about quality, timing, and long-term success. We’re more than a supplier & we’re a partner in helping them create something they’re proud to sell.
Picking the Right Products to Sell
I always tell new brand owners, don’t choose products just because they’re popular. Choose what fits your brand’s message and what your customers actually need. When I guide people, I start by asking what kind of skin problems they want to solve. That one simple question helps narrow things down fast.
Some people want to focus on brightening, others on aging, or breakouts. The key is to understand your audience. Are they young and dealing with oil and acne? Or are they older and looking for smooth, firm skin? Once you know that, choosing the right set of products becomes easier and more meaningful.
Testing and feedback also matter. Even with ready-made products, it’s smart to try samples, compare textures, and see how they feel on real skin. Many founders I’ve worked with test a few options before settling on the ones that feel just right for their brand. A small skincare line with the right mix often does better than offering too many random choices. Find the 10 must-have certifications for ethical skincare private label brands here.
Our CEO helps our clients select bestsellers based on their goals. Whether someone wants to start with a simple duo or a full skincare routine, we guide them through every step. We give honest suggestions, share real data, and help create product lines that people trust & keep coming back for.
Finding a Good Manufacturer
I still remember the first time I helped someone choose their skincare manufacturer. She had already spoken to five companies, and each one promised the best quality and fastest service. Learn where to find quality and affordability in details here. But when I looked closer, most of them didn’t offer clear answers, proper safety proof, or even sample products. That’s when I realized how confusing and risky it can be for someone new to the industry. I told her what I always tell my clients - don't choose based only on price or pretty words. Choose someone who can truly support your brand, from day one to long-term growth.
A good manufacturer should feel like a real business partner, not just a supplier. You need someone who understands the science behind skincare, follows safety rules, and keeps their promises. If they avoid your questions or take too long to reply, that’s already a bad sign. If you can’t trust them before placing your order, how will you trust them with your brand’s reputation later? It’s also important to check how they handle production, how flexible they are with order sizes, and what kind of packaging options they offer. These small things matter more than people think.
Reliable communication is another key point. New brand owners often have questions & that’s okay. The right manufacturer should explain clearly, guide you with real knowledge, and support you when things get tricky. They should provide test results, ingredient lists, and be open about where the materials come from. Good partners are proud of their process, they won’t hide anything. I’ve seen people lose both time and money by choosing a company that looked nice on paper but didn’t have the experience or systems to deliver when it counted.
Our CEO does things differently. We’re not just here to sell products, we help build real brands. Our team works closely with clients to understand what they need, whether it's small batch orders or large shipments. We keep everything clear and simple, from day one. With us, there are no hidden steps, no last-minute surprises. Just clean, high-quality skincare, honest support, and a team that genuinely cares about your success. We treat your business like our own, because when you grow, we grow too.
Creating a Brand That Stands Out
I always tell people, your product is only half the story. The other half is how your brand makes people feel. I once helped a founder who had great products, but her brand didn’t connect with her audience. The name, colors, and packaging looked like every other skincare brand out there. Explore the FDA's guide on color additives in cosmetics here. She didn’t need to change the formula, she needed to shape her brand into something people could recognize, relate to, and remember.
Standing out doesn't mean being loud. It means being clear about what your brand stands for. Are you focused on clean beauty? Skin confidence? Self-care? When that message is clear, your design, tone, and customer experience all come together. People remember brands that make them feel understood, not just sold to. Even your product names and descriptions can help you stand apart if they speak to real people, not just skin types.
Consistency is also key. A strong brand looks and sounds the same across everything, website, packaging, emails, and even Instagram posts. It builds trust and keeps customers coming back. People don’t just buy skincare; they buy into how it makes them feel. If your brand feels thoughtful and honest, it naturally attracts loyal followers. And those followers become your best marketers.
Our CEO helps new founders bring their brand to life in a way that feels true to them. From choosing packaging styles to building a complete product story, we support each step with care. Our team works to make sure your skincare brand doesn’t just blend in, but truly shines in a crowded market. We believe your brand should speak before the customer even opens the bottle.
Creating a Brand That Stands Out
I remember helping one of my first clients who had a beautiful story behind her skincare line, something personal, full of meaning. But when I looked at her logo and design, it didn’t reflect that story at all. It felt disconnected. That’s when I realized many new brands have heart, but they don’t always know how to show it. And if your brand doesn't tell your story clearly, people scroll past it without ever noticing.
Standing out today isn’t just about nice colors or trendy fonts. It’s about having a clear message and personality. Think about how your brand sounds when it “talks” to your customer on social media, on your labels, in your product names. Are you warm and calming? Fun and bold? Natural and minimal? When your brand voice matches your vision, it starts to feel real & customers connect more easily.
Another thing that makes a big difference is emotion. What do you want people to feel when they hold your product for the first time? Calm, excited, inspired? That emotional moment is what stays in the mind. Great brands create experiences, not just packaging. Even a simple unboxing should leave a good impression.
Our CEO guides founders through this creative part of building their brand. We help shape not just the look, but the feeling behind it. Our designers and branding team offer real support so your products speak for themselves - visually, emotionally, and professionally. We believe every brand deserves to be seen, felt, and remembered.
Getting the First Sale
I still remember one of my clients who had just launched her skincare line. Everything looked great, the products were ready, the packaging was beautiful, and her website was live. But then came the big question: “How do I get people to actually buy?” It’s a moment many first-time founders face. Creating the brand is one thing, getting those first real sales feels like the hardest part.
Most early sales don’t come from strangers, they come from your own circle. Friends, family, past clients, or local communities are often the first to try your products. That’s why I always tell new brand owners to start with simple outreach. A short message, a sample, or a small discount can go a long way. Word of mouth is still powerful, especially in skincare, where people trust recommendations more than ads.
Small steps matter. A pop-up at a local event, a free trial box to a micro-influencer, or a behind-the-scenes video on social media can create trust. Learn the impact of social media on beauty trends and careers here. People want to know who’s behind the brand, why you started, and what makes your products different. The more real and personal your message is, the more likely people are to buy & share with others. It's not about going viral; it's about building slow, steady interest that turns into loyal customers.
Our CEO supports our clients beyond just products. We give tips on launch ideas, sales tools, and what actually works to get noticed in those early days. We’ve seen many of our clients grow from their first 10 sales to 10,000, simply by starting with the right approach. We’re here to help turn your launch into lasting growth.
Growing with Social Media and Influencers
I remember working with a founder who wasn’t sure if social media could really help her skincare brand. She didn’t have a big budget or a huge following, but I told her this, it's not about numbers; it's about connection. When people see your face, your story, and your product in action, they start to trust you. That trust is where growth begins.
Social media isn’t just for pretty pictures. It’s a way to talk to your customers every day. Sharing simple videos, real skincare tips, and before-and-after results helps people understand your products better. They want to know how it works, who it’s for, and what makes it special. And they want to hear it in your voice, not just from ads.
Influencers can also play a big role, especially the smaller ones. I’ve seen brands grow fast by working with micro-influencers who truly care about skincare. These creators often have close relationships with their followers. When they recommend something, people listen. One honest post can lead to dozens of new customers, without any paid ads.
Our CEO guides our clients on how to build a strong social presence from the start. We share what types of posts work best, how to approach influencers, and even help create marketing content. Our goal is to help every brand not just show up online, but stand out and connect in a real way that drives results.
Keeping Customers Coming Back
I once helped a small skincare brand turn one-time buyers into loyal fans. I told them, the real win isn’t just getting a sale, it’s making sure the customer comes back. So, we focused on the little things. A kind thank-you message, a follow-up email with skincare tips, and checking in after a purchase. That personal touch made all the difference.
People come back when they feel seen. It’s not just about the product working, it’s about the full experience. Fast replies, clear answers, and solving problems quickly build real trust. When someone feels valued, they don’t forget it. They’ll come back & tell their friends too.
Rewards or small surprises also help. A sample of another product or a discount code for their next order shows you care. These gestures turn regular buyers into brand believers. Learn the real strategies to make money with your own brand here. It doesn't need to be big, it just needs to feel thoughtful.
Our CEO helps our clients create lasting bonds with their customers. From setting up loyalty systems to writing caring follow-ups, we support every step. Our goal is to turn happy buyers into long-term supporters, because when your customers stay, your brand grows stronger.
Mistakes They Made (and Fixed)
I’ve seen many skincare startups take off with big dreams, but along the way, they often face hurdles. One brand I worked closely with had great products, but they were moving too fast. They skipped early testing, didn’t research their buyers well, and thought influencer posts alone would bring results. I stepped in, helped them slow down, clean up their strategy, and pay attention to what their customers really needed. It wasn’t magic, it was about doing the basics right and making better decisions each time something went wrong.
Here are 8 common mistakes they made & how they turned them around:
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Launched without proper product testing - Later, they started patch tests and customer trials.
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Skipped customer reviews and feedback - Added review forms and improved products based on real use.
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Tried to sell too many products too soon - Paused and focused only on top-performing items.
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Chose fancy packaging that was not safe - Switched to tested, secure, and simple packaging.
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Didn’t explain how to use the product - Added clear usage guides and demo videos.
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Overpriced items with no unique value - Adjusted prices to match quality and market demand.
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Poor response time to customer issues - Hired a small support team and created auto-reply templates.
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Focused too much on ads, not on education - Started sharing skincare tips and benefits to build trust.
These mistakes are common, and many brands quietly go through them. But the key is to catch them early and take action. Ignoring problems just makes them bigger later. The most successful skincare businesses aren’t perfect, they’re just open to learning. They make changes, stay patient, and grow better with each new step.
Our CEO walks with our partners through both their good days and tough ones. We don’t judge early failures, we use them to build stronger brands. Explore how inclusive beauty brands grow faster than less inclusive brands here. Our team provides not just products, but guidance and real support. We share what we’ve learned, so others don’t have to repeat the same mistakes. With us, small errors become smart lessons & that’s what keeps our clients moving forward.
Conclusion
This startup’s journey proves that with the right product, clear branding, and steady support, scaling to $1M is possible. Are you ready to build a skincare brand that lasts, or will you keep waiting for the perfect moment that never comes? What step will you take today?