I sat down with Alok Kamat, Partner at Maxima Solutions, to get his opinion on the emergence of private label cosmetics manufacturing. A phenomenon that allows start-ups to enter the makeup market, “something that previously was a difficult task,” as Kamat put it.
Alok, how does private label manufacturing benefit startups?
The power of private label cosmetics manufacturing lies in helping brands through ready-to-launch products. Because of this, makers of makeup can get their products to customers without R&D.
If I were to manufacture something under the umbrella of a private label, would it have to be from a recipe that’s been rolling around for years?
At Maxima, we keep up with the west when it comes to R&D. We reverse engineer the latest makeup, allowing startups to deliver the freshest makeups to the Indian market.
What role does the brand play?
Brands need to know the demographic they want to reach and their ethos. To be successful, they must brief manufacturers on their target price, audience, and identity. Only then can Maxima whip up something that’ll hit the mark.
What else should a maker of makeup know about private label manufacturing?
One of the most sought after benefits of private label manufacturing of cosmetics is a quick turnaround time. Because everything is ready to use, there’s no need for your R&D lab to concoct something novel. This brings a product to the consumer much faster than traditional methods of making makeup or cosmetic.
So, do I have to buy millions of pieces at a time?
No. Another benefit of the private label cosmetics manufacturing process is smaller minimum order quantities per product. This helps brands to maintain stock freshness in the market and also reduce the risk of dead inventory. A new season, a new product, and no stale items hanging around a warehouse.
Do I need to design my own packaging?
If you make a shampoo, for example, we can suggest that it’s sold in a bottle with a cap, a pump, sachet, or something else, but, we do not design the packaging. However, we do work closely with brands and connect them with packaging manufacturers. These manufacturers will work help you in designing containers that are a perfect match for your brand’s ethos.
Speaking of packaging, if my shampoo, for example, has caffeine, can I legally say that it causes hair growth?
You can definitely say that. But, the cosmetic must contain the recommended dosage of the active ingredient before you make a tall claim. And, including the right dose will drive the cost up.
What if my cosmetic contains a small amount of something like charcoal or rosehip?
For any functional ingredient, whether it be charcoal, rosehip, or caffeine, there are 2 levels, emotive and active. For emotive quantities, those that aren’t present in the recommended dosage, the label may read ‘enhanced with…” but to be considered an active ingredient, the makeup must contain the dosage recommended by the ingredient manufacturer.
What about vegan products?
If you want to create a vegan product, Maxima Solutions will help you to ensure that your definition of vegan is compliant with the highest standards. No matter which ingredients your products boast, we have an in-house regulatory team to validate marketing claims. We take care of legal metrology, weight & measures along with FDA requirements on all private-label goods.
Any final words of wisdom?
Private label manufacturing allows startups to concentrate on market penetration.
