What Every Founder Should Know Before They Launch A Skincare Brand

Expert insights from cosmetic formulator Emma Maguire on how to build your range with clarity, confidence, and compliance.

If you’re dreaming of launching your own skincare brand, you’re not alone — but what separates a one-hit wonder from a long-term success story? According to cosmetic formulator and product development expert Emma Maguire, it all comes down to the groundwork.

Whether you’re a clinic owner looking to fill a gap in your retail shelf, or a first-time founder with a brilliant brand idea, this beginner’s guide brings you behind the scenes of what it actually takes to go from idea to shelf.

1. Start with clarity — not just creativity

Before even thinking about what goes in the bottle, Emma says your starting point must be your brand philosophy. “Equal first places for me here,” she says. “Have a clearly defined brand philosophy. Identify what’s important to you and your brand, and how that positions you in the marketplace.”

This is closely followed by understanding your target customer — particularly their budget. “You want your dream consumer to be able to afford your products. There’s no point developing a $200 serum if your audience only wants to spend $60.”

2. Understand your pathway: Private label vs custom formulation

There are two common ways to bring a skincare range to life: private label and custom formulation. Both have benefits — and limitations.

“A custom formulation or new product development (NPD) takes an idea or concept and turns it into something tangible,” Emma explains. “Private label products, however, are pre-formulated and ready to be branded. They’re like free agents that can serve whoever needs them.”

Private label offers a quicker, lower-investment pathway to market, but comes with restrictions: “If it’s a formulation you love, you can’t take it with you if you move manufacturers. You’ll likely need to reverse engineer it later anyway.”

Custom formulation, by contrast, is slower and more costly upfront — but offers long-term flexibility and ownership. “You can take it to any contract manufacturer. This flexibility is very beneficial as your business grows.”

A final word of warning from Emma: “Some private label skincare cannot be marketed within regulations. It’s not always as plug-and-play as it seems.”

3. Don’t fall for the common myths

Emma sees a lot of brand founders fall into similar traps early on — particularly around natural claims and launch timelines.

“Biggest misconception? That natural means better,” she says. “Natural does not necessarily mean milder or more skin-friendly. Organic ingredients also have batch-to-batch inconsistency and can be harder to stabilise.”

Another? That you can launch quickly. “To create a highly efficacious and stable product, you need time to evaluate and trial it properly. Just like with skin results, development takes time.”

4. Know your compliance responsibilities

While Australia has relatively lenient cosmetic regulations compared to other countries, Emma warns not to get complacent — particularly when it comes to safety and marketing.

“Preservative efficacy testing (PET) is number one in my opinion,” she says. “Although not a legal requirement here, it’s your responsibility as the brand. Microbial contamination poses a serious health risk.”

Emma is also passionate about compliant marketing — and avoiding the temptation to overpromise. “I only use raw materials that come with usable clinical data. Too many brands are misleading consumers with terms like ‘medical grade’ or implying therapeutic benefits without approval.”

She adds: “Remember — cosmetics are not governed by the TGA. Get educated so you don’t end up in hot water.”

5. Build slowly and strategically

What if you have a clear brand vision, but limited budget? Emma recommends starting small.

“There are manufacturers that offer small MOQs. Yes, you pay more per unit, but it gives you room to test the market.”

Start with one or two SKUs that solve a specific problem and offer a compelling sales story. For clinics, she suggests identifying gaps in your current retail lineup. “There’s always a handful of clients that don’t fit the usual recommendations — start there.”

To fill out your range initially, you can also blend private label with future custom development. “It gives you something to sell while you build out your dream formulations.”

Launching a skincare brand is equal parts vision, precision and patience. With expert guidance and realistic expectations, you can create a product range that not only looks beautiful — but delivers on its promise.

Want to learn more about formulation, strategy, and what goes into a commercially ready skincare range? Check out Emma and her services here or download our DIY brand strategy workbook as a starting point to brand foundations.