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White label, private label or custom formulation?
White label, private label or custom formulation? Lead times, customization, exclusivity: a guide to choosing the right model to launch your brand.
Want to launch your cosmetics brand in Morocco but unsure whether to choose white label, private label or custom formulation? All three models let you sell products under your own name, but they serve different goals.
White label: the fastest route
With white label, you pick a formula that is already developed, tested and stable from the laboratory’s catalog. You bring your identity: name, logo, label and possibly the choice of packaging.
- Ideal for: testing a market, launching a first range, completing an existing offer.
- Strength: the shortest time to market.
- Limitation: the formula is not exclusive.
Private label: a formula adapted to your specifications
With private label, the laboratory starts from one of its bases and adapts it: texture, actives, fragrance, colour. You get a more distinctive product without starting from scratch.
- Ideal for: brands with a precise positioning (hero ingredient, sensoriality, target).
- Strength: a good balance between customization and lead time.
Custom formulation: a unique product
The laboratory develops an exclusive formula from your idea: research, prototypes, stability testing and compatibility testing with the packaging.
- Ideal for: an innovative concept or a strong product signature.
- Strength: maximum exclusivity and differentiation.
- Plan for: a longer development time.
In short
| White label | Private label | Custom | |
|---|---|---|---|
| Time to launch | Shortest | Intermediate | Longest |
| Customization | Label and packaging | Adapted formula | Exclusive formula |
| Formula exclusivity | No | Partial | Yes |
Before you start: the checklist
- Your positioning: target, retail price, distribution channels.
- Your quantities: estimate volumes for the first production run.
- Your packaging: bottles, jars, tubes, pumps, droppers… it affects both price and image.
- Regulations: compliant labelling and a technical file for each product.
- Quality control: check that your manufacturer works to ISO 22716.
At First Natural, we offer all three models and support you at every step, from market research to logistics. Tell us about your project to receive a tailored proposal.
