The Ultimate Buyer's Guide for Purchasing private label makeup tools

You don’t need to manufacture products to run a successful online store. With private labeling, you work directly with manufacturers to develop products that match your brand’s specifications. These items can be shipped to a fulfillment center, your warehouse, or straight to your customers. 

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Private-label products are great for brands expanding their product catalog for an established audience, building a new brand with unique products, or creating a passive income stream.

In this guide, you’ll learn about the most profitable private-label products to sell and how to start your own private-label brand.

What is a private-label product?

A private-label product is manufactured by a third party but sold under your brand name. In this business model, you control every aspect of the product—from specifications and materials to design and packaging.

40+ private-label product ideas and manufacturers

Working with private-label manufacturers gives you access to millions of potential products. But with so many options, sourcing products from a reliable private label dropshipping supplier can be tricky.

To help you get started, here are the most popular private-label categories, along with specific product ideas based on monthly search volume (MSV) and recommended white-label manufacturers:

Private-label apparel and accessories

Apparel is an ideal category for private labeling. You can easily customize designs, offer different colors and materials, and build a unique brand identity.

Before choosing products, consider what shoppers are actively searching for. Here are some of the most-searched apparel and accessories terms with their monthly search volume (MSV):

1. Backpacks (1,220,000 MSV) 
2. Women’s jeans (368,000 MSV)
3. Maternity dresses (368,000 MSV)
4. Men’s dress shoes (201,000 MSV)
5. Women’s hiking boots (165,000 MSV)
6. Women’s tank tops (135,000 MSV)
7. Women’s yoga pants (49,500 MSV)
8. Workout shorts for men (9,900 MSV)

Here are three reliable manufacturers that integrate with your Shopify store:

AOP+

Available in: EU, UK, and US

AOP+ specializes in organic print-on-demand productsfor clothing, home goods, and accessories. Since they handle manufacturing in-house, you can create custom t-shirts, flip-flops, tote bags, and wall plaques.

The AOP+ app connects to your Shopify store to automate orders and fulfillment.

Apliiq

Based in: Los Angeles

Apliiq is another private-label supplier and print-on-demand company focusing on trending products like woven label clothing, pocket tees, lined hoodies, and patch beanies.

The company commits to shipping all orders within one week. Their Shopify app provides automatic order processing and customer tracking updates.

Modalyst

Specializes in: US-based athleticwear

Subscribing to Modalyst’s Pro Plan gets you unlimited products, custom packaging and branding, and fast shipping—typically three to eight days for US orders and less than 15 business days for international shipping.

Alt: Four images including a leopard print bag, a lady wearing a floral top, sunglasses, and sandals. 

Like other manufacturer apps for private-labels, Modalyst automates order processing and fulfillment and offers live chat support for retailers.

Dropshipping with Shopify Collective

Connect with US-based Shopify brands to easily sell their products. With Shopify Collective, you can curate items from like-minded stores and ship them directly to your customers.

Private-label cosmetics and hair care

Hair care and cosmetics products have seen remarkable success with private-label business models. Here are the highest-volume searches showing what potential customers are looking for:

1. Shampoo (673,000 MSV)
2. Hyaluronic acid (550,000 MSV)
3. Sunscreen (550,000 MSV)
4. Moisturizer (450,000 MSV)
5. Hairspray (368,000 MSV)
6. Conditioner (246,000 MSV)
7. Dry shampoo (165,000 MSV)
8. Hair oils and serums (110,000 MSV)
9. Eye cream (110,000 MSV)
10. Hair wax (74,000 MSV)
11. Mousse (74,000 MSV)
12. Hair gel (60,500 MSV)
13. Exfoliating toner (18,100 MSV)
14. Natural facial cleanser (6,600 MSV)
15. Curl enhancing cream (1,000 MSV)
16. CBD face oil (920 MSV)
17. Polypeptide cream (590 MSV)

Try this manufacturer for developing your own private-label cosmetics product line:

Thomasnet

North American supplier directory

Thomasnet connects you with more than 500,000 suppliers offering six million products.

To find beauty manufacturers on the platform, start by searching for “private-label manufacturing” or “contract manufacturing” in their search bar. Once you’re on the results page, you can browse manufacturers specializing in beauty items, skin care products, dietary supplements, and CBD products. Each manufacturer profile includes detailed information about their manufacturing capabilities, quality certifications, and contact details. You can also request quotes directly through the platform.

Private-label food and supplements

Private-label food and supplements are growing rapidly, even competing with national grocery chains. Here’s what’s trending in this space:

1. Cakes and pies (2,700,000 MSV)
2. Pasta (1,500,000 MSV)
3. Candy and chocolate (1,200,000 MSV)
4. Probiotics (673,000 MSV)
5. Soup (550,000 MSV)
6. Niacinamide (550,000 MSV)
7. B vitamins (368,000 MSV)
8. Condiments (165,000 MSV)
9. Gluten-free (135,000 MSV)
10. Breakfast foods (110,000 MSV)
11. Omega-3 fatty acids (90,500 MSV)
12. Organic foods (60,500 MSV)
13. Tri-Mag (22,200 MSV)
14. Fair trade (12,100 MSV)
15. Vitamin D3 liquid (3,600 MSV)
16. Zinc with elderberry (1,600 MSV)
17. CBD (1,600 MSV)
18. Non-dairy products (1,000 MSV)
19. ADK (480 MSV)
20. Liposomal melatonin spray (390 MSV)

Dripshipper

US-based coffee private labeling

Dripshipper offers a complete solution for selling coffee online using a private-label supplier and your Shopify store. You can create and customize your own branded coffee packaging, logo, pricing, and labels.

Based in the US but shipping worldwide, Dripshipper maintains exceptional freshness standards. It ships whole beans the same day they’re roasted, while ground beans are dispatched the next day. All orders are processed within five business days.

The platform offers different monthly plans to suit your business needs. Its Elite plan includes access to Dripshipper’s in-house design team, along with additional business coaching and training resources to help grow your coffee brand.

Benefits of private-label products

Private labeling has become increasingly popular as a business model, offering several key advantages for online store owners:

Higher profit margins

When you work directly with manufacturers, you cut out middlemen and control your pricing. This typically leads to better profit margins than selling traditional branded products—a significant advantage for growing businesses. 

Complete brand control

Private labeling gives you control over every aspect of your product, from packaging design to product specifications. You can create a consistent brand experience that sets you apart from competitors.

Quick market adaptation

Respond to market trends faster than traditional brands. Since you’re working directly with manufacturers, you can launch new products quickly and adjust existing ones based on customer feedback. 

Stronger customer loyalty

Unique products create stronger connections with your customers. When shoppers can only find certain products through your store, they’re more likely to return and recommend your brand to others.

Reduced competition

Private-label products, especially in specific niches, face less direct competition than generic alternatives. This exclusivity helps your store become a destination for shoppers seeking unique products.

Legal considerations for private-label products

Before launching your private-label brand, understand these key legal requirements: 

Product compliance

Different products have different regulations. For example:

• Cosmetics require ingredient disclosure
• Electronics need safety certifications
• Food items must meet FDA standards
• Each country has its own compliance rules

Ensure your products meet all relevant safety and compliance standards.

Intellectual property protection

Protect your brand by:

• Researching trademark availability
• Registering your brand name and logo
• Ensuring product designs don't infringe on existing patents
• Documenting original creative elements

Product liability coverage

As the brand owner, you’re responsible for product safety. Protect your business with:

• Comprehensive product liability insurance
• Clear quality control processes
• Documented safety testing
• Incident response procedures

Accurate labeling

Your product labels must include:

• Complete ingredient lists
• Clear usage instructions
• Country of origin
• Required safety warnings
• Accurate product claims

Misleading claims, whether intentional or not, can lead to legal repercussions and damage your brand’s reputation.

Supplier agreements

Your supplier agreement is more than just a purchase order; it’s a legal contract that dictates the terms of your business relationship. Work with a lawyer to create agreements that cover:

• Intellectual property ownership
• Quality standards
• Confidentiality terms
• Production specifications
• Delivery requirements
• Dispute resolution procedures

How does a private-label business work?

A successful private-label business combines three key elements: a strong brand identity, smooth online checkouts, and solid manufacturer relationships.

After researching their target market, retailers establish a brand and create sales channels to reach customers. They then work with private-label suppliers to develop products they can purchase, market, and sell for profit.

Most private-label retailers serve a specific niche where they deeply understand consumer needs. Clothing and cosmetics stores frequently develop private-label product lines, as do grocery stores. Target has its Archer Farms private-label, Walmart has Great Value, and Costco has Kirkland Signature.

Private labeling continues to grow among national brands and small businesses alike, with store brands now representing a large portion of retailers’ total sales.

Advantages of selling private-label products

Beyond outsourcing manufacturing, private labeling offers several advantages:

Control over production: As a retailer, you work directly with manufacturers to select materials and ingredients, while making key decisions about product quality, production rates, and costs.

Control over pricing: Once you know your private-label or white-label product production costs, you can develop your pricing strategy and leverage your brand power to achieve your target profit margins. This flexibility helps you adapt to market conditions.

Adaptability: Small retailers selling private-label products can move quickly to meet market demands. You can work with suppliers to add a new product feature or adjust products, while larger companies with in-house manufacturing often struggle to pivot—giving you an opportunity to capture market share.

Control over marketing and branding: With private-label products, you have complete control over branding and marketing, including how products are presented to audiences and positioned in your catalog.

Disadvantages of selling private-label products

While private labeling has many benefits, it doesn’t come without its challenges:

Difficulty building loyalty from zero: For new brands, developing a following takes time. This is especially challenging for private-label retailers without a product development story.

Without a narrative about designing and crafting your products, you’ll need creative ways to build brand reputation.

Manufacturer dependency: Because third-party manufacturers handle production, you depend heavily on their capabilities. Supply chain issues, price increases, and quality problems can significantly impact your business—often with limited solutions available. Choosing a reputable, reliable supplier becomes crucial, as quality and service vary significantly between manufacturers.

How to start a private-label brand

Private labeling simplifies product development, letting you focus on what retailers do best: building a brand, marketing a products, and connecting with customers.

After choosing your products and manufacturer, follow these steps to launch your private-label store:

1. Test your products thoroughly

Always test products before listing them for sale. While items might look perfect in manufacturer catalogs or showrooms, the actual products can differ significantly. Order samples and evaluate them carefully—just as you’d try on clothing before buying, test your products before committing to large orders.

Quality testing helps ensure products meet your standards and will satisfy your customers' expectations.

The company is the world’s best private label makeup tools supplier. We are your one-stop shop for all needs. Our staff are highly-specialized and will help you find the product you need.

2. Create your online store

Build your online store on Shopify, starting with a free trial and professional website themes. Then expand your reach by setting up sales channels on platforms like Instagram and TikTok.

Visit the Shopify App Store to find tools for managing your private-label business. Many supplier apps integrate directly with your store to automate shipping and inventory management.

3. Add your products strategically

Shopify's back end makes adding a new product to your online store easy. Follow these content marketing practices when adding products:

• Write compelling product descriptions: Focus on customer benefits, not just product features. While technical details matter, customers want to know how products will improve their lives.
• Use high-quality product photos: Online shoppers rely entirely on photos to evaluate items. Consider what images you’d need to make a purchase decision without seeing your products in person. Many manufacturers can provide professional product photography. 
• Develop a balanced pricing strategy: Your prices should ensure profitability while remaining competitive in your target market.

4. Market your store effectively

Once your store is ready, focus on building awareness and driving traffic. Start with paid advertising on Google, Facebook, and Instagram to promote your brand and research competitor strategies.

As your site traffic grows, expand your marketing with: 

• marketing campaigns
• Social media content
• Search engine optimization (SEO)
• Customer loyalty programs

Launch your private-label brand

Starting a private-label brand simplifies product development—often a major hurdle for entrepreneurs. Create your online store, build your audience, then work with manufacturing experts to design unique products your customers will love.

Starting a business is hard. There’s a seemingly never-ending task list, from building a website and hiring employees to managing inventory and manufacturing products.

But what if you could outsource that last step to an established supplier that already creates similar products? Many retailers do this through a supplier relationship called private labeling.

Private-label products are produced by third-party manufacturers based on specifications provided by retailers, who then market and sell those products under their own brands.

Read on to learn what private labeling is and how to create a private-label line of products for your store.

What is a private label?

Private labeling is selling a product manufactured by another company under your company’s brand name. Retailers often use private-label products to offer exclusive items, expand their catalogs, and undercut competitor pricing.

Private-label products can be similar to existing products but with unique manufacturing specs. For example, a private-label business selling chocolate chip cookies must use a precise and completely original recipe. The same applies to private-label brands selling consumer electronics, jewelry, and clothing.

How does private labeling work?

The private-label business model involves two types of companies: 

1. Private-label manufacturers that work with businesses to design and produce products.
2. Private-label retailers that brand, market, and sell private-label products to customers.

A reliable private-label manufacturer helps ensure a profitable pricing model.

Private labels vs. white labels

Private-label goods are often confused with white-label goods. White labeling also involves third-party manufacturers making products on behalf of retailers. However, white-label products are not custom-designed.

A white-label manufacturer produces large quantities of generic items and then sells them to individual retailers. Each retailer sells those products to consumers under a brand name.

In other words, private-label product lines are unique and sold exclusively through a single retailer, while white-label products are generic and sold under multiple retailer brands.

5 benefits of private labeling

The private-label business model benefits manufacturers and retailers alike. Advantages include: 

1. A unique value proposition
2. High profit margins
3. Customized pricing control
4. Customized marketing control
5. Adaptability

1. A unique value proposition

Private labelers design and sell distinct products. As a private-label entrepreneur, you can develop original product ideas and become known for a signature item.

Some (often larger) retailers use private labeling to create value product ranges and undercut competitor pricing. However, smaller businesses may choose private labeling to develop premium products they couldn’t afford to produce themselves.

2. High profit margins

Private-label products often boast higher profit margins than resale products. Retailers may choose to set a high price point on them or leverage their existing brand power to cut marketing costs.

Depending on the type, quantity, and customization levels, manufacturers may offer private-label products for less than resale products.

3. Customized pricing control

Private-label sellers and producers can tweak manufacturing costs and price points on their product lines. They can experiment with different pricing strategies to maximize profit margins.

4. Customized marketing control

As a private-label retailer, you create your marketing campaigns. You don’t have to adhere to campaigns run by national brands.

5. Adaptability

It can take months or years for an established brand to change a product formula, pricing, or marketing strategy. Private-label sellers, on the other hand, can pivot quickly. They can respond to negative reviews or low sales and adjust.

Private label drawbacks

Despite the benefits, private labeling also has its drawbacks. There’s the possibility of product inconsistencies, less flexibility for innovation, and the challenge of building a brand from scratch.

Dependence on third-party manufacturers

One of the main drawbacks of private labeling is its dependence on third-party manufacturers. Manufacturer problems, such as production delays or quality issues, can impact private-label sellers by causing stock shortages, customer dissatisfaction, and potential brand reputation damage.

Less flexibility for innovation

When you’re working with private-labeling services, there may be limits to the level of product customization available. Depending on suppliers and product categories, retailers won’t always have as much control over the product design process as they may want.

However, you can mitigate product design issues by developing a close working relationship with your manufacturer, which can also lead to bespoke research and development.

How to choose the right private label manufacturer 

1. Research your market and product needs
2. Find manufacturers
3. Evaluate manufacturers
4. Request samples
5. Negotiate terms

If selling private-label products is right for you, here’s how to find the right partner:

1. Research your market and product needs

Understand your target audience and what they want. Analyze competing products in your market:

• What features do customers love?
• What complaints do they have?

List your product requirements in detail, including materials, design features, and special manufacturing processes like fabric treatments for clothing or flash freezing for food items. 

Determine your initial order quantity and budget. Consider per-unit costs and related expenses such as warehousing, shipping, customs fees, and testing, if required.

Increase profit by knowing your costs

Use this free product cost calculator to track expenses and understand all the costs involved in bringing your products to market.

2. Find manufacturers

Online platforms are the easiest databases for finding private label manufacturers. Explore Alibaba, ThomasNet, and Faire to discover reliable partners worldwide. Read manufacturer profiles and find product examples and minimum order requirements (MOQs) to determine the best fit. 

Trade shows are another option. You can meet manufacturers face-to-face, see real-life sample products, and get a feel for how you might work together. Industry-specific shows often feature manufacturers who understand your market’s requirements and standards.

Don’t overlook Google. Search for your product type and include terms like “private label” or “manufacturer” to find options. 

3. Evaluate manufacturers

Quality control should be at the top of your evaluation list. Ask potential manufacturers about their quality assurance procedures and what certifications they hold. International Organization for Standardization (ISO) and Good Manufacturing Practices (GMP) certifications, for example, demonstrate commitment to consistent quality standards.

Have detailed discussions about:

• Their ability to meet your specific design requirements
• Typical production volumes and lead times
• Available customizations
• Manufacturing processes and equipment
• Quality control checkpoints

Compare pricing structures and minimum order quantities between manufacturers. Remember that the lowest price isn’t always the best deal—be sure to factor in quality, reliability, and communication, too.

4. Request samples

A good manufacturer will expect you to order samples, so don’t skip this step. Product samples show exactly what you’ll be selling to your customers. 

When requesting samples:

• Ask for samples made with the exact materials and processes intended for production
• Order samples from multiple manufacturers to compare quality
• Test the samples thoroughly for durability and functionality
• Check packaging options if relevant to your product

5. Negotiate terms

Once you’ve identified your preferred manufacturer, it’s time to negotiate. Discuss pricing tiers, payment schedules, and delivery timeframes. Be clear about your expectations and what happens if products don’t meet quality standards.

Be sure to document all your agreements. Your contract should cover:

• Pricing and payment terms
• Production timelines
• Quality standards
• Intellectual property rights
• Confidentiality requirements
• Dispute resolution procedures