Are you passionate about turning herbs, flowers, oils, and butters into decadent, nutrient-rich, handmade skincare products? Have the people you’ve gifted products to, or who have bought your products at local farmer’s markets and craft fairs told you that your products are the best they’ve ever used? If so, then I’m sure many people have suggested turning your skincare hobby into an actual skincare line that people can buy online or in stores.
But how do you actually do that? How do you expand your handmade skincare operation beyond your kitchen and local markets? And how do you know you’ll actually do it right? What if your skincare line never takes off, in such a competitive market?
When handmade skincare lines fail, it can be heartbreaking and soul-crushing. While it’s not always possible to predict how long it will take your skincare line to become profitable, there are actually a few steps that can be taken to ensure the success of your handmade skincare line.
Do diligent market research.
First and foremost, it’s important to have a clear understanding of the market you’re entering into. Research current trends and statistics, not just on which ingredients and products are selling well, but what marketing and sales methods are working these days? The Internet is great for many reasons, but I’m sure you can agree that it moves FAST, and because of that, you need to stay up-to-date on your ideal customer’s buying habits.
Speaking of your ideal customer, knowing who that person is, is vital to help create products they will love and need, and that solve their skin issues in a way that current products on the market aren’t doing. For example, suppose you’re creating handmade skincare specifically for people with acne-prone skin. In that case, it’s important to identify which ingredients current products in that niche use, and read product reviews to understand whether those ingredients are working or not. You’ll want to formulate your skincare products in a way that addresses the acne better, faster, or somehow differently.
Plan, plan, plan!
Next, it’s essential to have a well-developed business plan. A good skincare business plan should include an introduction outlining what’s going well for comparable skincare brands already on the market so that you show proof of concept. Then, you’ll want to clarify what sets your handmade skincare line apart from others in the market.
Your skincare business plan should also provide details about how you intend to fund your operation, produce, package, and warehouse your products. You’ll also want to list any partnerships or collaborations you’ve already secured or are seeking, in order to increase your probability of success.
Additionally, think about ways to scale up production beyond your kitchen, and explore potential distribution channels like online clean beauty retailers, your own e-commerce shop, local spas and boutiques, and even larger stores.
Develop strong branding for your handmade skincare line.
Your packaging, website, social media pages, in-store displays, and marketing materials should have a distinct look and feel that resonates with your target customer. How do you know what will resonate with your target customer? That goes back to thorough market research and planning!
You’ll also need to create a logo that distinguishes you from your competitors, use consistent colors and fonts across all marketing materials, social media channels, and website design elements, and create content consistently that highlights the value of small-batch, handmade skincare, and the solution that your skincare product line promises.
Understand the legalities associated with handmade skincare lines.
It’s essential that handmade skincare makers comply with all laws applicable in their locality when selling products online or in a physical store. This includes obtaining any necessary permits or licenses to produce handmade items, filing taxes as required by state law, and researching any potential product safety requirements for handmade items. The FDA has an informative fact sheet that covers this information.
It’s also important to make sure you’re up to date on the most current federal cosmetics legislation, such as the Modernization of Cosmetics Regulation Act of 2022, which just passed in December 2022.
Additionally, having a clear understanding of intellectual property issues can protect your brand’s creative assets and help ensure success with your handmade skincare line.
You CAN turn your handmade skincare hobby into a thriving business! I can help.
By following these steps, handmade skincare makers can transform their passion into a profitable business. It takes hard work, but with the right knowledge and strategy, handmade skincare makers can turn their dreams of success into reality.
Would you like my help to either start a new skincare line, or pump new life into an existing skincare line that’s not selling the way you’d hoped? I can help. Check out my 4-day, virtual Design Your Star Product Workshop.