Starting a skincare brand today is very different from five or ten years ago. The market is crowded, consumers are informed, and having a “good product” is no longer enough to stand out.
If I were starting a skincare brand now, these are the five things I would prioritise before even thinking about launching.
1. Get Clear on Consumer Needs
Before formulation, packaging, or naming, I’d define the exact audience.
- Who is this product meant for?
- What skin concern are they actively trying to solve?
- What are they already using, and why isn’t it enough?
A clear target audience makes every later decision easier, from product type to tone of communication.
2. Decide What the Brand Stands
Many new brands try to be everything at once: natural, clinical, trendy, premium, affordable which usually leads to confusion.
I’d spend time defining:
- The core brand idea
- What makes it different
- What the brand intentionally does not do
Strong brands are confident in their boundaries.
3. Study the Market
Instead of jumping straight into product development, I’d analyse:
- Existing brands in the same space
- What they do well
- Where customers still feel underserved
Understanding the market early helps avoid building something that already exists.
4. Design the Brand and Product Together
Product, packaging, and branding should be developed as one system, not separately.
I’d make sure that:
- The product matches the brand promise
- The packaging reflects the positioning
- The overall look and feel feels intentional
When these elements are disconnected, customers sense it immediately.
5. Test Before Committing to Launch
Instead of rushing to market, I’d test:
- Early prototypes
- Brand messaging
- Packaging usability and appeal
Testing allows refinement before large investments are made and often reveal issues founders didn’t anticipate.
How to Begin Your Skincare Brand Journey
If you’re thinking about starting your own skincare brand, here’s a clear place to begin:
- Define Your Brand Idea: Know what your brand stands for and why it should exist.
- Understand Your Target Audience: Be specific about who you’re creating for and what they need.
- Research the Market: Study competitors to identify gaps and opportunities.
- Plan Before You Produce: Align product, packaging, and branding from the start.
- Learn With Structure: Guidance and clear frameworks reduce costly mistakes.
For aspiring founders, Build Your Own Brand (Skincare) provides structured support to help you shape a clear, launch-ready brand, from early ideas to market positioning, before entering the competitive skincare industry.
