If you’ve ever wondered how some brands launch skincare products so quickly or why different brands seem to have products that look—and even feel— sooo similar, that’s likely because of white labelling.
White labelling is when a product is made by one company/manufacturer but sold under different brand names. Imagine a bakery making cookies and selling them to multiple cafes, each putting their own label on the packaging. The cookies are the same, just marketed differently.
In skincare, a manufacturer creates a product— for example a vitamin C serum. Multiple brands buy the same formula, make minor tweaks (like changing the scent or packaging) and sell it as their own.
Here’s how it works:
- A manufacturer creates a base formula. This could be anything from a vitamin C serum to a hyaluronic acid moisturizer.
- Brands approach the manufacturer and select from these pre-made formulations.
- The brand can then add minimal tweaks—maybe a different fragrance, packaging, or slight adjustments to the formula—to make it feel unique.
- The product is branded and sold under the company’s name, with the marketing story crafted around it.
It’s like having the same dress from a factory but with different labels stitched on, depending on which brand you buy it from. Now this brings up an important question: ‘Is white labelling a bad thing?’ Well, it depends!
Pros of white labelling
- Faster time to market: Brands don’t need to spend years in R&D.
- Cost-effective: No need to invest heavily in creating formulas from scratch.
- Reliable products: If the manufacturer has a great formula, brands can confidently offer effective products.
Cons of white labelling
- Lack of uniqueness: Multiple brands might be selling nearly identical products.
- Trust issues: Consumers may believe they’re buying something exclusive when it’s actually mass-produced.
- Quality varies: Not all manufacturers prioritize high-quality ingredients and there can be a lot of inconsistency
- Lastly, the biggest con is no proprietary formulas: If you think about it, the formulation does not really belong to the brand so brands have no control over what goes into the serum. Example, quality of ingredients used, ethical sourcing, cruelty free practices or sustainable operations, etc. They are literally at the mercy of the manufacturers.
Also, people often confuse private labelling with white labelling but they are two completely different things.
How is private labelling different?
Private labelling means creating a custom formulation exclusively for one brand. Unlike white labelling, the brand owns the formulation and has control over ingredient sourcing and quality.
For example, at Dr. Su, we take the private labelling route. It’s a long and costly process, but it ensures that every product is unique, high-quality and carefully crafted to deliver real results. From research and ingredient sourcing to formulation and manufacturing, everything is developed from scratch—sometimes taking years to perfect!
White labelling
With new skincare brands launching daily, transparency is key. As a consumer, always check ingredient lists, research the brand and ask questions about their formulations. Knowing the difference between white and private labelling helps you make informed choices about what you put on your skin!
If you want to learn more about how we formulate, manufacture and launch our products, continue reading this blog.