How to Start a Private Label K-Beauty Brand: A Complete Guide
Korean skincare has taken over the global beauty market. The formulas are innovative, the quality is consistent, and consumers trust the "K-beauty" label.
If you're thinking about launching your own skincare brand, working with a Korean manufacturer is one of the smartest moves you can make. But where do you actually start?
This guide walks you through everything you need to know.
Why Korean Manufacturing?
Korean cosmetics manufacturers (known as ODMs) have decades of experience producing skincare for global brands. Many products you see at Sephora, Ulta, and Amazon are actually made in Korea, just branded differently.
Benefits of working with Korean ODMs:
Advanced formulations
High quality at competitive prices
Established R&D and testing capabilities
Flexible customization options
Korea exported over $10 billion in cosmetics in 2024, with continued growth expected. The infrastructure exists to support brands of all sizes.
ODM vs OEM: What's the Difference?
Before you start, understand the two main manufacturing models:
ODM (Original Design Manufacturing) The manufacturer already has proven formulas. You choose one, customize it (scent, texture, ingredients), and add your branding. This is faster and lower risk.
OEM (Original Equipment Manufacturing) You provide the formula, and the manufacturer produces it. This requires more expertise and investment upfront.
For most indie brands, ODM is the better starting point. You get access to tested, effective formulas without the cost of developing from scratch.
Step 1: Define Your Product Concept
Start with clarity on what you want to create.
Ask yourself:
What skin concern does this solve? (hydration, acne, aging, brightening)
Who is your target customer?
What's your price point?
How does this fit your brand story?
You don't need a full product line to start. Many successful brands launched with a single hero product.
Popular starting products:
Hydrating serums
Cleansing balms
Sheet masks
Lightweight moisturizers
Step 2: Find a Manufacturing Partner
This is where most indie brands get stuck.
Common challenges:
Manufacturers don't respond to small inquiries
MOQs (minimum order quantities) are too high — often 5,000 to 10,000 units
Language barriers cause miscommunication
Hard to verify quality and reliability
Options for finding a partner:
Direct outreach to Korean ODMs — Difficult without Korean language skills and industry connections
Trade shows — Cosmoprof, In-Cosmetics, and Korea-based exhibitions
Sourcing platforms — Sites like Alibaba (risky for cosmetics)
Manufacturing partners/agents — Companies that bridge the gap between you and Korean factories
If you're a small brand without existing relationships in Korea, working with a trusted partner can save months of frustration.
Step 3: Understand MOQ and Pricing
MOQ varies widely by manufacturer and product type.
Typical ranges:
For serums/essences, the standard MOQ is 3,000–5,000 units, but it can be reduced to 1,000–2,000 units with the right partner.
For moisturizers, the standard MOQ is also 3,000–5,000 units, and it can be lowered to 1,000–2,000 units with the right partner.
For cleansers, the standard MOQ is 3,000–5,000 units, and it can be lowered to 1,000–2,000 units with the right partner.
Pricing factors:
Formula complexity
Packaging (stock vs custom)
Order quantity
Certifications required
For a first order, expect to invest $5,000–$15,000 including samples, production, and shipping. This varies significantly based on product and quantity.
Step 4: Sample Development
Never skip this step.
The sample process typically includes:
Initial samples — Manufacturer sends options based on your concept
Revisions — You request changes (texture, scent, ingredients)
Final approval — You confirm the formula before production
Expect 2–3 rounds of samples. This takes 4–8 weeks depending on complexity and communication speed.
Tips:
Be specific with feedback ("too thick" is better than "I don't like it")
Test samples on real users if possible
Confirm the production sample matches exactly before approving
Step 5: Navigate Regulations
Selling cosmetics in the US or EU requires compliance with specific regulations.
United States (FDA):
The FDA doesn't pre-approve cosmetics, but you must:
Ensure products are safe and properly labeled
Register your facility under MoCRA (Modernization of Cosmetics Regulation Act of 2022)
List your products with the FDA
Follow Good Manufacturing Practices (GMP)
European Union:
Products must be registered in the CPNP (Cosmetic Products Notification Portal)
You need a Responsible Person based in the EU
Safety assessments are required
Don't let regulations scare you — but don't ignore them either. Many manufacturers and partners can guide you through the basics.
Step 6: Packaging and Branding
Your packaging is often made separately from your formula.
Decisions to make:
Stock packaging vs custom molds (custom = higher MOQ and cost)
Material (glass, plastic, airless pumps)
Labeling requirements (ingredients, warnings, country of origin)
Budget tip: Start with stock packaging and custom labels. You can upgrade to fully custom packaging once you've validated demand.
Step 7: Production and Shipping
Once you approve final samples, production typically takes 4–8 weeks.
What to confirm before production:
Final formula approval
Packaging and labeling approval
Payment terms
Shipping method (sea vs air)
Shipping considerations:
Sea freight is cheaper but takes 4–6 weeks
Air freight is faster but significantly more expensive
Factor in customs clearance time
Common Mistakes to Avoid
1. Choosing a manufacturer based on price alone Cheap often means quality problems. Prioritize reliability and communication.
2. Skipping the sample process What you see in a catalog isn't always what you get in production.
3. Ordering too much on your first run Start with lower MOQ even if the per-unit cost is higher. Test the market first.
4. Ignoring regulations Non-compliance can mean pulled products and legal issues.
5. Expecting instant communication Korea is 13–14 hours ahead of the US East Coast. Plan for delays unless you have a local partner.
How Long Does It Take?
A realistic timeline for first-time brands:
The concept and partner search phase typically takes 2–4 weeks. Sample development usually takes 4–8 weeks. Revisions and approval generally require 2–4 weeks. Production takes approximately 4–8 weeks. Shipping and customs typically take 2–6 weeks. In total, the end-to-end timeline is about 3–6 months.
Ready to Start?
Launching a K-beauty brand is achievable, even for small, independent founders. The key is finding the right manufacturing partner and understanding the process before you begin.
If you're looking for a partner to help you navigate Korean cosmetics manufacturing, we're here to help. ALTA MEET connects US and European indie brands with a trusted Korean ODM manufacturer, with support in English, Italian, and Korean, and minimum order quantities starting from 1,000 units.
