Case #7. How Oksana Launched Her Own Cosmetics Brand After Moving to Lviv

When Oksana moved from the Zaporizhzhia region to Lviv, she wanted to start her own business, but she didn’t have a finished product, a formula, or any experience in cosmetics manufacturing. She had an idea, grant funding, and a clear vision of what she wanted to create – a brand that she could build online and sell through accessible channels.

The idea to launch a cosmetics line under her own brand didn’t come right away. At first, the future founder was looking for a niche where she could bring together a female audience, a beautiful product, repeat purchases, and the potential for gradual growth. Cosmetics became the logical choice because skincare products are easy to showcase on social media, demonstrate through results, and sell as part of a daily routine.

This case study traces a young woman’s journey from concept to first batch: how she found the contract cosmetics manufacturer VedaLab on Instagram, why she chose not to develop a formula from scratch, which product she selected to launch with, and how the first batch of 100 50-ml masks confirmed there was genuine demand.

Who is Oksana, and why did she decide to start her own business?

Oksana is originally from the Zaporizhzhia region, and after moving to Lviv, she began looking for a new foothold – a venture she could develop independently of her previous place of residence. For her, it wasn’t just about finding a job. She wanted to create her own project with room to grow.

After moving, the entrepreneur explored various business options, but the beauty industry caught her attention the most. Cosmetics seemed easy for end consumers to understand, visually appealing for social media, and promising for repeat sales. She wanted to create a product that she could not only resell but also market under her own brand.

When she first started out, the brand’s founder had no laboratory of her own, no formulator, no formulas, and no experience launching a cosmetics brand. That’s why the main question wasn’t “how to create the perfect product line right away,” but “how to take the first step safely and see if the product would sell.”

How a grant helped turn an idea into reality

For Oksana, the grant served as seed capital that helped her move from planning to actually launching her business. Thanks to the grant, she didn’t have to put her idea on hold indefinitely; instead, she could start looking for a manufacturer, calculating her budget, and planning her first product.

At the same time, the grant didn’t eliminate all risks. We had to choose the right launch model, find a reliable contract manufacturer, finalize the product, determine the minimum batch size, and work out the design, packaging, pricing, and distribution channels. The financial support got us started, but decisions had to be made very carefully.

For her first venture, the entrepreneur didn’t want to invest all her resources in a lengthy custom development process with no guarantee of sales. So she began looking for an option that would allow her to create cosmetics under her own brand more quickly, more easily, and without unnecessary production risks.

How Oksana Sought a Contract Cosmetics Manufacturer

She began her search for a contract cosmetics manufacturer on Instagram. For her, Instagram was the easiest way to see how the manufacturer communicated, what products it showcased, whether it explained the launch process, and whether its expertise seemed accessible to a beginner.

When searching, the future owner of the brand paid attention not only to the attractive photos but also to practical considerations:

• Is it possible to manufacture cosmetics under your own brand without your own formula?
• Are there any ready-made professional templates available to get started quickly?
• Does the manufacturer explain the steps involved in clear, easy-to-understand language?
• Is it possible to start with a small order?
• Do you offer support for clients with no experience in cosmetics manufacturing?

That’s how she found VedaLab – a contract cosmetics manufacturer that specializes in launching private-label brands and helps create cosmetic products under the client’s brand. What mattered most to Oksana was that VedaLab didn’t offer just an abstract idea, but a clear, step-by-step process: a ready-made professional formula, brand customization, batch production, and preparation of the product for sale.

Your First Visit to VedaLab: From Concept to Concrete Plan

After our initial consultation with VedaLab, the idea began to take shape as a concrete launch plan. Instead of a vague desire to “create cosmetics,” practical questions arose: which product to choose, what batch size to produce, how to position the product, and how to gauge demand.

At this stage, it became clear that it wasn’t necessary to develop a formula from scratch for the initial launch. Custom development might be the right choice for a brand with experience, a budget, and a clear strategy, but for the first batch, speed, predictability, and the ability to test sales were more important.

Подробнее о разнице между готовой формулой, private label и разработкой с нуля можно прочитать в материале «Private Label или индивидуальная разработка - что лучше на старте косметического бренда».

VedaLab proposed a launch format based on a ready-made professional formula that could be customized for our brand. This approach allowed us to reduce preparation time, avoid a complex technical phase, and focus on what really matters for a startup: the product, design, positioning, and sales.

Why didn’t Oksana start by developing the formula from scratch?

Oksana didn’t start from scratch in developing the formula, since the initial phase was about testing market demand rather than a theoretical concept. For the new brand, the key question was simple: would customers be willing to buy this product under a new name and at the chosen price?

Developing a formula from scratch requires time, testing, technical refinements, and a larger budget. For an entrepreneur, this would mean a longer road to the first sale and greater risk if the product didn’t resonate with the audience. A ready-made formula tailored to the brand allowed her to get started faster and receive real feedback from customers.

This approach does not preclude the development of custom products in the future. On the contrary, a successful initial product can serve as the foundation for further expanding the product line, strengthening the brand’s positioning, and creating unique formulas once demand has been confirmed.

Once your first product has proven there is demand, the next step might be to launch a product line. For more information, see the article “How to Launch Your Own Cosmetics Line and Build a Promising Brand”.

Which product did Oksana choose for her first launch?

For her first launch, she chose a 50-ml cream face mask designed for quick results. The cream face mask proved to be a successful introductory product, as it’s easy for customers to understand why they need it and when to use it.

The cream mask addressed very specific concerns: tired-looking skin, dullness, puffiness, and the need to quickly refresh the face before an event, a meeting, or a photo shoot. It’s easier to market a product like this on Instagram and TikTok because the results can be explained not through complex terminology, but through relatable real-life situations.

This was important for the first product. There was no need to go into great detail about why a customer would need a cream mask. It was enough to illustrate the following scenario: when your face looks tired, a cream mask helps create a sense of being well-groomed, feeling refreshed, and enjoying a home spa ritual.

How we developed the product positioning

The positioning of the cream mask was not based on a complex professional treatment, but rather on an accessible, stress-relieving skincare routine. The product was designed to appear simple, gentle, and appealing to women who want to quickly pamper themselves at home.

For the visual identity, a minimalist design was chosen, featuring light tones and an emphasis on calm, purity, and renewal. This design aligned well with both the product itself and the founder’s story: a new chapter in life, starting her own business, launching her first brand, and using cosmetics as a way to offer customers a simple self-care ritual.

The advertising campaign did not position the product as a complex skincare treatment. The cream mask was marketed as a quick at-home facial treatment that can be used before an important event or when the skin looks tired.

Why was the first batch so small?

The first batch consisted of 100 units of 50-ml cream masks, produced to gauge demand without taking on excessive financial risk. This volume allowed us to avoid investing significant funds in inventory while still obtaining enough product to generate actual sales, customer feedback, and repeat orders.

A small batch allowed us to test several things at once: whether customers liked the product, whether the positioning was clear, whether the price was right, whether there was interest on Instagram and TikTok, and whether reviews started coming in after the first use. For a new brand, these answers are more important than a large-scale launch without prior testing.

Initial sales came through Instagram, word of mouth, personal recommendations, and TikTok content, which helped showcase the product and gradually build an audience around the brand. This approach allowed us to get direct feedback from customers and better understand which selling points helped drive sales of the cream mask.

How TikTok Helped Unlock the Product’s Full Potential

TikTok became more than just another social media platform; it was a channel through which we could showcase the cream mask in action. While Instagram served primarily as a platform for building trust, visual storytelling, and direct messaging, TikTok helped us promote the product more quickly through short videos.

TikTok is particularly well-suited for cream masks, as it’s important for customers to see not only the jar but also the texture, how it’s applied, the feel of at-home skincare, and how it’s used. Through video, we could show what the cream mask looks like on the skin, when to use it, and the emotions the product evokes in the customer.

Simple content scenarios worked best for this product:

• “Preparing for an important event.”
• “An After-Work Stress-Relief Ritual.”
• “A 15-Minute At-Home Spa Treatment.”
• “How to freshen up your face before a meeting.”
• “Unpacking the first shipment of our private-label products.”

This type of content didn’t replace direct sales, but it helped raise brand awareness, promote the product, and build an initial audience around the brand.

How did the initial sales go?

Initial sales figures showed that the product offers clear value to customers. More than 80% of the initial shipment was sold within the first two months, providing strong evidence that the chosen product, price, and positioning can deliver results.

Repeat orders proved to be a particularly valuable outcome. A repeat purchase meant that customers didn’t just buy the product out of curiosity, but were satisfied with their experience using it. For a new cosmetics brand, repeat orders are a more meaningful indicator than a single initial sale.

Consumers have come to view cream masks as a quick skincare solution for use before important events. It is this value proposition that has resonated most strongly: when you need to look fresher, more put-together, and well-rested, a cream mask offers a simple solution for use at home.

How marketplaces helped boost sales

After making its first sales through Instagram, TikTok, and word of mouth, the brand began selling through online marketplaces. This was the next step after gauging demand among its immediate audience.

Marketplaces provided the product with an additional channel for engaging with customers. While Instagram relied on storytelling, trust, and personal communication, and TikTok helped showcase the product in action, marketplaces made it possible to introduce the cream mask to a wider audience that was already ready to buy cosmetics online.

For a new cosmetics brand, marketplaces don’t replace its own sales channels, but they do help scale initial results. In this case study, marketplaces demonstrated that a product can be sold not only through a brand’s own audience but also in a more competitive online environment.

What were the economics of the first product?

An analysis of the first product showed that private-label cosmetics can be a profitable venture, provided the right product and price are chosen. The estimated cost of a single 50-ml mask was approximately 1,8 EUR, while the retail price ranged from 12,6 to 16,6 EUR.

Indicator	The significance in Oksana’s case
The first batch	100 pieces
Product format	cream mask, 50 ml
Estimated cost per unit	1,8 EUR
Estimated cost of the batch	181 EUR
Retail price	12,6 – 16,6 EUR
Potential revenue if the entire batch is sold at 650 UAH	1267 EUR
Potential revenue if the entire batch is sold at 850 UAH	1656 EUR
Sold in the first two months	more than 80% of the batch
Estimated sales at 80%	80 units
Estimated revenue based on 80 sales at 12,6 EUR each	1013 EUR
Estimated revenue based on 80 sales at 16,6 EUR each	1325 EUR

This table shows estimated revenue, not net profit. You must subtract expenses for design, packaging, photography, video, logistics, marketplace fees, advertising, discounts, operating expenses, taxes, and the next batch of merchandise from the revenue. But even after accounting for these expenses, this business model gives a new brand room to grow.

For the founder, it was important to see not only the sales figures but also the financial viability of the product. If a product sells well, has a clear price point, and leaves room for future production, the brand has a chance to move from the pilot phase to a more stable sales model.

What risks associated with the initial launch did Oksana mitigate?

This example shows that launching a private-label cosmetics line for the first time always involves risks, but some of those risks can be mitigated by choosing the right launch model. Oksana didn’t start with an extensive product line, didn’t invest her entire budget in developing products from scratch, and didn’t order a large batch without first testing the market.

Risk at the start	How the brand’s founder reduced the risk
No proprietary formula	I chose a ready-made professional formula customized for the brand
No experience in manufacturing	I contacted the contract manufacturer VedaLab
It is unclear whether there will be demand	I started with a trial batch of 100 masks, each containing 50 ml
You can spend too much right from the start	I didn’t launch the entire product line all at once
It’s hard to explain what this new product is	I chose a light, creamy face mask
Low level of trust in the new brand	I checked out Instagram, personal recommendations, and reviews
We need to better convey the essence of the product	I added TikTok as a channel to showcase texture, rituals, and usage scenarios
It’s difficult to scale sales	After making its first sales, it began listing its products on marketplaces

For more information on common concerns before launching a brand, read the article “What Everyone Who Launches Their First Cosmetics Brand Fears—and Why It’s Normal”.

This launch model doesn’t eliminate all risks entirely, but it allows you to make decisions based on actual sales rather than assumptions. For a first-time cosmetics brand, this is crucial: it’s better to test a single product with a run of 100 units than to immediately invest resources in an extensive product line without confirmed demand.

What this case study reveals to future owners of cosmetics brands

Oksana’s example shows that launching a private-label cosmetics brand doesn’t necessarily require a broad product line, complex laboratory development, or in-house manufacturing. A realistic path can be much simpler: an idea, a grant, finding a contract manufacturer, a ready-made formula, the first batch, Instagram, TikTok, reviews, and gradual scaling up.

For someone with no experience in cosmetics manufacturing, the most important thing is not to overcomplicate the first step. A single, straightforward product often yields better results than a broad product line with unproven demand. That is precisely why the cream mask became not just a product, but a test of the business model.

This case study also highlights the role of a contract manufacturer. In this project, VedaLab served not merely as a manufacturing facility, but as a partner that helped transform the client’s idea into a finished cosmetic product under the client’s own brand.

How to Create Your Own Brand of Cosmetics from Scratch

You can create your own private-label cosmetics from scratch through contract manufacturing, even if you don’t have your own formula, a formulator, or manufacturing experience. For your first launch, all you need to do is choose a straightforward product, a ready-made professional formula, a reliable manufacturer, and a small batch to test the market.

Oksana’s journey from the Zaporizhzhia region to launching her own cosmetics brand in Lviv shows that starting a brand can begin with a specific life situation. Moving, the idea of starting her own business, grant support, finding a manufacturer through Instagram, and partnering with VedaLab were all steps in this practical launch.

The first product – a 50-ml cream face mask – allowed us to test the market without taking on excessive risk. A batch of 100 units, over 80% of sales within two months, repeat orders, TikTok as a product promotion channel, and entry into marketplaces demonstrated that even a small-scale launch can serve as the foundation for building a cosmetics brand.

Conclusion

Oksana’s example shows that launching a private-label cosmetics line in 2026 is entirely possible, even for someone with no manufacturing experience. The key is not to start with something complicated, but to choose a model that allows you to quickly test the market and avoid wasting your budget on an untested idea.

A ready-made professional formula, contract manufacturing by VedaLab, a small initial batch, and sales via Instagram and TikTok made it possible to turn an idea into a real product. This approach is ideal for entrepreneurs, cosmetologists, experts, salon owners, and anyone who wants to launch their own beauty brand without having to start production from scratch.

You don’t need an extensive product line to get started. Often, all it takes is one standout product, clear positioning, the right price, and a manufacturer who can help you take your idea all the way to a finished cosmetic product under your own brand.

If you're just getting started, you'll find the article "How to Start Your Own Cosmetics Brand from Scratch" helpful.

Want to create cosmetics under your own brand?

VedaLab helps you launch your own private-label cosmetics line based on ready-made professional formulas or custom formulations. If you have a product idea but no formula, no formulator, or no production facilities, we’ll help you take it from concept to finished batch.

You can start with a single product, a small batch, and a clear strategy for testing demand.

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