Your vision board says that you want to build your own makeup empire, one eyeshadow palette at a time. And you’re not wrong for choosing this industry, especially after Fortune Business Insights revealed that the global eye makeup market is projected to be worth $20 billion by 2032.
But before we get into the sales, here are some steps for you to start your own private-label eyeshadow line:
Get up close and personal with your market.
You’ll be competing with thousands of other eyeshadow brands out there, so make sure that you know your competition and how you can set yourself apart from them. Study the industry, determine your niche and most importantly, understand your target customers.
A business plan is a must.
You can’t just go into battle without a plan. A business plan will detail every aspect of your business, from your legal structure to your marketing strategies. Whenever you feel lost in running your activity, you can always refer back to your plan to remind you of what you’re trying to achieve.
Your manufacturer is your biggest ally.
Before you think about how to promote your products, make sure that you find the right manufacturer first. As your partner in creating your products, it should align with your business plan and adhere to strict quality control standards. This ensures that the products you launch can compete with the best on the market. A reliable manufacturer can also help you create a custom formula that’s unique to your brand.
Don’t take packaging lightly.
Customers will see your packaging before they can test your product. So it’s very important to take the time to design a packaging that would be appealing to your target audience while also protecting the product inside. You can look at other products on the market to find inspiration for your own packaging. Just make sure that you’re not copying anything to avoid any legal troubles once you launch your product.
Finally, once your product is ready for launch, you have to go heavy on the marketing to make sure that people know about your eyeshadow. If you’re not ready to invest in a store yet, you can do a pop-up in shopping centers to get more visibility for your product. You should also set up an online store and promote your products on social media to gain more leverage and exposure. Start with creating brand awareness before promoting your actual products. Make sure to take advantage of both traditional and online marketing methods to attract a wider market.
And when you’ve finally established your eyeshadow business, never forget to focus on consistency. A lot of makeup brands have come and gone because they started strong but didn’t stay consistent with their efforts. From maintaining the quality of your products to engaging constantly with customers, you have to keep working hard even if people already know your brand. This will help you ensure success beyond the beginning of your business.
Eyeshadow Line: Step-by-Step
| Step | Focus Area | Key Actions (Short + Informational) |
|---|---|---|
| 1 | Define Vision & Brand Identity | Identify your audience, palette purpose, and brand style. Make sure shades + packaging match ThotsLife’s vibe and story. |
| 2 | Research Trends & Market Needs | Study trends, review customer feedback, and find gaps to create a standout ThotsLife palette. |
| 3 | Choose Palette Size & Layout | Decide shade count (small/medium/large). Pick a layout that fits the ThotsLife aesthetic—minimal, bold, or creative. |
| 4 | Select Shade Range | Include base, transition, highlight, and pop shades. Cover warm, cool, and neutral tones for versatility. |
| 5 | Decide Finishes & Textures | Choose a balanced mix of matte, shimmer, metallic, glitter, and satin finishes. |
| 6 | Formulation & Pigmentation | Ensure strong pigmentation, smooth blending, minimal fallout, long wear, and skin-safe formulas. ThotsLife should reflect quality. |
| 7 | Packaging Design | Choose eco-friendly, durable, or premium materials. Design packaging that feels authentically ThotsLife—bold, chic, or playful. |
| 8 | Branding & Naming | Use creative palette + shade names that match ThotsLife’s identity and spark emotional connection. |
| 9 | Work With a Reliable Manufacturer | Partner with a trusted manufacturer who offers customization, safety compliance, consistent quality, and low MOQs for ThotsLife products. |
| 10 | Testing & Quality Control | Test payoff, longevity, packaging durability, and skin safety before launch. |
| 11 | Marketing & Launch Strategy | Use social media, tutorials, influencers, UGC, bundles, and limited drops to hype the ThotsLife palette. Highlight what makes it special. |
Why are you launching a makeup line?
Launching a makeup line should come from purpose, not profit alone. Your “why” shapes your brand, products, and identity. When you aim to solve a problem or offer something unique, you create trust and stand out just like Tia of Tiazartzy, who built her line after a viral brush sparked real demand for her creative beauty products.
Marketing Your Private Label Makeup Line
Once your products are ready, effective marketing is essential. Here are some strategies to consider:
- Social Media: Utilize platforms like Instagram, TikTok, and Pinterest to showcase your products. Create visually appealing content that engages your audience.
- Influencer Partnerships: Collaborate with beauty influencers to reach a wider audience. Choose influencers whose values align with your brand.
- Website and SEO: Create a user-friendly website optimized for search engines to attract organic traffic. Use keywords related to your products and industry.
- Content Marketing: Start a blog or vlog that educates your audience about makeup tips, tutorials, and trends while subtly promoting your products.
- Email Marketing: Build an email list and send newsletters with updates, promotions, and exclusive offers to keep your audience engaged.
- Pop-Up Shops: Consider participating in local beauty events or pop-up shops to gain exposure and interact with potential customers directly.
Conclusion
Starting your private label makeup line can be a rewarding journey filled with creativity and entrepreneurial spirit. By focusing on custom eyeshadow palettes and unique eyelash packaging without minimum orders, you can carve a niche in the beauty industry. With careful planning, the right strategies, and a commitment to quality, you’ll be well on your way to building a successful brand that resonates with your target audience. Remember, the beauty industry is constantly evolving, so stay adaptable and open to new ideas as you grow your business.
