business plan for a skin care company

Are you seeking an exciting venture that combines passion, wellness, and innovative technology? Well, the skin care industry might just be your next destination! The beauty of this industry is not merely skin deep. With an ever-growing global demand for effective skin care solutions and heightened awareness around health and wellness, the potential for success is truly remarkable.

Not only is skin care an exciting business prospect from a practical point of view. It’s a great opportunity to use your skills and your knowledge to really help people. While skin care may not be saving lives, as such, it is something that just about everybody will seek out at one point or another.

And when you can deliver a complexion-saving facial or series of treatments that leave your client with a radiant glow they never imagined achieving, you’ll see how incredibly rewarding and exciting this field can be.

To help you get to that all-important, super-fulfilling moment in your new career, let’s walk through everything you need to know before you get started in the skin care industry.

1. Understanding the Basics

Diving into the skin care industry requires an understanding of key terms and concepts. It’s not all exfoliating and moisturizing — and the world of skin care is constantly changing and improving, so it’s important not just to learn key terms now, but to stay up to date on trends and emerging research so you can provide your clients with the best possible options.

Let’s start by getting a handle on some cutting-edge basics so that when you step into a store ( or into our shop online ) to get your equipment, you don’t feel like a deer in the LED lights.

LED Therapy

LED skin care treatments primarily utilize red and green light wavelengths. These technologies have revolutionized the beauty world. Red LED light is known for its ability to help minimize the look of fine lines and wrinkles, while green LED light works to help soothe breakouts and reduce the appearance of blemishes. Together, these technologies offer a comprehensive solution for a wide range of skin concerns.

Microcurrent Therapy

Microcurrent is a low-level electrical current that mirrors the body’s natural current. It is thought to help support blood circulation, which can contribute to more youthful-looking skin. It is also thought to support proper muscle function and minimize the look of puffiness over time for even more benefits.

Plus, it’s non-invasive, which makes it a great option for sensitive skin, too.

High-Quality Skin Care Products

In addition to cutting-edge technology, the other key component of your burgeoning skin care practice is having the right products to offer and recommend to your clients. While you yourself may have a regimen that addresses all of your concerns, the key is getting to know all of the ingredients that can unlock the next level of radiance in your clients, no matter what their needs are.

This means knowing the difference between chemical exfoliants and physical exfoliants, and understanding how and why retinol is such a miracle worker . You’ll also want to familiarize yourself with which order products should be applied in (from lightest to heaviest) and which products shouldn’t be layered together due to negative interactions.

Basically, you’ll want to turn yourself into a walking skin care encyclopedia.

This won’t just make you knowledgeable about and good at your job — it’ll make it a lot easier to follow through with the next few steps because you’ll have a clearer idea of what your business looks like, what matters to you, and which products and ingredients you have a passion for!

2. Building Your Business Plan

Creating a solid business plan is the first big step towards making your skin care dream a reality after you feel like you have a grip on the industry at large. But where should you start? Well, it’s all about knowing your audience and highlighting what makes you stand out from the crowd.

You’ll want to think about your target audience. Are you targeting younger clients to help them with preventative anti-aging care? Do you prefer working with mature skin to help rejuvenate and refresh? Is your ideal client into high-end, cutting-edge treatments — or are they more of a traditional skin care client looking for a reliable routine and the occasional facial?

In addition to knowing who you’re targeting, you’ll also want to think about the core values of your company.

If you’re all about sustainable and eco-friendly skin care, that should be at the forefront not just of the products and treatments you choose, but of your branding as well, so you can appeal to clients who appreciate the same qualities. If you have a particular type of treatment or product that defines your practice, then that should be something you work into your literature.

While these things may seem broad and perhaps not super crucial, they’re so important as you move forward with your business, because they define every other decision you’re going to make!

3. Assembling Your Team

No skin care business can truly flourish without a dedicated, knowledgeable team. Your estheticians will be the heart and soul of your operation, so investing in their skills and education will be essential.

One of the ways to attract the best talent is by offering continuous learning opportunities. Remember, in the skin care industry, things evolve rapidly! As new trends emerge and technologies advance, your team should be on top of these changes. Continuous training sessions on skin care technologies, treatments, and best practices will not only enhance your service quality but also foster a team that’s passionate and driven.

But it’s not just about the technical skills — the estheticians are the face of your business, interacting with clients on a daily basis. Hence, honing their customer service skills is equally important. They should be able to convey the essence of your brand, whatever that may be.

While one company may prioritize a warm vibe from their employees that makes everyone feel like family, maybe your business is more sleek and to the point with clients who value quiet and privacy. Whatever your preference, it’s important to be sure anybody you bring into your company embodies the best possible version of your business!

4. Selecting Your Equipment

Investing in high-quality skin care equipment is like setting the foundation of a towering skyscraper — it provides stability, durability, and impressive outcomes. It also shows your clients that you’re serious about your business.

There’s a huge difference between stepping into an esthetician’s office and seeing some sheet masks and skin care products, and stepping into an office that’s outfitted with high-quality equipment. The confidence level your clients will have in you is guaranteed to skyrocket.

While it is important to know your intended clientele and the volume you intend to serve so you’re not going overboard with equipment, consider how your business can elevate any potential at-home experience and make it invaluable to your clients.

For instance, LED therapy can be conducted at home with a handheld device. But only your business can give your clients access to the Illuminate Full Face LED Panel , which will feel like a huge upgrade to even the most experienced at-home skin care maven.

None of this is to say, however, that skin care products themselves aren’t equally as important. Keeping yourself well-stocked with everything you might possibly need is crucial. You never want to run out of moisturizer after giving a client a peel, or not have something to offer if your client wants to try a serum you discussed.

That’s why purchasing products that are designed to serve a business rather than an individual in terms of quantity is non-negotiable.

5. Attracting Your Customers

Attracting customers and estheticians requires a strong online presence and an effective marketing strategy. Search engine optimization , or SEO, is one way to ensure you’re a highly searched skin care business. By using relevant keywords and producing engaging content, you can improve your website’s ranking on search engines, making it easier for potential clients and estheticians to find you.

Social media is another powerful tool. By regularly sharing before-and-after images, client testimonials, and information about your treatments, you can build an engaging online community. This not only raises brand awareness but also builds trust and credibility among your audience.

You can also look for fairs, markets, or other events that might allow you to provide free or discounted treatments or facials to potential customers. While it may be frustrating at first to offer your services for less than they’re worth, it can be a great way to create word of mouth and stir up interest in your budding business.

In the end, attracting customers and estheticians is about creating connections. Whether through your website, social media, or even word-of-mouth, every interaction is an opportunity to welcome a new member into your skin care community.

6. Nurturing Your Brand

When you start a skin care business, you aren’t just selling products or services — you’re nurturing a brand. This brand becomes a living, breathing entity that encapsulates your values, your mission, and your promise to your customers. It’s about striking a chord with your audience, and resonating with their aspirations and needs.

Your brand voice plays a pivotal role in shaping your identity. Picture it as the personality of your skin care business — it’s the voice your customers hear when they read your social media posts, blogs, newsletters, and even when they step into your skin care clinic.

Maintaining a consistent brand voice is crucial. It allows your audience to recognize you instantly, fostering a sense of familiarity and trust. You want your voice to be knowledgeable but also to reflect your individual passions, quirks, or idiosyncrasies — the things that make your business stand out from all of the others.

Engaging with your audience is another essential aspect of nurturing your brand. This isn’t just about responding to comments on social media or emails. It’s about fostering a two-way conversation, understanding your audience’s needs, and providing value that goes beyond skin care treatments. It’s about being a source of information and inspiration, fostering a community where everyone feels heard and valued.

Whether it’s a simple thank-you note for a positive review, a comprehensive response to a skin care query, or even a light-hearted, engaging skin care tip — each interaction is an opportunity to strengthen your relationship with your audience. And it’s these relationships that transform customers into loyal brand advocates.

Nurturing your brand isn’t a one-time task. It’s an ongoing process, from the moment your business opens and every moment after. As your skin care business grows, your brand will evolve, but its core — your brand voice and your commitment to your audience — should remain consistent.

It’s Time To Get Glowing!

From understanding the basics of equipment and skin care trends to building a business plan, assembling a team, and attracting customers, if you’re about to start your own skin care business, your to-do list is about to get pretty darn long.

But this is just the beginning of your journey, and with all of the hard work out of the way, you’ll be ready to enjoy your new enterprise and help your clients get the vibrant, radiant complexions they deserve.

Starting a skin care business can be a rollercoaster ride — thrilling, daunting, and rewarding all at the same time. But as long as you keep your focus on providing value, nurturing your brand, and building a community, success is always just around the corner.

Opening your own business may be a challenge, but it’s a challenge worth undertaking. With the right tools, team, and tenacity, you’re all set to create a skin care venture that’s successful, sustainable, and truly special. Good luck, and here’s to making the skin care world a brighter, healthier place!

Light-Emitting Diodes | The Journal of Clinical and Aesthetic Dermatology

Retinoids: Active Molecules Influencing Skin Structure Formation in Cosmetic and Dermatological Treatments | National Library of Medicine

How Does Search Engine Optimization Work? | International Trade Administration

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Skincare Business

Back to All Business Ideas

How to Start a Skincare Business

Written by: Carolyn Young

Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.

Edited by: David Lepeska

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

Published on September 27, 2021 Updated on February 5, 2024

How to Start a Skincare Business

Investment range

$2,000 - $20,000

Revenue potential

$90,000 - $230,000 p.a.

Time to build

Profit potential

$55,000 - $92,000 p.a.

Industry trend

The $50 billion US beauty industry is bigger than ever and much of its growth can be attributed to indie brands. As customers become more mindful of their choices, many gravitate away from bigger businesses and turn to smaller skincare brands that share their values.

This growth creates plenty of opportunities for entrepreneurs looking to make their mark in the beauty scene. But before you set out to make the next great skincare company, you need to know how to get your business off the ground. This step-by-step guide walks you through everything you need to know to start a skincare business.

Looking to register your business? A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple.

Form your business immediately using ZenBusiness LLC formation service or hire one of the Best LLC Services .

Step 1: Decide if the Business Is Right for You

Before you get started, you should understand the skincare industry’s opportunities and challenges to help you get an idea of whether it’s a good fit for you.

Pros and cons

It’s helpful to start with a quick glance at the positive and negative aspects of running a skincare business. Here are a few with the biggest impact on your decision.

  • Sell online and scale globally
  • Startups can innovate and build a major brand
  • Product ingredients are readily available
  • Flexibility to start small with a hero product and diversify over time
  • Building a brand takes time and hard work
  • Startup costs can be high

business plan for a skin care company

A skincare business will experience complex operational challenges, such as sourcing raw materials, R&D, skilled manpower, testing and trial, labelling and packaging among others.

Skincare industry trends

The global skincare market is valued at $155.8 billion in 2021 and slated to expand as much as 25% by 2025, with North America being a major revenue driver.(( ))

The growth of natural and organic products has outpaced industry growth over the past few years. Some 57% of American women prefer all-organic skincare products to conventional products.

Industry size and growth

  • Industry size and past growth – German data analyst Statista values the US skincare industry at $20 billion.(( ))  
  • Growth forecast – The US skincare market is predicted to grow 4% annually through 2026.

skincare industry size and growth

Trends and challenges

Trends shaping the skincare industry include:

  • Growing consumer preference for herbal, organic, and sustainable skincare products
  • Use of AI and IoT-based devices to provide skincare solutions
  • Rising awareness about grooming products for men

Challenges in the skincare industry include:

  • Supply chain problems
  • Health risks associated with excessive and improper use
  • High level of competition

skincare industry Trends and Challenges

Popular products

The fastest growing skincare products in the US(( )) and their growth rates in Google searches are:

  • Hand cream (141%)
  • Lip care (98%)
  • Face tools (83%)
  • Mist (81%) 
  • Moisturizer (77%)

popular skincare products

Consumer spending

  • Average consumer spend – The average person in the US spends $323 a year on skincare products.
  • Potential customer base – Gen Z shoppers 18 to 24 years old are the biggest shoppers of skincare products, but other age groups also shop for skincare products the most among all beauty categories.(( )) There are around 140 million millennials and Gen Z adults in the US.(( ))

skincare business consumer spending

How much does it cost to start a skincare business?

The cost of starting a skincare business ranges between $2,000 and $20,000, averaging $11,000. A detailed breakdown of costs is below.

How much can you earn from a skincare business?

The average per-unit price of facial products is about $9, with the average profit margin in the industry at about 60%. Your revenue will of course depend on your capacity to generate sales. 

In your first year or two, you might sell 200 units per week, giving you more than $90,000 in annual revenue and about $55,000 in profit. Once you’ve built up a reputation, you might be able to sell 500 units per week, but with increased costs your margin would fall to 40%. You’d still have annual revenue of $230,000, and a tidy profit of nearly $92,000. 

There is no cap on your earning potential in a skincare business. For example, seven-year-old female-led skincare brand Drunk Elephant was valued at a whopping $845 million at the time of its acquisition in 2019 ((

skincare business earnings forecast

What barriers to entry are there?

Barriers to entry in the skincare industry include strict regulation from the Food and Drug Administration (FDA) and the Food and Cosmetics Act. Your products will need to meet the safety requirements of these two regulatory authorities, and at the start, you may have a hard time clearing their hurdles in terms of ingredients and testing.  

The second barrier to entry is cutthroat competition. The market is saturated with both established and innovative skincare products, making it hard to make inroads and establish a new beauty brand. 

Learning and understanding various types of skincare products and their ingredients is a mammoth task that may serve as another barrier to entry. Your products will undergo tests and trials on multiple skin types to ensure product effectiveness and safety. As a result, it may take significant time to launch a skincare product. You might want to take an online course, such as Formula Botanica or Create Your Skincare , to improve your knowledge.

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Explore our interview with Annie Yu of EYURS for a rare glimpse into the world of Korean beauty and skincare.

Read our interview with Megan Murphy to uncover the secrets of ethical and sustainable skincare with LOUMI.

Step 2: Hone Your Idea

Once you’ve completed your initial research on the skincare space, you need to move onto the specifics of your business. This entails the why, what, and who of your business.

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Skincare is one of the fastest growing industries in the world. With a rapidly growing consumer base and widespread acceptance, there is always a demand for new ideas, advice from skincare enthusiasts, and innovative products.

At the same time, there is a multitude of skincare products available for both men and women, with the latter segment being the center of attention for many brands. Research major and independent skincare brands to examine their products, price points, and customer reviews, as well as what sells best. 

You’re looking for a market gap to fill. Maybe the market is missing a fully organic and eco-friendly brand. You might consider targeting a niche market by specializing in a certain aspect of your industry, such as products for dry-skinned men. This could jumpstart your word-of-mouth marketing and attract clients right away. 

Your flagship product shouldn’t just solve key consumer problems, but also generate great demand generation. Once the target market is solidified, you can roll out new products over time.

What? Determine your skincare products

Skincare products are used for various treatments, from routine skin care to solving complex skin issues. Some of the most common types of skincare products are listed below:

  • Moisturizer
  • Anti-Wrinkle

While you don’t necessarily have to be a skincare expert or dermatologist to start a skincare line, you should develop sufficient knowledge about your target market and your range of skincare products. Again, it might be a good idea to take an online course to establish a base of industry understanding. 

How much should you charge for skincare products?

Your prices will depend on your costs and overhead, as well as the prices of your competitors. A crucial decision will be if you want to be a discount or high-end brand. 

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price point. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Your target market will mainly consist of women aged 18-60, unless you decide to focus on males. Either way, you can find them on sites like Facebook, Instagram, and TikTok. 

You could also target businesses, such as retailers and distributors, who could buy your products in bulk. You can find them online and contact them directly.  

Where? Choose your business premises

In the early stages, you should probably run your skincare business from home to keep costs low. But as your business grows, you may need to rent out a storefront or a production facility. You can find commercial space to rent in your area on sites such as Craigslist , Crexi , and Instant Offices .

When choosing a commercial space, you may want to follow these rules of thumb:

  • Central location accessible via public transport
  • Ventilated and spacious, with good natural light
  • Flexible lease that can be extended as your business grows
  • Ready-to-use space with no major renovations or repairs needed

skincare business idea rating

Step 3: Brainstorm a Skincare Business Name

Your business name is your business identity, so choose one that encapsulates your objectives, services, and mission in just a few words. You probably want a name that’s short and easy to remember, since much of your business, and your initial business in particular, will come from word-of-mouth referrals.

Here are some ideas for brainstorming your business name:

  • Short, unique, and catchy names tend to stand out
  • Names that are easy to say and spell tend to do better 
  • Name should be relevant to your product or service offerings
  • Ask around — family, friends, colleagues, social media — for suggestions
  • Including keywords, such as “skincare” or “beauty”, boosts SEO
  • Name should allow for expansion, for ex: “Glow On Skincare” over “Age Defying Skincare”
  • Avoid location-based names that might hinder future expansion
  • Use online tools like the Step by Step Business Name Generator . Just type in a few keywords and hit “generate” and you’ll have dozens of suggestions at your fingertips.

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

Find a Domain

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Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that set your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create a Skincare Business Plan

Every business needs a plan. This will function as a guidebook to take your startup through the launch process and maintain focus on your key goals. A business plan also enables potential partners and investors to better understand your company and its vision:

  • Executive Summary: Summarize the essence of your skincare business, focusing on unique product offerings, target market, and strategies for brand growth and customer loyalty.
  • Business Overview: Describe your skincare business, highlighting your range of products like creams, serums, and natural-based solutions, tailored to various skin types and concerns.
  • Product and Services: Detail the types of skincare products you offer, including their unique features, ingredients, and intended benefits.
  • Market Analysis: Assess the current skincare market, identifying trends, consumer preferences, and the specific demographic you aim to serve.
  • Competitive Analysis: Compare your products to existing skincare brands, emphasizing what sets yours apart, such as unique formulations, packaging, or sustainability practices.
  • Sales and Marketing: Outline your approach to reach and engage customers, using methods like e-commerce, social media marketing, and collaborations with influencers.
  • Management Team: Present the expertise and roles of your team members, particularly focusing on their experience in cosmetology, dermatology, or business management.
  • Operations Plan: Describe the process of product development, manufacturing, quality control, and distribution.
  • Financial Plan: Provide an overview of financial aspects, including startup costs, pricing strategy, and projections for revenue and growth.
  • Appendix: Include supplementary documents like product certifications, detailed market research, or testimonials that support your business plan.

what to include in a business plan

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business! 

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to skincare. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state. 

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your skincare business will shape your taxes, personal liability, and business registration requirements, so choose wisely. 

Here are the main options:

  • Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
  • Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
  • Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
  • C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
  • S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC , which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

types of business structures

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization , and answer any questions you might have. 

Form Your LLC

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business plan for a skin care company

Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number , or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN. 

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

business plan for a skin care company

The IRS website also offers a tax-payers checklist , and taxes can be filed online.

It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

  • Bank loans: This is the most common method but getting approved requires a rock-solid business plan and strong credit history.
  • SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan .
  • Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit to learn which might work for you.
  • Angel investors: Reach out to your entire network in search of people interested in investing in early-stage startups in exchange for a stake. Established angel investors are always looking for good opportunities. 
  • Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
  • Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
  • Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best options, other than friends and family, for funding a skincare business. You might also try crowdfunding if you have an innovative concept.  

jewelry store financing

Step 8: Apply for Skincare Business Licenses and Permits

Starting a skincare business requires obtaining a number of licenses and permits from local, state, and federal governments. As previously mentioned, one of the hurdles for starting a skincare business is the regulatory burden from the FDA and Food and Cosmetics Act. 

For a skincare business, you may need the following licenses and permits:

  • Cosmetology license if you plan to apply makeup to your customers 
  • Manufacturer license if you intend to develop your own skincare line 
  • Esthetician license if you offer skincare services

You can read this FDA fact sheet for more insights on cosmetic industry regulations.

Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration ( OSHA ), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits. 

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package . They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

This is not a step to be taken lightly, as failing to comply with legal requirements can result in hefty penalties.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account .

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your skincare business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account. 

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

  • General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
  • Business Property: Provides coverage for your equipment and supplies.
  • Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
  • Worker’s compensation: Provides compensation to employees injured on the job.
  • Property: Covers your physical space, whether it is a cart, storefront, or office.
  • Commercial auto: Protection for your company-owned vehicle.
  • Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
  • Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of the above insurance types.

types of business insurance

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business. 

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks.  

You can industry-specific software like Cosmetic Product Manager , BatchMaster , and ProcessPro to manage formulation, R&D, compliance, manufacturing, inventory, and sales. 

  • Popular web-based accounting programs for smaller businesses include Quickbooks , Freshbooks , and Xero . 
  • If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial. 

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using services like WordPress, Wix, or Squarespace . This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization ( SEO ) practices. These are steps that help pages rank higher in the results of top search engines like Google. 

Here are some practical marketing tips and ideas to boost your skincare business:

  • Social Media Engagement: Leverage popular platforms like Instagram, TikTok, and Pinterest to share skincare tips, before-and-after photos, and user testimonials, fostering a strong online community around your brand.
  • Influencer Collaborations: Partner with beauty influencers and skincare experts to create authentic product reviews and tutorials, tapping into their engaged audiences and building trust.
  • Educational Content: Develop informative content through blog posts, webinars, or YouTube videos to educate your audience on skincare trends, ingredient benefits, and personalized routines, positioning your brand as an authority in the industry.
  • Product Sampling: Offer free product samples or trial-size kits to potential customers, encouraging them to experience the effectiveness of your skincare products firsthand and generating positive word-of-mouth.
  • Customer Loyalty Programs: Implement loyalty programs that reward customers for repeat purchases, referrals, and social media engagement, fostering customer retention and advocacy.
  • Seasonal Promotions: Create special promotions tied to seasonal skincare needs, such as summer sun protection or winter hydration, to capitalize on changing consumer preferences throughout the year.
  • Collaborations with Beauty Salons/Spas: Partner with local salons and spas to feature your products in their services, establishing a physical presence and gaining exposure to potential customers seeking professional skincare solutions.
  • User-Generated Content Campaigns: Encourage customers to share their experiences with your products through user-generated content campaigns, offering incentives for the best testimonials, photos, or videos.
  • Email Marketing Campaigns: Develop targeted email campaigns with personalized product recommendations, exclusive offers, and skincare tips to nurture relationships with your customer base and drive repeat business.
  • Community Events and Workshops: Host or sponsor skincare workshops, events, or community gatherings to connect with your target audience in person, providing education and product demonstrations while building a local brand presence.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your skincare products meet their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your skincare business could be: 

  • Fully organic and all-natural skincare to bring out the real you
  • Spoil your skin with the best care money can buy
  • A complete line of products for all your skincare needs

unique selling proposition

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a skincare business, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in skincare for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in skincare. You’ll probably generate new customers or find companies with which you could establish a partnership. Online businesses might also consider affiliate marketing as a way to build relationships with potential partners and boost business. 

Step 12: Build Your team

If you’re starting out small from home, you may not need any employees right away. But as your business grows, you’ll likely need workers to fill various roles. Potential positions for a skincare business include:

  • Sales Staff — make sales, customer service
  • General Manager — oversees operations
  • QA Manager — ensure quality of all products
  • Marketing Lead — SEO strategies, social media 

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need. 

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or You might also consider a premium recruitment option, such as advertising on Indeed , Glassdoor , or ZipRecruiter . Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run a Skincare Business – Start Making Money!

Skincare is a huge and growing industry, with a lot of opportunities. After reading this article, you know all the steps required to get your business off the ground. Now it’s just up to you to take the initiative and start building your skincare empire! 

  • Skincare Business FAQs

It is absolutely legal to manufacture and sell homemade skin care products as long as you adhere to the FDA’s Good Manufacturing Practice Guidelines and be ready for periodic facility checkups. In fact, it is the go-to market strategy for bootstrapped start-ups to begin from home, get the market response and scale operations over the time period.

Many brands vie with each other to claim the #1 title. But, Neutrogena is the #1 Dermatologist-recommended skin care brand by far.

Launching a single, hero product and managing its consumer response is much quicker and easier than launching a portfolio of skincare products. However, you should expect a minimum of 3 months and a maximum of 6 months to research and develop, test and distribute your flagship product.

Looking at your markup (or margins) is one way of deciding how to price your products. With this method, you need to estimate your production costs and add a reasonable gross profit. The markup in the cosmetic industry is 78% on average .

Starting a skincare business can be challenging, but with proper planning and execution, it is achievable. Consider key factors such as understanding the market, conducting thorough research on skincare products and ingredients, complying with regulations, and creating a unique selling proposition. 

To sell skincare products to clients, establish an online presence through a professional website or e-commerce platform. Optimize your website for search engines and provide detailed product information, including ingredients, benefits, and usage instructions. Utilize social media platforms like Instagram, Facebook, and Pinterest to showcase your products and share engaging and educational content related to skincare. 

To market your small skincare business effectively, define your target market and tailor your marketing efforts to reach them. Develop a compelling brand story that communicates your mission, values, and unique selling points. Utilize online marketing channels such as social media, email marketing, content marketing, and SEO to raise awareness about your brand. 

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  • Decide if the Business Is Right for You
  • Hone Your Idea
  • Brainstorm a Skincare Business Name
  • Create a Skincare Business Plan
  • Register Your Business
  • Register for Taxes
  • Fund your Business
  • Apply for Skincare Business Licenses and Permits
  • Open a Business Bank Account
  • Get Business Insurance
  • Prepare to Launch
  • Build Your team
  • Run a Skincare Business - Start Making Money!

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Cosmetic Business Plan Template

Written by Dave Lavinsky

Cosmetic Business Plan

You’ve come to the right place to create your cosmetic business plan.

We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their cosmetic companies.

Below is a a sample cosmetic business plan to help you create your own cosmetic company business plan.

Executive Summary

Business overview.

Guilt-Free Glow is a cosmetics shop located in Spokane, Washington. The company’s mission is to provide customers with high-quality, cruelty-free cosmetics. We want our customers to look and feel their best without feeling guilty about the harm cosmetics do to the environment and animals. Therefore, the shop will sell a wide variety of vegan and cruelty-free cosmetics for people all over the world to enjoy. Some of these products include makeup, moisturizers, and hair care products.

The company is founded by Kiera Smith, who has been a vegan beauty vlogger for five years. During that time, she has amassed 500,000 followers through her beauty vlogs. She has always been committed to finding products that are vegan and cruelty-free. Now that she has gained popularity on Youtube, she is eager to start her own cosmetics line. She will offer an online shop for her followers around the world but also start a shop in downtown Spokane for local residents.

Products Served

The following are some of the vegan, cruelty-free products sold by Guilt-Free Glow:

  • Makeup tools and brushes
  • Shampoo and conditioner
  • Moisturizers

Customer Focus

Guilt-Free Glow will target both online customers and customers located in the Spokane area that are interested in vegan and cruelty-free cosmetics. Since the founder has a large following on Youtube and social media, we expect most of our customers will come from her fanbase. When marketing to local residents, we will focus our efforts on women ages 15 to 65, as this is traditionally the largest customer segment for the cosmetics industry.

Management Team

Guilt-Free Glow is led by Kiera Smith, who has been a successful beauty vlogger for five years. She creates tutorials on makeup techniques and offers other beauty tips. She has always been passionate about using vegan and cruelty-free products in her videos and encouraged her followers to do the same. Since there aren’t many cosmetics companies that dedicate their whole line to these values, Kiera Smith was inspired to create her own line of cosmetics and beauty care products.

Kiera Smith will be the owner of the company and will conduct much of the marketing efforts through her own social media channels. She will hire other staff to help her with the other aspects of the business, including running the retail shop.

Success Factors

Guilt-Free Flow will be able to achieve success by offering the following competitive advantages:

  • The founder, Kiera Smith, is a popular beauty guru, and her brand and popularity will help sales and minimize marketing costs.
  • Guilt-Free Glow offers great pricing in the vegan cosmetics industry. Vegan and cruelty-free products are often expensive and unaffordable to the average consumer. Guilt-Free Glow will sell all its products at a moderate price so that everyone can buy cosmetics without feeling guilty.
  • Guilt-Free Glow will hire friendly, knowledgeable, and highly-qualified staff to help both our online and in-store customers.

Financial Highlights

Guilt-Free Glow is seeking $300,000 in debt financing to launch its cosmetics business. The funding will be dedicated to securing a retail space, manufacturing the products, and purchasing the necessary supplies and equipment for the store. Funding will also be dedicated toward three months of overhead costs, including payroll, rent, and marketing costs. The breakout of the funding is below:

  • Retail space build-out: $50,000
  • Equipment, supplies, and materials: $25,000
  • Three months of overhead expenses (payroll, rent, utilities): $125,000
  • Marketing costs: $50,000
  • Working capital: $50,000

The following graph below outlines the pro forma financial projections for Guilt-Free Glow.

Company Overview

Who is Guilt-Free Glow?

Guilt-Free Glow’s History

In 2017, Kiera Smith started her Youtube channel, which focuses on beauty tutorials and product reviews. Kiera commits to promoting and working with vegan and cruelty-free brands and educates her audience on the importance of these values for the cosmetics industry. Over the years, Kiera has found that very few cosmetics brands commit to any pledge to be vegan or cruelty-free. Therefore, she decided to start her own cosmetics line that is committed to these values.

Since its incorporation, Guilt-Free Glow has achieved the following milestones:

  • Developed the company’s branding image, social media, and website.
  • Found a retail location and signed a Letter of Intent to lease it.
  • Found manufacturers to create the cosmetic products.
  • Obtained a sales and use tax permit for use in Spokane, Washington.

Guilt-Free Glow Products

The following are some of the vegan and cruelty-free products sold by Guilt-Free Glow:

Industry Analysis

According to Fortune Business Insights, the cosmetics industry is currently valued at $287.94 billion and is expected to grow to $415.29 billion over the next few years.

This growth is due to the increasing demand for high-quality cosmetics. The target market for cosmetics has expanded substantially over the past decade, with people of all ages and genders opting to pay good money for high-quality makeup, hair care, and other beauty products. This trend is expected to continue, and the cosmetics industry will only continue to grow rapidly.

Another important trend is the increasing popularity of environmentally friendly, vegan, and cruelty-free products. Guilt-Free Glow is taking advantage of this demand and selling exclusively vegan and cruelty-free cosmetics.

By capitalizing on these trends and our founder’s increasing popularity online, Guilt-Free Glow is expected to thrive in the cosmetics industry.

Customer Analysis

Demographic profile of target market.

Guilt-Free Glow will primarily target Kiera’s current fanbase on Youtube and social media. This fanbase includes 500,000 followers, with the majority being females and under the age of 40.

The company will also target residents of Spokane who may be interested in purchasing vegan cosmetics. Traditionally, the customer segment most interested in this industry is women ages 15 to 65.

The precise demographics for Spokane, Washington are:

Customer Segmentation

Guilt-Free Glow will primarily target the following customer profiles:

  • Women ages 15-65
  • Kiera’s fanbase
  • Beauty professionals and influencers
  • Spokane residents looking for vegan, cruelty-free cosmetics

Competitive Analysis

Direct and indirect competitors.

Guilt-Free Glow will face competition from other companies with similar business profiles. A description of each competitor company is below.

Ulta Beauty

Ulta Beauty is a major retailer in the cosmetics industry, being the ultimate provider of all beauty products for millions of people across the globe. The company aims to be the most loved beauty destination of its guests and has ultimately succeeded in that mission. At Ulta, you can find any beauty brand you are looking for, such as Dior, Chanel, and Lancome. Whatever item or brand you need, you are bound to find it at Ulta.

Since 1988, Sephora has been a giant in the cosmetics and beauty industries. It’s one of the top locations to shop for all your high-quality beauty and cosmetics needs and has dominated the cosmetics industry with its global presence. With 2,700 stores in 35 countries worldwide, there are very few locations around the world where you can’t find a Sephora store to visit.

At Sephora, you can find some of the hottest and most exclusive brands, such as Rare Beauty by Selena Gomez and FENTY BEAUTY by Rihanna. Furthermore, Sephora has been recognized by Forbes as one of America’s Best Employers four years in a row and scored 100% on the Human Rights Campaign’s Corporate Quality Index three years in a row. When customers are looking to buy cosmetics conveniently and ethically, they often head to Sephora first.

The Cosmetics Company Store

The Cosmetics Company Store is an online cosmetics company that sells high-quality cosmetics brands to customers all around the world. They carry thousands of products for anyone in need of beauty products, including hair care products, makeup, and moisturizers. Customers can purchase from a wide variety of brands they love and are familiar with, including Estee Lauder, Clinique, and Aveda. In addition to having a large online store, The Cosmetics Company Store has a few retail locations in select areas.

Competitive Advantage

Guilt-Free Glow will be able to offer the following advantages over the competition:

  • Guilt-Free Glow offers great pricing in the vegan cosmetics industry. Vegan and cruelty-free products are often expensive and unaffordable to the average consumer. Guilt-Free Glow will sell all its products at a moderate price.

Marketing Plan

Brand & value proposition.

Guilt-Free Glow will offer a unique value proposition to its clientele:

  • Wide selection of cosmetics.
  • A focus on vegan and cruelty-free products.
  • Competitive prices that are more affordable than the competition.

Promotions Strategy

The promotions strategy for Guilt-Free Glow is as follows:

Guilt-Free Glow will be located in a very convenient, highly-trafficked area of Spokane that is frequented by men and women of all ages and backgrounds. The store will be in the same neighborhood as stores, restaurants, and salons. The area of Spokane is frequented by shoppers who live in the area and have disposable income to be able to spend frequently on cosmetics.

Social Media

Guilt-Free Glow will have Instagram, Twitter, and Facebook business profiles where Kiera will post frequently new arrivals to the store, featured clients who are using the products, and upcoming sales and events. The posts will be appealing with professional photographs and will engage customers with discount opportunities if they tag friends in the comments in order to grow their social media following. Kiera will also use her personal social media accounts to promote the company and its products.

Website & SEO Marketing

Kiera will reach out to a website designer to develop a website for Guilt-Free Glow. The website will be easy to navigate and include an option to purchase items online and schedule a pickup time in the store, contact information, and location. The SEO will also be managed to ensure that anyone searching “cosmetics store near me” or “Spokane cosmetics” will see Guilt-Free Glow listed at the top of the Bing or Google search engine.

Partnerships With Beauty Influencers

Kiera will partner with other beauty influencers to spread the word about her company. She will offer discount codes to the influencers’ audiences to entice them to shop for her products.

The pricing of Guilt-Free Glow will be moderate so customers feel they receive value when purchasing their products.

Operations Plan

The following will be the operations plan for Guilt-Free Glow.

Operation Functions:

  • Kiera Smith will be the Owner and President of the company. She will oversee the major operations of both the retail and online stores.
  • Kiera will hire a General Manager for the store. They will be in charge of day-to-day administrative functions, product inventory, supply orders, hiring, and training.
  • Kiera will hire an Assistant Manager to assist with product inventory, supply orders, and managing the store when Kiera and the General Manager are unable to be there.
  • The store will have 6 – 8 part-time and full-time employees to assist with stocking merchandise and customer service.
  • As the store grows and business picks up, more employees will be added to the team to keep up with customer demand.
  • Kiera will hire a Marketing Specialist and Web Designer to develop the store’s branding, logo, and social media accounts. The marketing specialist will also develop the website and manage the SEO.
  • She will also hire an Administrative Assistant to help her with the other operations tasks needed to run the company.


Guilt-Free Glow will have the following milestones completed in the next six months.

6/1/202X – Finalize lease agreement for 10,000 square foot retail storefront location.

6/15/202X – Begin build out of leased space.

6/30/202X – Finalize agreements with cosmetics distributors to schedule their upcoming product deliveries to the store.

7/1/202X – Kiera will meet with the web designer so they can get started developing

8/1/202X – Final walk-through and approval of the built-out beauty retail store.

8/2/202X – Begin social media marketing campaign of Guilt-Free Glow.

8/15/202X – The first shipment of store inventory arrives.

8/16/202X – Hire employees and begin training.

8/18/202X – Stocking and display of product inventory in anticipation of the Grand Opening.

9/1/202X – Grand Opening of Guilt-Free Glow.

Financial Plan

Key revenue & costs.

The revenue drivers for Guilt-Free Glow will come from the sales of cosmetics through the retail location and online store.

The cost drivers will be the cost of the cosmetics inventory, labor expenses, marketing expenses, rent, utilities, and overhead costs.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

  • Number of Initial Customers Per Month: 1000
  • Average Item Cost: $20
  • Annual Lease: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, cosmetics business plan faqs, what is a cosmetics business plan.

A cosmetics business plan is a plan to start and/or grow your cosmetics business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your cosmetics business plan using our cosmetics Business Plan Template here .

What are the Main Types of Cosmetics Businesses?

There are a number of different kinds of cosmetics businesses , some examples include: Niche market cosmetics, high-end cosmetics, kids cosmetics, beauty blogger/influencer, or make-up artist.

How Do You Get Funding for Your Cosmetics Business Plan?

Cosmetics Businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

This is true for a cosmetics business, a plan for a makeup company or a personal care products business plan.

What are the Steps To Start a Cosmetics Business?

Starting a cosmetics business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Cosmetics Business Plan - The first step in starting a business is to create a detailed cosmetics business plan PDF or doc that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your cosmetics business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your cosmetics business is in compliance with local laws.

3. Register Your Cosmetics Business - Once you have chosen a legal structure, the next step is to register your cosmetics business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your cosmetics business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Cosmetics Equipment & Supplies - In order to start your cosmetics business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your cosmetics business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful cosmetics business:

  • How to Start a Cosmetics Business

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Ultimate Guide to Skincare Industry Business Plan- Download Free PDF, PPT

Ultimate Guide to Skincare Industry Business Plan- Download Free PDF, PPT

Tamana Gupta


Are you passionate about skincare? Do you have any innovative concepts for new products? Why not start your own skincare company? The skin care market is increasing quickly. By 2025, the global skincare market is expected to reach $189 billion, according to studies. How can you get a share of this saturated market? With proper research and planning, you can launch your skincare line and enjoy the profits of your new venture. Go through our skincare industry business plan

How to start Skincare Business Plan?

You will need a clear vision, a well-written business strategy for beauty items. And to have invested some money, time, and effort as the founder of a start-up skincare brand. But how do you begin that crucial business plan, and what information should it include?

We summaries the 10 essential slides that as the founder of skincare you must consider in order to build a business plan for a cosmetics company in this blog post. This is vital reading for anyone interested in learning how to launch a skincare business because it informs you of the specific considerations and planning requirements.

Being well organized is necessary to run a skincare business. A solid skincare industry business plan that guides you through each of the key areas of your cosmetics company is required. The good news is that your business plan doesn't have to take up as much space as a thesis. In fact, the shorter it is, the easier it will be for you to read, understand, and refer to in the future.

Let’s get started with the essential slides to ace the Skincare Business Plan.

# Start-up cost summary for the skincare industry

This slide provides information about start-up expenditures that incur during the process of establishing a skincare store. Such as start-up ownership, legalities, and other expenses associated with the store. It will also highlight how the company will utilize its funds.

A startup cost analysis help entrepreneurs can determine all the costs related to establishing their business, from one-time expenditures like equipment purchases to continuing costs like rent and personnel. This information is essential for developing a realistic business plan and budget.

Further, showcase the utilization of funds in the form of a bar graph for the audience of business plan.

Skincare Industry Business Plan Template

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# Implementing effective skincare solutions by analyzing the market gap

This slide covers the problem associated with the skincare industry. And how the company will implement an effective solution to overcome the existing gap. It also helps to identify unexplored areas that other businesses in the same space are not serving currently.

In this slide, you can highlight the major concerns that are being faced by the customers and mention the market gap. Further, you can provide the business statement to overcome the market gap.

This slide will make the skincare industry business plan more interesting for the users of a plan, who have a direct or indirect interest in the business.

Skincare Industry Business Plan PPT

# Product categories offered by skincare cosmetics

This slide aims to provide a glimpse of the key product categories offered by skincare cosmetics that are designed to improve the appearance and feel of skin. It includes products such as sunscreen, facial oil, moisturizers, face wash, cleansers, and serum.

Your business plan's section on products and services helps the reader understand why you're in business, what you sell, how you compete with existing options, or how you fill a market gap that no one else is filling.

So, highlight the company’s various product lines, including its key benefit.

Skincare Industry Business Plan PPT

# Analyzing key success factors to strategize the skincare business

This slide covers the essential points to be considered while selling skincare products in the market. These are understanding prospects' needs, focusing on outcomes and emotions, and building a solid brand that is required for a company to compete in its target markets.

Further highlighting a few of the major success factors can instantly draw the audience’s attention and can aid in influencing their decision.

Skincare Industry Business Plan Presentation

# Key statistics associated with the skincare industry

This slide highlights the thorough assessment of a market within the skincare industry. It will help in getting valuable insights and projecting the success that the company expects while introducing its brand and its products to consumers within the market.

Further, highlight the skincare revenue in the form of a bar graph in this slide. Also, mention the skincare demand in the US.

Skincare Industry Business Plan Presentation

# Key statistics associated with the skincare industry (cont.)

Further, highlight the top skincare products, and the major highlights that are to be considered while getting into the skincare industry.

Skincare Business Plan

# Key market trends shaping the skincare industry

This slide highlights the key market trends that have the potential to change the current market scenario, as well as ways that the company can stay ahead of competitors. with these trends, the company will look for innovative or new ways of providing its products and services.

So, some of the key market trends mentioned in this slide are the Growth of the Skincare Segment, Personal Care Awareness Among People of All Ages, and Technological Developments.

Also, briefly mention the description of each market trend shaping the skincare industry.

Skincare Company Business Plan

# Determining growth drivers for the skincare industry

This slide caters to details about various growth drivers resulting in the skincare industry’s progress such as shifting consumer attitudes toward beauty products, the rise of conscious consumerism, emerging e-commerce purchases, etc., and also gives confidence in the organization to achieve business goals.

Every person who is going through a skincare industry business plan is interested in knowing the growth factors as these factors influence their decision towards the business.

Skincare Industry Business Plan Template

# Assessing target customer profile for skincare cosmetic

This slide covers an assessment of how the company's products will fit into a particular market. And where they will acquire the most traction with customers. It includes sellers who want to sell their products and buyers who want to purchase the products from the company's platform.

Basically, three main target markets considered are Skincare Retailers/Stores, Men of Age 18 and Above and Women of Age 18 and Above.

Further to give more insight, highlight the description of each and also mention the key statistics of each head.

This will give a broad perspective to the viewer about the growth of the company.

Skincare Industry Business Plan PPT

# Effective go-to-market strategy to increase sales and revenue

The purpose of this slide is to implement an effective go-to-market strategy for bringing the company's products or services to an end customer taking into consideration elements like sales, positioning, and price.

Further, highlighting the marketing strategy in the business plan. It will make the investor aware of the strategies that would be implemented by the marketing team to increase sales turnover.

Moreover, the strategies mentioned in the slide are sales strategy, positioning strategy, pricing strategy, etc. Further, mention each strategy's detail to give the audience an overview.

Skincare Industry Business Plan


For the Skincare Industry business plan, you may find all the data you need to comprehend the market, the industry, and both at once in PowerPoint. But not everyone is skilled at organizing and producing the essential components of a successful business strategy.

Now, it's up to us to play it. A team of researchers and designers collaborate on projects at SlideTeam to develop content that complies with client demands. However even the same business plan ppt can be modified to meet a person's specific professional requirements.

Is skincare is a growing industry?

In 2023, the Skin Care segment will generate US$21.09 billion in revenue. The market is anticipated to expand by 3.42% yearly (CAGR 2023-2027).

How should a business plan for a skin care company be written?

Executive Summary

Give a brief overview of the skin care industry.

Describe the kind of skin care company you run.

Describe your direct competitors. Highlight a general description of your target audience.

Provide a brief overview of your marketing plan.

Provide a summary of your financial strategy.

Who is the target audience for skincare products?

The highest money will be spent on skin care by young adults (18 to 24 years old). Spending an estimated $7.3 billion on it in 2023.

Download the Skincare business plan free ppt & Skincare business plan free pdf.

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How To Write a Business Plan for Skin Care in 9 Steps: Checklist

By henry sheykin, resources on skin care.

  • Financial Model
  • Business Plan
  • Value Proposition
  • One-Page Business Plan

Are you considering starting a skin care business but don't know where to start? Look no further! In this blog post, we will guide you through the process of writing a business plan specifically tailored for the skin care industry. With the global skin care market expected to reach $189.3 billion by 2025 , now is the perfect time to enter this thriving industry and offer customers premium skin care products and personalized treatments.

Research the skin care industry: Before diving into starting your own skin care business, it is essential to understand the current market trends, consumer demands, and potential growth opportunities. Conduct in-depth research to gather insights about the industry as a whole and identify any gaps or niches you could fill.

Identify your target market: Once you have a clear understanding of the skin care industry, it's time to determine your target market. Consider factors such as age, gender, skin type, and specific skin concerns to ensure that your products and services meet the needs of your ideal customers.

Conduct a competitor analysis: To stand out in the competitive skin care market, it's crucial to analyze your competitors. Identify their strengths, weaknesses, pricing strategies, and unique selling propositions. This analysis will help you differentiate your business and develop a strategy to gain a competitive edge.

Define your unique selling proposition: What sets your skin care business apart from others? Determine your unique selling proposition (USP) and clearly communicate it to your target market. Whether it's offering personalized skin care routines, using natural and safe ingredients, or innovative product formulations, make sure your USP appeals to your ideal customers.

Develop a pricing strategy: Decide on a pricing strategy that is competitive yet profitable. Consider the cost of ingredients, production, packaging, and any additional services you offer. Price your products and services in a way that reflects their value and takes into account your target market's purchasing power.

Determine your startup costs and funding needs: Starting a skin care business requires investment in products, equipment, marketing, and more. Calculate your startup costs to understand the financial requirements and decide how you will fund your business. Whether it's through personal savings, loans, or investors, having a clear idea of your funding needs is essential.

Create a marketing and sales strategy: Develop a comprehensive marketing and sales strategy to promote your skin care business. Utilize various marketing channels such as social media, influencer collaborations, and partnerships with beauty professionals. Plan your promotional activities, advertising campaigns, and engage with your target market to generate brand awareness and attract customers.

Outline your organizational structure: Determine the organizational structure of your skin care business. Will you be a sole proprietor, partner with others, or establish a limited liability company? Also, consider roles and responsibilities within your business, whether it's hiring employees or outsourcing certain tasks.

Establish key business goals and objectives: Set clear and specific business goals and objectives to track your progress and measure success. Whether it's achieving a certain number of monthly subscribers, expanding to new markets, or increasing customer satisfaction, having well-defined goals will guide your decision-making and keep you focused on growth.

No matter where you are in the process of starting your skin care business, following these nine steps and creating a comprehensive business plan will lay a solid foundation for success. With a growing industry and increasing demand for premium skin care products, the opportunities are limitless. Start your journey today and embark on the path to becoming a leader in the skin care industry!

Research The Skin Care Industry

Before starting a skin care business, it is crucial to conduct thorough research on the industry as a whole. Understanding the market trends, consumer preferences, and industry regulations will help you make informed decisions and position your business for success.

Here are some important aspects to consider during your research:

  • Market Size and Growth: Identify the size and potential growth of the skin care industry. Look for reliable industry reports, market studies, and statistics to understand the current market value, trends, and forecasts.
  • Consumer Demographics: Analyze the target audience for skin care products. Consider factors such as age, gender, income level, and lifestyle choices. Understanding your potential customers will help tailor your products and marketing strategies effectively.
  • Product Innovation and Trends: Keep up with the latest advancements and trends in the skin care industry. Stay informed about new ingredients, technologies, and product categories to distinguish yourself from competitors and meet the evolving needs of customers.
  • Regulatory and Legal Requirements: Familiarize yourself with the regulatory landscape governing the skin care industry. Understand the requirements for product safety, labeling, marketing claims, and compliance with industry standards. Complying with regulations will protect your customers and your business reputation.
  • Distribution Channels: Explore different distribution channels available for skin care products, such as retail stores, e-commerce platforms, spas, or direct selling. Evaluate each channel's advantages and disadvantages in terms of reach, cost, and customer experience.
  • Attend industry conferences, trade shows, and seminars to network and gain insights from experts in the skin care industry.
  • Join industry associations and forums to connect with other professionals and stay updated on industry news and trends.
  • Subscribe to industry publications, blogs, and newsletters for regular updates on the latest happenings in the skin care sector.

Identify Your Target Market

When starting a skin care business, it is crucial to identify your target market. This is the specific group of consumers who will be most interested in your products and services. By understanding their needs, preferences, and purchasing behaviors, you can tailor your offerings to effectively meet their requirements and create a loyal customer base.

To identify your target market, consider the following:

  • Demographics: Understand the key characteristics of your potential customers, such as age, gender, income level, and location. This information will help you create marketing campaigns that resonate with your target audience.
  • Psychographics: Dive deeper into your customers' interests, values, lifestyles, and attitudes towards skin care. This knowledge will allow you to create personalized and compelling messaging.
  • Needs and Pain Points: Identify the specific skin concerns, challenges, or desires that your target market has. This will guide you in developing products and services that address their unique needs.
  • Complementary Products: Consider the other brands and products your target market may be using or interested in. Collaborating with or incorporating these products into your offerings can enhance your market penetration.

Tips for Identifying Your Target Market:

  • Conduct market research surveys, interviews, or focus groups to gather valuable insights directly from your potential customers.
  • Monitor social media platforms, forums, and beauty-related websites to observe discussions and trends related to skin care.
  • Keep an eye on competitors' customer bases and understand their strengths and weaknesses.
  • Utilize market segmentation techniques to divide your target market into distinct groups based on shared characteristics.
  • Continuously evaluate and update your understanding of your target market to stay relevant in a fast-changing industry.

Conduct a Competitor Analysis

When starting a skin care business, it is essential to conduct a thorough competitor analysis. This analysis will help you understand your competition, identify their strengths and weaknesses, and determine how you can differentiate your business in the market.

Here are a few key steps to follow when conducting a competitor analysis:

  • Identify your direct competitors: Make a list of companies or brands that offer similar skin care products or services. This could include both local and international competitors.
  • Study their products and services: Analyze the range of products and services your competitors offer. Look for unique features, quality, pricing, and any other factors that set them apart.
  • Evaluate their marketing strategies: Examine your competitors' marketing and advertising efforts. Look at their websites, social media platforms, and online presence. Take note of their messaging, target audience, and promotional tactics.
  • Assess their strengths and weaknesses: Identify your competitors' strengths, such as their reputation, customer loyalty, or innovative product offerings. Additionally, identify their weaknesses that you can leverage to gain a competitive advantage.
  • Compare pricing and value proposition: Analyze your competitors' pricing strategies and examine the value they offer to customers. Determine how your pricing and value proposition compare in order to offer a competitive advantage.

Tips for conducting a competitor analysis:

  • Use online tools: Utilize online tools like SEMrush and SimilarWeb to gain insights into your competitors' website traffic, online visibility, and keywords they target in their online marketing efforts.
  • Visit trade shows and conferences: Attend industry trade shows and conferences to observe your competitors' presentations, product displays, and marketing strategies.
  • Survey your target audience: Conduct surveys or interviews with your target market to gather feedback about your competitors. This will help you understand their preferences and identify areas where your competitors fall short.

By conducting a comprehensive competitor analysis, you can gain valuable insights to develop a unique and compelling value proposition for your skin care business. This knowledge will help you position your products and services effectively in the market and attract your target customers.

Define Your Unique Selling Proposition

In order to stand out in the competitive skin care industry, it is crucial to define your unique selling proposition (USP). This is what sets your business apart from other skincare brands and attracts customers to choose your products and services.

When defining your USP, consider the following:

  • Identify the specific benefits and outcomes that your products and services offer to customers. Highlight what makes them different and better than what is already available in the market.
  • Understand your target market's needs and preferences. Tailor your USP to address their pain points and provide a solution that they will find appealing.
  • Emphasize the use of safe and tested ingredients that are suitable for different skin types. This demonstrates your commitment to quality and customer satisfaction.
  • Focus on personalization and customization. Offer products and services that are tailored to each customer's unique skin needs and provide a personalized skin care routine.
  • Highlight the value-added services you provide, such as monthly advice and informative emails that help customers maintain healthy skin.

Tips for Defining Your Unique Selling Proposition:

  • Research your competitors to understand their USPs. This will help you differentiate yourself and identify gaps in the market.
  • Collect feedback from potential customers to understand what they are looking for in a skin care brand. Use this information to refine and strengthen your USP.
  • Consider partnering with dermatologists or skin care experts to add credibility and expertise to your brand.
  • Stay up-to-date with industry trends and incorporate innovative ingredients or techniques that give your products a unique selling point.
  • Communicate your USP clearly and consistently through your branding, marketing materials, and customer interactions.

By defining a strong and compelling USP, you can differentiate your skin care brand in a crowded marketplace and attract customers who are looking for specialized and personalized solutions. Take the time to understand your target market's needs and preferences, and tailor your USP accordingly. Through effective communication and consistent delivery of your unique value proposition, you can build a loyal customer base and grow your business.

Develop A Pricing Strategy

When it comes to pricing your skin care products and services, it's important to strike a balance between profitability and affordability for your customers. Here, we will discuss how to develop a pricing strategy that not only covers your costs but also appeals to your target market.

Determine your production costs: Start by calculating the costs associated with producing your skin care products. This includes raw materials, packaging, labeling, and any other overhead expenses. Understanding your production costs will give you a clear idea of how much to charge for each product.

Consider your target market: Your pricing strategy should align with the expectations and preferences of your target market. If you're targeting a high-end, luxury clientele, you may be able to charge premium prices. On the other hand, if your target market is more cost-conscious, you'll need to find a balance between quality and affordability.

Research your competitors: Conduct a thorough competitor analysis to see what other skin care brands and businesses are charging for similar products and services. This will give you an idea of industry standards and help you position yourself in the market.

Tips for developing your pricing strategy:

  • Consider offering different pricing tiers or packages to cater to different customer budgets and needs.
  • Offer discounts or promotional pricing for first-time customers or during special occasions to attract new customers.
  • Consider the perceived value of your products and services and price accordingly. If you are using high-quality, natural ingredients, your products may warrant a higher price.
  • Regularly review and adjust your pricing strategy based on customer feedback and market trends.

By taking these factors into account and continuously evaluating your pricing strategy, you can ensure that your skin care business remains competitive and profitable while meeting the needs of your target market.

Determine Your Startup Costs And Funding Needs

Before launching your skin care business, it’s crucial to determine your startup costs and funding needs. This step will help you understand how much investment is required to get your business off the ground and how you will finance your venture. Here are some important factors to consider:

1. Research and list all expenses: Begin by researching and making a comprehensive list of all the expenses associated with starting and running your skin care business. This includes not only the cost of manufacturing or sourcing your products but also expenses such as licensing and permits, renting or purchasing a workspace, marketing and promotional costs, and administrative expenses.

  • Create a detailed financial spreadsheet to estimate costs and keep track of your expenses.
  • Contact suppliers and manufacturers to get accurate pricing information.
  • Factor in marketing costs for launching your subscription model and attracting customers.

2. Calculate your funding needs: Once you have a comprehensive list of expenses, calculate the total amount of funding you will need to start and sustain your skin care business until it becomes profitable. This will include not only the startup costs but also the estimated monthly expenses for at least the first year of operation.

3. Explore funding options: There are various funding options available to entrepreneurs, including personal savings, loans, grants, crowdfunding, and investment from friends and family. Research the pros and cons of each option, and determine which ones align with your business goals and financial situation.

4. Develop a financial plan: Once you have identified your funding needs and explored funding options, develop a detailed financial plan that outlines how you will secure the necessary funding. This plan should include a breakdown of the funding sources, repayment terms if applicable, and the timeline for securing the funds.

Determining your startup costs and funding needs is a critical step in the business planning process. It will help you understand the financial requirements of your skin care business and ensure that you have the resources to launch and sustain your venture. By conducting thorough research and developing a comprehensive financial plan, you will be better equipped to navigate the financial aspects of starting your business.

Create A Marketing And Sales Strategy

A comprehensive marketing and sales strategy is crucial for the success of your skin care business. It helps you identify your target audience, reach out to potential customers, and differentiate your products from competitors in the market. Here are the key steps to create an effective marketing and sales strategy:

  • Identify your target audience: Determine who your ideal customers are, considering factors such as age, gender, lifestyle, and skin concerns. This will allow you to tailor your marketing messages and product offerings to meet their specific needs.
  • Develop a brand identity: Create a strong and memorable brand that reflects the unique value proposition of your skin care products. This includes designing an eye-catching logo, selecting brand colors and fonts, and developing a compelling brand story.
  • Build an online presence: In today's digital age, having a strong online presence is essential for attracting customers. Set up a professional website that showcases your products, provides educational content about skin care, and allows customers to easily purchase your products online.
  • Utilize social media: Leverage popular social media platforms such as Instagram, Facebook, and Twitter to connect with your target audience. Share engaging content, including skincare tips, product tutorials, and before-and-after photos to generate interest and build a loyal community of followers.
  • Implement influencer marketing: Collaborate with popular beauty influencers who have a strong following and align with your brand values. Their recommendations and endorsements can greatly enhance the visibility and credibility of your skin care products.
  • Offer promotions and incentives: Give potential customers a reason to try your products by offering introductory discounts, free samples, or loyalty programs. These can help drive sales and encourage repeat purchases.
  • Provide exceptional customer service: Make customer satisfaction a top priority by promptly addressing inquiries, offering personalized recommendations, and resolving any issues or concerns. Positive word-of-mouth is a powerful marketing tool and can significantly impact the growth of your business.

Marketing and Sales Strategy Tips:

  • Stay up-to-date with current skincare trends and incorporate them into your marketing campaigns.
  • Regularly analyze and track the effectiveness of your marketing efforts to identify what strategies are working best.
  • Consider partnering with spas, salons, or other beauty-related businesses to expand your reach and customer base.
  • Invest in professional product photography to showcase the quality and effectiveness of your skincare products.

By following these steps and implementing a well-rounded marketing and sales strategy, you can effectively promote your skin care premium membership model and attract loyal customers who will benefit from your tailored products and expert advice.

Outline Your Organizational Structure

When it comes to building a successful skin care business, having a well-defined organizational structure is key. This structure will outline the different roles and responsibilities within your company and help ensure that everyone is clear on their objectives and how they contribute to the overall goals of the business.

One of the first steps in outlining your organizational structure is to determine the different departments or functions that are necessary for your skin care business. These may include areas such as product development, marketing, sales, customer service, and operations. Identify the key roles within each department and the responsibilities associated with each position.

Tips for outlining your organizational structure:

  • Consider the size and scale of your business: Depending on the size of your operation, you may have more or fewer departments and positions. Make sure your organizational structure reflects the needs of your business.
  • Clarify reporting relationships: Clearly define who reports to whom within your organizational structure. This will help streamline communication and ensure that everyone knows who to go to for guidance and decision-making.
  • Define roles and responsibilities: Clearly outline the expectations and responsibilities for each position within your organizational structure. This will help avoid confusion and ensure that everyone is clear on their responsibilities.
  • Consider future growth: As your skin care business grows, your organizational structure may need to evolve. Plan for future growth and think about how your structure may need to adapt to accommodate additional employees or departments.

By outlining your organizational structure, you establish a clear framework for how your skin care business operates. This can help foster a sense of accountability, streamline decision-making processes, and ultimately contribute to the overall success of your business.

Establish Key Business Goals And Objectives

Establishing key business goals and objectives is crucial for the success of your skin care premium membership model. Without clear goals and objectives, it will be difficult to measure your progress and make informed decisions for the future of your business.

Firstly, identify the long-term vision and mission of your skin care business. What do you want to achieve in the next 5 to 10 years? Your goals should align with this vision and serve as a roadmap for growth and expansion.

Financial goals are important for any business. Determine the level of revenue and profitability you aim to achieve within a certain timeframe. This will help you set realistic expectations and create effective strategies to achieve those targets.

  • Break down your financial goals into smaller, actionable targets for each quarter or year. This will make it easier to track your progress and identify areas for improvement.

Consider establishing customer retention and satisfaction goals as well. Focus on building a loyal customer base by providing exceptional products and personalized experiences. Set measurable objectives, such as increasing customer satisfaction by a certain percentage or reducing customer churn rate.

An essential aspect of your business goals should be expanding your market reach . Identify opportunities to reach new customers and explore different distribution channels. This could include partnering with beauty salons, spas, or online influencers to promote your products and services.

  • Stay updated with industry trends and innovations to identify potential growth opportunities.

Lastly, consider setting employee development goals . Your team plays a vital role in delivering exceptional customer experiences and driving business growth. Invest in training programs and create a supportive work environment to foster their growth and motivate them to achieve their full potential.

By establishing clear business goals and objectives, you will be able to measure progress, stay focused, and adapt your strategies as needed. Regularly review and reassess your goals to ensure they are aligned with the changing market dynamics and evolving needs of your customers.

Writing a business plan is a crucial step in launching a successful skin care premium membership model. By following these 9 steps, you can ensure that your business is well-prepared and has a clear strategy to thrive in the competitive skin care industry.

Researching the market, identifying your target audience, and analyzing competitors will allow you to position your business effectively. Defining a unique selling proposition, developing a pricing strategy, and understanding your startup costs and funding needs are essential to financial success.

In addition, creating a comprehensive marketing and sales strategy, outlining your organizational structure, and establishing key business goals and objectives will help you build a solid foundation. By offering personalized skin care products and advice through a premium membership model, you can provide valuable services to customers and keep them engaged and satisfied.

Overall, writing a business plan is about setting a roadmap for success and ensuring that you have a clear vision for your skin care business. Take the time to carefully consider each step and tailor it to your specific needs. With a well-crafted plan, you will be one step closer to achieving your goals and fulfilling the needs of your customers in the skin care industry.

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How to Write a Beauty Products Business Plan

10 steps to writing a beauty brand business plan

Updated: 22 March, 2022

As a founder of a beauty brand start-up, you’ll need a clear vision, a well-written beauty products business plan and to have put some skin in the game in terms of hard work, time and funds. But how do you go about getting started on that all-important business plan and what should it contain?

In this blog post, we summarise the 10 key steps new beauty entrepreneurs need to work through to write a business plan for a cosmetics company. This is essential reading for anyone wondering how to start a beauty business from home as it makes you aware of just what you will need to think through and start planning for.

Running a cosmetic business requires you to be very organised. You will need a strong business plan that leads you through all of the main components of your cosmetic business. The relief is that your business plan does not need to be the size of a thesis. In fact, the more concise it is the better as you will be able to tackle it and feel like referring to it in the future.

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Our step-by-step video guide below is based on the business planning exercises we provide as part of our Diploma in Beauty Brand Business Management . The Diploma is an extensive, six-module course that takes you on an intensive journey from would-be entrepreneur to empowered founder armed with a structured business plan. Pre-enrol to find out more about this diploma and our other courses.

10-Step Guide to Your Beauty Products Business Plan

Step 1: why your beauty business needs a plan.

The first step is to set yourself a challenge: ask yourself why you are writing a business plan in the first place. There is no point in going through the motions of writing a beauty product business plan. You need to buy into the very concept of business planning.

We know that the thought of writing a business plan can seem daunting. However, your business plan is a necessary and very important strategic document as it focuses your energy, time and resources on a clear end game; not only that of launching a successful beauty business, but also of ensuring it has the potential to thrive longer term.

Your business plan isn’t just to show potential investors and otherwise hide away in a filing cabinet. It is a tool to refer to every time you are faced with important decisions. Your plan guides your decision-making and makes the everyday of running your beauty business simpler and smoother.

It will take time to write your business plan as it summarises the hard work you need to do beforehand in discovering your vision, working out your ‘why’ and what your brand stands for, what you’ll be selling, where you’ll be selling, who your competitors are and what your market gap is, and how you’ll fund your business. It also entails drafting a full financial plan, based on things like sales’ forecasts.

With this mindset challenge out of the way, let’s cover the key areas of your plan in the next steps.

Step 2: Your beauty brand mission and vision

We’ve seen many start-up beauty entrepreneurs rush into designing their branding before they have even worked out why they are in business. Before branding, come your vision and mission. Often confused and easily ignored, these two statements are the guiding lights of your business.

First, let’s define them. Your vision is about your bigger dreams. It isn’t simply that you want to make organic formulations to sell to anyone. Your vision statement sets out how you want to make a difference with your beauty brand. At Formula Botanica, our vision, in brief, is to make natural formulation as commonplace as cookery.

Your brand mission statement says how you intend to achieve that vision. At Formula Botanica, our mission is to ‘teach the world to formulate’. As you can see from our example, the mission is practical and active and states how we accomplish our vision – through teaching and our online courses.

When you write your brand vision and mission statements, you’re not writing boring, bland, catch-all statements. Coming up with why your beauty brand exists and how it serves your customers is not a quick back-of-the-envelope exercise either. It may take you weeks to define your vision and mission, but this is time well spent as these statements are the heart of your beauty business. Don’t move on to the next steps until you have total clarity on them.

Step 3: Your niche and customers

It’s all well and good having your vision and mission, but if you don’t know your niche in the beauty market nor much about whom you are selling to, then you might not have a business at all. We’re sure you’ve heard this advice a hundred times, but you need to know exactly who you’re going to be selling to. You need to understand who this type of person is, how they live and how they shop.

Once you know who your target customer is, all of a sudden everything clicks into place and becomes easier in terms of selling. You know which marketing messages work best for your customer, you know what they’re looking for and you know how to sell to them. When starting your beauty products business, you need to have a niche and that niche cannot be ‘organic’ or ‘natural’. There are so many untapped niches in the beauty industry, for instance, skincare for women in their fifties, skincare for certain types of athletes (swimmers, runners, etc.), and skincare for teenage boys.

Jot down bullet points about your ideal customer; include where they live, what other brands they buy, how they holiday, what their key skincare issues are and so on. Be brief but on point. Home in on a single person – often called your brand ‘avatar’. It might sound tedious to do, but once you have that person clearly in your mind, everything in your business will work to meeting their needs. Just ensure that you really do have a niche that exists.

We reported on some trends from In-Cosmetics Global , in Paris (April 2019). We’re not suggesting you need to keep up with the latest fad in the beauty industry, but do your market research thoroughly so you can decide where to position your brand and products.

Step 4: Your beauty products

Your business plan needs to detail your initial product(s) and explain what their sales’ proposition is and how they meet your target customers’ needs. This sounds simple to do, but believe us when we say we have seen new beauty entrepreneurs incur huge expenses as they change their direction and minds on products just after launching. Bringing new products on board can often be a way of diverting yourself from the hard task of marketing and sales.

When you learn to formulate natural skincare, you create a diversity of products without much thought about how they fit together as a range or as a beauty routine for customers. When you think like a business, you need to understand very clearly what you are selling and what proposition your products offer your target customers.

It is possible to launch with a single product, and there are well-known examples of beauty brands with only a ‘hero’ product to their name. If you are creating a range, work out how the products complement each other. Also, given issues of sustainable consumption, think about how a single product can demonstrate a unique selling proposition by multi-tasking.

Your range has financial implications so you need to decide how many products to launch with and which create a minimal viable range that makes sense for your budget and for your customers’ needs. Above all, your cosmetics’ range will need to demonstrate it has a place in the market and how it improves your customers’ lives.

Step 5: Your competitors

Yes, your competitors most certainly have a place in your skincare business plan. You, as the founder, bring your individual perspectives and experiences to your brand, so in one sense you have uniqueness built into the foundations of your beauty business. That said, you need to keep a close eye on the movers and shakers in your niche and in particular at your product range’s price point. Knowing your competitors keeps you on your toes and is information any investor will ask for, up front and early on.

It can be frustrating at times to research your competitors as their websites might be PR speak and not give much away. Look for interviews with the founders and follow them on all their social media to glean more. Competitor research can help you identify areas where your brand can thrive and can show you more effective ways to grow customer loyalty – and build your business. See what they are doing so that you know what’s working for them and what isn’t. Write a list of their strengths and weaknesses to see how you can do better. You also need to know where to position yourself in comparison to your competitors.

Don’t obsess about your competitors, but check in on what they are up to every few months. Your aim is not to copy them, but to control your beauty products’ conversation. Again, if you have clarity on the earlier steps – mission, vision, niche and customer – then you are on solid ground. It is just good business sense to know what is going on in the market.

Step 6: Your manufacturing strategy

Your manufacturing strategy is a large part of your business strategy. You need to decide whether you will be producing your beauty products yourself in your own (home) lab – according to Good Manufacturing Practice (GMP) , using a contract manufacturer or opting for private label products. You need to define also which route suits you at launch and mention any plans to switch model later on.

Each model has its pros and cons depending on your mission and vision, as well as implications for important aspects of your business such as distribution, logistics, financing, and contractual obligations to retailers who stock your brand. How many units of products do you envisage creating a year? Which model suits your entrepreneurial ambitions and lifestyle? As you can see, your business model and manufacturing model go hand in hand. Having an end goal in sight is critical to shaping your overall business plan, the amount of capital you need to raise and the way you conduct your day-to-day operations.

There is no right or wrong choice here, but ensure you know the implications of whichever route your opt for. It might sound perfect making your own products at home in small artisanal batches, but we do know of beauty entrepreneurs who find their business sky rockets faster than they imagined. They then play catch up trying to find and fund outsourced manufacturing so they don’t let retail stockists down. This is a critical area of your business plan and needs you to consider your vision and ethos, as well as think about your own time, hiring staff, and your overall financial situation.

Step 7: Your retail strategy

We’ve seen many indie beauty entrepreneurs think they can sell direct to consumer from their website alone. To do this successfully, you need to invest in becoming a proficient digital marketer – or outsource the role. It can be tempting at the outset to want to sell directly from your own website because your keep all the profit yourself. However, although you receive lower profit margins by having your products stocked in stores and e-stores, retailers can help get your products sold and your brand known as they have a ready customer market; whereas you are unknown and have to build awareness of your brand from scratch.

The work you have done so far in defining your niche, customers, competitors and product range should indicate which retailers suit your brand best. Will your brand fit into the mass, so-called ‘masstige’, premium or luxury retail categories? And which retailers do you hope will stock your brand? What are their likely margins and what implications does this have for your manufacturing model and financial forecasts? Will you also work with distributors in certain markets, especially overseas, and again, how do their margins affect your bottom line?

You must address all these questions and more in your beauty business plan . It is no good working out how and where to sell once your products are all stacked in boxes in your living room or at a warehouse!

Step 8: Your funding

We might have left finances to last, but finding the money to fund your business is an issue that dominates your entire business plan. As you’ve seen, each previous step has financial implications. As we mentioned in our post on how to start a cosmetic business from home , you won’t be able to run a successful beauty brand without having a firm grip on finances. Having sound plans for raising finance at various junctures in your business is sound business practice.

Your business plan needs to cover the different types of funding options available to you now and in the future, whether ‘love money’ loaned from friends and family, bank loans or other sources such as crowdfunding. it needs to look at short-term and long-term sources of finance. You need to understand and pre-empt what your potential investors will ask you about financing and demonstrate in your business plan that you and your business are worth investing in.

Step 9: Your financial forecast

If you are reading this, it is likely you are thinking of starting an indie beauty business. As business plans are best written in the first year of your beauty business, you may well be pre-revenue when you draft it – or need it when pitching to investors. You may not have sales yet, but you can still show some key figures on the size of your market and your brand’s potential.

To introduce your financial forecast, you should include a timeline showing your milestones, such as when you started, your key achievements, any brand or packaging development, what stage you are at now, i.e. do you have a product in creation and how much have you invested or fund-raised so far? If you are already selling, then you can show how much investment has gone into the company already, what returns and sales you have and what your financial projections are.

There will be a need for you to factor in expenses you hadn’t thought of. One such ‘hidden’ expense we see many beauty entrepreneurs fail to predict is the need to cover retailers’ promotions. Stores generally expect you to contribute to their promotions of your products. Cashflow is everything in a business, even one selling successfully. You may face shortfalls of cash while waiting for retailers to pay you. That time lag means your day-to-day business can grind to a halt if your cash is tied up in stock and you have nothing to cover buying in more raw materials to keep production going or to cover promotions or seasonal campaigns.

As you can see, financial forecasting is about your day-to-day business, and this alone is one reason you need to revisit your business plan frequently. You need to keep an eye on your profit and loss sheets and map the trends monthly. Learn as much as you can yourself about financial forecasting and measuring your business’ financial health. Having an accountant or financial expert assist with this information can help you be better prepared both day to day and when talking about your finances to potential investors.

10: What to do with your plan now

Congratulate yourself. You have made it through the first draft of your business plan – or roadmap. But, now comes perhaps the hardest step of all; that of doing something useful with your business plan, as opposed to archiving it in some filing cabinet. This is a plan to revisit and adjust, and to assess your business’ health and performance against. It is not a document to present to banks and potential investors at the start of your business journey and then forget all about.

So, what exactly do you need to look at it for, and how often? Let’s take just a few examples of areas you will need to review.

First, you need to revisit your financial forecast monthly. See how your budgeting is measuring up against actual sales and expenses. Are things on track? Either way, yes or no, you will have a benchmark against which to measure your current business health. This information will guide you as you go forward.

Then, revisit your competitors and the overall market situation. How have things changed and how might this affect your product range, pricing or development? Be aware that you need time to get established in your market. Knee-jerk reactions can be costly. But use your plan to monitor things.

Examples of areas to review annually are your mission, vision and niche. Was your research when drafting the plan accurate? Have you proved the concept of your brand and product range? Access to a mastermind group of like-minded business founders, even in different sectors, or a mentor can help you work through any changes you think are necessary to your core statements. Again, think these through basing decisions on financials too.

Pre-enrol in a Formula Botanica course and learn how to start a cosmetic business

We hope our points have given you the outline of what you need in to think through in starting a beauty business. If you have a mission to create a beauty brand that’s bigger than yourself – a skincare brand, haircare line or makeup range that changes people lives – we can help you learn how to formulate your own products and all about bringing a brand to market.

Pre-enrol now in our Diploma in Beauty Brand Business Management – the ultimate online training programme in starting or growing your indie beauty brand. We like to refer to it as a Beauty Brand MBA. It is a combination of award-winning teaching materials and a web summit with 30+ influential speakers drawn from the best in the beauty and business community.

Or why not pre-enrol on one of our formulation diplomas and courses in skincare, haircare and cosmetic science to change your life through natural formulation? All our courses are fun and empowering and can be career changing.

Your start-up costs with a beauty business vary according to where you set your sights and relate very much to your personal goals and circumstances and not only to current funds and cash flow. The ballpark figure you find is around US $20,000 or similar in Euros. If you wish to outsource, initial start-up costs are high as most contract manufacturers require large minimum order quantities. Similarly, your branding and packaging also rack up costs especially if you are aiming at the more luxury end of the market. Writing a business plan to help you think through all the variables can give you a clearer idea of your beauty business start up costs and help you plan finances as your business grows. You can start on a small budget by making product at home to sell at local markets. Work out your personal goals and lifestyle needs first to have an idea of what costs you will face.

Indie beauty is flourishing and ever more skincare entrepreneurs find a niche and enter the market. But, finding a niche that resonates with customers is key to defining what type of beauty business to launch. Being clean, green, natural or even organic is not enough these days to necessarily differentiate your potential beauty business. Think carefully about how your beauty products will resolve the issues and fulfill the needs of a clear segment of consumers. Do not be all things all to people. By researching for and writing a beauty brand business plan, you will shape your ideas and define a viable product offer, customer base and route to market.

Join us at Formula Botanica, where tens of thousands of students and followers take our free and paid online courses to learn how to formulate organic skincare and haircare for themselves or to sell and also how to set up a beauty brand and business.

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Liz Ayling | Formula Botanica

Liz is Formula Botanica’s Content Coordinator and joined our team in August 2020. Liz worked as a professional blogger, journalist and site developer for many years and was also part of the Formula Botanica student community. Read more about the Formula Botanica Team .

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Cosmetics Manufacturing Business Plan

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Executive Summary executive summary is a brief introduction to your business plan. It describes your business, the problem that it solves, your target market, and financial highlights.">


The cosmetics industry is in a state of flux. Traditional brands (Revlon, L’Oreal, LancĂ´me etc.) are viewed as old. The consumer is looking for more holistic and healing benefits from her skin care products. She is no longer content with just the appearance benefits offered by traditional brands. The Body Shop brought her an awareness of cruelty free and natural products. These initial nudges lead to today’s consumer being more informed and more inquisitive about the benefits of her personal care products. Her skin crème needs to protect her from the suns damaging rays, moisturize her skin and reduce the effects of aging. She is seeking relief from the effects of a hectic 24/7 lifestyle. She has learned the benefits of herbal therapy and aromatherapy. She has either experienced or read about the benefits (both physical and emotional) of a Day Spa.

Bluespa is a multi-channel concept, combining a wholesale distribution network with a retail strategy, e-commerce, and a consumer catalogue. The face of retailing is changing.

Bluespa will occupy a unique market position. No other brand offers a specialty line that includes skin care, cosmetics, fitness apparel and accessories. However, within each category significant brands do exist. Quality and price vary widely within each group. Bluespa will be positioned as a quality brand. The U.S. cosmetics market has seen large annual growth rates over the past decade. Last year alone, the market grew by over $1 billion. Clear divisions between traditional categories are becoming blurred and new lines, such as aromatherapy are also emerging, creating new openings for profit.

In fitness apparel and accessories there is a tremendous opportunity since the female customer has been grossly overlooked. Most major companies do not produce products focused specifically on the female customer. Puma is the only brand that has developed a line of fitness apparel fro women. Early sales for them have been exceptional, further highlighting the potential within this category.

In the skin care and cosmetics category the competition can be divided into three groups: Commercial–i.e. MAC, Origins, Philosophy, Erno Laslo and Shesheido; Clinical–i.e. Kiehl’s, Clinique, Clarins and Dr. Hauscha; Spa–private label brands associated with spas.


Traditionally the dynamics of the industry have favored large houses because they can fund the major advertising and marketing campaigns associated with this industry. Today an underground (or gorilla) marketing effort can be more effective in gaining credibility with this market segment. In the past the volume of product required to produce a batch, and the cost of producing packaging have favored the larger players. Today, technology has evolved to allow the efficient production of small batches. Packaging resources exist that allow for efficient cost controls and rapid delivery of these components. In brief, the advantages of size that created barriers to entry for new players have been swept aside. The cosmetic giants still hold a dominant position in this industry and they will most likely continue to. But they have realized the need to acquire new brands and to keep their affiliation in the background. LVMH and Lauder have done an excellent job of identifying emerging brands and acquiring them.

In recent years names like MAC, Bloom, Bliss, NARS, Fresh and Kiehl’s have been acquired. This strategy indicates that a few of the traditional big players recognize the benefits, for themselves and the industry, of emerging niche brands. Add to this equation the growth of the day spa industry in the United States over the last 20 years. 20 yrs ago, there were  25 day spas in America. 10 yrs ago, that number had risen to 200. Today there are over 3,000 day spas in the U.S. and 300 in Canada. Americans are beginning to understand the benefits and pleasures of taking care of themselves.

Bluespa represents quality in skin care, fitness apparel and accessories. We will accomplish this using high quality manufacturing and research, a creative marketing program, and a comprehensive distribution network using both brick and mortar retail outlets, internet presence, and a consumer catalogue.


In order to launch its unique product line Bluespa requires an initial outlay. Sales at Bluespa retail stores are planned to grow rapidly from Year 1 through Year 5. During this time frame our wholesale revenues are planned to grow enormously. Bluespa will become profitable in our third year of operation. Initial growth will be financed by a combination of equity investment and debt financing. Our ratios are well within prudent limits and our growth plans are challenging, but realistic.

Financial Highlights by Year

Financing needed.

We will be getting $420,000 to start. Ray will be contributing $254,000. Barbara will be contributing $64,000. We have $100,000 of current borrowing.

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The cosmetics industry is in a state of flux. Traditional brands (Revlon, L’Oreal, Lancôme etc.) are viewed as old. The consumer is looking for more holistic and healing benefits from her skin care products. She is no longer content with just the appearance benefits offered by traditional brands. The Body Shop brought her an awareness of cruelty free and natural products. These initial nudges lead to today’s consumer being more informed and more inquisitive about the benefits of her personal care products. Her skin crème needs to protect her from the suns damaging rays, moisturize her skin and reduce the effects of aging. She is seeking relief from the effects of a hectic 24/7 lifestyle. She has learned the benefits of herbal therapy and aromatherapy. She has either experienced or read about the benefits (both physical and emotional) of a Day Spa.

Our Solution

Bluespa is a company that has created a brand concept consisting of both skin care and athletic apparel utilizing multiple channels of distribution. We are seeking recurring investment to fund the growth of the brand, and position the company for an IPO. The plan that follows explains our market, our value proposition and our market segmentation strategy. The detailed financial plans provide a clear view of our sales and profit forecasts. These plans show how Bluespa will reach profitability in our third year of operation and generate shareholder return on equity within five years.

Target Market

Market size & segments.

Market Segmentation

For the purpose of this analysis we are focusing solely on the female market. Therefore our potential customers base (for the purpose of developing projections) does not include any statistics or provisions for male consumers. We have used the demographic report for spa goers conducted by spa weekly as a basis for our assumptions. Based upon this survey the spa goer is predominantly female (85%), well educated (46% attended college), and crosses income levels (26% earn less than $35,000; 32% earn between $35,000 and $74,999 and 42% earn over $75,000).

Using this demographic as the basis for our methodology we developed our potential customer base with the following parameters: Women with some college between the ages of 25 and 65. We completely discounted women with no college, women between 18 and 25, women over 65 and the entire male population. It is estimated that the female population will grow at a rate of 5.18% annually from 2000 to 2025 (source: the U.S. census bureau). This data is for the entire United States. Of the 33,642,000 women represented between the ages of 25 and 65 who attended college, 29,293,000 (87%) reside in major CMSA’s.

4.3 Target Market Segment Strategy

Because Bluespa is a combined retail (direct to end user) and wholesale (to the end user through a reseller) strategy our target customer must be broken into two distinct groups, the end user and the reseller.

Our targeted end user is between the ages of 24 and 65. They are urban professionals with at least some college. This consumer has an active lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them. They belong to a health club; take yoga, pilate’s or tai chi lessons. The effects of aging and the maintenance of a youthful appearance are a part of their life. A recent survey conducted by The American Spa Industry revealed the following demographic for day spa goers: 85% are female, 46% have some college and 39% are college graduates, 63% are married, 32% have an annual income between $45,000 and $74,999, 40% have income above $74,999 and 26% have incomes below 45,000, 47% are between 34 and 52 years of age.

They are predominantly female. They are well educated. Between 1993 and 1998 20% more BAs and MBAs were awarded to women than men. Women received 59% of all associate degrees, 55% of bachelor degrees, 53% of masters’ degrees and 40% of doctoral degrees earned in the United States. Today college campuses are over 60% female. The buying power of this segment of the market continues to grow. There are currently over 109 million female consumers. Their buying power is estimated at $4.4 trillion. (In comparison, the junior market is estimated at $100 billion). In 1997 64% of working women earned more than one half of the family income. Today, businesses owned by women generate over $3.6 trillion in annual sales. Of the net increase in the workforce between 1992 and 2005, 62% are projected to be women. In retail the female consumer is the primary decision maker in 85% of households. Women buy or influence the purchase of 80% of consumer goods. Their increasing educational attainment makes young women even more sophisticated and demanding consumers.

Today’s female consumer is living a transactional life with multiple constituencies. Her life is on fast forward. In the last few years the sales of anxiety drugs to this consumer has surpassed the sales of anti-depressants. Her definitions are shifting, blurring the lines between home and office; private and public; professional and casual; even male and female. Age has become irrelevant. Life stages are no longer defined cleanly by age. (A 44-year-old first-time mother has much in common with a 22-year-old first-time mother.) Links between generations and mindsets are becoming very spread out. Today’s female consumer defines herself more by mindset or approach to life than by age. Parents and teens are often on parallel treadmills. The older segment is interested in staying young and the younger segment is acting older.

In addition there has been a democratization of luxury. The upper-class family group is massive. More than eight million households have incomes above $100,000. Luxury spending is growing four times faster than overall spending. Working women of all ages have more money and they are spending it on personal luxuries. This is a reaction to the chaos of 24/7 consumerism. She’ll buy, but she wants more than just another product. She is not seeking empowerment–she is empowered. She is choosing to take better care of herself and others. She is looking for peace, solutions and fulfillment. Purchasing has moved beyond price. The Price:Value ratio has become more meaningful. She is seeking a "value added" experience or product. Our strategy of combined channels of distribution allows us to fit into her schedule while our product philosophy provides her with the benefits she is seeking.

Our target customers (vs. end user) for wholesale distribution will be resellers who recognize the needs of this consumer and who she identifies with. We have used the term resellers because they will not be limited to retailers. We will reach the consumer through four distinct reseller channels.

  • Spas and Health Clubs : Most high-quality day spas and health clubs (and many upscale spas at resort properties) use generic products. (Much like the hair salon industry before Aveda.) Our goal will be to develop affiliations with select spas in urban areas and vacation destinations. Our manufacturing partnerships will allow us to offer these customers bulk product at favorable prices to them while allowing us excellent margins.
  • Lifestyle Retailers : Our target retailer will be lifestyle-based rather than the typical soaps and potions or natural product retailers. These retailers exist in almost every city. Whether it is Wilkes Bashford in San Francisco, Mario’s in Seattle, Harold’s in several south central cities, Fred Segal in Los Angeles, Bergdorf Goodman in New York or Colette in Paris. These retailers have developed a loyal and sophisticated customer base. They understand the concept of lifestyle.
  • Cosmetic Specialty Retailers : Sephora is the major force in this category.
  • Boutique Department Stores : This category is composed of what was once called "Carriage Trade" retailers. We will limit our distribution within this segment to Saks, Niemans and Barneys.

Current Alternatives

Because we will develop our brand image and market positioning primarily through our skin care line, we will focus our competitive review on that segment of the market. The skin care market is very broad. It includes products labeled as body crème that range in price from $10 for a five-ounce container to over $300 an ounce. Our market positioning will be in the lower price quadrant of high quality natural products.

Our primary competitors for this customer are:

Kiehl’s : Founded in 1851, this brand has an image that is well established with the consumer. Their main strength has been that the products work. Kiehl’s has been a family business for four generations. The products are being made in small batches in a New York City facility. They have a wide and varied distribution strategy. Their packaging and labeling is very clinical in appearance. In recent years the brand has experienced almost geometric growth. This has caused them serious internal problems. They have been unable to meet demand and have stopped adding customers. In spring 2000 Estee Lauder acquired them. According to internal sources Lauder will move the manufacturing to OEM facilities and shut down the internal capabilities. They plan to focus growth on traditional department stores and on a roll out of Kiehl’s own stores. The obvious plus of this marriage is the availability of cash and technical resources. The potential risk is that Lauder will associate the brand closely with Department stores and that the OEM manufacturing will result in the changing of certain formulas and a reduction in product effectiveness.

Aveda : Founded in 1978 by Horst Rechelbacher (an artist), Aveda has become synonymous with quality hair-care products and salons. They are distributed, worldwide, by over 3,000 Aveda salons. It has nurtured a well-defined image and secured a very effective distribution network. Aveda salons are a combination of licensed properties and company owned locations. Their product philosophy is centered in Ayurveda healing and aromatherapy. Recently Estee Lauder acquired them.

Clinique : Clinique was launched in 1968 with skin care and makeup products that are all allergy tested and fragrance free. Clinique products are marketed as part of a three-step system: cleanse, exfoliate and moisturize. The products are marketed primarily through department stores. In recent years their image has become dated. Clinique makes a significant amount of their sales through "bonus week" at department stores. The 18 to 35 crowd does not consider them current and their product development hasn’t kept pace with changing consumer awareness. Clinique is a division of Estee Lauder.

Fresh : Fresh distributes body and skin care products through their own stores, a consumer catalogue and wholesales globally to department and specialty stores. Their products are more "fashion" influenced than treatment based. They currently have two stores in New York City and one in Boston. Their target market is younger and less affluent than Bluespas’.

Essential Elements : A former stock analyst started essential Elements in 1995. The products are botanical based natural body crèmes and lotions. They are distributed primarily through day spas and specialty stores. Informed sources say they will be launching a consumer catalogue. Their main target for increasing distribution is through day spas and resorts.

Our Advantages

Bluespa will occupy a unique market position. No other brand offers a specialty line that includes skin care, cosmetics, fitness apparel and accessories. However, within each category significant brands do exist. Quality and price vary widely within each group. Bluespa will be positioned as a quality brand. We have eliminated the drugstore and discount brands from this comparison.

The commercial brands are primarily sold through department stores. They vary widely in quality from Origins to Shesheido. They also vary widely in price. Their major advantage is their financial strength and their department store relationships.

The clinical brands are perceived to be "authentic." Their image is based upon the perception of treatment qualities verses purely cosmetic benefits. These brands are sold through their own retail outlets, specialty stores, department stores and/or health food stores. Kiehl’s is perceived as one of the most authentic of the clinical brand.

The spa brands are sold almost exclusively at the spas they are associated with. This close affiliation provides a validation for the products but limits their ability to achieve wide market distribution. Bliss and Aveda are notable exceptions. These two brands have achieved wide market distribution and brand recognition.

In fitness apparel and accessories the female customer has been grossly overlooked. Reebok and Avia had the best chance of capturing her at one time. However Reebok abandoned her to try to become a "legitimate" sports brand and acquired Avia. Avia has since been sold and has all but disappeared. Meanwhile the big two brands (Nike and Adidas) have ignored her. Recently Nike announced the formation of a women’s division as a separate business unit. While this offers the possibility of a major competitor in the women’s fitness category, it also highlights the opportunity. Puma is the only brand that has developed a line of fitness apparel focused specifically at this consumer. Their Nuala line has been developed with Christy Turlington. They have positioned this line to sell through women’s specialty stores rather than traditional sport retailers. Early sales have been exceptional, further highlighting the potential within this category.

Bluespa will develop our market position by combining a retail strategy that includes a day spa with a wholesale distribution strategy. Bluespa will acquire the validity afforded the spa brands and access to broad distribution. Bluespa skin care and cosmetic products will offer therapeutic benefits to the user based upon the principles of Thalasso therapy in our water line and Botanical treatments in our earth line. Our color cosmetics will be mineral based and provide the user with esthetic benefits while nourishing the skin. In addition to providing retail appropriate packaging we will develop bulk sizes for distribution within the spa trade. Most day spas use generic products and do not have the ability to develop a private label line. The apparel and accessory lines will combine the newest in technical fabrics with fit specifications that allow the wearer full range of movement. We have developed affiliations with select yoga and fitness facilities for our apparel. All of our products will be positioned at the quality conscious consumer. Our marketing campaign and PR positioning will reinforce the Bluespa image. Our message will be to identify the benefits of our products and to develop an image that makes Bluespa products highly desirable. Meanwhile, our pricing strategy will be to maintain retail price points in the lower quadrant of the top quality brands. A detailed comparison of our pricing as it relates to our target market is in the appendix.

Keys to Success

Our keys to success are: 

  • Quality product.
  • Product logistics and quality control.
  • Product placement in key retail accounts.
  • A vertical retail presence in brick and mortar, catalogue and e-commerce.
  • The creation of a "buzz" about this "hot…new" brand among opinion leaders through a combination of PR and product placement.

Marketing & Sales

Marketing plan.

Bluespa will utilize a brand building (pull) strategy as the basis for our marketing plan. We will position our print media spend in magazines that influence our target consumer and validate the brand. The publications we will utilize are: W, Vogue, Wallpaper, Cosmopolitan, Travel & Leisure, Vanity Fair, Departures, In Style, Food & Wine, Shape, Town and Country and the New York Times Sunday edition. These are the same publications retail buyers and trend analysts scour to find emerging brands or trends. In addition to paid ads in regional issues of the publications mentioned, we will retain a PR firm to develop a grass roots program for obtaining product placement and celebrity/trainer endorsements. Our media and PR strategy will bring the brand to the forefront for the consumer and set the stage for our image development. We will have a separate plan to market to spas and retailers at trade shows. In addition we will develop a unique in-store graphic and communication package that explains our products benefits and advantages at point of sale.

Our retail sales strategy consists of just two parts. First we will hire and train people who fit the Bluespa image and lifestyle. Our training programs will insure that they have the product knowledge necessary to serve the customers needs and close the sale. Second, our commission and retention programs will insure we recognize and reward performance. Our sales people will be on a commission program that compensates for follow up sales at progressively higher rates. This will provide an incentive for consumer follow up and the creation of repeat business. Our commission program will also insure that individual performance is monitored and recognized. Top performers will be singled out for recognition and poor performers will be given additional training or encouraged to seek a profession more suitable to their skills.

Our wholesale sales program will evolve through two phases as we grow. In the first phase leading showrooms will represent us. Alweil Studios will act as our national sales manager. They will be paid a 15% commission on all sales and will manage the contracts with other showrooms. This rate is three points above the average for small firms and five points above the average for larger accounts. These higher rates will motivate the reps to promote Bluespa products and aggressively pursue reorders. They will also handle order follow up and customer service. Their commission will be paid 50% at time of shipment and 50% at time of payment, insuring a vested interest in customer satisfaction and payment. After we reach $6,000,000 in wholesale business to outside accounts we will begin to develop an internal sales force and customer satisfaction team. Our internal sales team will be paid 6% of sales. The customer satisfaction team will handle all post sale activities. Insuring delivery, claim processing and collection. (This team will cost approximately 8% of sales in salary and support costs.)

Locations & Facilities

The company’s main office is located in Portland Oregon. The office is approximately 400 square feet. An additional 800 square feet of office space can be made available within the building. This should be sufficient for planned staff size within the first few years. The company has a five-year lease on the current space with an additional five-year option. An option exists on the expansion space as well.

Distribution in the first year will be managed from a facility in Southwest Portland. In years two through five we plan to manage distribution through a contract resource capable of handling both wholesale distribution and retail fulfillment.

Skin and body care products will be developed and produced at our contract facilities in Pontrieux and Nice, France and Compton, California.

Production of apparel products will be managed through our contract manufacturer of sport-related apparel. They have a 50,000 square foot production facility in Portland, Oregon for high-quality technical apparel and a 200,000 square foot facility in Mexico for the production of t-shirts and other knitwear.

Production of accessories will be managed through a contract with a manufacturer of quality sports-related accessories including: bags, hats, totes and socks for the wholesale market. Their office and distribution facilities are located in southern California.

Milestones & Metrics

Milestones table, key metrics.

Our key metrics are 

  • Cost of goods of products – we have a lot of customers that can’t afford very expensive products, we need to keep an eye on the cost to stay competitive
  • Facebook page views 
  • Twitter tweets and retweets 
  • Blog shares 
  • Instagram 
  • Website 
  • Community events 

Ownership & Structure

The initial management team is very compact. Our CEO and founder is the only current (full-time) employee. However we have utilized significant external resources and have secured a committed and talented team to join Bluespa as our funding gets in place. Ms. Kelly Anderson will be our director of retail and spa operations. Mr. Dane Johnson will join us as creative director. (Mr. Johnson is currently a creative director for Nike.) Ms. Brunner will be the director of product development. Ms. Fran Wonnacott will join the team as administrative assistant to Mr. Brunner. In addition to our internal resources we have access to a significant pool of senior management and design talent. This resource has been detailed in the management team section.

Management Team

Ray G. Brunner, president and CEO:

Mr. Brunner has over 30 years of retail experience. During his career he has successfully held senior management positions with several major retailers.

He joined the GAP Inc. as a regional manager. During his 10 year career with GAP he managed every region in the U.S. The then-new president, Millard Drexler, tapped him for the position of vice president of visual merchandising. In this capacity, Mr. Brunner played a significant role in the repositioning of GAP.

Mr. Brunner was then assigned the responsibility of developing a kids business for GAP. This resulted in the creation of GAPKIDS where he served as VP and general manager until he joined Storehouse PLC as president and CEO of Conran’s Habitat North America. His responsibilities there included developing a U.S. roll out strategy for that business. After selling the business, Mr. Brunner joined Eddie Bauer as VP of real estate and retail operations. While in this capacity he was instrumental in developing a complete face-lift for the core business as well as assisting in the development of the Eddie Bauer home concept.

Then Mr. Brunner left Eddie Bauer to begin a very specialized consulting business. His clients have included Esprit Europe, Asia and America, Fruit of The Loom, The Luchesse Boot Company, Adidas International, The Guggenheim Museum and Adidas America. The nature of each of these consulting engagements has been to assist the client company in developing a strategy for a retail rollout or expansion and to oversee the successful execution of these strategies. Adidas America decided to execute a retail strategy developed in conjunction with Mr. Brunner’s consultancy, on the condition that he agreed to manage the business and launch the strategy. He served in the capacity of president for retail operations with Adidas America. He planned and managed the development of the Adidas in-line retail stores now open in Los Angeles, Seattle and Boston. In addition, he coordinated the development of the organizational structure and rollout strategy for this business.

Mr. Brunner attended Western Connecticut State College and did graduate work at UCLA.

Barbara Brunner, vice president product development:

Ms. Brunner has over 25 years of retail experience. Her career started with GAP as an assistant store manager. She quickly became a store manager and then a senior store manager responsible for overseeing the Washington DC metro. Then she was tapped to become one of the first managers in the new Banana Republic Division, where she opened and successfully managed the South Coast Plaza store. Ms. Brunner then joined Ann Taylor to manage the Beverly Hills and Century City stores. As a training manager she was instrumental in developing top store talent for this prestigious retailer.

Ms. Brunner co-founded Planet Stores in Seattle Washington. Planet quickly became a recognized leader in the market and grew to five stores in the Pacific Northwest. The retail scene was beginning to change and the Brunner’s sensed an opportunity to develop a quality lifestyle business that focused on personal care. The new business would go beyond just body care creams, lotions and essential oils. It would extend into the other areas this customer spends her personal time in, such as yoga and fitness training.

When the Planet store locations were sold and the idea for Bluespa began to take shape.

Personnel Table

Our outside management advisors provide a significant asset to Bluespa. They provide management with a valuable sounding board for strategic and creative decisions. They provide a deep experience base in all critical areas.

Dane Johnson – marketing and graphic design: Mr. Johnson has been a senior marketing executive with Adidas and Nike. He has extensive experience in both media and product design.

J. Victor Fandel – real estate and strategic planning: Mr. Fandel was the co-founder of Terranomics realty. He sold Terranomics to Federal Realty and started Fandel Realty Group. His clients include Polo-Ralph Lauren, AnnTaylor, Donna Karen, LVMH and Adidas.

W. John Short – strategic planning and finance: Mr. Short began his career with Citibank in Latin America and Hong Kong in their Corporate Finance and Commercial Banking Group. After nine years with Citibank he joined Esprit Far East as president and chief operating officer. Before retiring he had attained the position of president and CEO of Esprit Europe and Esprit International.

R. Gordon Gooding – strategic planning and finance: Mr. Gooding is president and chief financial officer of Naartjie North. Naartjie is a multi-national children’s clothing retailer. Prior to his involvement in the Naartjie project, Gordon spent three years in the private banking industry in the Cayman Islands. Before his banking experience he worked for KPMG in audit and taxation for five years in both the Caymans and Vancouver, Canada. Gordon received a bachelor of commerce degree from the University of British Columbia, and a CA designation from the Canadian Institute of Chartered Accountants.

Devin Wright – apparel design and manufacturing: Mr. Wright is the president and founder of AMG. AMG is a manufacturer of high-quality sports apparel. Their clients include Nike, Adidas and Columbia sportswear.

Karen Alweil – wholesale distribution: Ms. Alweil has over 12 years experience in wholesale sales management. Then she opened her own sales agency in Los Angeles. Her showroom specializes in body care and accessories. She was instrumental in the successful launch of Neal’s Yard aromatherapy line in the United States.

Paul LaBruna – fixture design and manufacture: Mr. LaBruna have created and managed the growth of one of the most successful and highly respected fixture resources in America. They have been instrumental in assisting with major rollouts for The GAP, AnnTaylor, Talbots, Williams Sonoma and Levi Strauss.

Peter Glen – emerging trends and consumer marketing: Mr. Glenn is a respected trend guru. He has written several books on the subject and writes a regular column for Visual Merchandising and Store Design. He is a global trend consultant for many top retailers in the U.S. and Europe.

Wayne Badovinus – strategic planning and catalogue retailing: Mr. Badovinus has over 30 years of retail and catalogue experience with such highly respected firms as Williams Sonoma (where he was President and COO) and Eddie Bauer, where he held the position of president and CEO Under Mr. Badovinus’ guidance Bauer grew from $250 million to over $2 billion.

Financial Plan investor-ready personnel plan .">

Key assumptions.

Our assumptions are detailed in the proceeding tables. We have planned for relatively slow but stable general economic growth and an interest rate on borrowing of 9.5%. Because our business is a combination of retail and wholesale our collection days may look somewhat optimistic. That is caused by our assumption that approximately 70% of our retail sales will be done on credit cards and debit cards. There is a three-day payment lag on these sales. We assumed that wholesale customers would pay on an average of 50 days and that in year one 60% of our business would be on terms. As we develop our customer base (at wholesale) this number is ramped up to 80% by year five. (Our terms will be C.O.D. on all opening orders.) Our payments to vendors are assumed at 45 days.

Revenue by Month

Expenses by month, net profit (or loss) by year, use of funds.

Start-up costs are shown in three areas. The first is in the start-up table, the second is within the cash flow assumptions and the third is in the P&L.

  • Start-up expenses: legal (incorporation and trademark registration), stationery (business cards and office supplies), etc., brochures, consultants (graphic design for logo and packaging), research and development (architecture fees for store and trade fixture design).
  • Start-up costs expressed in year one cash flow: FF&E for first Bluespa retail store.
  • Start-up costs included within year one P&L: brand marketing, management staff, travel costs to coordinate product development.

Start-up Expenses referenced in retained earnings: 

Legal $2,500

Stationery etc. $3,000

Brochures $10,000

Consultants $15,000

Research and Development $30,000

Expensed Equipment $60,000

Other $50,000


Sources of Funds

The start up expense for this company is $420,000. There is $100,000 in current borrowing, $256,000 from founder Ray and $64,000 from founder Barbara. 

Projected Profit & Loss

Projected balance sheet, projected cash flow statement.

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business plan for a skin care company


Skincare Product Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business ideas » Beauty Care Industry » Cosmetics Line

Are you about starting a skincare production business ? If YES, here is a complete sample skincare production business plan template & feasibility report you can use for FREE .

Starting a production / manufacturing business is not same as starting a service based business; it is always more expensive and to a larger demanding to launch a production / manufacturing company. The fact that you want your products to compete with similar products in the market place means that you would have followed due process and product testing et al before pushing your product to the marker.

If you are certain that you have a winning formula when it comes to producing effective skincare products; products that has been tested and proven to meet the requirement for such products, then you should consider launching your own skincare line.

It is a business that is still pretty much open for investors to come and compete for the available market in the country you intend launching the business. Over and above, if you have decided to start a skincare production company, then you should make sure that you carry out thorough feasibility studies and also market survey.

This will enable you properly locate the business in a community or city with the right demography; a location that can readily accept your products. Below is a sample skincare production company business plan that will help you successfully launch your own business;

A Sample Skin Care Products Business Plan Template

1. industry overview.

Companies that operate in the Cosmeceutical Skincare Production industry, manufacture cosmeceuticals – that is cosmetics with pharmaceutical capabilities. Some of the most common products manufactured by players in this industry include wrinkle-reducing moisturizers, facial scrubs / cleanser and creams that even skin tone et al.

In the united states of America, no governing body formally defines cosmeceuticals. The term is for marketing purposes to define beauty care products that function primarily as cosmetics but also have additional pharmaceutical properties to cure, treat or prevent mild skin disorders or diseases.

For instance, a large number of these products function mainly as a facial wash or moisturizer, but also contain additives to clear acne or protect the skin from the sun’s harmful rays. The products from the Cosmeceutical Skincare Production industry are gaining demand as consumers increasingly desire multi-functioning beauty care products.

The Cosmeceutical Skincare Production Industry is a thriving sector of the economy of the United States of America and they generate a whooping sum of well over $6 billion annually from more than 245 registered and licensed cosmeceutical skincare production companies scattered all around the United States of America. The industry is responsible for the employment of well over 7,507 people.

Experts project the industry to grow at a 10.0 percent annual rate from 2011 to 2016. Unilever, Procter & Gamble and L’Oreal USA, Inc. have the lion share of the available market in the Cosmeceutical skincare production industry in the United States of America and in some other countries of the world.

Research shows that the Cosmeceutical Skincare Production industry is in the growth phase of its life cycle, though it is likely to enter the mature phase in the near future. Industry value added, a measure of the industry’s contribution to the overall economy, is forecast to grow at an average annual rate of 10.0 percent in within the next 5 years.

This rate is significantly slower than GDP growth, which is anticipated to increase at an average annual rate of 2.2 percent during the same period.

While IVA growth slower than GDP growth is typically indicative of an industry in the mature or declining stage of its life cycle, the Cosmeceutical Skincare Production industry is still growing as it is still experiencing high rates of industry entrants and product development.

The bottom line is that; the Cosmeceutical Skincare Production industry is still very much open for new entrant; the competition within the industry is not as stiff as similar industry. If your product is good, it can gain fair share of the available market in any country or region you intend launching the business / skincare product.

2. Executive Summary

Stacie Roe® Skincare Line, LLC is a licensed and standard cosmeceutical skincare production company that will be located in an industrial area in Concord – New Hampshire. We have been able to secure a long term lease for a facility in a strategic location with an option of a long term renewal on an agreed terms and conditions that is favorable to us.

The facility has government approval for the kind of production business we want to run and the facility is easily accessible and we are deliberate about that because we want to facilitate easy movement of raw materials (chemicals and packaging containers) and finished products (skincare products).

Stacie Roe® Skincare Line, LLC is in the cosmeceutical skincare production industry to produce standard and effective skincare products such as anti-aging topical treatment products, Sun care products, Acne treatment products, Dry skin care products, lip care products and other skin care products.

We are also in business to make profits at the same to give our customers value for their money; we want to give people and businesses who patronize our cosmeceutical skin care products the opportunity to be part of the success story of our brand.

We are aware that there are several big scale and small scale cosmeceutical skincare production companies and cosmetic and beauty care product manufacturing companies scattered all around the United States and Canada whose products can be found in every nooks and crannies of The United States and Canada, which is why we spent time and resources to conduct our feasibility studies and market survey so as to enable us locate the business in an area that can easily accept our products and brand.

We ensured that our facility is easy to locate and we have mapped out plans to develop a far reaching distribution network for wholesalers of cosmeceutical skincare products all around Concord – New Hampshire and throughout the United States of America.

Much more than producing quality, effective and safe cosmeceutical skincare products, our customer care is going to be second to none. We know that our customers are the reason why we are in business which is why we will go the extra mile to get them satisfied when they purchase any of our product and also to become our loyal customers and ambassadors.

Stacie Roe® Skincare Line, LLC will ensure that all our customers (wholesale distributors) are given first class treatment whenever they visit our factory. We have a CRM software that will enable us manage a one on one relationship with our customers (wholesale distributors) no matter how large the numbers of our customer base may grow to.

We will ensure that we get our customers involved when making some business decisions that will directly or indirectly affect them.

Stacie Roe® Skincare Line, LLC is family business that will be owned by Stacie Roe and her immediate family members. Mrs. Stacie Roe who is the Chief Executive Officer of the Company is Graduate of Cosmetology and she holds a Master’s Degree in Business Management (MBA).

She has well over 12 years of experience working in related industry as a senior manager prior to starting Stacie Roe® Skincare Line, LLC. She will be working with a team of professionals to build the business and grow it to enviably height.

3. Our Products and Services

Stacie Roe® Skincare Line, LLC is going to run a standard and licensed cosmeceutical skincare production company whose products will not only be sold in Hartford – Connecticut but also throughout the United States of America and Canada.

We are in the cosmeceutical skincare production industry to make profits and also to give our customers value for their money. We will ensure that we do all that is permitted by the law in the United States of America to accomplish our business goal and objective . These are some of the products that we will be offering;

  • Producing topical anti-aging cosmeceuticals
  • Producing acne cosmeceuticals
  • Producing sun care cosmeceuticals
  • Producing dry skin cosmeceuticals
  • Producing lip care cosmeceuticals
  • Shaving cream, shaving preparations and aftershave products
  • Face and body creams, beauty creams and lotions and hand cream or lotions

4. Our Mission and Vision Statement

  • Our vision is to establish standard cosmeceutical skincare production Company whose products will be only be sold in Concord – New Hampshire, but also throughout the United States of America and Canada.
  • Our mission is to establish a standard and world class cosmeceutical skin care production Company / brand that in our own capacity will favorably compete with leaders in the industry.
  • We want to build a business that will be listed amongst the top 20 cosmeceutical skincare brands in the United States of America and Canada.

Our Business Structure

Stacie Roe® Skincare Line, LLC is a business that is established with the aim of competing favorably with other leading cosmeceutical skincare product brands in the industry. This is why we will ensure that we put the right structure in place that will support the kind of growth that we have in mind while setting up the business.

We will ensure that we only hire people that are qualified, honest, hardworking, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders (the owners, workforce, and customers).

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of five years or more depending how fast we meet our set target. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

  • Chief Executive Officer (Owner)

Plant Manager

Human Resources and Admin Manager

Merchandize Manager

Sales and Marketing Manager

  • Machine Operators
  • Accountants / Cashiers

Distribution Truck Drivers

5. Job Roles and Responsibilities

Chief Executive Officer – CEO (Owner):

  • Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results; developing incentives; developing a climate for offering information and opinions; providing educational opportunities.
  • Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for fixing prices and signing business deals
  • Responsible for providing direction for the business
  • Responsible for signing checks and documents on behalf of the company
  • Evaluates the success of the organization.
  • Responsible for overseeing the smooth running of the cosmeceutical skincare production plant
  • Part of the team that determines the quantity and quality of cosmeceutical skincare products that are to be produced
  • Map out strategy that will lead to efficiency amongst workers in the plant
  • Responsible for training, evaluation and assessment of plant workers
  • Ensures that the steady flow of both raw materials to the plant and easy flow of finished products through wholesale distributors to the market
  • Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
  • Ensures that the plant meets the expected safety and health standard at all times.
  • Responsible for overseeing the smooth running of HR and administrative tasks for the organization
  • Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
  • Enhances department and organization reputation by accepting ownership for accomplishing new and different requests; exploring opportunities to add value to job accomplishments.
  • Defines job positions for recruitment and managing interviewing process
  • Carries out staff induction for new team members
  • Responsible for training, evaluation and assessment of employees
  • Oversees the smooth running of the daily office and factory activities.
  • Manages vendor relations, market visits, and the ongoing education and development of the organizations’ buying teams
  • Responsible for the purchase of raw materials and packaging materials
  • Responsible for planning sales, monitoring inventory, selecting the merchandise, and writing and pricing orders to vendors
  • Ensures that the organization operates within stipulated budget.
  • Manages external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
  • Models demographic information and analyze the volumes of transactional data generated by customer purchases
  • Identifies, prioritizes, and reaches out to new partners, and business opportunities et al
  • Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
  • Develops, executes and evaluate new plans for expanding increase sales
  • Documents all customer contact and information
  • Represents the company in strategic meetings
  • Helps to increase sales and growth for the company

Accountant / Cashier

  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
  • Responsible for financial forecasting and risks analysis.
  • Performs cash management, general ledger accounting, and financial reporting
  • Responsible for developing and managing financial systems and policies
  • Responsible for administering payrolls
  • Ensures compliance with taxation legislation
  • Handles all financial transactions for the organization
  • Serves as internal auditor for the organization

Client Service Executive

  • Welcomes guests and clients by greeting them in person or on the telephone; answering or directing inquiries.
  • Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
  • Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
  • Manages administrative duties assigned by the manager in an effective and timely manner
  • Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients
  • Receives parcels / documents for the company
  • Distributes mails in the organization
  • Handles any other duties as assigned by the line manager

Production Workers / Machine Operators:

  • Responsible for preparing, blending, compounding and packaging cosmeceutical skincare products
  • Handles labeling of cosmeceutical skincare products
  • Operates machines used in the manufacturing anti-aging topical treatment products, Sun care products, Acne treatment products, Dry skin care products, lip care products and other skin care products
  • Assists in packaging and loading cosmeceutical skincare products into distribution trucks
  • Assists in loading and unloading cosmeceutical skin care products
  • Maintains a logbook of their driving activities to ensure compliance with <a ” target=”_blank” rel=”noopener”>federal regulations governing the rest and work periods for operators.
  • Keeps a record of vehicle inspections and make sure the truck is equipped with safety equipment
  • Assists the transport and logistics manager in planning their route according to a delivery schedule.
  • Local-delivery drivers may be required to sell products or services to stores and businesses on their route, obtain signatures from recipients and collect cash.
  • Transport finished goods and raw materials over land to and from manufacturing plants or retail and distribution centers
  • Inspect vehicles for mechanical items and safety issues and perform preventative maintenance
  • Complies with truck driving rules and regulations (size, weight, route designations, parking, break periods etc.) as well as with company policies and procedures
  • Collect and verify delivery instructions
  • Report defects, accidents or violations

6. SWOT Analysis

We are quite aware that there are several cosmeceutical skin care product manufacturing companies both large and small in the United States of America and Canada which is why we are following the due process of establishing a business so as to compete favorable with them.

We know that if a proper SWOT analysis is conducted for our business, we will be able to position our business to maximize our strength, leverage on the opportunities that will be available to us, mitigate our risks and be welled equipped to confront our threats.

Stacie Roe® Skincare Line, LLC employed the services of an expert HR and Business Analyst with bias in start – up business to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Stacie Roe® Skincare Line, LLC;

Part of what is going to count as positives for Stacie Roe® Skincare Line, LLC is the vast experience of our management team, we have people on board who are highly experienced and understands how to grow business from the scratch to becoming a national phenomenon.

So also, the wide varieties of cosmeceutical skin care products that we produce, our large national distribution network and of course our excellent customer service culture will definitely count as a strong strength for the business.

A major weakness that may count against us is the fact that we are a new cosmeceutical skincare production company and we don’t have the financial capacity to engage in the kind of publicity that we intend giving the business especially when big names like Unilever, Procter & Gamble and L’Oreal USA, Inc. et al are already determining the direction of the market both in the United States and in the global market.

  • Opportunities:

The opportunities available to cosmeceutical skin care products manufacturing companies with a wide range of products are enormous. This is due to the fact that almost all Americans and people from all over the world make use of cosmeceutical skincare products on a daily basis.

As a result of that, we were able to conduct a thorough market survey and feasibility studies so as to position our business to take advantage of the existing market for cosmeceutical skin care products and also to create our own new market. We know that it is going to requires hard work, and we are determined to achieve it.

We are quite aware that just like any other business, one of the major threats that we are likely going to face is economic downturn and unfavorable government policies. It is a fact that economic downturn affects purchasing power.

Another threat that may likely confront us is the arrival of a new cosmeceutical skincare production company or cosmetics and beauty care product manufacturing company in same location where ours is located.


  • Market Trends

If you are conversant with the existing trend in the cosmeceutical skin care production industry or even the cosmetic & beauty care products manufacturing industry, you will quite agree that despite the fact that there are competitions in different stages of the industry.

That is competitions amongst bigger corporations such as Unilever, Procter & Gamble, Estee Lauder, Mary Kay and L’Oreal USA, Inc. and also competitions amongst smaller and medium scale cosmeceutical skincare product manufacturing companies.

Most cosmeceutical skin care products manufacturing company are leveraging on creativity in terms of packaging and marketing to continue to stay afloat in the industry.

Another trend in this industry is the exploration of safer raw materials for the production of cosmeceutical skin care products. The truth is that people all over the world are looking for cosmeceutical skin care products that contain less chemical hence the increase in demand for cosmeceutical skin care products that are produced from herbal raw materials.

Lastly, the cosmeceutical skincare production industry is the adoption of eco – friendly approach towards the production and packaging of its products. As a matter of fact, the industry’s adoption of eco-friendly practices will likely persuade environmentally conscious consumers to buy its products, while increasing operators’ efficiency.

8. Our Target Market

When it comes to selling cosmeceutical skin care products, there is indeed a wide range of available customers. In essence, our target market can’t be restricted to just a group of people, but all those who resides in our target market locations.

In view of that, we have conducted our market research and we have ideas of what our target market would be expecting from us. We are in business to engage in wholesale distribution and to retail cosmeceutical skin care products to the following groups of people;

  • Cosmetic Shops
  • Corporate Executives
  • Government Officials
  • Business People
  • Celebrities
  • Military Men and Women
  • Sports Men and Women
  • Everybody in our target market location

Our competitive advantage

A close study of the cosmeceutical skincare production industry cum cosmetic and beauty care products manufacturing industry reveals that the market has become much more intensely competitive over the last decade. As a matter of fact, you have to be highly creative, customer centric and proactive if you must survive in this industry.

We are aware of the stiffer competition and we are well prepared to compete favorably with other cosmeceutical skincare production companies cum cosmetic and beauty care product manufacturing companies in New Hampshire and throughout the United States and Canada.

Stacie Roe® Skincare Line, LLC is launching a standard cosmetic and beauty care product brand that will indeed become the preferred choice of residence of Hartford – Connecticut and every city where our cosmetic and beauty care product will be retailed.

Part of what is going to count as competitive advantage for Stacie Roe® Skincare Line, LLC is the vast experience of our management team , we have people on board who are highly experienced and understands how to grow business from the scratch to becoming a national phenomenon.

So also the wide varieties of cosmeceutical skincare products that we produce our large and far reaching national distribution network and of course our excellent customer service culture will definitely count as a strong strength for the business.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category (startups cosmeceutical skincare production companies) in the cosmeceutical skincare production industry, meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our aims and objectives.

We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to time.


  • Sources of Income

Stacie Roe® Skincare Line, LLC is established with the aim of maximizing profits in the cosmeceutical production industry in both the United States of America and Canada and we are going to go all the way to ensure that we do all it takes to sell a wide range of cosmeceutical skin care products to a wide range of customers.

Stacie Roe® Skincare Line, LLC will generate income by selling the following products;

  • Topical anti-aging cosmeceuticals
  • Acne cosmeceuticals
  • Sun care cosmeceuticals
  • Dry skin cosmeceuticals
  • Lip care cosmeceuticals

10. Sales Forecast

One thing is assured when it comes to cosmeceutical skin care production company, if your products are well – packaged and branded and if your production plant is centrally positioned and easily accessible, you will always attract customers cum sales and that will sure translate to increase in revenue generation for the business.

We are well positioned to take on the available market in Concord – New Hampshire and every city where our cosmeceutical skin care products will be sold and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six month of operations and grow the business and our clientele base.

We have been able to critically examine the cosmeceutical skincare production industry cum cosmetic and beauty care products manufacturing industry and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast.

The sales projections are based on information gathered on the field and some assumptions that are peculiar to startups in Concord – New Hampshire.

Below is the sales projection for Stacie Roe® Skincare Line, LLC, it is based on the location of our business and other factors as it relates to small scale and medium scale cosmeceutical skincare products and cosmetic and beauty care products manufacturing company start – ups in the United States;

  • First Fiscal Year-: $250,000
  • Second Fiscal Year-: $550,000
  • Third Fiscal Year-: $950,000

N.B : This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor offering same products and customer care services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

  • Marketing Strategy and Sales Strategy

Before choosing a location for Stacie Roe® Skincare Line, LLC and also the kind of cosmeceutical skin care products we produce, we conduct a thorough market survey and feasibility studies in order for us to be able to be able to penetrate the available market in our target market locations.

We have detailed information and data that we were able to utilize to structure our business to attract the numbers of customers we want to attract per time and also for our products to favorable compete with other leading cosmeceutical skincare brands in the United States of America and Canada.

We hired experts who have good understanding of the cosmeceutical skin care production cum cosmetic and beauty care product manufacturing industry to help us develop marketing strategies that will help us achieve our business goal of winning a larger percentage of the available market in Concord – New Hampshire and other cities in the United States of America and Canada.

In other to continue to be in business and grow, we must continue to sell our cosmeceutical skincare products to the available market which is why we will go all out to empower or sales and marketing team to deliver our corporate sales goals.

In summary, Stacie Roe® Skincare Line, LLC will adopt the following sales and marketing approach to sell our cosmeceutical skincare products;

  • Introduce our cosmeceutical skin care products brand by sending introductory letters to residence, merchants, retailers and other stakeholders in Concord – New Hampshire and other cities both in the United States of America and Canada
  • Open our cosmeceutical skin care production company with a party so as to capture the attention of residence who are our first targets
  • Engage in road show in targeted communities from time to time to sell our products
  • Advertise our products in community based newspapers, local TV and radio stations
  • List our business and products on yellow pages ads (local directories)
  • Leverage on the internet to promote our cosmeceutical skin care product brands
  • Engage in direct marketing and sales
  • Encourage the use of Word of mouth marketing (referrals)

11. Publicity and Advertising Strategy

In spite of the fact that our cosmeceutical skincare production plant is a standard one with a wide range of cosmeceutical skin care products that in few years from now will favorably compete with other leading brands in the industry like Unilever, Procter & Gamble, Estee Lauder, Mary Kay and L’Oreal USA, Inc..

We will still go ahead to intensify publicity for all our products and brand. We are going to explore all available means to promote Yvonne Stallone® Cosmetic Line, LLC.

Stacie Roe® Skincare Line, LLC has a long term plan of distributing our cosmeceutical skin care products in various locations all around the United States of America and Canada which is why we will deliberately build our brand to be well accepted first in Concord – New Hampshire before venturing out.

As a matter of fact, our publicity and advertising strategy is not solely for selling our products but to also effectively communicate our brand. Here are the platforms we intend leveraging on to promote and advertise Stacie Roe® Skincare Line, LLC;

  • Place adverts on both print (community based newspapers and magazines) and electronic media platforms
  • Sponsor relevant community programs
  • Leverage on the internet and social media platforms like; Instagram, Facebook , twitter, et al to promote our cosmeceutical skin care product brand
  • Install our Bill Boards on strategic locations all around major cities in the United States of America and Canada
  • Engage in road show from time to time in targeted communities
  • Distribute our fliers and handbills in target areas
  • Position our Flexi Banners at strategic positions in the location where we intend getting customers to start patronizing our products.
  • Ensure that our products are well branded and that all our staff members wear our customized clothes, and all our official cars and distribution vans are customized and well branded.

12. Our Pricing Strategy

When it comes to pricing for products such as skin care products cum cosmetics and beauty care product, there are two sides to the coin.

We are aware of the pricing trend in the cosmeceutical skincare production industry cum cosmetic and beauty care products manufacturing industry which is why we have decided to produce various sizes of cosmeceutical skin care products.

In view of that, our prices will conform to what is obtainable in the industry but will ensure that within the first 6 to 12 months our products are sold a little bit below the average prices of various cosmeceutical skin care product brands in the United States of America.

We have put in place business strategies that will help us run on low profits for a period of 6 months; it is a way of encouraging people to buy into our cosmetic and beauty care product brands.

  • Payment Options

The payment policy adopted by Stacie Roe® Skincare Line, LLC is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that Stacie Roe® Skincare Line, LLC will make available to her clients;

  • Payment via bank transfer
  • Payment with cash
  • Payment via credit cards / Point of Sale Machines (POS Machines)
  • Payment via online bank transfer
  • Payment via check
  • Payment via mobile money transfer
  • Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our client make payment for farm produces purchase without any stress on their part. Our bank account numbers will be made available on our website and promotional materials to clients who may want to deposit cash or make online transfer for our products.

13. Startup Expenditure (Budget)

Starting a standard cosmeceutical skincare production company is indeed a capital intensive business. This is so because the amount required in setting up a cosmeceutical skin care production plant is not a piecemeal. The bulk of the start – up capital will be sent on leasing or acquiring a facility and also in purchasing mixing, blending, compounding and packaging equipment.

Aside from that, you are not expected to spend much except for purchase and servicing of distribution trucks, purchasing raw materials, paying of your employees and utility bills. This is the key areas where we will spend our start – up capital;

  • The Total Fee for Registering the Business in the United States of America – $750.
  • Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S machines and other software) – $1,300.
  • Marketing promotion expenses for the grand opening of Stacie Roe® Skincare Line, LLC in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of – $3,580.
  • The cost for hiring Business Consultant – $2,500.
  • The cost for insurance ( general liability , workers’ compensation and property casualty) coverage at a total premium – $2,400.
  • The cost for payment of rent for 12months at $1.76 per square feet in the total amount of $105,600.
  • The cost for construction of a standard cosmeceutical skin care production plant – $100,000.
  • Other start-up expenses including stationery ( $500 ) and phone and utility deposits ( $2,500 ).
  • Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $100,000
  • The cost for Start-up inventory (mixing, blending, compounding and packaging equipment, raw materials, and packaging materials et al) – $80,000
  • Cost for store equipment (cash register, security, ventilation, signage) – $13,750
  • Cost of purchase of distribution vans – $60,000
  • The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, Fax Machines, tables and chairs et al) – $4,000.
  • The cost of launching a website – $600
  • The cost for our opening party – $10,000
  • Miscellaneous – $10,000

We would need an estimate of $500,000 to successfully set up our cosmeceutical skincare products production plant in Concord – New Hampshire. Please note that this amount includes the salaries of all the staff for the first 3 month of operation.

Generating Funds / Startup Capital for Stacie Roe® Skincare Line, LLC

Stacie Roe® Skincare Line, LLC is a family business that is owned and financed by Stacie Roe and her immediate family members. They do not intend to welcome any external business partner which is why he has decided to restrict the sourcing of the start – up capital to 3 major sources.

These are the areas we intend generating our start – up capital;

  • Generate part of the start – up capital from personal savings and sell of stocks
  • Source for soft loans from family members and friends
  • Apply for loan from my Bank

N.B: We have been able to generate about $200,000 ( Personal savings $150,000 and soft loan from family members $50,000 ) and we are at the final stages of obtaining a loan facility of $300,000 from our bank. All the papers and document have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of any business lies in the numbers of loyal customers that they have the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop.

One of our major goals of starting Stacie Roe® Skincare Line, LLC is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to retail our cosmeceutical skin care products a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

Stacie Roe® Skincare Line, LLC will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List / Milestone

  • Business Name Availability Check: Completed
  • Business Registration: Completed
  • Opening of Corporate Bank Accounts: Completed
  • Securing Point of Sales (POS) Machines: Completed
  • Opening Mobile Money Accounts: Completed
  • Opening Online Payment Platforms: Completed
  • Application and Obtaining Tax Payer’s ID: In Progress
  • Application for business license and permit: Completed
  • Purchase of Insurance for the Business: Completed
  • Leasing of facility and construction of standard cosmeceutical skin care production plant: In Progress
  • Conducting Feasibility Studies: Completed
  • Generating capital from family members and friends: Completed
  • Applications for Loan from the bank: In Progress
  • Writing of Business Plan: Completed
  • Drafting of Employee’s Handbook: Completed
  • Drafting of Contract Documents and other relevant Legal Documents: In Progress
  • Design of the Company’s Logo: Completed
  • Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
  • Recruitment of employees: In Progress
  • Purchase of the Needed furniture, racks, shelves, computers, electronic appliances, office appliances and CCTV: In progress
  • Creating Official Website for the Company: In Progress
  • Creating Awareness for the business both online and around the community: In Progress
  • Health and Safety and Fire Safety Arrangement (License): Secured
  • Opening party / launching party planning: In Progress
  • Establishing business relationship with vendors – wholesale suppliers / merchants: In Progress

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Skincare Mavericks Logo Design

Skin Care Marketing Strategy & How To Write a Skin Care Marketing Plan + Template


If you’re looking to start a skincare business, it is important to have a marketing strategy in place. A well-written marketing plan will help you outline your objectives and how you plan on achieving them. This article will discuss the basics of skin care marketing and how to write a marketing plan.

As a skincare business owner, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive. But what goes into a good marketing plan? Below, we will go over the key components of a successful marketing plan for a skincare business.

Download the Ultimate Marketing Plan Template

Key Components of a Skincare Company Marketing Plan

A great marketing plan has eleven sections as follows:

Executive Summary

Target market segments.

  • Unique Selling Proposition (USP)

Pricing and Positioning Strategy

Distribution strategy, marketing materials, promotions strategy, digital marketing plan, conversion, referral, and retention strategy, financial projections.

We provide more detail for each of these key components below.

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.

When marketing a skincare business, it is essential to identify your target market segments. Who are your most likely customers? Consider age, gender, income, location, and lifestyle factors when determining your target market segments.

For example, a skin care business’ customers may include:

  • Women aged 25-54 who live in urban areas and have a high income
  • Men aged 18-24 who live in rural areas and have a moderate income
  • People of all ages who are concerned about their skin health

Identifying your target market segments will help you to create more targeted marketing campaigns that are more likely to resonate with your audience.

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of a skin care business’ customers may include:

  • Wanting to have flawless skin
  • Desiring to look younger
  • Needing help with acne-prone skin

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Unique Selling Proposition

Your unique selling proposition (USP) is what sets your skin care company apart from other skin care businesses. What do you offer that nobody else does?

For example, your USP may be that you offer natural and organic skincare products or use only the highest quality ingredients.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients/customers should be able to see immediately what makes you different from the other business in their area.

Your target market segments and unique selling proposition will determine your pricing and positioning strategy.

For example, if you are targeting high-end customers, your prices should be higher than if you were targeting budget-conscious customers.

Similarly, if your USP is that you offer natural and organic skincare products, you will want to position yourself as a premium brand. On the other hand, if your USP is that you offer budget-friendly skin care products, you will want to position yourself as a value brand.

No matter your positioning strategy, ensure your pricing strategy is competitive. Consider conducting a market analysis to identify how much other skincare businesses with which you compete are charging for similar offerings.

Your distribution strategy will determine how you get your skin care products into the hands of your customers. There are a few different options to consider, such as:

Retail stores : If you plan to sell your skin care products in retail stores, you will need to identify which stores would be the best fit for your products. You will also need to develop relationships with store buyers and negotiate terms of sale.

Direct to consumer: If you plan to sell your skin care products directly to consumers, you will need to develop an eCommerce platform or work with a third-party retailer. You will also need to invest in marketing and advertising to reach your target audience.

Wholesale : If you plan to sell your skin care products to other businesses, you must develop relationships with wholesalers and distributors. You will also need to create marketing materials that appeal to business buyers.

No matter what distribution strategy you choose, make sure you have a plan to fulfill orders. You will also need to consider how you will handle returns and refunds.

Providing offers through your business is a great way to entice customers to purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. You could also offer promotional items such as coupons or free samples.

For a skincare company, some offers could include:

  • First-time buyer discount: 20% off first purchase
  • Loyalty rewards program: earn points for every purchase and redeem for discounts or free products
  • Free shipping on orders over $75
  • Promotional items: free travel-sized product with the purchase of a full-sized product

You can encourage customers to buy your products and build loyalty to your brand by providing offers.

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to ensure your branding is strong and consistent across all marketing materials.

Your promotions strategy includes the methods you will use to attract new customers. It should generate excitement and encourage customers to try your business. 

Skincare businesses should consider the following promotional strategies:

  • Run a social media contest or giveaway.
  • Host a launch party or event.
  • Sponsor a charity event or cause.
  • Give a free sample with every purchase.
  • Run a special promotion for a limited time.
  • Provide product discounts to customers who refer friends.
  • Collaborate with other businesses in your industry.
  • Participate in trade shows or conventions.

By implementing a promotions strategy, you can attract new customers and build awareness for your business.

In today’s digital age, it’s essential to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to ensure your website is mobile-friendly and easy to navigate.

Skincare businesses should consider the following digital marketing strategies:

  • SEO : Optimize your website for search engines so you can rank higher in the search results.
  • PPC : Advertise your products on search engines and social media networks.
  • Social Media Marketing : Share your products on social media platforms and drive traffic to your website.
  • Email Marketing : Send newsletters, coupons, and product updates to your email list.
  • Website : Make sure your website is mobile-friendly and easy to navigate.

By implementing a digital marketing plan, you can reach a wider audience and increase traffic to your business.

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, referral discounts, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

Skincare businesses should consider the following conversion, referral, and retention strategies:

By implementing a conversion, referral, and retention strategy, you can keep customers coming back to your business.

Finally, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The critical information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections regularly to reflect any changes in your business.

Financial projections for a startup skincare business may include:

  • Monthly Marketing Expenditures
  • Expected Sales
  • Projected Profit/Loss

By creating financial projections for your business, you can track your progress and ensure you are on track to meet your goals.

Following these steps, you can develop a quality marketing plan to help you launch and grow your skin care business successfully. Remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!

Other Helpful Articles

Skin Care Products Market Analysis & Target Market Segmentation

Skincare Industry Statistics, Market Trends & Future Growth

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Cosmetic Business Plan Template

Written by Dave Lavinsky

How to Start a Cosmetic Business

Cosmetic Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their cosmetic companies.

If you’re unfamiliar with creating a cosmetic business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a cosmetic business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is a Business Plan?

A business plan provides a snapshot of your cosmetic business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan

If you’re looking to start a cosmetic business or grow your existing cosmetic company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your cosmetic business to improve your chances of success. Your cosmetic business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Cosmetic Businesses

With regards to funding, the main sources of funding for a cosmetic business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for cosmetic companies.

Finish Your Business Plan Today!

How to write a business plan for a cosmetic business.

If you want to start a cosmetic business or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your cosmetic business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of cosmetic business you are running and the status. For example, are you a startup, do you have a cosmetic business that you would like to grow, or are you operating a chain of cosmetic businesses?

Next, provide an overview of each of the subsequent sections of your plan.

  • Give a brief overview of the cosmetic industry.
  • Discuss the type of cosmetic business you are operating.
  • Detail your direct competitors. Give an overview of your target customers.
  • Provide a snapshot of your marketing strategy. Identify the key members of your team.
  • Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of cosmetic business you are operating.

For example, you might specialize in one of the following types of cosmetic businesses:

  • Niche market cosmetics: This type of cosmetic business specializes in one particular segment of cosmetics. For instance, a niche cosmetic business could sell only fragrance-free products, all vegan products, or gluten free products.
  • High-end cosmetics: This type of cosmetic business develops and sells premium make-up and skin care products.
  • Kids cosmetics: This type of cosmetic business specializes in producing inexpensive play-makeup products for children.
  • Beauty blogger/influencer: This type of cosmetic business involves trying out products from different types of cosmetic brands and providing tutorials, reviews, and other helpful information for people who may be interested in the products. Usually, beauty companies will pay the blogger/influencer to sample or endorse their products.
  • Make-up Artist: This type of cosmetic business involves providing make-up services for special occasions like weddings or graduation ceremonies.

In addition to explaining the type of cosmetic business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include the number of customers served, the number of products sold, and reaching $X amount in revenue, etc.
  • Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the cosmetic industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the cosmetic industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your cosmetic business plan:

  • How big is the cosmetic industry (in dollars)?
  • Is the market declining or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth forecast over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential target market for your cosmetic business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your cosmetic business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of cosmetic business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other cosmetic businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes mass market cosmetic brands and retailers, as well as secondhand cosmetic retailers. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

  • What types of customers do they serve?
  • What type of cosmetic business are they?
  • What is their pricing (premium, low, etc.)?
  • What are they good at?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

  • Will you make it easier for customers to acquire your products?
  • Will you offer products or services that your competition doesn’t?
  • Will you provide better customer service?
  • Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a cosmetic business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of cosmetic company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide premium make-up, skin care products, or esthetician services?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your cosmetic company. Document where your company is situated and mention how the site will impact your success. For example, is your cosmetic business located in a busy retail district, a business district, a standalone store, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your cosmetic marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

  • Advertise in local papers, radio stations and/or magazines
  • Reach out to websites
  • Distribute flyers
  • Engage in email marketing
  • Advertise on social media platforms
  • Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your cosmetic business, including answering calls, stocking shelves, greeting customers, and collecting payments, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to acquire your Xth customer, or when you hope to reach $X in revenue. It could also be when you expect to expand your cosmetic business to a new city.  

Management Team

To demonstrate your cosmetic business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing cosmetic businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a cosmetic business or successfully running a small salon.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you expect to serve 20-30 customers per day, and will each customer purchase 1-5 items on average? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your cosmetic business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a cosmetic business:

  • Cost of equipment and supplies
  • Payroll or salaries paid to staff
  • Business insurance
  • Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your office location lease or photos of happy customers using your products.  

Writing a business plan for your cosmetic business is a worthwhile endeavor. If you follow the template above, you will be able to prepare a winning beauty product business plan, makeup business plan or a business plan for a cosmetic company. You will understand the cosmetic industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful cosmetic business.  

Cosmetic Business Plan FAQs

What is the easiest way to complete my cosmetic business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your cosmetic business plan.

How Do You Start a Cosmetic Business?

Starting a cosmetic business is easy with these 14 steps:

  • Choose the Name for Your Cosmetic Business
  • Create Your Cosmetic Business Plan
  • Choose the Legal Structure for Your Cosmetic Business
  • Secure Startup Funding for Cosmetic Business (If Needed)
  • Secure a Location for Your Business
  • Register Your Cosmetic Business with the IRS
  • Open a Business Bank Account
  • Get a Business Credit Card
  • Get the Required Business Licenses and Permits
  • Get Business Insurance for Your Cosmetic Business
  • Buy or Lease the Right Cosmetic Business Equipment
  • Develop Your Cosmetic Business Marketing Materials
  • Purchase and Setup the Software Needed to Run Your Cosmetic Business
  • Open for Business

Don’t you wish there was a faster, easier way to finish your Cosmetic business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how Growthink’s business plan writers can create your business plan for you.

Other Helpful Business Plan Articles & Templates

Business Plan Template For Small Businesses & Entrepreneurs

Skincare Business Plan Template & Guidebook

Every skincare business needs a plan to succeed. With the right strategy and tools, any business can reach its goals. The #1 Skincare Business Plan Template & Guidebook offers a complete set of resources that are designed to help aspiring entrepreneurs create a comprehensive and effective business plan for their skincare brand. With a step-by-step guide, tips from experts, and detailed information about budgeting, market research, product development, and more, this template and guidebook will provide the support needed to ensure success for your skincare business.


Get worry-free services and support to launch your business starting at $0 plus state fees.

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How to Write a Skincare Business Plan in 7 Steps:

1. describe the purpose of your skincare business..

The first step to writing your business plan is to describe the purpose of your skincare business. This includes describing why you are starting this type of business, and what problems it will solve for customers. This is a quick way to get your mind thinking about the customers’ problems. It also helps you identify what makes your business different from others in its industry.

It also helps to include a vision statement so that readers can understand what type of company you want to build.

Here is an example of a purpose mission statement for a skincare business:

Our mission at [Company Name] is to provide all our customers with the highest quality skincare products that are meticulously designed to promote healthier and more vibrant skin. We will strive to create a holistic and eco-friendly approach to beauty that is both empowering and accessible for everyone.

Image of Zenbusiness business formation

2. Products & Services Offered by Your Skincare Business.

The next step is to outline your products and services for your skincare business. 

When you think about the products and services that you offer, it's helpful to ask yourself the following questions:

  • What is my business?
  • What are the products and/or services that I offer?
  • Why am I offering these particular products and/or services?
  • How do I differentiate myself from competitors with similar offerings?
  • How will I market my products and services?

You may want to do a comparison of your business plan against those of other competitors in the area, or even with online reviews. This way, you can find out what people like about them and what they don’t like, so that you can either improve upon their offerings or avoid doing so altogether.

Image of Zenbusiness business formation

3. Build a Creative Marketing Stratgey.

If you don't have a marketing plan for your skincare business, it's time to write one. Your marketing plan should be part of your business plan and be a roadmap to your goals. 

A good marketing plan for your skincare business includes the following elements:

Target market

  • Who is your target market?
  • What do these customers have in common?
  • How many of them are there?
  • How can you best reach them with your message or product?

Customer base 

  • Who are your current customers? 
  • Where did they come from (i.e., referrals)?
  • How can their experience with your skincare business help make them repeat customers, consumers, visitors, subscribers, or advocates for other people in their network or industry who might also benefit from using this service, product, or brand?

Product or service description

  • How does it work, what features does it have, and what are its benefits?
  • Can anyone use this product or service regardless of age or gender?
  • Can anyone visually see themselves using this product or service?
  • How will they feel when they do so? If so, how long will the feeling last after purchasing (or trying) the product/service for the first time?

Competitive analysis

  • Which companies are competing with yours today (and why)? 
  • Which ones may enter into competition with yours tomorrow if they find out about it now through word-of-mouth advertising; social media networks; friends' recommendations; etc.)
  • What specific advantages does each competitor offer over yours currently?

Marketing channels

  • Which marketing channel do you intend to leverage to attract new customers?
  • What is your estimated marketing budget needed?
  • What is the projected cost to acquire a new customer?
  • How many of your customers do you instead will return?

Form an LLC in your state!

business plan for a skin care company

4. Write Your Operational Plan.

Next, you'll need to build your operational plan. This section describes the type of business you'll be running, and includes the steps involved in your operations. 

In it, you should list:

  • The equipment and facilities needed
  • Who will be involved in the business (employees, contractors)
  • Financial requirements for each step
  • Milestones & KPIs
  • Location of your business
  • Zoning & permits required for the business

What equipment, supplies, or permits are needed to run a skincare business?

  • Medical Equipment (microdermabrasion machine, laser resurfacing machine, etc.)
  • Skincare Products (face masks, serums, moisturizers)
  • Business License
  • Operating Permit/ Certificate of Registration from local health department

5. Management & Organization of Your Skincare Business.

The second part of your skincare business plan is to develop a management and organization section.

This section will cover all of the following:

  • How many employees you need in order to run your skincare business. This should include the roles they will play (for example, one person may be responsible for managing administrative duties while another might be in charge of customer service).
  • The structure of your management team. The higher-ups like yourself should be able to delegate tasks through lower-level managers who are directly responsible for their given department (inventory and sales, etc.).
  • How you’re going to make sure that everyone on board is doing their job well. You’ll want check-ins with employees regularly so they have time to ask questions or voice concerns if needed; this also gives you time to offer support where necessary while staying informed on how things are going within individual departments too!

6. Skincare Business Startup Expenses & Captial Needed.

This section should be broken down by month and year. If you are still in the planning stage of your business, it may be helpful to estimate how much money will be needed each month until you reach profitability.

Typically, expenses for your business can be broken into a few basic categories:

Startup Costs

Startup costs are typically the first expenses you will incur when beginning an enterprise. These include legal fees, accounting expenses, and other costs associated with getting your business off the ground. The amount of money needed to start a skincare business varies based on many different variables, but below are a few different types of startup costs for a skincare business.

Running & Operating Costs

Running costs refer to ongoing expenses related directly with operating your business over time like electricity bills or salaries paid out each month. These types of expenses will vary greatly depending on multiple variables such as location, team size, utility costs, etc.

Marketing & Sales Expenses

You should include any costs associated with marketing and sales, such as advertising and promotions, website design or maintenance. Also, consider any additional expenses that may be incurred if you decide to launch a new product or service line. For example, if your skincare business has an existing website that needs an upgrade in order to sell more products or services, then this should be listed here.

7. Financial Plan & Projections

A financial plan is an important part of any business plan, as it outlines how the business will generate revenue and profit, and how it will use that profit to grow and sustain itself. To devise a financial plan for your skincare business, you will need to consider a number of factors, including your start-up costs, operating costs, projected revenue, and expenses. 

Here are some steps you can follow to devise a financial plan for your skincare business plan:

  • Determine your start-up costs: This will include the cost of purchasing or leasing the space where you will operate your business, as well as the cost of buying or leasing any equipment or supplies that you need to start the business.
  • Estimate your operating costs: Operating costs will include utilities, such as electricity, gas, and water, as well as labor costs for employees, if any, and the cost of purchasing any materials or supplies that you will need to run your business.
  • Project your revenue: To project your revenue, you will need to consider the number of customers you expect to have and the average amount they will spend on each visit. You can use this information to estimate how much money you will make from selling your products or services.
  • Estimate your expenses: In addition to your operating costs, you will need to consider other expenses, such as insurance, marketing, and maintenance. You will also need to set aside money for taxes and other fees.
  • Create a budget: Once you have estimated your start-up costs, operating costs, revenue, and expenses, you can use this information to create a budget for your business. This will help you to see how much money you will need to start the business, and how much profit you can expect to make.
  • Develop a plan for using your profit: Finally, you will need to decide how you will use your profit to grow and sustain your business. This might include investing in new equipment, expanding the business, or saving for a rainy day.

business plan for a skin care company

Frequently Asked Questions About Skincare Business Plans:

Why do you need a business plan for a skincare business.

A business plan is essential for any business, including a skincare business. It will provide direction, establish performance benchmarks, and help create a structure to anticipate important decisions and contingencies. A business plan will also provide critical information for potential investors or lenders and will provide a roadmap for the success of the business. Additionally, it will help identify potential risk factors and areas for improvement that could help create a successful and profitable skincare business.

Who should you ask for help with your skincare business plan?

You should consult with a business consultant or a financial planner to help you create a business plan for your skincare business. Additionally, you may wish to seek advice from those in the skincare industry or experienced entrepreneurs who have launched successful skincare businesses.

Can you write a skincare business plan yourself?

Yes, you can write a skincare business plan yourself. You'll need to consider the following elements: target audience, product offerings, pricing strategy, marketing plan, budget and financial projections, operations plan, and resources needed. Additionally, you'll need to clearly outline goals and objectives for your business.

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I'm Nick, co-founder of, dedicated to helping aspiring entrepreneurs succeed. As a small business owner with over five years of experience, I have garnered valuable knowledge and insights across a diverse range of industries. My passion for entrepreneurship drives me to share my expertise with aspiring entrepreneurs, empowering them to turn their business dreams into reality.

Through meticulous research and firsthand experience, I uncover the essential steps, software, tools, and costs associated with launching and maintaining a successful business. By demystifying the complexities of entrepreneurship, I provide the guidance and support needed for others to embark on their journey with confidence.

From assessing market viability and formulating business plans to selecting the right technology and navigating the financial landscape, I am dedicated to helping fellow entrepreneurs overcome challenges and unlock their full potential. As a steadfast advocate for small business success, my mission is to pave the way for a new generation of innovative and driven entrepreneurs who are ready to make their mark on the world.


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