Selling Makeup Online In 2024 | How To Start From Scratch

This article will explore how to sell makeup online in 2023. We’ll explain the critical steps if you want to start your makeup business from scratch. Whether you love makeup and want to make money or start a new business online, we’ll explain everything in simple terms. 

Key Takeaways

• Understand your target audience to tailor your makeup products and marketing efforts effectively.
• Choose a niche and unique selling point to stand out in the competitive beauty industry.
• Utilize ecommerce platforms, social media, and influencers for effective online marketing and sales.

10 Essential Steps To Start Selling Makeup Online

Step 1: Understand your clients

When you’re starting a new makeup business, the very first step is to understand who your potential customers are. This involves creating a clear picture of your ideal customer, known as a “buyer persona.” This persona includes vital details like gender preferences, how much they can spend, their cultural background, job, age, and more.

In the beauty business, you want to offer makeup products and experiences that your ideal customers will love.

Here are some things to think about when figuring out your buyer persona:

• Online Shopping Trend: Due to COVID-19, many people are shopping online, even those who used to prefer shopping for makeup in stores. This means you must make your online store a great place to shop. Since customers can’t physically try on makeup, provide detailed descriptions and high-quality pictures of your products. This helps them understand what they’re getting, almost like seeing it in person.

• Showing Variety: People have different skin tones and features. Including pictures of your makeup products on different models can help your customers imagine how a specific shade might look on them. This way, they can choose the perfect makeup for themselves.

• Building Trust: Customer reviews are like word-of-mouth recommendations. When other people share positive experiences with your makeup, new customers feel more confident about buying from you. Merchants should encourage their customers to leave reviews by offering incentives like raffle prizes or free samples. Also, you can collect these reviews on your website through comments or forums.

Remember, making your makeup business feel personal and tailored to your customers is critical. Just like you’d want your party guests to have an amazing time, you want your customers to have a fantastic shopping experience. And understanding your buyer persona is the first step toward achieving that goal.

Step 2: Find a suitable niche

To set yourself apart, don’t try to appeal to every consumer – if you cast a net too wide, your products won’t strike a personal chord with anyone. Instead, ask yourself two questions to narrow down your target audience:

• What makes your product unique?
• Who will that unique selling point (USP) attract?

Here’s how to do it:

• Find Your Unique Thing: Think about what makes your makeup products special. It could be something simple like affordable prices, unusual colors, or something more complex like a moisturizer that magically reverses sunburn. Whatever it is, this is your unique selling point (USP).

• Who Will Love Your USP: Once you’ve figured out your particular thing, consider who it will attract. For example, if your USP is all-natural ingredients, you might attract people who care a lot about organic skincare, like the brand By Sarah.

• Think About Your Customers’ Needs: Imagine yourself in your customers’ shoes. What product would you love to have in your beauty routine? Is there a common beauty problem that you can solve? Maybe there’s a lack of sustainable or natural products or nothing that suits certain skin tones or hairstyles.

• Know Your Audience: Not everyone will be your customer, and that’s fine. You should consider the age group, occupation, or location you want to target. For instance, sunscreen might not be a top seller if you sell makeup in the Pacific Northwest.

There are also some handy tools you can use online:

• Forums: Merchants can join beauty-related forums like MakeupAlley or Reddit’s makeup section to talk to people who love makeup and get insights into what’s trending.
• Keyword Research: This is like discovering what people search for on the internet. The best is to use tools like Google Trends to see what makeup topics are getting much attention. It’s like peeking into the minds of potential customers.

Here are a few more helpful questions to ask yourself for inspiration:

• Is there a product I wish I had in my beauty routine?
• Is there a particular beauty problem that I can solve?
• What group am I trying to appeal to?

Remember, your niche is your unique party within the big makeup celebration. It’s where you can connect with people excited about your offering. So find that unique sparkle that sets you apart from the rest.

Step 3: Analyze the competitors

Now that you have a clear picture of your ideal customers and unique niche, it’s time to see who else is in the makeup game and what they’re up to.

Here’s how you can do it:

• Spot Your Rivals: Find out which online makeup businesses already sell products to your target customers. These are your competitors. Take note of the ones doing well and catching the attention of your potential customers.

• Inspect Their Goods: Study what these competitors are selling. Look at their makeup products closely. What stands out about their products? Is it the price, the colors, the scents, or something else? Determine what’s making them a hit with your target customers.

• Look at Their Brand: Check out their brand identity. Is their brand name interesting or quirky? Is there something about their branding that draws people in? Understanding what makes their brand tick can help you refine your brand strategy.

• Explore Their Online Marketing: Jump into their online presence. Follow them on social media and observe how they interact with their customers. What kind of posts do they share? How do they engage with their followers? This can give you insights into what works well in online marketing for your niche.

Now, here’s where the magic happens:

• Learn and Adapt: Take all the knowledge you’ve gathered and use it to formulate your strategy. You don’t want to copy your competitors, but you can learn from their successes and missteps. For example, if your competitors are gaining attention for their eco-friendly packaging, you might consider incorporating sustainable packaging as part of your strategy.

• Make It Better: Now that you understand your competitors’ actions, find ways to improve your strategy. Maybe you can offer more variety, better customer service, or a more engaging social media presence. Use what you’ve learned to stand out and capture the attention of your target customers.

Step 4: Set up your brand identity

This is where you create a unique vibe for your makeup brand that makes it stand out among all the other players in the beauty world.

Here’s how to do it:

• The Heart of Your Brand: Consider the core value you want to share with your ideal customers. What’s the heart of your makeup brand? Do you want to be known for affordability, or do you aim for a more exclusive feel?

• Skin-Friendly Approach: Consider the kind of products you’re offering. Will your makeup be safe for all skin types? This is important because people have different skin needs, and they’ll trust a brand that understands and addresses that.

• Embrace Diversity: Decide who your makeup is for. Are you focusing on women only, or do you embrace and celebrate diversity in gender and identity? This can shape the way your brand connects with people.

• Natural and Paraben-Free: Are your products all about being natural and free from certain chemicals like parabens? This can be a big selling point for those prioritizing clean beauty products.

Once you’ve got these ideas sorted, it’s time to put it all together:

• Logo and Design: Create a logo and visual design that reflects your brand’s personality. People will recognize you by this, so ensure it aligns with your core values.

• Colors and Aesthetics: Choose colors and a general look that matches your brand’s identity. For example, if you aim for a natural and earthy vibe, your colors and overall style should reflect that.

• Messaging: Craft your brand’s voice. How do you talk to your customers? Are you friendly and relatable, or more formal and upscale? The way you communicate is a big part of your brand’s identity.

• Consistency is Key: Whatever you decide, consistency is super important. Ensure your branding is consistent across your website, social media, packaging, and other touchpoints customers have with your brand.

Step 5: Find a reputable manufacturer 

This is a crucial decision because the quality and reliability of your products depend on it.

There are two main ways to go about it:

• Unique Product Creation: You can team up with a cosmetics manufacturer to create your unique makeup line. This means finding a local or abroad manufacturer who will work with you to develop original products. This is an excellent option because your products will have your branding, and you can proudly call them “original.” 

• White Labelling: Another option is white labeling. This involves using a pre-made product from a manufacturer and rebranding it as your own. You might slightly tweak things like color or fragrance before putting your label on it. While white labeling is convenient, remember that your products won’t be entirely unique since others might be selling a similar product under a different label.

If you’re considering white labeling, here are some essential things to consider when choosing a supplier:

• Ingredients and Requirements: Make sure the supplier can meet any specific ingredient requirements you have. For instance, if you’re focusing on organic or vegan makeup, ensure they can accommodate those needs. Also, inquire about the preservatives they use to maintain product freshness.

• Compliance and Approval: Ensure the supplier complies with regulations in your country. In the US, for instance, cosmetics must adhere to the Federal Food, Drug, and Cosmetic Act and the Fair Packaging and Labeling Act. While cosmetics don’t require FDA approval before selling, the FDA regulates and inspects products.

• Order Minimums: Check if the supplier has minimum order quantities. Especially when you’re starting, you don’t want to commit to large volumes immediately. As your business grows, you can increase your orders.

• Packaging: Ask whether the supplier provides product packaging. If not, you’ll need to source it separately. Custom packaging must align with your brand, so consider dedicated cosmetic packaging suppliers.

Remember, if you’re making products at home, you’ll still need to follow local and national regulations. It’s worth consulting the FDA’s Good Manufacturing Practice (GMP) guidelines for cosmetics, which provide helpful insights on ensuring your manufacturing process is up to standard.

Whether you create products yourself, work with a manufacturer, or go the white-label route, your focus should be on maintaining the quality and integrity of your products. This step is essential for building trust with your customers and establishing a solid foundation for your makeup business.

Step 6: Set up your brand

A few things to remember when setting up your makeup brand include the images, logos, packaging, and labeling. Continue reading to explore how to deal with those factors smoothly:

Images

Crafting Your Brand’s Imagery:

• Start with Colors: When building your brand, begin with the colors defining it. These colors will guide your decisions for everything from your logo to packaging and even the tone of your communications. Colors are carefully chosen to convey specific messages and emotions.

• No Random Choices: The colors you choose aren’t random. They’ve been thoughtfully selected to create a particular impact. Next time you see a brand logo, remember that careful thought went into picking those colors.

• Niche Understanding: This is where knowing your niche becomes invaluable. You can use color psychology to align your brand’s colors with the preferences of your target audience. For instance, if you’re catering to a sophisticated and upscale audience, colors like purple can convey notions of wealth and luxury.

• Color Associations: Different colors evoke different feelings. Blue, for instance, is often linked with trust and security, which is why many banks use it in their branding. By selecting colors that align with the emotions you want to evoke, you’re setting a solid foundation for your brand.

Bringing Your Brand’s Imagery to Life:

• Consistency is Key: Once you’ve chosen your brand’s colors, use them consistently across all your visual elements. This includes your logo, website, packaging, and any other materials. Consistency fosters recognition and familiarity among your audience.

• Impression Matters: Your colors can significantly impact how people perceive your brand. Bold and vibrant colors might convey excitement and energy, while muted tones could suggest elegance and sophistication.

• Forge Connections: Your brand’s colors should resonate with your target customers. The connection between the colors you choose and the values your brand represents can strengthen your customers’ emotional bond with your products.

Logos

Let them guide your other decisions after you’ve settled on your chosen colors. For instance, if you opt for a blue color scheme, it should be reflected in your logo and product images and your brand’s tone of voice. A “blue” brand might adopt reassuring and soothing messaging in line with the calming associations of the color.

Packaging

Once you’ve decided how your brand should look, it’s time to think about how your products will be wrapped. Packaging is more than just protection – it’s a chance to make your customers’ experience unique, especially for online businesses.

Since you don’t have a physical store, how your customers open your package becomes essential. Packaging that’s cool, enjoyable, and makes people feel something is like a mini adventure. This is even more valuable in today’s world of Instagram and YouTube.

Some companies pay famous people on Youtube to talk about their stuff, but regular folks also make videos about products they love. And even without thinking about the internet, good packaging still matters. Businesses that create attractive packaging often see about 30% more people becoming interested in what they sell. This is a great way to keep your loyal customers returning for more!

Labeling 

When you sell makeup online, following the rules about labeling your products is essential. These rules are different depending on where you live, like your country, state, or area.

These rules are about listing what’s in your makeup, warnings if something might not be safe for everyone, and ensuring you confirm what you say on the package. Like a safety watchdog for products in the US, the FDA has a guide to help you label your makeup correctly. This guide makes sure your makeup is labeled correctly before you sell it.

Step 7: Conduct some testing

Once you’ve found a manufacturer for your makeup, don’t hesitate to sell it online immediately. Take a few months to test the products yourself. This way, you can make sure they meet the quality you want.

It’s a good idea to let other people try the products too. They can give you honest feedback. This helps you make any needed improvements before you start selling to everyone. Doing this can prevent problems like complaints and bad reviews later on.

You should also test your products to see if they might cause allergies for anyone. This helps you be confident that your makeup is completely safe for people. It’s like making sure your products are a hundred percent okay.

Step 8: Select an online selling platform

Now that you’ve made a product that people are interested in, the next thing to consider is where to sell your beauty products online. Four main ways work well: social media platforms, e-commerce platforms, online marketplaces, and dropshipping.

The right choice for you depends on what suits you best. Let’s break down these four methods to help you understand them and decide which fits you best.

E-commerce platforms

Ecommerce website builders are tools that make creating your website super easy and stress-free. Here’s how they work:

• Simple Setup: You start by picking a template that suits your style. Then, you can set up how your website will look using a special editor like dragging and dropping.

• Add Ecommerce Stuff: These website builders even let you add shopping features without any tech trouble. You can use apps and widgets, which are like mini tools, to do this. Sometimes, they’re already there waiting for you.

Quick Look at Ecommerce Platforms:

• Cost: They usually cost around $20-30 per month, plus extra fees when you make sales.
• Pros: They have built-in customer support and are easy to use, but you can still make your site look just how you want.
• Cons: You must spread the word and bring people to your site yourself.
• Best For: People who want to create a unique online shopping experience.
• Top Choices: Shopify and BigCommerce. These are two of the best options out there. They let you build your site and sell on other big platforms like Walmart Marketplace.

Let’s focus on Shopify as an example. It’s excellent, and our research says it’s the top choice. These website builders are fantastic because you can customize your site to match your brand. If you’re serious about making a solid brand for your products, these builders are the way to go. You can see in the Shopify editor – it’s like clicking a button to add products or make your site look just how you want. Super simple!

Social media platforms

Starting a home business or a side gig to sell makeup online is made super easy with social media platforms like Facebook, Instagram, and TikTok.

Facebook is great for creating a community of people into your products. Instagram is perfect for showing off your makeup because it’s all about pictures and visuals. Conversely, TikTok is fantastic for making fun and engaging videos about your products and adding links to buy them.

But here’s the twist: These platforms are getting similar features, especially for videos. Facebook and Instagram now have “reels” to compete with TikTok’s style. However, the way these platforms work, like the magic behind the scenes, is different. What might be a hit on TikTok might not work as well on the other platforms because they each have unique rules.

Online marketplaces

Online marketplaces are like busy online places where many sellers sell their products on the same website. A classic example of this is Amazon. People love online marketplaces because they offer a wide range of stuff in one spot.

Quick Look at Online Marketplaces:

• Cost: Usually, you pay about 20 cents to list an item and then about 3.5% of what you sell it for.
• Pros: They already have many people using them, and it’s quick to get started.
• Cons: You’re competing to catch buyers’ attention, and they’re more flexible than website builders.
• Best For: People who want to start selling quickly.
• Top Choices: Etsy and Glambot.com. These are great options. Glambot.com is focused on beauty products, but let’s dive into Etsy because it’s trendy.

Etsy is a vast online marketplace where millions of people buy stuff. In 2018 alone, more than 39 million people bought things on Etsy. So, if you sell makeup on Etsy, many people can see your products – which is pretty cool. You don’t have to worry much about getting people to visit your page like you would with a website builder. But remember, you’ll be competing with many other sellers on Etsy.

One big difference between online marketplaces and website builders is that you can start selling on a marketplace faster. For instance, Etsy already has everything set up; you just add your products. But the flip side is that online marketplaces don’t offer a unique shopping experience like website builders can. So, there’s a trade-off between speed and personalization.

Dropshipping

Dropshipping is a simple business where you, the seller, don’t handle the products yourself. Here’s how it works:

• Order Process: Customers buy things from your online store. When they do, you let your supplier know.

• Supplier Ships: Your supplier then sends the product directly to the customer. You don’t have to worry about shipping or stocking stuff.

Quick Look at Dropshipping:

• Cost: You pay for an ecommerce builder or online marketplace, plus around $30 monthly for a dropshipping service or app.
• Pros: It’s easy to manage your budget, and you don’t need to keep stock.
• Cons: It might feel less personal for you and your customers. It’s more expensive because you’re using a third party to sell.
• Best For: People who want to run a business without too much hands-on work.
• Top Choice: Oberlo app, which works with Shopify.

You can use either an ecommerce website builder or an online marketplace for dropshipping. The previous sections gave you the details to decide which is right for you. But if you’re asking for advice, we think ecommerce website builders are a better option. They let you personalize your store while keeping things accessible. Shopify, for example, even has a particular dropshipping app called DSers.

DSers works with Shopify and helps you quickly bring products from places like AliExpress and CSV files into your store. But remember, DSers is just one of many apps that can help you with dropshipping on Shopify. You can find more apps on the Shopify app store.

Step 9: Take orders and ship your makeup products

Once you’ve sorted out your products and website, it’s time to think about how to send your makeup to customers. Shipping might seem complicated, but let’s break it down:

• Set Your Starting Point: The address you send products from matters. It affects how taxes are calculated. Usually, it’s your home address or your workspace’s address.

• Think About Where You’re Sending: Shipping costs depend on whether you send things nearby, nationally, or globally. You can make different “shipping zones” based on places like zip codes, states, or countries. Each zone has its own rates.

• Tell Customers Their Choices: Customers should know how much shipping costs before they check out – surprises are not fun! You can offer three main options: exact shipping (charging what it costs to send, like using USPS), flat rate shipping (a fixed price for all orders in the US), and free shipping (for all items or orders above a certain amount).

• Pick a Shipping Company: Customers trust big names like USPS, FedEx, UPS, Canada Post, and UK Royal Mail. Some website builders make this easy. For example, BigCommerce gives you real-time shipping costs from these companies.

Remember, shipping isn’t as complicated as it might seem, especially when you take it step by step.

Step 10: Promote your brand

You’ve got your online space ready. Now, let’s spread the news! The easiest way to tell people about your products is by using social media.

You probably know this already: social media is the modern way of spreading good news. Most brands are totally on board with this idea. Right now, about 96% of beauty brands have their own social media accounts. The big reason for being on social media is that it helps you connect with your audience.

Here’s how to start:

• Follow and Interact: Follow famous people and pages in your chosen field. Then, interact with them to gather your group of followers.

• Share Good Stuff: Share your exciting posts, tweets, pins, and pictures. Get people talking about your brand. It’s like telling your friends about something cool you found.

• Real People Matter: Social media is great because it’s like real people telling other real people about your stuff. This is the best kind of advertising because 92% of people trust recommendations from folks they know over regular ads. Think about it: you’d trust your friend’s advice about a restaurant more than a giant billboard ad.

When someone shares your post or talks about your brand, it means a lot more than if you were to say it yourself. Social media is your megaphone for spreading the word!

Influencer Marketing

Nowadays, many people sell makeup online with the help of social media influencers. These influencers have a significant impact because 49% of shoppers trust their recommendations almost as much as recommendations from friends.

Influencer marketing is an excellent way for your digital brand to get noticed. When an influencer talks about your products, it’s like a friend’s suggestion, and that matters. 63% of shoppers trust what influencers say more than brands.

Here’s how you can start with influencer marketing:

• Choose Your Playground: Pick the social media platforms where you want to market. There are lots of options like TikTok or Twitter. But Instagram is a top choice for beauty brands. 83% of them work with Instagram influencers.

• Find Your Partners: Search through hashtags related to your products on Instagram. See who people are talking about. You’ll find influencers this way. Remember, the cost will vary. It depends on whether you work with micro-influencers (less than 2,000 followers), mid-level influencers (around 5,000 to 10,000 followers), or even big celebrities. As you know, the average price for a post from an Instagram influencer was about $271 in 2017.

In a world where influencers have so much impact, teaming up with them is a smart move for your makeup business.

SEO Marketing

Catchy Titles and Descriptions:

When you make pages for your stuff online, write catchy titles and descriptions. These show up in Google when people search. If you write them yourself, you can make them attractive. If not, Google might pick random stuff that isn’t as exciting from your page.

Image Compression:

If you have pictures on your website, make them small in size. This makes your website load faster, which is suitable for people. Google also likes fast sites. Making pictures small but still clear is not too harsh. Free tools can help you do this before you put pictures on your site.

Say What’s in Pictures:

Add words that say what your pictures are about. This helps Google understand them. When you describe a picture to a friend, you do the same for Google. Website makers usually let you do this when you add pictures. This small thing can make Google like your site more and put it higher in search results. That means more people might click on it.

Doing these things can help more people find your website when they look for things on the internet. It’s like making your website easier to spot in a big crowd.

Successful Real Cases Of Selling Makeup Online

You can do well-selling makeup online, whether you have your brand or not. It’s all about picking the right products to promote. Need some inspiration for your online store? Check out these successful cosmetic companies:

Noie

Danish cosmetic brand from 2018. They make custom products based on a skin test you take on their website. Your product is tailored to your skin and promises visible improvement in 30 days.

Beauty Bakerie

This American e-commerce cosmetics brand was born in 2011. Their products have flavors, which makes buying makeup more fun. It’s a unique twist that adds enjoyment to the shopping experience.

Glossybox

This German cosmetics company started in 2011. They’ve found success by curating luxury-sized cosmetic samples for customers. Their website offers a variety of brands, even though they don’t formulate their products.

Sugar Cosmetics

Established in India in 2012, Sugar Cosmetics is known for stylish and high-performing flavored products. They’re proud of their cruelty-free process.

Althea

Founded in 2015, Althea is Korea’s top online beauty shop. They have their products but also sell popular Korean brands on their website.

These companies show different paths to success when selling makeup online. Whether creating your products or curating from others, finding a unique angle can make your business stand out.

Final words

In essence, selling makeup online can be profitable but challenging due to intense competition. Marketing is critical to success, so don’t cut corners on that. Initially, you might handle many roles, but as you grow, you can hire help for routine tasks.

Remember, with determination, intelligent money management, and online marketing skills, you’re on the path to success.