Private label cosmetics: the complete guide to launching your brand

Private label cosmetics means marketing under your own name an existing formula, already developed by a laboratory, then manufactured and filled for you. In Tunisia, this route is generally faster and less expensive than custom private label or custom formulation, because you do not fund the development of a new formula. It does, however, require the regulatory roles to be shared out properly according to the country where you will sell your products.

This guide covers the definition, the comparison between private label and custom private label, sector figures, launch steps, regulation, costs, lead times and the choice of laboratory. Each point is explored further in the articles devoted to private label and custom private label.

What is private label cosmetics?

Private label cosmetics is a product whose formula already exists at the manufacturer and which you sell under your own brand, with your label and your packaging. You do not fund the development of a formula: you choose an existing product, adapt it at the margins, then have it manufactured and filled.

Custom private label refers to a product whose formula is adapted or developed specifically for your brand. “Private label” is the English term commonly used for this custom private label. The two notions are often confused, although the level of customisation and exclusivity differs markedly.

A private label offer generally includes the following:

• an existing formula, already developed by the laboratory;
• manufacturing of the product from this formula;
• filling and packaging in the container of your choice;
• labelling in your name and in your brand’s colours.

It does not necessarily include:

• exclusivity of the formula, which may be offered to other brands;
• specific development, such as a new texture or an added active, which falls rather under custom private label.

Before committing, ask your laboratory to state in writing what is included and the level of exclusivity granted. Oppenheimer Lab, based in Tunisia, offers ready-to-launch cosmetic formulas in private label, with a catalogue of more than 500 formulas available.

Private label or custom private label: what is the difference?

Private label starts from an existing formula in the laboratory’s catalogue. Custom private label adapts or develops a formula for your brand, and custom formulation creates an entirely new formula. The more exclusivity you seek, the longer the lead times and the higher the development budget: the choice depends on your schedule, your budget and your positioning.

Private label: starting from an existing formula

Private label shortens time to market, because the formula is already developed. At Oppenheimer Lab, allow 45 to 90 days for private label, with small batches negotiable from 100 to 200 units. Your work focuses mainly on choosing the product, the visual identity and the container.

This model suits a first launch, a market test or a short range. Ask your laboratory which adaptations remain possible without triggering a new development, because a deeper change moves the project to custom private label.

Custom private label and custom formulation: going further

Custom private label is suitable when you want a texture, an active or a sensory feel that genuinely sets your product apart. Allow a longer lead time than for private label and ask your laboratory for a detailed, step-by-step schedule. Custom formulation is the creation of an entirely new formula from your specifications: it takes 6 to 12 months at Oppenheimer Lab.

In both cases, exclusivity is never implicit. Have the level of exclusivity granted, the ownership of the formula and the conditions of any reuse by the laboratory specified in writing. To explore each model further, see our articles on private label and custom private label.

Why produce private label in Tunisia? What the sector figures (really) say

Tunisia has an export-oriented cosmetics industry, but published figures vary widely depending on the scope used: structured companies or the whole sector, crafts included or not, direct or indirect jobs. To assess the country as a production base, use sourced and dated orders of magnitude rather than an isolated figure, then check what each source measures.

Figures that do not agree

Sources published between 2025 and 2026 give different values for the number of companies, employment and exports. The table below brings them together without altering them, with the publisher and date of each data point.

How to read these gaps

The first gap is about scope. The employment figure published by La Presse de Tunisie includes crafts. Chroniques defines a structured company as one employing more than six people each.

The second gap concerns the nature of the jobs. The highest figure adds direct and indirect jobs. Finally, the sources range from March 2025 to January 2026 and do not necessarily relate to the same reference year.

For a project owner, these gaps do not call the essential into question: the industry exists and exports. They are a reminder to cite a dated source rather than an isolated figure. Also ask your laboratory which countries it already ships to and how many brands it supports: these concrete elements matter more than a sector statistic. To prepare your target markets, see our guides to exporting cosmetics made in Tunisia.

How do you launch your brand in private label, step by step?

A private label launch follows six steps: define the target, price and sales channel; choose the formula; approve the samples and the container; prepare the labelling and regulatory documents; produce the first batch; market it. Starting with one or two well-positioned products limits financial risk and speeds up the first customer feedback.

The steps from brief to sale

The brief is the document that sets your target, the benefit of the product, its selling price, the intended quantity and your countries of sale. It is the basis of the whole project: a precise brief avoids back-and-forth and costly changes of direction.

1. Define the project: target customers, selling price, distribution channel (online, parapharmacy, distributor) and countries of sale.
2. Choose the formula: select an existing product whose texture and benefit match your positioning.
3. Approve the samples and the container: test the formula, then check with your laboratory that the container chosen suits it before any packaging order.
4. Prepare the labelling and regulatory documents: mandatory mentions, INCI list, PIF and, for the European Union, CPNP notification.
5. Produce the first batch: a batch is a quantity of product made in a single operation, identified by a number that allows its history to be traced.
6. Market it: launch sales, gather customer feedback and adjust your offer.

On the regulatory step, Oppenheimer Lab prepares PIFs (Product Information Files) and CPNP notifications. The split of roles between manufacturer and brand is detailed in the next section. To structure the other steps, you can rely on support with creating a cosmetic brand.

The most frequent mistake we see among project owners is wanting to launch a range of ten products without having precisely defined their customers, selling price and distribution channel. Our advice: start with one or two well-positioned products, keep budget to market them, then broaden the range based on customer feedback.

Typical example: a first product sold online

Take a typical example, which does not describe a real client: a Tunisian entrepreneur launches her first skincare brand, sold online. She starts with a single product, a 50 ml light-textured face moisturiser with accessible positioning, based on an existing formula that has already been validated.

For 1,000 units, a schedule of about 12 weeks is realistic in this case. Three conditions must nevertheless be met: the packaging is available, approvals are quick and batch checks are satisfactory. A fully custom formulation would require a different, markedly longer schedule.

This example shows the benefit of a short range: a single product concentrates the budget, simplifies approvals and lets you test the market before investing more. To go further on each step, see our guides to launching your cosmetic brand.

Who is responsible for what when you manufacture in Tunisia?

The manufacturer produces, but the compliance of a cosmetic on its sales market rests on a clearly identified party. For the European Union, Regulation (EC) No 1223/2009 requires a Responsible Person established in the EU, a PIF, a safety assessment (CPSR) and a CPNP notification before placing on the market.

This section is for information only. It does not replace legal advice or reading the official text of Regulation (EC) No 1223/2009. Before producing, ask three questions: where will the product be sold, who answers for it on that market and who keeps its documentation?

Selling in Tunisia and the Maghreb

For Tunisia and the Maghreb countries, requirements depend on the national regulation of each country of sale. The Tunisian framework itself is expected to change. According to La Presse de Tunisie (6 March 2025), a working session at the Ministry of Industry highlighted this issue.

“the need to adapt the sector’s regulatory framework to market requirements, in consultation with all stakeholders” (La Presse de Tunisie, 6 March 2025)

According to L’Économiste Maghrébin (4 December 2025), local manufacturers describe a difficult context. As the rules may change, rely on concrete checks rather than on custom:

• Identify the competent authority: in Tunisia, ask the Ministry of Health and the Ministry of Trade which one is competent for your product and which formalities apply. In each other Maghreb country, put the same question to the national authorities.
• Check the labelling: have the required language or languages and the mandatory mentions confirmed before printing your labels and cartons.
• List the documents by market: ask your laboratory, for each target country, which documents it provides, for example the INCI composition, batch records and the certificates available.
• Keep the evidence: keep a copy of every exchange with the administration and of every document received, product by product.

On traceability, Oppenheimer Lab can provide the full history of a batch within 24 hours, a useful point if an authority makes a request. To prepare each destination country, see our export guides by market.

Selling in the European Union: Responsible Person, PIF and CPNP

The Responsible Person is the natural or legal person who guarantees the compliance of the product placed on the European market. Manufacturing in Tunisia exempts you from no European requirement: each role must be assigned before the first batch. Regulation (EC) No 1223/2009 organises this split across several articles:

• Responsible Person (Article 4 of Regulation (EC) No 1223/2009): a party established in the EU, designated before placing on the market.
• Good manufacturing practice (Article 8 of Regulation (EC) No 1223/2009): production follows GMP, whose reference standard is ISO 22716.
• Safety assessment (Article 10 of Regulation (EC) No 1223/2009): the CPSR is the cosmetic product safety report.
• Product Information File (Article 11 of Regulation (EC) No 1223/2009): the PIF brings together the product’s documentation.
• Notification (Article 13 of Regulation (EC) No 1223/2009): the CPNP is the European cosmetic product notification portal.
• Labelling and claims (Articles 19 and 20 of Regulation (EC) No 1223/2009): claims must also comply with the common criteria of Commission Regulation (EU) No 655/2013.

On the manufacturing side, Oppenheimer Lab produces according to cosmetic Good Manufacturing Practice (ISO 22716 / GMP) and prepares PIFs and CPNP notifications. Designating the Responsible Person remains a decision for your brand: have it specified in writing who assumes this role, who keeps the PIF and who answers to the authorities.

This split of roles also affects your labelling: the Responsible Person’s address appears on it, hence the value of designating them before printing your packaging. To explore these subjects further, see our articles on cosmetics regulation and quality.

How much does private label cosmetics cost and what minimum order should you plan for?

At Oppenheimer Lab, small batches are possible: from 200 units, or even 100 depending on the project, subject to assessment. The price depends on the product, the actives, the container and the services included: free quote, reply within 48 hours.

The minimum order quantity (MOQ) is the minimum number of units a laboratory agrees to produce for a single product. It determines your first investment in stock: multiply the unit price by this quantity, then add ancillary costs to get a realistic cost. This starting price remains indicative. A formula richer in actives or a more elaborate container will change it.

To compare offers on an equivalent basis, check that each quote specifies the following points:

• What is included: are the container, label and filling and packaging part of the unit price?
• Specific development: is an adaptation of texture, fragrance or active charged separately?
• Additional tests: are extra tests necessary for your product or your market?
• The carton: is the secondary packaging included or priced separately?
• Transport and export formalities: who handles them, and at what cost, if you sell outside Tunisia?

A low unit price does not guarantee a successful launch. It is wise not to commit your whole budget to manufacturing: keep part of the budget to market your products, since the first sales will fund your next products.

Oppenheimer Lab replies to quote requests within 48 working hours. To obtain a costing suited to your formula, your container and your countries of sale, you can request a private label quote stating the intended quantity and the services you want.

What lead times should you plan for a private label range?

At Oppenheimer Lab, allow 45 to 90 days for a private label range, compared with 3 to 6 months for custom private label and 6 to 12 months for custom formulation. The actual lead time depends mainly on packaging availability, the speed of your approvals and the results of batch checks.

An indicative lead time is an estimated duration between the start of the project and the first batch becoming available. It assumes a stable project. In practice, three factors most often lengthen it.

• Packaging not available: if the container or label is not ready, production waits. Ask your laboratory for the supply lead times of each item before setting your launch date.
• A changing brief: changing the target, the texture or the number of products along the way restarts approvals already done.
• Slow approvals: each sample, label mock-up or print proof awaits your agreement. Appoint a single person authorised to approve, with a short response time.

The schedule also depends on the season. The requests we receive follow a regular pattern: in summer, mainly sun care products; in winter, moisturising care and solutions for oily skin. It is wise to anticipate these peaks by several months in the development and production schedule.

Once the batch is produced and checked, Oppenheimer Lab provides 48-hour delivery within Tunisia. For export, build transport and the formalities specific to each country of sale into your schedule.

How do you choose your private label laboratory in Tunisia?

Choose a private label laboratory on verifiable evidence: manufacturing to ISO 22716, regulatory documentation supplied, batch traceability, compliant samples, a detailed quote and a realistic schedule. Request these items in writing before signing, and define your countries of sale from the outset, as they determine the documents and packaging required.

A supplier specification is the list of requirements your laboratory must meet and prove. Comparing several laboratories on the same grid avoids judging an offer on its unit price alone. Here are the points to check:

• Good manufacturing practice: ask your laboratory how it applies GMP under ISO 22716 and which documents it can show you.
• Regulatory documentation: check whether it prepares the PIF and the CPNP notification, and what it provides for each target market.
• Traceability: traceability is the ability to retrieve the full history of a batch, from raw materials to shipment. Ask how quickly this history is available.
• Possible certifications: if your positioning requires it, ask which product certifications are accessible, for example COSMOS, the organic and natural standard.
• Minimum quantity and lead times: have the MOQ confirmed for each product, along with a detailed, step-by-step schedule.
• The content of the quote: require the list of what is included and of any fees, so you can compare offers on an equal scope.

Oppenheimer Lab produces according to cosmetic Good Manufacturing Practice (ISO 22716 / GMP), on a production area of 700 m² in Tunisia. The full history of a batch is available within 24 hours, and COSMOS, Ecocert, Vegan and Halal certifications are available on request. The catalogue includes more than 500 formulas.

Before committing, request samples of the formula you have in mind and approve them in the chosen container. To compare on a concrete basis, describe your product, your quantity and your countries of sale, then receiving a costed proposal for your project will let you judge the offer point by point.

Sources

• Industrie des cosmétiques : Vers une évolution réglementaire pour un meilleur accès aux marchés (in French), La Presse de Tunisia, 6 March 2025
• Parapharmaceutique : 270 MD d’exportations pour les parfums et cosmétiques tunisiens (in French), WMC (Webmanagercenter), 23 January 2026
• Made in Tunisia : révéler le potentiel cosmétique (in French), L’Économiste Maghrébin, 4 December 2025
• La Tunisie mise sur ses cosmétiques pour conquérir l’Afrique (in French), Chroniques, June 2025