How to Improve a Makeup Business: A Guide for Growing Beauty Brands
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By PAGE Editor
Many growing beauty brands struggle with uneven production cycles. One month is quiet, the next feels rushed, even though sales have not changed much. This usually happens because products, SKUs, and supply planning are not fully aligned with manufacturing.
This guide draws on real production insights from Toyoly Cosmetics, a Chinese OEM and ODM manufacturer working across makeup, skincare, and personal care. It outlines how beauty brands can improve reorders, reduce launch pressure, and build a more predictable growth system.
Step 1: Review What Actually Performs
Before expanding or launching anything new, brands need a clear picture of which SKUs truly support repeat sales.
Start by reviewing sales volume, reorder frequency, and customer complaints per SKU. Strong first-month sales do not always mean long-term demand. Products with steady reorders and low return rates are usually better candidates for scaling.
It also helps to link complaints to production batches and packaging lots. This level of tracking is standard among experienced cosmetic manufacturers and makes it easier to fix issues before they grow. Each SKU should be clearly labeled as “scale,” “fix,” or “pause” based on real data, not assumptions.
Step 2: Tighten Brand Positioning
Once strong products are identified, the next step is making sure buyers understand why they matter.
Many beauty brands rely on broad claims that sound similar across the market. Clear positioning comes from defining who the product is for, what problem it solves, and what makes it different in practical terms.
Limit messaging to one or two strengths that can be proven, such as shade range depth, formula stability, or reliable lead times. Product descriptions should follow a standard format so sales, marketing, and production teams stay aligned. Clear SKU naming also reduces errors when reordering or expanding a range.
Step 3: Expand Categories With Control
Growth does not always mean adding more products. It means adding the right ones.
Review channel data to see what customers already search for and reorder. Compare this with competitor assortments in the same price tier to understand what buyers expect. Then map gaps in your own lineup.
When expanding, start with adjacent products that use similar formulas or packaging. This keeps development faster and reduces risk. Plan forecasts and minimum order quantities together so inventory does not get stuck. Brands that follow a repeatable launch checklist tend to scale faster with fewer internal issues.
Step 4: Lock Formula Consistency
As volume increases, small formula changes become more visible. Quality is not about one approved sample. It is about repeatable results across batches.
Set clear performance standards such as viscosity, payoff, and stability. Lock key raw materials and define which substitutions are allowed. Stability and packaging compatibility testing should match how and where products are sold.
Experienced manufacturers like Toyoly treat formula consistency as a system, supported by process documentation, batch controls, and retained samples. This reduces variation and protects performance as distribution expands.
Step 5: Fix Packaging Before It Breaks Growth
Packaging issues are one of the fastest ways to lose reorders.
Common problems include leaks, poor fit, and unclear labeling. These issues affect both customer experience and production efficiency. Testing formula and components together under heat and storage stress helps catch failures early.
Clear labeling, consistent visual rules, and complete pack information also make a brand easier to work with for retailers and distributors. Good packaging supports both shelf impact and smoother manufacturing.
Step 6: Simplify Supply Planning
Unstable supply chains create missed sales and strained buyer relationships.
Brands should build simple SKU forecasts that account for seasonality and promotions. Reorder calendars should be based on real lead times, not estimates. Grouping similar SKUs in production helps reduce delays and keeps output consistent.
Supply risk can be reduced by locking critical components, focusing quality checks on common failure points, and defining clear shipping and storage rules. Coordinated planning across production, quality, and logistics helps avoid last-minute problems.
Step 7: Grow Sales Channels With a Plan
More channels only work when delivery is reliable.
Choose channels that match current capacity, whether that is online, distributors, or retail. Each channel should have a focused assortment, clear pricing, and defined reorder terms.
Buyer-ready sales packs, structured sampling flows, and agreed replenishment cycles make it easier to move from interest to repeat orders without friction.
Conclusion
Improving a makeup business is about building a system, not chasing growth. When brands understand what sells, keep messaging clear, control formulas and packaging, and plan supply realistically, reorders become more predictable.
With aligned production and structured feedback, brands can move from one-off launches to steady, repeatable growth. Manufacturers like Toyoly support this process by helping brands turn plans into consistent output that scales with demand.
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