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Products like dry shampoos and no foaming shampoos would not be launched by big companies but small companies can do it. Small cosmetic companies are in a better position to try new innovations and off-the-wall products. Big companies don’t like to fail so they try not to. New, innovative products are risky and most of them fail. This is why there has been only incremental change in the cosmetic industry in the last 20 or 30 years.

This means that the products they launch are going to be very similiar to other successful products in the past. They need to justify to their management why they are launching a specific sku and also need to show data supporting the launch. Just as a small company can dominate a small market, a small company can dominate a small consumer niche.īig companies need successful products. This means that they are going to ignore niche consumers who have needs that are different from most everyone else. One problem with big cosmetic companies is that they try to make products which will appeal to as many people as possible. And if you are a small company you can make a great living in a small market. While $2 million in sales is nothing to a big company, to a small company that is huge! Small companies can dominate small markets because big companies aren’t competing. When I was working in corporate America we discontinued many products that were bringing in over $2 million a year in sales because it just wasn’t enough money. If a brand is not going to sell at least $100 million with the potential to reach $1 billion, the big cosmetic company won’t even investigate the idea. It can happen because small companies have a few notable advantages over big companies.Īn advantage small companies have is that big companies want to make big money. Think of companies like Burts Bees and Aveda who started small and built huge brands. You might also think that starting your own cosmetic line is a waste of time. With all of these advantages, you might start get the feeling that Big cosmetic companies are unbeatable. There is just no competition when it comes to mass market and drug stores. A small cosmetic company will not be able to outspend the big guys in advertising.įinally, the additional money and size of a big cosmetic company means that they will be able to get their products on more store shelves and in more locations than a small company. They will host events for bloggers & beauty editors and they will have an advertising agency working to promote their brand.

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Big cosmetic companies will buy TV commercials, magazine ads, and radio spots. A small cosmetic company just can not create a formula that will be as optimized and tested for superior performance. The additional money available to big companies means they can hire more cosmetic chemists and create better formulas.

This means that big companies can charge less for products that perform every bit as well as the ones you can create. In fact, the product costs to a small company will be 2 or 3 times higher than a big company. Even if a small company copies the formula exactly from a big company they will not be able to produce the product as inexpensively as a big company. More money naturally leads to other advantages.īig companies can make less expensive products. They can use the money to get their products in stores and get price breaks on packaging and raw materials. They can outspend you in every way from R&D to performance testing to safety testing to advertising and marketing. Big companies have significant advantages over small and start-up companies.īig companies have more money than small ones. Almost every good cosmetic chemist that I’ve known has said they wanted to start their own line.īefore answering this question, it is important to face facts about the cosmetics and personal care industry. Many of our followers here on Chemists Corner are people who are interested in creating formulas and possibly producing their own line of products.

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This question was raised on the cosmetic science forum and I thought it was so good that it warranted a full treatment here on the blog.

Technically, Markwins isn’t going to cater to collectors.