Private label
Planning a first private-label skincare order: MOQs, price tiers and cash flow
A practical guide to minimum order quantities, price tiers and how to size a first private-label skincare order without tying up too much cash.
The first order is where most new skincare brands either protect their cash or lock it up in stock. The good news is that minimum order quantities (MOQs) are usually set per formula, not per order, which gives you room to start small across several products and grow the ones that sell.
What an MOQ really covers
An MOQ is the smallest quantity a supplier will produce for one formula in one pack. At Mars, exosome products start from one box, while most full-range formulas — creams, serums, cleansers, toners and body care — start from 48 to 50 pieces. Masks and patches start from larger runs because of how they are made and packed.
The MOQ is not the same as the minimum for fully custom packaging. If you want a bespoke bottle shape or a printed box with special finishes, the packaging supplier may have its own minimum. Ask for both figures when you request a quotation.
How price tiers work
Every product page shows indicative price tiers: for example 48–4,999 pieces at one price, 5,000–9,999 at a lower price and 10,000 pieces and above at the lowest. The jump between tiers can be significant, so it is worth knowing which product is closest to the next break.
| Stage | Typical quantity per formula | What it is for |
|---|---|---|
| Samples | 1–3 units | Texture, scent, finish and packaging checks |
| Test launch | MOQ to 500 pieces | First listings, influencer seeding, market feedback |
| Growth | 2,000–5,000 pieces | Lower unit cost on proven products |
| Scale | 10,000+ pieces | Best tier pricing for best-sellers |
Mix products, not just quantities
Because minimums are per formula, a first order can combine a cleanser, a serum and a cream at their own MOQs, shipped together with one set of documents. This lets you launch a complete routine without committing thousands of units to any single product.
Costs to add on top of the unit price
- Packaging customization: printed labels or boxes, special caps or finishes.
- Freight: air or express for small first runs, sea freight once volumes grow.
- Duties and import fees in your market.
- Registration and documents, such as EU CPNP notification, where required.
Our first-order estimator uses real price tiers to show an indicative unit price and order value for each category. Treat it as a planning tool; your quotation confirms the final figures.
A simple planning checklist
- Choose three to five formulas that make a coherent routine.
- Order samples and test them with your target customers.
- Start each product at or slightly above its MOQ.
- Re-order the best-seller first, aiming for the next price tier.
- Keep artwork files ready so re-orders do not wait for new proofs.
Ready to size your first order? Browse the catalogue, add formulas to your inquiry list and request a quotation.
Mars product team
Product specialists at Shanghai Mars Cosmetics Co., Ltd., Shanghai. Questions about this article? Contact us.
