As the wellness industry is increasingly saturated with players of all sizes trying to stake their claim on shelf space, most entrepreneurs are faced with more questions than answers when developing a new brand.
Deciding between white labeling and private labeling is an important fork in the road for many companies. Both models can be leveraged to bring products to market quickly, but there are distinct differences in speed, scale, and customization.
Here at Lily of the Desert, we get asked about this topic often, so we wanted to do a deep dive on the question of “Should you white-label or private-label your products?” Let’s go through the basics so you can decide which route fits your brand’s strategy best.
White Label vs Private Label | Ownership of Formula
The biggest distinction between white labeling and going private is the question of who owns the intellectual property (IP), the chemical makeup of the product.
When a brand chooses the white-label option, they are purchasing someone else’s finished goods recipe and simply adding their own label to the bottle. With white-labeling, you own nothing long-term, and the products you select are most likely sold to other companies as well.
What comes into play with private label is the ability to truly customize a supplement formula. Building your own brand with private labeling means you get to own every aspect of the customer experience, from bottle to blanch.
- Will you own the formula? If yes, you want a private label. If not, white label.
- Do you need a custom formula to scale your brand? If yes, private label is the way to go — otherwise, you want white label.
- Is your recipe common? Do other brands sell a very similar product? If yes, you would choose white label; otherwise, you are looking for a private label partner.
White Labeling | Owning the White Space
Let’s start with what it means to white-label your products.
First, you want to make sure you have found a true gap in the market. There is no need to create something “new” when you can own the space your competitors are ignoring. Staking claim to an existing area of wellness gives you the opportunity to really differentiate your brand — while leveraging a formula that has already been tested.
White Label Advantages
- Speed to Market
- Immediate Scale
- Less Risk
- Lower MOQs
For white-label products, we recommend focusing on a “secret sauce” — the ingredient that sets you apart. Maybe you have a trusted distribution partner you source your organic aloe from, or special oil, like marula or avocado. There are countless ways you can position your brand as the expert in your space while using a formula that has already been created.
White labeling is perfect for getting your products into the retail space quickly. Without custom laboratory work, your time-to-market can be less than 30 days.
Private Labeling | Beyond Just Shelf Stability
Safe to say, we all know at least one brand that helps with specific health concerns. Itchiness? Digestion? They’ve got you covered. But how did they create something that acts directly on the pain point you are seeking help with? Private label supplements.
Once you have decided on a private label for your products, it’s time to start thinking about the specifics that will define your brand. This process can take as little as a month, but it will likely take longer depending on how much customization you are looking for.
Private Label Advantages
- Total customization for your brand
- Build “greenfield” opportunities
- Create proprietary blends
Take Lily of the Desert, for example: We don’t just provide our clients with private-label supplements; we’ve also built an entire brand (Desert Immunity) around the high-powered antioxidants and polyphenols found in organic aloe. By creating proprietary blends that can’t be found anywhere else, we own the space and charge what the market can pay.
Deciding between white-labeling and private-labeling often comes down to exactly how you want to scale your brand. Private labeling allows you to create a truly unique experience that will stand out from your competitors in retail analysis.
Best Practices for Getting Your Plant-Based Supplement to Market
Taking your oral care solution from an idea on a sticky note to a product sitting on shelves across the country is no easy feat. The process starts with knowing your customer, but what happens when you are ready to build?
Product Development Playbook
Once you’ve decided on your route and are ready to start creating your materials, here is what we suggest.
- Find the white space in the market: What can you bring to the table?
- Find a solution or solve your own problem! With a private label, formula building is always an option.
- Work with a lab to ensure you meet all regulatory requirements.
- Create your packaging.
- Scale up!
Partner with Lily of the Desert | White or Private Label
While there are clear differences between white-labeling and private-labeling your brand, Lily of the Desert can assist with both. No matter which route you choose, you should never sacrifice quality for cost. At Lily of the Desert, we have spent years perfecting our approach, so you never have to worry about your ingredients in retail.
Contact us today to see how we can help stabilize your supply chain or help you develop that killer custom supplement formulation.
Frequently Asked Questions | Private and White Label Products
How do I start white-labeling products?
Research the space you want to own and identify what you can offer that nobody else is. Reach out to us for packaging and label options.
How do I private-label my brand?
Private labeling your products can be done by contacting any supplement manufacturer, not all of whom have the capabilities to offer organic private label supplements Lily of the Desert offers.
How do I start a private label brand?
You can learn more about how to start your own private label brand by visiting our article, Starting a Private Label Supplement Company.
