OEM Manufacturer private labeling is entering the U.S. market with a new trend. More and more entrepreneurs are creating their own personal brands, from celebrities and online KOLs, to large retail chains and online e-commerce platforms. Some brands have also begun co-branded ip marketing, seeking custom makeup factories globally to create or expand their product lines. Helping them get their products to market quickly.
The U.S. color cosmetics industry being one of the most dynamic and competitive markets in the world, the U.S. color cosmetics market is expected to be valued at $58,346.3 million in 2025, according to Global Growth Insights, and is projected to reach $100,261.5 million by 2033. This indicates that the color cosmetics market has a huge market potential and maintains a good upward trend in demand.
U.S. Custom Makeup Market Trends in 2025
1.Clean Beauty
Natural and vegan ingredients, no additives, and no animal testing have become essential needs. The brand not only serves local but also global consumers. Considering the irritating nature of chemical-containing ingredients, entrepreneurs also opt for formulas customized without anti-corrosion systems. For example, beauty retailers such as Sephora, Ulta Beauty, Inc. and Target Corporation offer cosmetics with green labels and chemical-free ingredients.
2.Hybrid Formulas
Recently popular lip products such as Rhode, Fanty beauty, and NYX have added lip care ingredients such as hyaluronan, shea, and jojoba oil. While pursuing the makeup effect, the products can bring long-term skin improvement.
3. Brand differentiation Brand Storytelling
Brands pursue differentiation in packaging, texture, and color system. For example, according to the seasonal series of limited color and packaging, such as the pursuit of the Chinese New Year red, winter pursuit of blue snowflake series, summer dopamine, Christmas gold series. The system has been personalized for the brand. Will also be based on the current most popular trends for product ip co-branding. For example, Disney, Harry Potter, labubu, etc. are the recent hot topic of discussion is relatively high. Brands can capitalize on the buzz and market their products to gain more attention and clicks.
These trends drive the need for fully customizable products through experienced OEM/ODM partners.
Why Choose Custom Makeup Over Off-the-Shelf Products?
In the highly competitive makeup industry, choosing custom makeup is key to long-term brand growth. While spot products may seem convenient and fast at first, it can be difficult to create a truly unique and sustainably scalable brand personality, especially in a mature market like the US.
For example, spot color choices are limited and don’t fully adapt to the U.S. skin tone system or your target market, which means there’s a limited market you want to reach. By choosing customized makeup, you are able to customize the color, packaging, and efficacy to your target market, and are able to better enter your target market or do business in your local market. Appeal to a wider demographic of target customers.
Whether you are a personal private label, doing high-end, or mass branding, customized makeup can lead to stronger market competitiveness.
What Services Does Makeup OEM Manufacturer Offer?
1.Product Customization
We provide one-stop customization services for formulas (Vegan, paraben-free, cruelty-free), colors (Skin tone-matching formulas), packaging materials, efficacy, and a wide range of makeup effects (Matte, satin, shimmer finishes). We can recommend products based on current trends. Just tell us your idea, our professional team can provide you with customized solutions and conduct sample customized service tests.
2.Packaging Services
Logo, box, label design.Sustainable/recyclable options.FDA-compliant labeling FDA
3.Regulatory Support
In addition to the quality of the product itself, regulatory compliance is even more critical when entering the U.S. makeup market. All cosmetic products entering the U.S. market must meet the requirements of the FDA (U.S. Food and Drug Administration) and related organizations. A professional OEM factory should provide you with comprehensive compliance support to enhance brand credibility. For example, MSDS, CPSR, FDA registration, INCI ingredient list support, and international ingredient list support.
Which brands are suitable for customized makeup?
- Beauty startups looking to build a distinct brand
- Salons & spas wanting private label products
- Influencers & content creators launching signature lines
- Retail chains & concept stores needing exclusive SKUs
- Established brands expanding their product categories
Why Choose Us as Your U.S. Makeup OEM Manufacturer?
Bjiang has more than 20 years of manufacturing operation, specializing in pens (eyebrow pencil, eyeliner, lip liner) mascara, face, eyebrow, eye makeup. We have cooperation with many foreign brands, support OEM＆ ODM one-stop customization mode, have our own factory with automated production. Our factory is fully certified and familiar with the export requirements of the US market.
Our advantageous products: wooden pencils (wooden eyeshadow pencil, wooden eyebrow powder pencil, wooden eyeliner, wooden eyebrow pencil), eye (eyeliner gel pencil, foam pencil, mascara), eyebrow ( automatic eyebrow pencil, eyebrow gel, eyebrow tinting cream), lip (wooden lip liner, kajal lip liner, lip gloss type)
FAQ of Bijiang Makeup OEM Manufacturer
Q: How long is the production time?
A: Usually 30–45 days after approval.
Q: Do you help with FDA compliance?
A: Yes, we provide necessary support for export to the U.S.
Q: What’s the MOQ?
A: MOQ 12000pcs,6000pcs per color
Q:Do you offer the sample?
Yes, we provide free samples, also support sample customization
Choosing the OEM manufacturer is the first step to building a successful beauty business in the U.S.Whether you’re launching vegan lip liners, waterproof mascaras, or natural eyebrow pencils.Contact us now for free samples or a custom quote.
