Makeup Tip #30 - PART 1: What does the BRAND name really mean?

When I decided to take that leap of faith and step out on my own as a freelance makeup artist, people began asking me if I was going to create my own cosmetic line.  I've never aspired to have my own cosmetic line, but I really never pictured myself venturing off as a freelance makeup artist either, so I've learned never to say "Never!"

One day, on my google search engine, I saw an advertisement in the right and column for Private Label Cosmetics, so I began to do a little research and here is what I discovered.

There are several companies in the United States who offer to private label their cosmetics to an individual's look and package specifications.  Many of these private label companies will help you design your own logo and they also provide all of the counter display options to help market your products.

It was very interesting to look at the various types of products offered and see the various packaging options.  In fact, upon further inspection, I noticed that several packaging options appeared to be the same packaging I have seen on products I have purchased for my makeup kit or gotten from the department store.

Once I noticed the packaging similarities, I began doing further research.  I had always heard that there were only a handful of cosmetic manufacturers in the United States.  I had also been told that they create products according to the BIG BRAND names "recipes" and specifications.  While I could not confirm where many "BIG BRAND cosmetics" are manufactured, I did learn about how many brands fall under the "BIG BRAND" umbrellas.

Here are the "BIG BRAND" names and a few of their companies listed in their umbrellas.  I have attached a link to their individual brand listings, as there are too many individual brands to list here.  Please note that many of the companies include the hair and fragrance brands in their umbrella.

I was surprised that Coty owns the most brands with 49 of them listed - OPI, Sally Hansen, Rimmel and philosophy are just a few names you'll recognize.

Proctor and Gamble has 47 beauty brands in the United States with Covergirl being their most noteworthy brand.  You can see their other brands here.

L'Oreal has 32 brands listed under their USA umbrella - of course, the most recognizable to consumers being L'Oreal Paris, Lancome and Maybelline.  There is a lot of press that L'Oreal purchased Urban Decay and while I found a New York Press release stating the financial details, the Urban Decay brand was not listed on L'Oreal website at the time of this publication.

Estee Lauder has 26 brands in their listing - of course, Estee Lauder, MAC and Clinique are just a few of their brands.  Smashbox was acquired by Estee Lauder in 2010.

Revlon owns 8 brands with the most recognizable being Revlon and Almay.

We will discuss more about private labeling and brand names in my next blog, so be sure to stop by again soon!

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Photo courtesy of Meg Sloan

Photo courtesy of Meg Sloan

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