Private Label 2.0
Buy a proven APL formula with the rights to produce it, then take it to whichever manufacturer gives you the best price, minimums and timing.
Formulation & Development
200+ founders have built with us.
As featured in
Where our clients sell
Sounds familiar?
01
Your private label supplier owns the formula, so you can't shop around.
02
Minimum orders are higher than your first launch can absorb.
03
Lead times keep slipping and there's nowhere else to go.
04
Custom development is out of budget for your first product.
Private label skincare usually means the formula and the factory come as a package. Ours doesn’t: you’re free to choose any private label skincare manufacturer you like.
Classic private label ties the formula to the factory. If their minimums go up, their lead times slip or their pricing changes, you’re stuck, because the product only exists inside their building.
Private Label 2.0 separates the two. You buy a non-exclusive formula from us along with the rights to produce it, and you choose the manufacturer. Change manufacturers later and the formula comes with you.
A good fit if
✓ First-time founders who want a proven formula fast
✓ Brands that already have, or want to pick, their own manufacturer
✓ Teams testing a new category before investing in custom work
Not the right fit if
✕ Brands that need exclusivity on the formula (look at Custom Formulation)
✕ Anyone expecting APL to manufacture the product
✕ Founders who want to change the formula heavily
What you walk away with
01
Production-ready formula
A proven APL formula with ingredient list and percentages.
02
Production rights
The right to have it produced by the manufacturer of your choice.
03
INCI list
Ingredient names in label order for packaging and compliance.
04
Manufacturing notes
Process instructions your manufacturer can follow.
How it works
Pick
Choose from formulas that fit your product and customer.
Sample
Order a sample box and try the formulas before you commit.
License
Buy the formula and production rights.
Produce
Hand the documents to the manufacturer you choose.
Timeline
Immediate
Revisions
None
Meetings
1 meeting
Ready to start?
Pick a time that suits you and we'll confirm by email.
Questions, answered.
What's the difference between private label and custom formulation?
Private label starts from an existing formula, so it's faster and cheaper but other brands may sell something similar. Custom formulation builds a formula from your brief, so it takes longer and costs more but it's built for your product only.
Is the formula exclusive to my brand?
No. Private Label 2.0 formulas are non-exclusive, so other brands can buy the same formula. If you need exclusivity, Custom Formulation is the right fit.
Do I have to use your manufacturer?
No. You get the rights to produce the formula and you can take it to any private manufacturer you want, and switch later.
What does non-exclusive mean?
It means we can license the same formula to other brands. You get the right to produce and sell it, but not to stop others doing the same. Your branding, packaging and positioning are what make it yours.
Why buy a formula instead of using a manufacturer's private label?
With a manufacturer's private label, the formula usually stays with the factory. If their price, minimums or timing stop working for you, you can't take the product elsewhere. Buying the formula with production rights means you can.
What do I still need to do after buying the formula?
Choose a manufacturer, run stability and compatibility testing in your final packaging, make sure your label and ingredient list meet the rules where you'll sell, and file the required notifications. We can help with each of those.
Can I make small changes to the formula?
Yes. You can adjust the scent, the colour and the actives.