Private Label Products: How to Start Selling (2026)

With private labeling, store owners work directly with manufacturers to develop products sold under their own brand names. Those products can ship to a fulfillment center, warehouse, or retail location, or directly to customers.

The Private Label Manufacturers Association reported record US store brand sales of $282.8 billion in 2025, a 3.3% increase from 2024. 

In this guide, you’ll find private-label product ideas by category, as well as a step-by-step process for starting your own private-label brand.

What is a private-label product?

A private-label product is a product made by a third-party manufacturer and sold under your brand name. In this business model, the store owner defines the product specifications, materials, formulation, design, and packaging, and the manufacturer handles production.

Private label vs. white label

While private-label products are customized to the brand’s specifications, white-label products are pre-made and limit customization to packaging, labels, or tags. They can be sold to multiple retailers with each one putting their brand name on it. 

Because they’re pre-made, white-label products can reach your market faster and at a lower cost than private-label products.

Sometimes the same manufacturer will offer both white labeling and private labeling. For example, a coffee roaster might offer the option to add your logo to its classic French Roast (white labeling) or you can work with that same roaster to create a custom blend (private labeling).

How private label compares to other models

Private label often gets confused with other ecommerce models, but each works differently:

• Private label. A custom product is made to your specs and sold as your own brand.
• Print on demand (POD). You customize the design (e.g., print or embroidery), not the product itself.
• Dropshipping. You sell products you don’t stock; orders are fulfilled directly by a third party. Dropshipping apps connect your store with supplier networks to import products and automatically forward customer orders for fulfillment.
• Manufacturing. You produce the product yourself, owning the full production process from materials to finished goods.
• Private brand. A type of private labeling where the brand identity is owned by a retailer (e.g., Kirkland owned by Costco; Great Value owned by Walmart).

How does a private-label business work?

Retailers establish a brand and sales channels to reach customers, then work with private-label suppliers to develop products they can purchase, market, and sell for profit.

Clothing, cosmetics, and grocery are common categories for private-label product lines. Target has its Archer Farms line, Walmart has Great Value, and Costco has Kirkland Signature.

The private-label supply chain

The private-label supply chain runs from product development through to customer delivery:

• Product development. You define product specifications, materials, and packaging requirements for your manufacturer.
• Manufacturing. Your manufacturer produces the goods to your specifications.
• Quality control. Products are inspected before shipment to confirm they meet your specifications.
• Shipping and receiving. Finished goods are shipped to a fulfillment center or warehouse.
• Storage and inventory management. Products are stored until orders are placed.
• Order fulfillment. Orders are picked, packed, and shipped to customers.

Key players: You, the manufacturer, and the customer

Three parties make up the core of a private-label business:

• You (the retailer). You own the brand, define the product, set pricing, and manage sales channels and marketing.
• The manufacturer. This third-party producer makes the product to your specifications. They handle raw materials, production, and, in some cases, packaging.
• The customer. This is the end buyer who purchases and uses the product. They interact with you and your brand, not the manufacturer.

Best private-label products to sell

• Best apparel and accessories for private label
• High-margin beauty and personal care products
• Food, beverage, and supplement
• Home good and lifestyle products
• Pet products

Private-label products span most major retail categories. Here are some categories and product examples to consider:

Best apparel and accessories for private label

Private label apparel reached 84.8% household penetration in 2024, according to Numerator’s Private Label Perceptions report. Private-label apparel sales were roughly flat in 2024 compared to 2023, with baby apparel as one growth area.

Some examples of private-label apparel and accessories products include:

• Backpacks
• Women’s jeans
• Maternity dresses
• Men’s dress shoes
• Women’s tank tops
• Women’s hiking boots
• Women’s yoga pants

High-margin beauty and personal care products

Health and beauty private-label household penetration reached 99.2% in 2024, and 60% of consumers say health and beauty private labels deliver above-average value for their price, according to Numerator’s Private Label Perceptions report.

Private-label beauty and personal care products include:

• Sunscreen
• Shampoo
• Moisturizer
• Hyaluronic acid serums
• Hairspray
• Essential oils
• Conditioner
• Mousse
• Dry shampoo
• Eye cream
• Hair wax
• Hair gel
• Exfoliating toner
• Natural facial cleanser

Food, beverage, and supplement

Refrigerated items and beverages were among the fastest-growing private label food categories in 2025, according to the Private Label Manufacturers Association.

Private-label food and supplement products include:

• Candy and chocolate
• Cakes and pies
• Pasta
• Soup
• Gluten-free products
• Condiments
• Fair-trade products
• Breakfast foods
• Organic foods
• B vitamins
• Omega-3 fatty acids
• Niacinamide
• Probiotics
• CBD

Home goods and lifestyle products

Private label household products and home and garden reached 98.9% and 98% US household penetration, respectively, in 2024, according to Numerator’s Private Label Perceptions report.

Private-label home goods and lifestyle products include:

• Cleaning supplies
• Candles
• Essential oil diffusers
• Reusable water bottles
• Storage and organization products
• Bedding and towels
• Kitchen tools and utensils
• Laundry products
• Paper products

Pet products

Pet care was the top-performing private label department for unit sales in 2025, up 5.4% over 2024, according to data from the Private Label Manufacturers Association. 

Private-label pet products include:

• Dog food
• Cat food
• Dog treats
• Cat treats
• Pet toys
• Pet apparel
• Pet furniture
• Pet grooming products
• Feeding supplies

Pros and cons of selling private-label products

Private labeling gives retailers direct control over production, pricing, and branding, but it comes with trade-offs around cost, timelines, and manufacturer dependency. 

Here are the advantages and challenges:

Advantages of selling private-label products

Private labeling gives retailers direct control over several aspects of their business:

• Control over production. You work directly with manufacturers to select materials, customize formulations, and make key decisions about product quality, production rates, and costs.
• Control over pricing and margins. With no middlemen between you and the manufacturer, you set your own pricing based on production costs and brand positioning. 
• Brand and marketing control. You determine how products are presented, packaged, and positioned in your catalog including naming, visual identity, and channel strategy.
• Product differentiation. Because your products are made to your specifications, they aren’t available from other retailers. That exclusivity separates your catalog from competitors selling identical national or white-label products.
• Product iteration. Manufacturers produce to your specifications, so you can update those specs over time to reflect customer feedback or market changes.
• Scalability. Once a manufacturer relationship and production process are established, adding SKUs or increasing order volumes doesn’t require building new infrastructure. You negotiate directly with your manufacturer to scale production.

Challenges of selling private-label products

Private labeling involves trade-offs that affect cost, timeline, and operational complexity:

• Building brand recognition from zero. New private-label brands don’t have an existing following. On competitive platforms like Amazon, where private-label brands compete on price and reviews, establishing brand reputation takes time and sustained marketing investment.
• Manufacturer dependency. Third-party manufacturers handle production, which means supply chain disruptions, price increases, or quality problems directly affect your business. You have limited control over how quickly a manufacturer can resolve issues.
• Minimum order quantities (MOQs). Most manufacturers require a minimum order quantity per production run. For new products or untested SKUs, meeting MOQ requirements means committing capital before you’ve validated demand.
• Longer lead times. Unlike dropshipping or white-label models where products are pre-made, private-label production requires development, sampling, and manufacturing time. Lead times vary by manufacturer and product category but add weeks or months between ordering and having inventory available to sell.
• Upfront investment. Private labeling requires upfront spend on research, development, and inventory—costs that models like dropshipping or white labeling don’t require, since those models don’t involve inventory investment before a sale is made.
• Inventory risk. Because you’re ordering in volume upfront, unsold inventory ties up capital. Demand forecasting and careful SKU selection reduce this risk, but don’t eliminate it.

How to find and vet private-label manufacturers

Your manufacturer relationship directly affects product quality, lead times, and costs. Here’s how to find and evaluate potential partners:

Sourcing private-label suppliers (directories, trade shows, online platforms)

Private-label manufacturers can be found through three main channels: 

• Online directories and platforms
• Industry trade shows
• Direct outreach

Online platforms give you access to manufacturers across product categories and geographies:

• Alibaba. B2B directory that connects retailers with manufacturers globally. Use the Verified Supplier and Trade Assurance filters to narrow results to export-ready factories.
• Thomasnet. A directory focused on North American manufacturers, covering industrial and consumer product categories.
• Maker’s Row. This platform connects brands with US-based manufacturers across apparel, accessories, and home goods.
• Wonnda. A sourcing platform specializing in European manufacturers, covering food, beauty, and household categories.

Trade shows let you meet manufacturers in person, review samples, and negotiate directly:

• PLMA Annual Private Label Trade Show. Held annually in Chicago, with more than 2,000 exhibitors from 65 countries across food and nonfood categories.
• Canton Fair (China Import and Export Fair). Held twice yearly in Guangzhou, it’s one of the largest trade shows in the world for consumer products across multiple categories.
• White & Private Label Expo. Held in New York and London, this expo focuses on private and white-label products for ecommerce sellers.

Questions to ask potential manufacturers

Before committing to a manufacturer, get answers to the following questions:

• What is your minimum order quantity (MOQ), and does it vary by product or colorway?
• What are your standard lead times from order confirmation to shipment?
• What does your quality control process involve at each stage of production?
• Can you provide product samples before a full production run, and what do samples cost?
• What certifications do you hold that are relevant to this product category (e.g., ISO 9001, GMP, FDA registration)?
• Who owns the product formulation or design once developed—you or the retailer?
• What are your payment terms, and do you require a deposit?
• How do you handle production defects or shipments that don’t meet agreed specifications?
• Do you have references from current or previous retail clients?
• What happens to your pricing and MOQs if order volumes increase over time?

Red flags when vetting suppliers

The following are indicators that a manufacturer may not be a reliable partner:

• Vague or evasive answers to questions about quality control processes, certifications, or production capacity
• Inability or unwillingness to provide product samples before a bulk order
• No verifiable business registration, physical address, or third-party audit history
• Prices significantly below market rate with no explanation of how costs are reduced
• Pressure to place a bulk order or pay in full before samples have been reviewed and approved
• Generic, non-specific responses to technical product questions—a sign the contact may not have direct knowledge of the production process
• Certifications that can’t be verified with the issuing organization
• A single supplier offering an unusually wide range of unrelated product categories, which may indicate a trading company rather than a manufacturer

Legal considerations for private-label products

• Product compliance
• Intellectual property protection
• Product liability coverage
• Accurate labeling
• Supplier agreements
• FDA and safety regulations (for food, cosmetics, supplements)

As the brand owner, you’re responsible for product compliance and safety regardless of who manufactures your products. Requirements vary by product category and market. Consult a qualified attorney for advice specific to your business.

Here’s what to consider:

Product compliance

Regulatory requirements vary by product category and market. In the US:

• The FDA is responsible for ensuring foods sold in the US are safe and properly labeled, whether they’re produced domestically or imported.
• Cosmetics must comply with the Federal Food, Drug, and Cosmetic Act, which prohibits misbranded products and requires accurate ingredient disclosure.
• Electronics require relevant safety certifications for their category. For example, any device that generates radio frequencies requires FCC certification. 

Each country has its own compliance framework. Products sold across multiple markets must meet the requirements of each jurisdiction.

Intellectual property protection

Before launching a brand name or product design, conduct a trademark search to confirm availability. Steps in the process include:

• Searching existing trademarks through the USPTO database (US) or the relevant authority in your market
• Registering your brand name and logo as trademarks
• Reviewing whether product designs or formulations may infringe existing patents
• Documenting original creative elements as part of your IP records

Product liability coverage

As the brand owner, you bear responsibility for product safety, regardless of who manufactured the product. Standard risk management steps include:

• Obtaining product liability insurance
• Establishing quality control processes and documenting them
• Retaining safety testing records
• Having incident response procedures in place

Accurate labeling

The Fair Packaging and Labeling Act, enforced by the FTC and FDA, requires labels to disclose net contents, product identity, and the name and place of business of the manufacturer, packer, or distributor. Depending on the product category, labels must also include:

• Ingredient lists
• Usage instructions
• Country of origin
• Required safety warnings
• Any claims (nutrient content, health, structure/function) that comply with FTC and FDA guidelines for your product category

Supplier agreements

A supplier agreement documents the terms of your manufacturing relationship. Standard elements include:

• Intellectual property ownership
• Quality standards and testing requirements
• Confidentiality terms
• Production specifications
• Delivery requirements
• Dispute resolution procedures

Have a qualified attorney review supplier agreements before signing.

FDA and safety regulations (for food, cosmetics, supplements)

FDA regulations differ by product category, and each carries distinct requirements.

Food

The FDA is responsible for ensuring foods sold in the US are safe and properly labeled. Requirements include nutrition labeling, ingredient disclosure, allergen declarations, and country-of-origin marking.

Cosmetics

The Modernization of Cosmetics Regulation Act (MoCRA), enacted in 2022, is the most significant expansion of the FDA’s authority to regulate cosmetics since the Federal Food, Drug and Cosmetics Act (FD&C Act) was passed in 1938. Brand owners must register manufacturing facilities with the FDA, submit product listings including full ingredient lists, and report serious adverse events within 15 business days.

Dietary supplements

Under the Dietary Supplement Health and Education Act (DSHEA), manufacturers are responsible for evaluating safety and labeling before marketing and are prohibited from marketing adulterated or misbranded products. Facilities must register with the FDA, follow current good manufacturing practices, and include a supplement facts panel on all labels.

How to start a private-label brand

1. Research your niche and validate demand
2. Source and vet manufacturers
3. Choose your private-label products
4. Test your products thoroughly
5. Create your online store
6. Add your products
7. Market your brand
8. Launch and iterate based on feedback

Starting a private-label brand involves selecting a product, sourcing a manufacturer, and building a store. Here are the steps:

1. Research your niche and validate demand

Start by identifying product categories that have an existing customer base and measurable search demand. Keyword research tools like Google Keyword Planner and Ahrefs display search volume data by term, indicating how frequently shoppers search for a given product.

Industry reports and social listening tools can surface category trends alongside search data.

Narrowing to a specific niche within a category, rather than a broad category itself, gives you a clearer picture of your target customer’s needs, price sensitivity, and purchase behavior before you commit to a product direction.

2. Source and vet manufacturers

Once you have a product category in mind, research manufacturers that offer private labeling in that space. Build a shortlist of three to five candidates and gather the following information from each:

• Minimum order quantity (MOQ). The minimum number of units required per order, and whether it applies per product variation such as color or size.
• Production schedule. How long sampling, mass production, and shipping preparation will take.
• Key dates. Any factory holidays or planned shutdowns that could affect timelines.
• Order flexibility. Rules for modifying orders or placing rush orders.
• Payment terms. Payment schedule and policies for defective products or late shipments.
• Certifications. Relevant industry certifications for your product category and target market, such as ISO 22716 for cosmetics and personal care.

Certification requirements vary by country and product category. Confirm which standards apply to the markets you plan to sell in before finalizing a manufacturer.

3. Choose your private-label products

With manufacturer input, narrow your selection to specific products. Manufacturers have direct knowledge of production costs, formulation options, and lead times, and can help you sequence your product launches. For example, you may start with lower-cost products before adding more complex ones.

Factor in your target customer’s budget, the price points in your category, and whether hero ingredients or premium materials are viable at your margin targets. Your initial product selection may determine your MOQ commitments, so starting with a focused range reduces upfront inventory risk.

4. Test your products thoroughly

Order samples from your shortlisted manufacturers before committing to a production run. Evaluate samples against your specifications for materials, construction, formulation, packaging, and labeling. Document what passes and what requires revision, and reorder revised samples before approving mass production.

5. Create your online store

Build your store on Shopify, starting with a free trial. Set up your sales channels, including social commerce platforms like Instagram and TikTok. Use the Shopify App Store to find tools for order fulfillment, shipping, and inventory management.

6. Add your products

When adding products to your store, include:

• Product descriptions. Include specifications, dimensions, ingredients or materials, and usage instructions. Address the questions a customer would have when evaluating the product without seeing it in person.
• Product photography. Use high-quality images that show the product from multiple angles, in context, and at a scale that communicates size. Include any packaging if relevant to the purchase decision.

7. Market your brand

Build brand awareness through paid advertising on Google, Meta, and other platforms relevant to your category. As traffic grows, expand to:

• Email marketing
• Social media content
• Search engine optimization (SEO)
• Customer loyalty programs

8. Launch and iterate based on feedback

After launch, collect customer feedback through reviews, support inquiries, and return data to identify product or experience issues. Use that feedback to update product specifications with your manufacturer, revise descriptions or photography, and adjust pricing or packaging. Iteration after launch is part of the product development cycle. Each order run is an opportunity to improve on the previous one.

Ready to launch your private-label brand?