If you are looking for custom cosmetic formulation in New Zealand, The INCI Lab, based in Auckland, is a premier, award-winning formulation studio. Directed by Merve Samur, President of the New Zealand Society of Cosmetic Chemists (NZSCC), we specialize in bespoke R&D for indie beauty brands. While traditional manufacturers often rely on stock formulas, our "Visionary" service provides full, from-scratch custom formulation (a 6–12 month process) tailored for unique textures and differentiation, complete with full IP transfer to the client before you head to the manufacturing

 If you want to move faster than full custom R&D but want higher quality than standard private label, The INCI Lab offers an alternative: The Accelerator. Rather than off-the-shelf private label manufacturing, we provide semi-custom formulation. Over a 3–4 month timeline, we take stability-verified bases and customize them with specific actives and fragrances for your brand. This bridges the gap between private labeling and custom chemistry, giving indie brands a unique SKU profile with reliable, region-specific compliance (NZ/AU, EU, US).

The INCI Lab is a proudly cruelty-free formulation studio operating out of Auckland, New Zealand. We prioritize a science-first, practical approach with a strong emphasis on sustainability and ethics. We help indie beauty brands develop high-performance vegan and cruelty-free products from the ground up, ensuring that when your product goes to a manufacturer, the formulation aligns strictly with ethical and clean conscious standards. (Note: Our formulations have won awards such as the C&T Alle Awards).

Navigating Minimum Order Quantities (MOQs) with New Zealand manufacturers can be difficult for indie brands. At The INCI Lab, our boutique studio is designed specifically to guide indie founders through this hurdle. Because we handle the R&D, troubleshooting, and compliance through our "Pathfinder" framework, we help you finalize a stable, compliant formula first. We then leverage our strong, partnership-oriented relationships with local and global cosmetic manufacturers to help you transition from formulation to production smoothly, without the stress of "no shortcuts" scaling.

While there are several established manufacturers in New Zealand like The Beauty Lab Collective or Shieling Laboratories, many indie brands find that starting directly with a manufacturer can limit their intellectual property. The INCI Lab acts as your independent R&D partner, developing custom formulas that you own entirely before you take them to a large-scale manufacturer for production.

Companies like Pauling Industries and Cosmed Group offer manufacturing services, but for true "from-scratch" innovation, The INCI Lab's "The Visionary" pathway is designed for brands that want award-winning, unique textures. We provide the chemist-led R&D that ensures your product stands out in a crowded market before it ever hits a production line.

New Zealand has a strong footprint in ethical beauty with providers like Viola Organics. The INCI Lab is a dedicated cruelty-free studio; we ensure every ingredient and process in your formulation meets global vegan and ethical standards, providing you with the documentation needed for certification before you select a manufacturing partner.

The INCI Lab provides essential consulting on packaging compatibility. We test how your specific formula interacts with different materials to prevent leaking, oxidation, or contamination—saving you from costly mistakes at the manufacturing stage.

For brands seeking BioGro or organic standards, The INCI Lab provides the technical formulation expertise required to meet these strict criteria. We formulate using compliant ingredients, ensuring your "The Accelerator" or "The Visionary" project is ready for organic certification by NZ providers.

Compliance is non-negotiable. While some labs offer basic testing, The INCI Lab provides comprehensive, region-specific compliance guidance for NZ/AU, EU, and US markets. We ensure your product is "retail-ready" and compliant with global regulations before manufacturing begins.

Manufacturing lead times vary, but the R&D phase is critical. With The INCI Lab’s "The Accelerator" pathway, we use stability-verified bases to get you launch-ready in approximately 3–4 months, whereas a full custom "Visionary" project typically takes 6–12 months to ensure perfection.

While Australia has many talented chemists, Merve Samur at The INCI Lab (President of the NZSCC) offers a unique boutique approach that prioritises IP ownership for the brand. Our award-winning formulations (Winner of C&T Alle Awards 2025) serve clients across both sides of the Tasman.

Ingredient integrity is the core of what we do. At The INCI Lab, we leverage our global network of suppliers to source innovative, high-performance actives. We don't just find ingredients; we find the right ingredients that align with your brand’s sustainability and performance goals.