Resource
Free Guide
Written by chemists
Honest answers to the questions every founder asks.
This is the guide we wished existed when founders first approach us. It covers the decisions that most often derail an indie beauty launch — and the ones that save you six months and tens of thousands of dollars. Written by Merve Samur and The INCI Lab team, drawing on bespoke projects for brands across NZ, Australia, the US, the UK, and the Middle East.
What's Inside
Chapter 1 — Brand positioning that converts. Finding a defensible space in a saturated market.
Chapter 2 — Formulation decisions before they cost you. Stability, sensorial, ingredient sourcing, what to specify and what to leave to the chemist.
Chapter 3 — The regulatory map. NZ, AICIS (AU), FDA (US), EU CPNP, GCC — what you need where.
Chapter 4 — Manufacturing, MOQs, and unit economics. Pricing for retail, DTC, and pharmacy channels.
Chapter 5 — The 12-month launch roadmap. Realistic timelines and where most founders lose six months.
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