Custom formulation
A formula built around your hero active, texture, fragrance and price point.
- Benchmarking against products you love
- Two or three sensory rounds
- Ingredient list ready for labels
The formula lab
Your product, formulated and proven before it is made.
Custom formulas and refined private label bases for skincare, haircare, body and makeup. Every brief runs through sampling, sensory rounds, stability and claim support, led by Ravi Sharma with 15+ years in product development.
Sample roundwithin 3–4 weeksStability12-week protocol
15+ yrsof NPD and brand launches
6stages from brief to shelf
4categories: skin, hair, body, makeup
70+beauty brands grown by our team
What the lab covers
From a brief to a formula you can file and sell
Choose custom development, or start from a proven base and make it yours.
Private label bases
Proven bases refined with your actives, scent and colour, for a faster launch.
- Lower MOQ to start
- Faster sampling
- Clear upgrade path to custom
Stability and safety
Accelerated stability, packaging compatibility and safety checks before production.
- Temperature and light cycles
- Pack compatibility
- Preservative efficacy
Claims support
Claims written to match the evidence you have, for India and export markets.
- Claim wording review
- Test plans for key claims
- Label copy check
Packaging fit
Formula and pack chosen together, so the product dispenses and lasts as it should.
- Airless, glass, PCR
- Fill and viscosity checks
- Decoration options
Manufacturer handover
Tech transfer to a vetted manufacturer matched to your MOQ and format.
- Three matched factories
- Batch documentation
- First-production oversight
How a product is made
Six stages, one dated plan
You see the timeline before a single unit is made.
- 01Week 1
Brief
Consumer, claims, price point and benchmark products.
- 02Week 2–5
Formula
Lab samples, sensory rounds and iterations.
- 03Week 6–17
Stability
Accelerated stability, compatibility and safety tests.
- 04Parallel
Packaging
Primary pack, artwork and label compliance.
- 05Parallel
Compliance
CDSCO for India, MoCRA for the US, claim checks.
- 06Launch
Shelf
Production, listings and the first growth campaigns.
Categories
What we develop
Formats we brief, sample and stabilise every month.
SerumsMoisturisersSunscreenCleansersTonersMasksShampoosHair oilsBody lotionsBody washesLip careTints and balms
Questions
What founders ask about NPD
What is the difference between custom and private label?
Private label starts from a proven base that we refine with your actives, scent and colour, so it is faster and needs a lower MOQ. Custom builds the formula around your brief from the start, which takes longer but gives you a product nobody else sells.
How long until we have samples?
Most briefs reach a first sample round in three to four weeks, followed by one or two sensory rounds before the formula is locked for stability.
Who owns the formula?
Ownership is agreed in the contract before development starts. Custom formulas can be assigned to your brand.
Can you develop for markets outside India?
Yes. We plan claims and ingredients for the markets you name, including the US under MoCRA and the GCC.
Tell us the product you want to make.
Share your brief, benchmark products and target price. We reply with a development plan and timeline.