Best USA Cosmetics Manufacturers For Small Brands [Top 5]
IbisWorld estimates there are over 4,170 cosmetic manufacturers in the USA as of 2023.
With so many potential options to choose from, finding the best lab for your small beauty business can feel like searching for a needle in a haystack.
If you’re struggling to find the right fit, Genie Supply is here to help.
Whether you’re looking for clean or organic skincare, searching for a specific manufacturing process like custom formulating or private labeling, or seeking a lab with A-class customer service, we’ve got you covered.
Our top 5 list of the best USA cosmetic manufacturers below will help you find your perfect lab match and get inspired for your small business.
1. Genie Supply: Best Overall For Home-To-Lab Cosmetics Brands
Genie Supply earns the top spot as the best all-rounder cosmetics manufacturer in the USA.
Admittedly, we’re a little bit biased, but we can justify our confidence with the quality of services we provide to our clients.
Headquartered in Bedford, Indiana, our talented and diverse team, representing over 12 countries, conducts all our R&D and product development right here in the US.
High Quality, Clean, Cruelty-Free Skincare & Color Cosmetics
First, let’s talk about the quality of our products. Ethical beauty runs at the heart of our business, and we specialize in effective, clean, cruelty-free, vegan, and sustainable skincare and color cosmetics.
Formulated without over 2,000 potentially harmful ingredients as standard, much of our preformulated product range already meets the strict clean beauty criteria for retailers like Credo, Sephora, and Whole Foods. Learn more about our commitment to clean beauty at Genie Supply here.
Our manufacturing ethos places product safety, quality, and transparency at the forefront.
Each preformulated product listed on our website includes a full ingredient list and a detailed description of the product’s benefits for the skin. Order samples of our private label/bulk range here.
In addition to our preformulated range, we also offer full custom formulating from start to finish, emphasizing new-to-market formats, novel chemical research, clean beauty, and hybrid products.
We can formulate your products to virtually any ethical, safety, or regulatory standard you require, including clean, vegan, cruelty-free, gluten/allergen-free, and US/EU/CAN compliance.
Read more about custom formulating at Genie Supply here.
The beauty industry is dynamic and requires constant innovation to stay ahead of trends.
Our focus is on new and improved clean and sustainable initiatives that have a positive effect on the environment and the health of your customers.
Multiple Manufacturing Processes To Suit Different Budgets
At Genie Supply, we understand that budget constraints vary from one small beauty business to the next.
That’s why we place an emphasis on low MOQs (typically starting at 5kg) and offer a wide range of manufacturing options to include as many small brands as possible.
From bulk and private label to custom product creation or custom formulating, we provide a manufacturing method to suit almost any stage of your business.
Plus, our four preformulated tiers (diffusion, mass market, luxury, and super luxury) are specifically designed to accommodate different price points.
Learn more in our updated product catalog here.
Excellent Customer Support From Beginning To Finish
We’re proud of our commitment to excellent customer service at Genie Supply.
We understand that starting your new business or leveling up from home to lab is not easy.
That’s why we provide plenty of educational content including tutorials, easy-to-use templates, and legislation updates across our website and blog to help guide you along the way.
From the discovery call to the onboarding process, right through to the manufacturing and filling stages, we work hard to accommodate the wants, needs, and pain points of every single Genie Supply client.
2. Adonis: Most Versatile Private Label Range
Based in Corona, California, Adonis offers a wide range of cosmetic manufacturing including skincare, makeup, hair care, body care, hand care, and foot care.
This manufacturer provides private labeling, custom formulating, and contract manufacturing services and boasts an impressive client list including Sephora, P&G, and Bath & Body Works.
Adonis sets itself apart from other labs with its impressive choice of private label products, boasting a range of over 2,000 (!) formulas to choose from.
This preformulated range spans cosmetic categories, including products like hair gel, spot treatment, concealer, sunblock, face cream, shaving foam, and massage cream.
Adonis offers a full turnkey private labeling service, making it a solid choice for new beauty brands that are looking to save time and money on that crucial first product launch.
Turnkey production includes all of the essential product creation services in one manufacturing package, including formulation, filling, packaging, and quality assurance.
The main shortcoming of this manufacturer is the lack of detailed information about its private label formulas on its website.
Although the range of private label products is impressive, it’s difficult to gauge the quality due to the lack of ingredient lists and product descriptions, and there’s no clear path to order samples from the website.
3. Rozelle Cosmetics: Best Small US Manufacturer
Located in Vermont, Rozelle Cosmetics is a good pick for brands searching for a smaller USA based manufacturer that can provide a high level of personalized attention and care.
This manufacturer has a charming origin story – Rozelle was founded by research chemist Rosel Brittain over 50 years ago after she worked as a makeup artist for television networks like NBC, CBC, and ABC.
Rozelle does not create any customized formulas and instead offers private label, contract filling, and custom labeling services.
The full private label product range includes makeup, skincare, and bodycare, and Rozelle also sells products inspired by Rosel’s makeup artist kit, including custom bridal palettes.
With a dedicated sales staff to assist at every production stage, Rozelle serves as an ideal starter lab for completely new beauty brands.
It’s easy to order affordable sample bundles directly from the website, and rates start at a low minimum order quantity (MOQ) of just $200.00 (with a minimum quantity of 12 pieces per color or product).
However, a manufacturer of this small size is not ideal for every new beauty business.
Scaling would be difficult as this lab does not offer any customization services. Plus, the website design is outdated and makes it difficult to build strong trust in this brand.
4. RainShadow Labs: Best For Organic Cosmetics
Headquartered in Oregon, RainShadow Labs is a US based skincare, bodycare, and haircare manufacturer that specializes in organic formulas.
This lab provides bulk (buying direct), private label, and custom formulating services.
RainShadow sets itself apart from the other manufacturing labs with over 160 organic active ingredients across its private label and custom formulating lines.
With a strong focus on sustainability, most of these organic ingredients are grown in the local Oregon area.
2 oz samples of RainShadow’s private label range are easy to order directly from the website.
While this supplier is transparent about the ingredients in each product, they could provide more details about the formula and its benefits on each product page.
The biggest downside of RainShadow Labs is that it does not provide packaging services.
As such, turnkey production is not possible with this manufacturer and you will need to partner with a third-party packaging company to complete the full product creation process.
5. L'Oréal USA: Best Inspiration For Small Brands
No top 5 cosmetics manufacturer list would be complete without the inclusion of one of the countrywide (and worldwide) leaders in the beauty formulation space.
Keeping tabs on larger manufacturers with a vast brand portfolio is important, as their strategic moves can influence your small business later down the line.
Although L’Oreal’s manufacturing services are not accessible to independent small brands like yours, pay close attention to its latest R&D innovations, new product releases, and ethical/sustainability initiatives for inspiration.
L’Oreal is a first mover that adopts new technology with the potential to revolutionize the beauty industry and impact the way you develop, manufacture, or sell your own cosmetics.
For example, L’Oreal acquired Modiface, a global leader in AR and AI integrations for the cosmetics industry, in 2018.
The industry is already feeling the effects, with a growing number of cosmetic brands integrating AR and AI technology into their websites to compete.
Originating in France, L’Oreal has grown a considerable US manufacturing presence with five plants spanning across North America.
According to the company website, 66% of all L’Oreal products sold in the US are produced in the US.
This beauty giant manufactures and owns a significant chunk of the cosmetics stocked by large US retailers, including L’Oreal, Garnier, NYX, Maybelline, and Essie.
According to Osum, L’Oreal boasts a 9.7% global market share in the beauty and personal care department - more than any other company in the industry.
For a closer look at this industry leader’s manufacturing capabilities, L’Oreal offers a 360° virtual tour of the Piscataway skincare manufacturing plant based in the United States.
In sum, the top 5 cosmetic manufacturers in the USA include:
Genie Supply: our choice for home-to-lab brands that seek high quality, clean, and ethical products, a wide range of manufacturing options to suit every budget, and excellent customer service from start to finish.
Adonis: a US-based manufacturer that offers an impressive line of private label formulas. However, this supplier could include more detailed descriptions of its products on the website.
Rozelle Cosmetics: a much smaller manufacturer that provides a highly personal service. However, this lab does not offer any customized products, making it difficult to scale your business later down the line.
RainShadow Labs: an American cosmetics manufacturer that specializes in organic, locally grown ingredients. It’s easy to order samples from the website, however, this lab does not offer any customized packaging services.
L’Oreal USA: a world leader in manufacturing beauty and personal care. Although L’Oreal’s manufacturing services aren’t available to independent small brands, keeping track of its moves is important to stay ahead of trends in this industry.
Are you ready to create your own line of skincare or color cosmetics with a US based manufacturer?
Genie Supply would love to collab with your beauty brand. Simply give us a call: (812) 329-1105 or email: customerservice@geniesupply.com for more information.
