A skincare product brief is a one or two-page document that tells a manufacturer what to make: the product type, who it is for, the claims you want, key actives and levels, what it must be free from, texture, scent, color and pH, the size, container, closure, decoration and box, your target retail price and unit cost, the quantity per SKU, your markets and channels, any certifications or tests, your timeline, and 2 or 3 reference products. The more specific each line is, the faster and more accurate the quote and the first sample. Download the free template below and fill one brief per product.
Why the brief decides your quote and first sample
A manufacturer prices four things: the formula, the packaging, the decoration and the quantity. If your brief leaves any of them open, the quote has to guess, and the guess is usually either too cheap (and rises later) or padded. The chemist has the same problem with the formula: "a nice serum" gives them nothing to aim at, so the first sample misses and you spend a revision round, typically 10 to 14 days, on what a clear brief would have said.
A good brief also protects you. It is the written record of what you asked for, so when you approve a sample you can check it against the brief, and when you reorder you get the same product. You do not need every answer before you send it: "open, please suggest" is a fine answer for anything you are unsure of. What hurts is silence or vague words.
How to write it, step by step
- Write one sentence about the product
"A lightweight 30 mL niacinamide serum for oily and combination skin that wants smaller-looking pores without stickiness." This sentence is the test for every other line.
- Collect 2 or 3 reference products
Buy or photograph the products you like and note what you like about each: texture, finish, scent, bottle, price. References are the fastest way to explain texture.
- Fill in the template, one product per brief
Download the template below. Answer every line, even if the answer is "open" or "no preference".
- Check your claims and actives against your markets
Make sure the claims are cosmetic claims and the actives and levels are allowed where you sell. See what you can claim and active ingredients and their limits.
- Do the money line
Write your target retail price and work back to the unit cost you can afford (see how to price skincare and the budget planner).
- Send it with your quantity and markets
Send the brief through the quote form or by email, with the quantity per SKU and the markets. Those two lines change the price and the documents more than anything else.
Every field, with good and bad examples
The product and the customer
| Field | What to write | Good | Bad |
|---|---|---|---|
| Product type | The format, in the industry's words | "Serum, water-gel, dropper bottle" | "Something for the face" |
| Target customer and skin type | Age range, skin type, main concern, and where it sits in the routine | "25 to 40, oily and combination skin, enlarged-looking pores, morning and night after toner" | "Everyone" |
| Claims you want | The exact words you hope to print or advertise, kept cosmetic | "Helps minimize the look of pores; evens the look of skin tone; lightweight, non-sticky" | "Cures acne, removes dark spots in 7 days" (drug claims in the US, and unprovable) |
Claims shape the formula and the tests. A claim such as "dermatologist tested" needs a supervised test, and a measured claim such as "72-hour hydration" needs an efficacy study, so list them now. A claim that a product treats a disease (acne, eczema, dandruff) is a drug claim in the US; see cosmetic vs drug claims.
The formula
| Field | What to write | Good | Bad |
|---|---|---|---|
| Key actives and levels | 2 to 4 actives, with target levels or "open" | "Niacinamide 5%, panthenol around 1%, centella extract; open to the chemist's advice on zinc PCA" | "20 actives, all at the max" (unstable, irritating and often not allowed) |
| Free-from list | Only what you truly need, and only claims allowed in your markets | "No fragrance, no essential oils, no added ethanol" | "Chemical-free, toxin-free" (meaningless and misleading) |
| Texture | The feel, with a reference | "Water-gel, sinks in within a minute, like reference 1 but less tacky" | "Nice texture" |
| Scent | Fragrance-free, or the scent you want and how strong | "Fragrance-free; the natural raw-material smell is fine if faint" | "Smells good" |
| Color | Clear, natural color of the ingredients, or tinted | "Clear to slightly hazy; no added colorants" | Nothing written, then a surprise yellow sample |
| pH (if relevant) | A target for acids, vitamin C and other pH-sensitive actives; otherwise "chemist's choice" | "Chemist's recommendation for niacinamide stability" | "pH 3" for a niacinamide serum with no reason |
Name the formula route if you know it: a ready library formula (no development fee), an adjusted library formula, a match of an existing product or fully custom. If you picked from our formula library, write the formula codes. To check what an active does and the usual levels, use the ingredient finder and the niacinamide and brightening actives guide.
The packaging
| Field | What to write | Good | Bad |
|---|---|---|---|
| Size | Net content in mL or g | "30 mL" | "Medium" |
| Container and closure | Type, material, color and closure, with a photo | "Frosted glass bottle with a white dropper; stock container is fine" | "Luxury bottle" |
| Decoration | Label or direct print, colors, finishes | "One-color printed label in black on the stock bottle" | "Make it look premium" |
| Box or no box | Whether you want a paper box, and its style | "No box for launch; box later for retail" | Nothing written, then a box appears in the quote |
Packaging changes cost and lead time more than most founders expect. A stock container and a one-color label are the fastest and cheapest route; a custom container, a full-color label or a printed box add sourcing time and cost. For actives that dislike air and light, see airless vs dropper packaging, and for options see packaging options and custom container sourcing.
Money, quantity, markets and time
| Field | What to write | Good | Bad |
|---|---|---|---|
| Target retail price | Price and currency in your main channel | "USD 29 on our own site and Amazon US" | "Affordable" |
| Target unit cost | The most you can pay per unit, or a share of retail | "Landed cost no more than 20% of retail" | "As cheap as possible" (invites cuts you did not want) |
| Quantity per SKU | The first run per product and the expected reorder | "1,000 units, reorder of about 2,000 in 6 months if it sells" | "Start small" with no number |
| Markets and channels | Countries at launch and within a year; how you will sell | "US at launch (own store, Amazon); UK within 12 months" | "Worldwide" |
| Certifications and tests | What you need now and later | "HRIPT for 'dermatologist tested'; vegan formula, certification later" | "All certifications" |
| Timeline | When you need samples and stock, and fixed dates | "Samples by mid-January; stock in our US warehouse by April 1" | "ASAP" |
| Reference products | 2 or 3 products with what you like about each | "Ref 1: texture and finish. Ref 2: bottle. Ref 3: price point" | A screenshot with no notes |
Markets decide the documents, the label and sometimes the formula: an ingredient allowed in the US may be restricted in the EU, and Canada needs bilingual labels. See reformulating for the US and EU and label requirements by country.
A filled example: 30 mL niacinamide serum
This is an example brief for an imaginary brand, written the way we like to receive them. The levels shown are typical for this kind of product and still go through the chemist and the market rules.
PRODUCT Type: serum, water-gel, 30 mL dropper bottle One sentence: a lightweight niacinamide serum for oily and combination skin that wants smaller-looking pores and a more even look, without stickiness. Customer: 25 to 40, oily and combination skin, enlarged-looking pores, some uneven tone. Morning and night, after toner, before moisturizer. CLAIMS Front: "5% Niacinamide", "Pore Balance Serum", "Fragrance-free" Marketing: helps minimize the look of pores; helps even the look of skin tone; lightweight, non-sticky finish; layers under sunscreen and makeup. Needs a test: "dermatologist tested" (HRIPT, 50 people). FORMULA Route: adjusted library formula (start from a library niacinamide serum, adjust texture and remove fragrance). Actives: niacinamide 5%; panthenol about 1%; centella asiatica extract; chemist may suggest zinc PCA. Free from: fragrance, essential oils, added ethanol. Texture: water-gel, absorbs within a minute, less tacky than reference 1. Scent: fragrance-free. Color: clear to slightly hazy, no added colorants. pH: chemist's recommendation for niacinamide stability. Vegan formula: yes (no animal-derived ingredients); certification not needed at launch. PACKAGING Size: 30 mL. Container: frosted glass bottle, white dropper. Stock container is fine. Decoration: one-color printed label, black. Box: no box at launch. Box sourcing for retail later. Artwork: our designer, on your dieline. MONEY AND QUANTITY Retail: USD 29 (own store and Amazon US). Target landed cost: no more than 20% of retail. First run: 1,000 units. Expected reorder: about 2,000 within 6 months. MARKETS AND DOCUMENTS Launch: United States. Within 12 months: United Kingdom. Registrations: US MoCRA product listing. UK later. Tests: HRIPT 50 people. Challenge test if the UK assessor asks. Documents: COA, SDS, specification, full INCI after NDA. TIMELINE Samples by: mid-January. Stock in our US warehouse by: April 1. REFERENCES Ref 1: a well-known drugstore niacinamide serum (photo attached): texture and finish, but too tacky. Ref 2: a K-beauty serum in a frosted dropper (photo attached): the bottle look. Ref 3: price point of USD 25 to 32 serums on Amazon US. Do not want: sticky film, strong smell, amber glass.
The product brief template
Copy it from the box below, or download the plain text file and fill it in any text editor. One brief per product.
Download the brief template (.txt)
SKINCARE PRODUCT BRIEF TEMPLATE
From koreanoem.com/guide-skincare-product-brief
Fill in one brief per product (SKU). Leave a line blank if you have
no preference yet, and write "open" if you want the chemist to suggest.
==================================================================
1. BRAND AND CONTACT
==================================================================
Brand name:
Company name (the company that will place the order):
Contact name and email:
Main market(s) and launch date:
==================================================================
2. THE PRODUCT
==================================================================
Product type (serum, toner, cream, cleanser, mask...):
Product name (working name is fine):
One sentence: what it does and for whom:
Target customer (age range, skin type, main concern):
Skin type(s): [ ] dry [ ] oily [ ] combination [ ] normal
[ ] sensitive [ ] acne-prone [ ] mature
Where it sits in the routine (step and time of day):
==================================================================
3. CLAIMS YOU WANT TO MAKE
==================================================================
Write the exact claims you hope to print or advertise.
Keep them cosmetic (look, feel, appearance). Claims that treat
or prevent a disease (acne, eczema, dandruff, hair loss, sun
protection in the US) are drug claims.
Front of pack claims:
Marketing claims:
Claims that need a test (for example "dermatologist tested",
"hypoallergenic", "72-hour hydration"):
==================================================================
4. FORMULA
==================================================================
Route: [ ] ready library formula [ ] adjusted library formula
[ ] match an existing product [ ] fully custom
Library formula code(s), if you picked from the lab page:
Key actives and target levels (write "open" to let the chemist
suggest; levels must follow the rules of your markets):
1.
2.
3.
Free-from list (only what you really need, and only claims that
are allowed in your markets):
Texture (water, gel, gel-cream, milk, cream, balm, oil):
Absorption and finish (fast absorbing, dewy, matte, rich):
Scent: [ ] fragrance-free [ ] light fragrance [ ] other:
Color: [ ] clear [ ] natural color of ingredients [ ] tinted:
pH target (if relevant, for example acids or vitamin C):
Vegan formula needed: [ ] yes [ ] no
Other formula notes (silicone-free, oil-free, alcohol-free...):
==================================================================
5. PACKAGING
==================================================================
Size (mL or g):
Container type (dropper bottle, airless pump, pump bottle, jar,
tube, ampoule vial, other):
Material and color (glass, PET, PP, frosted, amber, white...):
Closure (dropper, pump, flip cap, screw cap, spatula):
Stock container is fine: [ ] yes [ ] no, custom sourcing wanted
Reference photo or link of the container you like:
Decoration: [ ] one-color printed label (included)
[ ] full-color label [ ] direct print or silk screen
[ ] hot stamping [ ] other:
Paper box: [ ] no box [ ] yes (box sourcing and print quoted
separately) Box style:
Who makes the artwork: [ ] my designer [ ] me
(The manufacturer sends the dieline and print specs.)
==================================================================
6. MONEY AND QUANTITY
==================================================================
Target retail price and currency:
Main sales channel(s) (own store, Amazon, TikTok Shop, retail,
salons, distributors):
Target unit cost (FOB, or landed if you prefer; or a ceiling such
as "no more than 20 percent of retail"):
Quantity per SKU for the first run:
Expected reorder size and timing:
==================================================================
7. MARKETS, DOCUMENTS AND CERTIFICATIONS
==================================================================
Markets at launch:
Markets within 12 months:
Registrations needed (US MoCRA listing, EU CPNP and RP, UK SCPN,
Canada CNF, other):
Tests wanted (patch test, HRIPT, challenge test, efficacy, other):
Certifications wanted (vegan, organic, other):
Documents you need (COA, SDS, specification, Certificate of
Free Sale, Certificate of Origin, other):
==================================================================
8. TIMELINE
==================================================================
Samples needed by:
Stock needed in your warehouse by:
Fixed dates (launch event, retailer deadline, holiday season):
==================================================================
9. REFERENCES
==================================================================
Reference products (name, link, what you like about each one:
texture, scent, finish, packaging, price):
1.
2.
3.
What you do NOT want (textures, scents, ingredients, looks):
==================================================================
10. ANYTHING ELSE
==================================================================
Notes, questions, sketches, mood board links:
------------------------------------------------------------------
Send the brief through koreanoem.com/quote or by email.
A written quote comes within 1 to 2 business days.The same template, with the NDA explainer, a label copy template and a 90-day launch checklist, is on the skincare business templates page.
What happens after you send it
- Questions and a written quote
Expect a few questions on anything open, then a written quote. At KoreanOEM the written quote comes within 1 to 2 business days and itemizes formula, packaging, decoration, tests, documents and freight.
- Samples
First lab samples take about 2 to 4 weeks. Judge them against your brief, line by line, and give written feedback; in our My page you mark each category (texture, scent, finish and so on) with a V or an X.
- Revisions
Each revision round takes about 10 to 14 days. A precise brief usually needs fewer rounds.
- Approval and the final spec
When you approve the sample, the brief becomes the product specification for production and every reorder. Keep it with the approved sample.
- Writing adjectives ("premium", "nice", "light") with no reference product to show what they mean.
- Listing ten or more actives at high levels instead of 2 to 4 that match one clear purpose.
- Asking for drug claims (acne, eczema, dark spot removal, hair regrowth) for a cosmetic.
- Leaving out quantity and markets, the two lines that change the price and documents the most.
- Asking for "as cheap as possible" without a retail price, so the quote cuts things you wanted.
- Writing one brief for five products; the chemist and the quote need one per SKU.
- Forgetting the box decision, then being surprised by box cost and lead time.
- Changing the brief after sample approval without saying so, then expecting the reorder to match.
- One-sentence product description written.
- Target customer, skin type and routine step filled in.
- Exact claims listed, all cosmetic; claims that need tests marked.
- 2 to 4 key actives with target levels or "open".
- Free-from list limited to what you need and allowed in your markets.
- Texture, scent, color and pH answered.
- Size, container, closure, decoration and box decided.
- Target retail price and target unit cost written.
- Quantity per SKU and expected reorder written.
- Markets at launch and within 12 months listed.
- Tests, certifications and documents listed.
- Sample date and stock date written.
- 2 or 3 reference products with notes and photos attached.
How KoreanOEM helps
KoreanOEM is a Korean skincare OEM and private label manufacturer: we develop your formula and produce it in Korea, and our formulation chemists in Busan read every brief.
- A written quote within 1 to 2 business days from your brief, with questions on anything open. Send it through the quote form or live chat.
- Four formula routes: a ready library formula with no development fee, an adjusted library formula for USD 399 per SKU, a match of an existing product for USD 199 per SKU, or a fully custom formula for USD 399 per SKU. Fees include first lab samples and 3 revision rounds and are credited in full against your first production order.
- Minimums that fit a first brief: 500 units for serums, creams and ampoules from a ready library formula, 1,000 for an adjusted library formula of those products (1,500 for toners and cleansers), and 2,000 for fully custom. A 30 mL serum starts from about USD
3.40 at500 units, with a stock container and a one-color printed label included. - Sample feedback in My page: sample tracking, V or X feedback per category, the online mutual NDA and your documents in one place. See My page.
- Your formula stays yours: a custom formula developed for your brand is not offered to other brands. See formula ownership and NDAs.
Frequently asked questions
What should a skincare product brief include?
Do I need a finished brief before I contact a manufacturer?
How long should a product brief be?
Should I write one brief for my whole line?
Can I ask a manufacturer to copy a product I like?
Should I put a target price in the brief?
When do I get the full ingredient list?
Sources
- FDA: Is it a cosmetic, a drug, or both?
- FDA: Cosmetics labeling guide
- EUR-Lex: Regulation (EU) No 655/2013, common criteria for cosmetic claims
- EUR-Lex: Regulation (EC) No 1223/2009 on cosmetic products
- FTC: Health Products Compliance Guidance (claim substantiation)
- Health Canada: Cosmetic Ingredient Hotlist
Checked against these sources in October 2026. Rules and fees change; check with the authority or your importer before you sell.