101 Guide on How to Start a Lip Gloss Brand from Scratch by Founder of Kai by Mangi

Starting a small business isn’t a cakewalk; it requires a deep understanding of what works best and sharp business acumen. Especially when it's a Lip Gloss or a Lip Tint brand, one can only imagine the amount of effort that goes into it. From the right formula to marketing it through the right channels, however, it's about to change. If you're someone who aspires to start a Lip Gloss brand from scratch, then this article is your holy grail! From the best ingredients to the formulation and lab tests, in this 101 guide, Local Samosa is in conversation with Shubhangi, the founder of Kai by Mangi. Let's begin, shall we?

From the Scratch

• Get the formula right
• Get the best packaging
• Identify the right target audience
• Devise a unique selling proposition (USP).
• Ask consumers what they want and expect from the brand.
• Select the appropriate brand colours to build a strong brand identity
• Understand market demands, including formulation, quality, pricing, and more.

Nomenclature Procedure:

A brand name is the most crucial part of starting a business. It establishes the brand identity. Shubhangi strongly believes that a good brand name should resonate with what the product and the brand stand for. “The idea came from my own struggle to find a good-quality lip gloss that was affordable and not sticky. Most options were either too expensive or didn’t feel comfortable to wear for a long time. That’s when I decided to create a product that combined quality ingredients with a smooth, non-sticky formula—something effective with simple, easy-to-understand ingredients."

Additionally, here are a few points to remember:

• The brand name should relate to the product.
• Analyse rivals and competitors' brands.

Execution Process:

 “I didn’t have a business background, and no one in my family had ever run a business before. I’m the first to take that step. But I’ve always had a deep interest in makeup and cosmetics. I used to do DIY beauty projects and loved creating makeup looks to share on YouTube and Instagram. That passion motivated me to learn everything I could and turn it into something real,” opines Shubhangi. Below are a few points that can help you:

• Intensive Research
• Testing what works and what doesn’t
• Understanding current market trends
• Prioritising quality over quantity
• Getting inputs from professionals and experienced individuals in the same business
• Lab testing and dermatologist approval

The Perfect Formulation: 

Creating a lip gloss, for instance, requires considerable effort. From selecting the right ingredients to ensuring the correct consistency of the formulation, it is a tedious and rigorous process. Thus, formulation is equally important. These are a few steps you need to know:

• High-quality product
• Skin-safe ingredients
• Select ingredients easily understood by customers
• Right amount of pigment and shine
• Non-sticky and long-lasting

Things to avoid:

• Harmful chemicals
• Heavy fragrances
• Low-quality ingredients

Creating a lip gloss that’s safe and appealing requires balancing ingredients, testing, and creativity. It’s also important to use ingredients that customers can easily read and understand. The texture must be smooth, non-sticky, and comfortable to wear for a long time. She also mentions testing the formula on herself for months, and only after satisfaction, does the product undergo lab and dermatological testing to ensure its safety for daily use.

There are many homegrown and internationally recognised brands competing in the lip gloss market, so it’s necessary to ensure your product stands out. In a sea of lip gloss brands, what sets yours apart? “Packaging is extremely important in the beauty industry as it’s the first thing people notice and it reflects who you are as a brand. It communicates your message, your values, and even the audience you’re targeting." She further adds, "I designed all the branding and packaging myself because I wanted it to truly represent not just my vision but also something my target audience could connect with. It had to feel like me, reflect my personality, and speak directly to the people I created the product for.”

Legal Formalities and Capital: 

These steps are essential for building a strong and professional business foundation:

• Keep product costs low
• Register your business
• Apply for a GST number to manage taxes
• Secure a trademark for your brand name and logo
• Start with a small investment (Rs. 5,000 to Rs. 7,000)
• Save economically to stay financially balanced
• Focus on reinvesting profits into the business or brand

Sourcing raw materials can be challenging. Here are some tips for new business owners:

• Find genuine vendors with proper certifications.
• Opt for high-quality ingredients.
• Choose the right packaging.

If you’re a Mumbaikar, Shubhangi suggests visiting local markets. “I also remember going to Crawford Market every single day after college, walking around in the Bombay heat, trying to find the right packaging materials. It was exhausting and time-consuming, but it was worth it because I didn’t want to compromise on quality.”

How to attract customers:

• Use Meta ads to increase visibility
• Be consistent with your content
• Most importantly, practice patience and persistence
• Leverage social media platforms like Instagram, YouTube, and more

“I got my first customers by using Instagram as my main platform. Before launching the products, I started creating awareness through my personal account—sharing sneak peeks, behind-the-scenes content, and engaging reels,” shares Shubhangi. She built Kai by Mangi by cultivating curiosity and trust through showcasing the process and interacting directly with people. She also mentions that initially, she took orders via DMs and Google Forms, which helped her manage everything personally and simply.

Every business has its own set of challenges and responsibilities. One of the most unexpected challenges Shubhangi faced was dealing with rude customers or those who didn’t understand the effort behind a small business. “Since I was just starting out, I couldn’t offer too many discounts, which some customers found frustrating.” She further adds, “On the flip side, we also faced attempts where some customers tried to scam us. Navigating all of this while remaining professional, positive, and motivated was definitely a big challenge.”

The Founder's Note

For all the readers who aspire to start their own beauty brand or business, here's what Shubhangi would like to share: "My advice would be to really understand your audience first—know who they are and what they need. Create something specifically for your unique audience and make sure your brand stands out because the beauty market is getting very saturated. Offer something different or solve a problem that others haven’t addressed. Most importantly, think like a customer, not just like a business owner. That perspective helps you build products and experiences people truly want."