Based on an interview with beauty brand consultant Ana Allen

In today’s beauty market, spa owners are uniquely positioned to launch their own product lines. They have daily access to real clients, deep knowledge of skincare concerns, and a trusted role in their customers’ routines. According to beauty brand consultant Ana Allen, many of the most successful indie brands she’s seen started right in the treatment room.

But before you dive into product development, Ana offers a clear roadmap. Here are the first five things every spa owner should do before launching a product:

1. Use Your Clients as a Built-In Focus Group

You’re not starting from zero—you already have a steady flow of clients. Ana encourages spa owners to leverage that access for real-time consumer testing.

“I always say: ask questions before you build the product. What are your clients missing in their routine? What’s the most common concern they bring up? Use your service menu as a guide, and listen closely,” Ana says.

Invite regulars to try unbranded samples. Host small in-person trials. Ask for feedback in exchange for a discount or add-on service. Use the information to co-create your product based on actual client needs, not just personal preferences.

2. Start Small and Test First

According to Ana, you don’t need to invest $1M+ to build a beauty line. In fact, starting small is often smarter.

Look for manufacturers or labs with low minimum order quantities (MOQs). Ana mentions companies like Miami Growth Machine that offer MOQs as low as one unit—perfect for prototyping and early testing.

“Spa owners have an edge because they can test directly on-site. You don’t need a massive launch. Start with one product, see how it performs, and build from there.”

3. Understand the Power of Your Community

One of the biggest advantages spa owners have is a loyal, trusting community. That community can be your early adopters, brand ambassadors, and even your R&D team.

Rather than launching with paid ads and influencer campaigns, Ana recommends taking a grassroots approach:

“Use your space to host events, get client feedback, and build buzz. Retail today is about connection and trust—and you already have that.”

Whether through mixers, workshops, or one-on-one education, spa owners can build real momentum before the product even hits the shelves.

4. Build a Content Strategy That Reflects Your Expertise

You don’t need to be a content creator to tell your story—you just need to be genuine and consistent.

Ana’s advice: Focus on three content pillars—

• Founder/Expert content: Show your face. Talk about your passion.
• User-generated content (UGC): Feature client testimonials and reactions.
• Educational content: Share routines, skincare tips, and usage tutorials.

And if time is tight? Use AI as a tool—not a crutch.

“AI can help you structure posts or brainstorm ideas. But don’t forget to add your own voice. Gen Z especially can smell inauthenticity.”

5. Own Your Formula & Negotiate Everything

Before you sign with a manufacturer, make sure you own your formula. Many labs retain rights unless you provide the formula or negotiate otherwise.

Ana also advises spa founders to negotiate packaging, payment terms, and production timelines:

“Just because a lab gives you a quote doesn’t mean it’s fixed. You can negotiate for smaller batches, better payment terms, or phased production. Every dollar counts.”

Final Thoughts

Launching your own beauty product doesn’t require celebrity backing or venture capital. As a spa owner, you already have what many startups don’t: access, credibility, and community.

Start with insight. Stay connected to your clients. And build slow, smart, and authentically.

As Ana says:

“Getting it done is better than perfect. Don’t wait for everything to be perfect. Just start where you are—and grow from there.”