The Challenges of Developing a Skincare Product: Why Some Brands Struggle to Launch Quickly

1. Inconsistent Brand Vision

A clear brand vision provides direction and purpose, helping guide product decisions from formulation to packaging. However, many brand owners struggle with inconsistency in their vision, frequently changing their focus based on new trends or feedback. Without a consistent vision, it becomes challenging to create products that align with the brand’s identity, which can lead to confusion both within the development team and among consumers.

Example: A brand that starts as a clean beauty company may later incorporate synthetic ingredients due to cost, only to change back to natural ingredients after seeing consumer interest in “all-natural” products. This inconsistency can delay product development and confuse potential customers.

Solution: Establish a strong brand vision that outlines core values and principles. Regularly revisit this vision to ensure that each product aligns with your brand’s overall identity, and avoid making changes based on fleeting trends.

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2. Unclear Product Goals and Expectations

A common issue in skincare product development is that brand owners don’t have a precise understanding of what they want. They may know they want an “effective anti-aging serum” but lack clarity on ingredients, target consumers, or intended results. Without defined goals, formulating a product becomes a guessing game, leading to multiple revisions and costly delays.

Example: A brand owner requests a serum “with peptides” but lacks specifics. The formulator may present a version with firming peptides, only for the brand owner to request anti-wrinkle peptides instead. This back-and-forth consumes valuable time and resources.

Solution: Before starting development, set clear, specific goals for each product. Outline intended benefits, target ingredients, and desired outcomes, and communicate these expectations clearly to your formulator.

3. Being Easily Influenced by Peers or Trends

With social media and industry networks, it’s common for brand owners to be influenced by friends, peers, or trending ingredients they see online. While it’s essential to stay updated with trends, constantly shifting focus based on outside influences can lead to delays and an inconsistent product line.

Example: A brand may initially want a minimalist face cream but shift to a complex formula with multiple actives after seeing other brands launch multi-functional products. Constantly chasing trends can prevent the product from staying true to the brand's original goals.

Solution: Keep your core brand values and goals at the forefront. While trends can be valuable, evaluate them critically and determine if they genuinely align with your brand vision before incorporating them into product development.

4. Unrealistic Expectations and the Pursuit of Perfection

Many brand owners set unrealistic expectations for their products, aiming for perfection in every aspect. They may demand “perfect” results, expecting their product to be ideal for all skin types, free from every possible allergen, and effective immediately. This pursuit of perfection often leads to frequent modifications, further testing, and extended development timelines.

Example: A brand owner may request multiple adjustments to a formula to achieve a specific texture or scent, causing delays. In the end, the product is never “perfect enough” to launch.

Solution: Accept that perfection is rare and that effective products don’t need to be flawless. Instead, focus on creating a high-quality product that aligns with your brand vision and solves a specific need. Set realistic expectations and recognize that minor adjustments can be made in future versions.

5. Frequent Formula Modifications Based on Internet Research

With easy access to skincare information online, brand owners often come across new ingredients or trends that they want to incorporate into their products. However, frequently modifying formulas whenever a new ingredient catches their eye disrupts the formulation process and leads to a lack of consistency.

Example: A brand owner sees a trending ingredient like bakuchiol online and requests it in their anti-aging formula, only to ask for CBD in the next revision. Constant changes can lead to a product that feels “patched together” rather than cohesive.

Solution: Stick to a predetermined list of ingredients and objectives, and work with your formulator to decide on a stable, effective formula. If new ingredients or trends emerge after development has begun, consider incorporating them into future products rather than modifying current formulas.

6. Failing to Take Responsibility for Product Success

After months (or even years) of development, some brand owners launch a product only to find it doesn’t sell well. Often, they blame the formula or product itself, believing it’s “not good enough.” However, poor sales are often a result of inadequate marketing, lack of consumer education, or a disconnect between the product and the target audience.

Example: A brand launches a serum without clear messaging on its benefits or proper instructions on how to use it. When the product fails to gain traction, the brand owner may blame the formula instead of assessing their marketing strategy.

Solution: Recognize that product success relies on more than just formulation. It’s essential to develop a comprehensive marketing strategy, educate consumers on the product’s benefits, and ensure that the product is positioned and promoted effectively.

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Conclusion: Why Consistency and Clear Goals Are Key

Developing a successful skincare product requires more than just an effective formula. Inconsistent brand vision, shifting goals, unrealistic expectations, and frequent changes hinder the development process and make it difficult to launch a product on time. Moreover, once a product is launched, success depends on how well the brand owner can position and promote the product to the target audience.

For new skincare entrepreneurs, it’s essential to establish a strong brand identity, set clear product goals, and commit to these objectives throughout development. Understanding that each element of product development—from branding and formulation to marketing—plays a vital role in the overall success can prevent delays and set the foundation for a thriving brand.