Standard Formula vs Custom Formula Cosmetics: Which Should Your Brand Choose?

A standard formula is a ready-made, pre-developed cosmetic formula that a factory offers to several brands, while a custom formula is developed from scratch for one brand's brief. The main trade-off is speed and low minimum order versus uniqueness: at MPC Innovation Lab, standard formulas start from 100 pieces, and custom formulas typically start around 300 to 1,000 pieces.

This guide compares standard formula vs custom formula cosmetics, explains when each makes sense, and lists what to put in a custom R&D brief so development starts on the right track.

What is a standard formula?

A standard formula (also called a ready-made or stock formula) is a tested base that the factory has already developed and stabilised, such as a basic moisturiser, serum, cleanser or shampoo. The brand typically chooses the formula, then customises the visible parts: product name, packaging, label, and often colour or fragrance within the options offered.

Because the formula already exists, sampling is faster and ordering can begin with smaller quantities. It is the common starting point for new brands testing a market.

What is a custom formula?

A custom formula (also called a bespoke or exclusive formula) is developed by the factory's cosmetic scientists to match your specific brief: texture, claims, target skin type, key ingredients, fragrance and price position. It goes through development, sampling and revision rounds until you approve it.

Custom development takes more effort from both sides, so factories usually set a higher MOQ. Ask in advance who owns the finished formula and whether it is exclusive to you.

Standard vs custom formula: pros and cons

Standard formula

• Pros: lower MOQ (from 100 pieces at MPC), faster path to a sample, lower development effort, formula is already stabilised.
• Cons: less differentiation, since the base may also be used by other brands; limited changes to texture and actives.

Custom formula

• Pros: a distinctive product that fits your brand story, control over texture, ingredients and sensory feel, and potential exclusivity depending on the agreement.
• Cons: higher MOQ (roughly 300 to 1,000 pieces at MPC), longer development, multiple sample rounds, and a clear brief required from you.

How do the MOQs differ?

At MPC Innovation Lab, standard formulas can start from 100 pieces. Custom formulas are generally around 300 to 1,000 pieces, depending on the product and packaging. The exact figure for your project is confirmed in the quotation. Also ask whether MOQ applies per product, per colour, per scent or per size.

When should you choose a standard formula, and when a custom one?

Choose a standard formula when:

• You are launching your first product and want to test demand with limited stock.
• Your point of difference is branding, packaging or positioning rather than the formula itself.
• You need to move to market quickly.

Choose a custom formula when:

• Your product story depends on a specific texture, ingredient combination or sensory experience.
• You want a hero product that competitors cannot easily copy.
• You have budget and volume to justify development.

Many brands start with standard formulas and move to custom for their best-selling product once demand is proven. A one-stop partner can support both paths within the same relationship.

What should a custom R&D brief contain?

A good brief shortens development. Include as many of these as you can:

• Product type and format: serum, cream, gel, shampoo, lotion and so on.
• Target customer: skin or hair type, age range, concerns and market.
• Key claims and benefits you hope to communicate, noting that claims must follow applicable regulations.
• Desired ingredients, and ingredients you want to avoid (for example fragrance-free or specific preferences).
• Texture, colour and scent references, ideally with competitor or reference products you like.
• Packaging idea and fill size, since packaging affects formula compatibility.
• Target price position and expected first order quantity.
• Timeline expectations and your sales channel.

From the brief, the team develops the formula, produces samples for your feedback, and repeats until you confirm. The path then continues to packaging and artwork, production, QC and delivery.