How to Start a Natural Skin Care Business in the UK [7 Steps]

Starting a natural skin care business in the UK is a brilliant opportunity to combine creativity with purpose and meet growing demand for clean, conscious beauty.

This guide is for aspiring founders of all kinds — DIY formulators, entrepreneurs with a vision and a budget, or side-hustlers looking to turn their passion into profit. 

You’ll learn how to carve out your niche, comply with UK regulations, develop your products, and launch with impact.

Let’s start!

Step 1: Research and define your niche

Every successful skin care brand starts with a deep understanding of its market — and a sharp point of view. You can't be all things to all people, especially in a crowded space like natural beauty. 

Your first job? Find your space in the industry and get to know your customers better than they know themselves.

🔸 Why this matters:

Without a niche, your brand risks blending into the background. Consumers are overwhelmed by choice, and what they’re looking for is a brand that speaks directly to their needs and values. 

Whether it’s eco-conscious Gen Z buyers, adults with eczema-prone skin, or luxury-minded minimalists, you need to know who you’re serving.

🔸 How to do it:

• Explore current and emerging trends using Google Trends, Pinterest, beauty blogs, and reports from Mintel or Statista.
• Join the conversation on Reddit (e.g., r/SkincareAddiction), Instagram hashtags (#naturalbeautyUK), and Facebook groups to hear what real customers are saying.
• Study your competitors. What do they do well? Where are the gaps in their offerings? Read their customer reviews — they’re goldmines for insight.

🔸 Your goal:

Write a one-sentence mission statement that sums up your niche and purpose. For example:

“We create zero-waste, sensitive-skin-friendly skincare products inspired by traditional British botanicals.”

Step 2: Develop your brand

Your brand is the way people feel when they see your packaging or scroll through your Instagram. It’s your values, your tone of voice, and your visual identity rolled into one.

🔸 Why this matters:

Consumers align with brands that reflect their lifestyle and beliefs. This is especially true in the natural skincare space, where values like sustainability, ethics, and transparency matter deeply.

🔸 How to do it:

1. Choose a business name that reflects your essence:

• Pick something that’s easy to remember, pronounce, and spell.
• Check for domain and social media handle availability.
• Avoid overly generic terms like "Natural Skincare UK" unless combined with something unique.
• Think of names like "Evolve Beauty," "UpCircle," or "Wildsmith Skin" — they feel intentional.

2. Define your mission and values:

• What do you stand for? Sustainability? Skin confidence? Local sourcing?
• Write a brand manifesto or short mission statement. This should guide every business decision.
• Example: "We believe skincare should nourish your skin and the planet — without compromise."

3. Design your visual identity:

• Choose a logo, colour palette, and fonts that reflect your values.
• Natural brands often go for greens, neutrals, or minimalist aesthetics — but don’t be afraid to stand out.
• Think about packaging from day one — is it recyclable, refillable, or biodegradable?

4. Develop your tone of voice:

• Are you formal or friendly? Playful or poetic?
• This voice should be consistent across your website, emails, labels, and social media.

5. Tell your story authentically:

• Share why you started the brand — personal skin issues, passion for herbalism, or frustration with greenwashing?
• Let people into your journey. This can be your biggest asset in building loyalty.

6. Register and protect your brand:

• Register your business with Companies House.
• Consider registering a trademark for your business name and logo.
• Purchase your domain and create matching email and social handles.

7. Create brand guidelines:

• This document defines how your brand should look and sound.
• Include logo usage, fonts, brand colors, imagery style, and tone of voice.
• It’s especially useful as your business grows and you start working with designers, writers, or marketers.

🔸 Pro tip from ANNA

Want a stress-free way to register your company and set up your business account? 

ANNA’s Company Registration service lets you register an LTD for free (with our Enhanced or Total support plan), and instantly gives you access to a business account that integrates with Shopify, Etsy, Amazon, and more — perfect if you plan to sell your skincare line online. 

Plus, we’ll help with taxes, provide a virtual office address, and even file your confirmation statements. 

It’s a game-changer for small skincare brands who want to start strong and stay compliant.

Step 3: Formulate and test your products

Now it’s time to turn your concept into an actual product. Whether you’re formulating in-house or working with a manufacturer, you’ll need to develop skin-safe, stable, and effective products that deliver what they promise — and comply with UK law.

🔸 Why this matters:

Formulating skincare is both an art and a science. The wrong pH balance or preservative system can cause irritation or spoilage. 

And with increasing consumer scrutiny over ingredients, every formula must meet high standards of safety, efficacy, and transparency. In short: beautiful branding is nothing without a product that works.

🔸 Your formulation options:

1. DIY formulation:

• You develop your own product recipes using raw ingredients.
• You’re responsible for sourcing safe, high-quality materials and documenting every ingredient.
• You’ll still need to send your formula to a certified lab for a Cosmetic Product Safety Report (CPSR).

2. Private label manufacturer:

• You choose from ready-made formulas developed by a third party.
• You customise labels and branding, but not the formulation.
• Faster and cheaper to launch, but less unique.

3. Custom manufacturer (Contract manufacturing):

• You collaborate with a lab to develop a proprietary product.
• Ideal if you want control over ingredients, textures, and results.
• Longer timelines, higher minimum orders, and higher costs.

Key considerations during formulation:

• Skin type compatibility: Is the product suitable for sensitive, oily, or dry skin?
• Texture and absorption: Does the product feel greasy? Absorb quickly? Leave residue?
• Scent and color: Will you use essential oils? Natural fragrance? Natural colorants?
• Shelf life and stability: How long will your product last? Will it separate or go rancid?

🔸  Testing requirements:

All cosmetic products in the UK must undergo mandatory testing. These include:

• Stability testing: Ensures the product stays safe and effective under normal storage conditions (temperature, humidity, etc.). Typically takes 4–12 weeks.
• Preservative Efficacy Testing (PET or Challenge Test): Required for water-based formulations. Confirms that your preservative system can prevent microbial growth.
• CPSR (Cosmetic Product Safety Report): A legal requirement. Conducted by a qualified safety assessor, this certifies the product is safe for human use.

Additional tests to consider:

• Patch testing: Helps identify possible skin reactions.
• Microbial testing: Ensures your product is free from contamination.
• Allergen testing: Especially important if you’re using essential oils or fragrance.

➕ Bonus tips:

• If formulating at home, keep detailed records: ingredient batch numbers, shelf life, and testing notes.
• For your first product, start simple — a balm or oil (no water content) avoids the need for preservatives and complex testing.
• Never skip the CPSR. It’s illegal to sell products without it, even if they’re handmade or gifted.

Real-World Example:

A brand like UpCircle started by upcycling coffee grounds into scrubs — simple, oil-based formulas that didn’t require advanced preservation systems. This let them launch quickly while maintaining natural integrity and full compliance.

Step 4: Ensure regulatory compliance

This step might not be the most glamorous, but it’s arguably the most important. The UK Cosmetics Regulation ensures that all cosmetic products sold in the UK are safe, properly labeled, and documented.

What you need to comply with:

1. Responsible Person (RP): Every product must have a designated UK-based RP. You can take on the role yourself or hire a third party.

2. Product Information File (PIF): A file that includes your CPSR, product description, manufacturing method, claims substantiation, and more. It must be stored for at least 10 years.

3. UKCPNP Notification: Submit your product details on the UK Cosmetic Products Notification Portal before launch.

4. Correct Labeling: Must include:

• Product name & function
• Full INCI ingredient list
• Net quantity
• Batch number
• Responsible Person contact details
• Usage instructions & warnings

Don’t cut corners here. Non-compliance can lead to your products being removed from the market or, worse, legal consequences.

Step 5: Build your online and retail presence

Once you have a product and a compliant business, it’s time to make it available to customers.

🔸 Build your website:

• Use Shopify or Squarespace for e-commerce ease.
• Include product pages with descriptions, ingredients, usage instructions, and benefits.
• Add a story-driven About page and a helpful FAQ section.
• Install Google Analytics to monitor traffic.

🔸List on other platforms:

• Etsy (great for artisan and handmade branding)
• Amazon Handmade (access to a wide customer base)
• Not on the High Street (for premium positioning)

🔸 Retail and pop-up sales:

• Partner with independent shops or eco boutiques.
• Try markets, festivals, and local trade events.
• Consider co-branding with yoga studios, spas, or wellness retreats.

Don’t forget: High-quality photos, consistent branding, and clear product messaging can make or break your success online.

Step 6: Create a marketing strategy that feels human

You don’t need a six-figure marketing budget to grow a skincare brand. What you do need is connection, consistency, and creativity.

🔸 Define your brand voice:

• Are you chatty and cheerful? Minimal and luxurious? Your tone of voice should shine through on Instagram captions, packaging, and newsletters.

🔸 Build your strategy:

1. Social media:

• Use Instagram Reels, TikTok, and Pinterest to showcase texture, tutorials, and user results.
• Plan weekly content pillars: education, behind-the-scenes, reviews, founder journey.

2. Influencer outreach:

• Target niche micro-influencers who genuinely connect with your mission.
• Send PR boxes with personal notes.

3. Email marketing:

• Offer a discount for first-time subscribers.
• Send regular emails with skincare tips, offers, and new launches.

4. SEO and Blogging:

• Create content for questions your customers are researching.
• Examples: "Best natural moisturiser for dry skin" or "How to layer skincare products."

Step 7: Launch and gather feedback

🔸 Before you launch:

• Triple-check that your product is registered and labeled correctly.
• Create launch day content across email, Instagram, and TikTok.
• Prepare for orders — test your checkout, fulfillment, and packaging process.

🔸 Launch ideas:

• Early bird discount for your email list
• Gift-with-purchase for the first 100 customers
• Launch a giveaway to boost brand awareness

🔸 After launch:

• Follow up with first customers for honest reviews
• Monitor for any adverse effects (and report them if needed)
• Use insights to refine formulations, pricing, or packaging

Remember: Treat your first 3 to 6 months as a trial period. Listen, learn, and iterate.

Conclusion

Launching a natural skin care business in the UK is more than setting up shop — it’s your chance to contribute to a more thoughtful, sustainable beauty industry. 

You don’t have to do it all alone — and you don’t need to figure out everything from scratch. The journey from idea to fully compliant, beautifully packaged product may be challenging, but it’s 100% doable with the right support systems in place.

✅ Want to simplify the setup and focus on growing your brand? 

Let ANNA take care of the heavy lifting: from registering your company and opening a business account to integrating your sales platforms and automating your taxes. 

You’ll be fully HMRC-compliant from day one — and free to focus on what you do best: creating skin care that makes a difference.

👇 Sign up with ANNA and take the admin out of your business.