Pick either Value or Premium positioning. This determines your price point, materials, and target customer.
To win in the value segment, we will launch a high-performance 'Base Líquida' with a 'soft matte' finish that directly c...
Our premium product will be a 'skincare-infused' soft matte foundation that delivers a luxurious experience from packagi...
•To win in the value segment, we will launch a high-performance 'Base Líquida' with a 'soft matte' finish that directly competes with dominant players like Ruby Rose.
•The strategy is to deliver on the core promises of high, buildable coverage and excellent oil control at an accessible price point, as praised by customers.
•We will differentiate by solving the market's biggest frustrations: inconsistent formulas, poor shade matching, and faulty packaging.
•By offering a reliable, non-oxidizing formula in a broad range of undertones and housing it in a quality pump dispenser, we can capture market share from dissatisfied customers and build a loyal following seeking affordable, dependable 'wholesale foundation makeup'.
Submit your design with target specs, and we'll connect you with vetted manufacturers.
The blueprint for your value product.
| Parameter | Recommendation | Rationale |
|---|---|---|
| Finish & Texture | Lightweight, Soft Matte Liquid Foundation | Combines the most desired 'soft matte' finish for oil control with the 'lightweight' feel customers praise, directly addressing negative feedback about some formulas being too thick or sticky. |
| Coverage | High, Buildable Coverage | Meets the primary customer need for a product that effectively conceals imperfections like blemishes and melasma, while offering the versatility to be built up or sheered out for a natural look. |
| Performance | 12-Hour Wear, Oil-Controlling & Low-Transfer Formula | Capitalizes on positive reviews praising longevity and oil control. Adding a 'low-transfer' property directly counters a major negative point about the product rubbing off on clothes and masks. |
| Formula Integrity | Non-Oxidizing & Batch-Consistent Formula | Directly solves two critical negative insights: the foundation changing color (oxidizing) after application and long-time users noticing unwelcome changes in formula between purchases. This builds trust and reliability. |
| Shade Range | Expanded range of 18+ shades with clear Cool, Neutral, and Warm undertone labeling. | Addresses the most significant pain point across all segments: finding the correct shade. Clear undertone labeling and a wider selection will drastically reduce customer error and dissatisfaction. |
| Skincare Properties | Non-comedogenic and Dermatologically Tested | Mitigates the negative feedback about the formula causing breakouts or acne, making it a safer choice for consumers with sensitive or acne-prone skin. |
| Packaging | Glass bottle with a reliable, quality-tested pump dispenser. | Solves the widespread frustration with defective, malfunctioning pumps. A functional pump is a key driver of a positive user experience and perceived quality, even in the value segment. |
| Scent | Fragrance-Free | Eliminates the polarizing nature of the scent. While some liked it, others found it strong and unpleasant. Fragrance-free is the safest option to maximize appeal and minimize potential irritation. |
Reduces COGS significantly by replacing the glass bottle and pump mechanism. A squeeze tube is a functional, low-cost alternative that is common in the value segment.
Lowers R&D costs and leverages a proven, stable base, focusing the budget on achieving high coverage and oil control without custom development.
Avoids long lead times associated with custom molds and international shipping. A local supplier with ready-to-ship components can significantly speed up time to market.
A turnkey provider handles formulation, filling, and packaging, streamlining the production process and reducing coordination delays between multiple vendors.
Introduces an 'eco friendly cosmetic packaging' angle, which is a strong differentiator in the value market where this is less common. It appeals to environmentally conscious consumers.
Catess to an underserved customer base, creating a unique selling proposition and strong brand loyalty among consumers who struggle to find a true match.
Verified suppliers and product samples we recommend for this category.
Cross-Border Moisturizing, Brightening, Concealer Foundation, Natural and Long-Lasting Oil-Control BB Cream, Non-Smudging Makeup, European and American Contouring Powder, Moisturizing
BRL $2.70
MOQ: 1 | Orders: 127
Matte Liquid Foundation for Long-Lasting Makeup for Blemished Skin, Yellow and Black Skin, Wheat Color, Waterproof, Long-Lasting, Non-Removing Makeup, Cross-Border Hot Style Customization
BRL $3.15
MOQ: 10 | Orders: 2
Zephoco Lightweight Long-Lasting Liquid Foundation, Light and Hydrating, Glossy and Caring, Matte, Clear and Compliant with Skin Texture, Base Makeup
BRL $9.00
MOQ: 1 | Orders: 2
Quality risks, pricing levers, and key specifications to keep in mind.
Guangdong province, led by Guangzhou, Shantou, and Foshan, is the dominant manufacturing region for soft matte foundation. Guangzhou stands out as the heart of China's cosmetics industry, offering a mature OEM/ODM ecosystem and a complete supply chain. Nearby cities like Shantou and Foshan provide more cost-competitive alternatives, while Zhejiang's Jinhua cluster serves as a secondary hub for export-oriented production.
Recognized as the core of China's cosmetics industry, with a massive industrial cluster and a complete, highly efficient supply chain. This hub offers extensive OEM/ODM services and deep expertise in formula development, production, and packaging.
⚠️ Pricing is higher on average compared to other Guangdong cities, reflecting its status as a premium manufacturing hub with advanced capabilities.
A significant cluster of suppliers offering highly competitive pricing within the powerful Guangdong cosmetics ecosystem. It provides a strong balance of volume and cost-effectiveness.
⚠️ May have less emphasis on cutting-edge R&D or complex custom formulations compared to the premium hub of Guangzhou.
Offers some of the most competitive pricing for foundation, benefiting from its proximity to the larger Guangzhou supply chain for materials and logistics.
⚠️ The supplier base is significantly smaller than in Guangzhou or Shantou, which may limit production capacity, specialization, and choice.
Part of the well-established Zhejiang export manufacturing zone, known for mass-producing a wide variety of beauty products for international markets.
⚠️ This is a smaller, secondary cluster for foundation specifically, with average pricing that is less competitive than in Shantou or Foshan.
Submit your design with target specs, and we'll connect you with vetted manufacturers.