2025 Ultimate Makeup Brand Starter Guide: How to Launch Your First Eyeshadow Palette with Low MOQ?

2. What “low MOQ” actually means in color cosmetics

MOQ (Minimum Order Quantity) is the smallest number of units a manufacturer will produce in a single order. 

Traditionally, color cosmetics factories required hundreds or thousands of units per SKU, which made it difficult for small brands to launch custom products.

However, small-batch and low-MOQ manufacturing is now widely offered:

• Many manufacturers describe small batch as runs of roughly 50–5,000 units, depending on the facility.

• White-label and private label suppliers are explicitly lowering MOQs so that startups and micro-brands can test the market with smaller budgets.

In practice, “low MOQ” for an eyeshadow palette often looks like:

• 6-pan palette: starting around 20–50 units

• 9-pan palette: starting around 30–100 units

• 12-pan palette: starting around 50–150 units

Numbers vary by supplier and packaging, but the principle is stable: you can launch a real, branded eyeshadow palette without ordering 1,000+ pieces.

Table 1. Example investment: traditional MOQ vs low MOQ (editable reference)

This table uses illustrative numbers only. Replace the “unit cost” with actual quotes from your manufacturer.

Scenario	MOQ (pcs)	Estimated Unit Cost (USD)	Total Product Cost (USD)	Typical Use Case
Traditional factory, 12-pan	1,000	6.00	6,000	Established brands, big retailers
Small batch, 12-pan (low MOQ)	120	7.20	864	Indie brands testing a new concept
Small batch, 9-pan (low MOQ)	60	6.50	390	Creators / MUAs first launch
White label, 6-pan (low MOQ)	30	5.80	174	Very small or local businesses

 

3. Anatomy of an eyeshadow palette: from formula to packaging

Before designing your first palette, it is useful to understand the basic components of the product.

3.1 Pan count and layout

• 6-pan palettes: compact, focused color stories, ideal for testing.

• 9-pan palettes: balanced between variety and cost; very common for first launches.

• 12–16-pan palettes: more storytelling and trend palettes; higher cost and design complexity.

3.2 Formulas and finishes

Common finishes include:

• Matte: higher pigment load, more binders, often more challenging to formulate smoothly.

• Shimmer / satin: includes pearlescent or mica-based pigments.

• Metallic / foiled: higher reflective particles, sometimes needs a different binder ratio.

• Glitter / topper: often used as accent shades; may have different regulatory requirements in some markets.

From a scientific perspective, a pressed eyeshadow typically combines:

• Pigments (color)

• Fillers (e.g., talc, mica, or alternatives)

• Binders (oils, esters, synthetic or natural binders)

• Slip agents (for blendability)

• Preservatives (if needed)

When comparing suppliers, ask explicitly:

• Are formulas vegan?

• Are they cruelty-free (no animal testing, directly or via raw materials)?

• Which regulations do they comply with (EU, US, etc.)?

  3.3 Packaging structure

  A typical palette has:

  1. Primary packaging – palette case (plastic, cardboard, metal, or composite)

  2. Pans – aluminum or tin pans holding the pressed powder

  3. Mirror and applicators – optional but increase perceived value

  4. Secondary packaging – outer carton, sleeve, or box

  Key technical choices:

  • Material: plastic vs paperboard vs mixed materials

  • Printing method: digital, offset, UV, hot stamping, embossing, etc.

  • Sustainability: recyclability, FSC-certified paper, reduced plastic, refillable options.

     

    
    

    
    

    4. Step-by-step: how to build your first low-MOQ eyeshadow palette

    This section focuses on practical implementation. Each step can be converted into a checklist or internal SOP.

    Step 1 – Define a clear market hypothesis

    Instead of “I want a nice palette”, define a hypothesis such as:

    • “A 9-shade neutral-cool palette for office workers who want one product for work and dinner.”

    • “A 6-shade, high-impact shimmer palette for festival and party looks.”

    Action points:

    • Describe your user: age, experience with makeup, budget, where they shop.

    • Describe the main use case: daily, social media content, professional kit, or seasonal.

    • Decide your target retail price range (e.g., USD 18–30).

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    Step 2 – Choose format and pan count

    Link pan count to positioning:

    • If your audience is budget-sensitive and new, start with 6 or 9 shades.

    • If your audience is trend-driven and visual, a 12- or 16-shade palette can justify a higher price.

    Action points:

    • Fix pan count (6 / 9 / 12 / 16).

    • Decide pan size (e.g., 26 mm, 23 mm).

    • Decide whether to include a mirror (affects cost and shipping weight).

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    Step 3 – Design the color story using simple color theory

    You do not need to be a professional colorist to design a logical palette. A practical structure is:

    • Base shades (2–4) – light matte colors for setting and transition.

    • Depth shades (2–3) – medium to dark mattes for definition.

    • Accent shades (2–4) – shimmers or metallics for pop.

    For a 9-pan, a common distribution is 5 mattes + 4 shimmers.

    Action points:

    • Build a grid: rows for light–medium–dark, columns for warm–neutral–cool.

    • Place each planned shade into one cell of this grid.

    • Check that every row and column has at least one usable daily shade.

       

      Step 4 – Select formulas and performance targets

      For each shade, define:

      • Finish (matte / shimmer / metallic / topper)

      • Pigment intensity (sheer / medium / full)

      • Intended application (brush, finger, wet brush)

      Talk to your manufacturer about:

      • Payoff vs fallout: very soft formulas may have more powder kick-up.

      • Skin type compatibility: some formulas cling more to dry or oily lids.

      • Regulatory: some pigments (e.g., certain reds, neons) may be restricted in some regions.

      Action points:

      • Write a short spec per shade: “Cool taupe matte, medium payoff, very blendable.”

      • Request existing library shades that are close, then adjust

       

    Step 5 – Sampling and iteration

    Most low-MOQ suppliers can produce samples before full production.

    Typical sequence:

    1. Paper brief (shade list, finishes, reference images).

    2. Lab samples or standard library shades sent for testing.

    3. Feedback on payoff, texture, and color accuracy.

    4. Second round if necessary.

    Action points:

    • Prepare a simple evaluation sheet: payoff, blendability, fallout, longevity, irritation.

    • Test under different lighting (daylight, warm indoor, studio light).

    • Ask 3–5 users with different skin tones to try the shades.

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    Step 6 – Production, QC, and documentation

    Once samples are approved:

    • Finalize shade codes, packaging dielines, and print files.

    • Confirm MOQ, lead time, and payment schedule in writing.

    • Request spec sheets, INCI lists, and relevant test reports for compliance.

    Action points:

    • Build a bill of materials (BOM): formula, pans, palette, mirror, carton, inserts.

    • Set up a simple QC checklist: check broken pans, misprints, color consistency, and mirror placement on arrival.

    • Decide how many extra units to hold as buffer for damaged or PR pieces.

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    Step 7 – Launch and data feedback loop

    Your first batch is not only stock; it is a controlled experiment.

    Track:

    • Sell-through rate by week.

    • Best-selling shades and usage feedback.

    • Return reasons (if any).

    DATA PLACEHOLDER A: Insert your own sell-through or conversion data here for internal analysis.

    Use these insights to decide:

    • Whether to re-order the same palette.

    • Whether to adjust the color story.

    • Whether to create a variant (e.g., “warm” and “cool” version).

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    5. Example budgeting and break-even analysis

    Below is a simplified model for a 9-pan palette with low MOQ. All numbers are illustrative and should be replaced with your actual quotes.

    Table 2. Example cost and break-even for a 9-shade palette

    Item	Value (example)
    MOQ	60 pcs
    Manufacturing cost per palette	USD 6.50
    Landed cost per palette (incl. freight, duty)	USD 7.50
    Packaging design + branding (amortized)	USD 1.00
    Total cost per palette	USD 8.50
    Recommended retail price	USD 24.00
    Gross margin per palette (before marketing & overhead)	USD 15.50

    If you sell 60 pieces:

    • Total revenue ≈ USD 1,440

    • Total product + design cost ≈ USD 510

    • Gross profit before other costs ≈ USD 930

    DATA PLACEHOLDER B: Replace unit costs, freight, and price with your own numbers to create a realistic internal financial model.

     

    Cost vs Revenue for First Low-MOQ Batch

    A simple visual to demonstrate why low MOQ is safer for new brands by showing total cost, total revenue, and the break-even level.