White label means putting your branding on a proven, ready-made formulation. Private label means modifying one of those base formulas to your spec. Both start at a 1,000-unit minimum and ship in 6–10 weeks. If it's your first product, white label is usually the right call; if you have a clear product vision, private label earns its keep.
Key facts
- Both white label and private label start at 1,000 units with a 6–10 week timeline
- White label: choose from 200+ existing formulations, no R&D required
- Private label: modify a base formula; your modifications stay yours
- Custom formulation (built from scratch) takes 8–12 weeks and costs more upfront
- Most first-time brands should start white label and customise on their second order
We get this question more than any other. "Should I go white label or private label?" The answer depends on three things: how fast you need to launch, how much creative control matters to you, and how much you want to invest upfront.
Both options put a finished product on shelves with your branding. The difference is in the details.
White label: speed and simplicity
White-label manufacturing means you're choosing from formulations that already exist. We've developed over 200 electrolyte, hydration, and performance formulations. Each one has been tested for taste, stability, and efficacy. You pick one, apply your branding, and we produce it.
The timeline is 6–10 weeks from order to delivery. Minimum order is 1,000 units. You don't need to invest in R&D or formulation testing because the product is already proven.
White label makes sense when:
- You're launching your first supplement product and want to minimize risk
- You need product in hand quickly for a launch event, trade show, or seasonal push
- Your brand differentiator is marketing, distribution, or audience, not formulation
- You want to test market demand before investing in custom development
The limitation is obvious: you're selling the same underlying formula that other brands could also access. Your competitive advantage comes from branding, positioning, and distribution, not from a unique product.
Private label: customization with guardrails
Private-label manufacturing starts with our base formulations but lets you modify them. You might adjust electrolyte ratios, add ingredients (say, B vitamins or caffeine), change flavour profiles, or tweak dosages to match a specific use case.
The timeline is similar (6–10 weeks) because you're modifying an existing product rather than building from scratch. Minimums are 1,000 units because custom blending runs require larger batches to be economically viable.
Private label makes sense when:
- You have a specific product vision that isn't quite met by existing formulations
- You want higher sodium for endurance athletes, or added collagen for a beauty angle
- You need to differentiate from competitors selling identical white-label products
- You have enough confidence in your market to commit to 1,000+ units
Side-by-side comparison
| White label | Private label | |
|---|---|---|
| Formulation | Pre-made, 200+ options | Modified from base formulas |
| Minimum order | 1,000 units | 1,000 units |
| Timeline | 6–10 weeks | 6–10 weeks |
| R&D required | None | Minor adjustments |
| Formula exclusivity | Non-exclusive | Your modifications are yours |
| Best for | First-time brands, fast launches | Brands with specific product needs |
What about custom formulation?
If neither option gives you enough control, custom formulation builds a product from scratch. Your R&D team works with ours to create something entirely new. This makes sense for clinical products, patented ingredient blends, or brands with very specific IP requirements. But it takes longer (8–12 weeks) and the investment is higher.
Most brands don't need it on their first product. Start with white or private label, prove your market, then invest in custom formulation for your second or third SKU.
Our recommendation
If you're launching your first product: go white label. Get to market fast, learn what your customers actually want, and iterate from there.
If you already know your market and have a clear product vision: go private label. The 1,000-unit minimum isn't a huge jump, and the ability to customize your formula creates a real product advantage.
If you're unsure, send us your brief. We'll come back with the path that makes the most sense for your volume and your target markets. We'd rather help you make the right choice than sell you on the wrong one.
