The short answer
With private label you have a new fragrance developed exclusively for your brand. With white label you choose an existing fragrance from a perfume house and sell it under your own brand name, with your own label and packaging.
| White label | Private label | |
|---|---|---|
| The fragrance | Existing formula from the perfume house’s collection | New formula based on your brief |
| Time to launch | Weeks: the formula already exists | Months: brief, versions, iterations and documentation |
| Upfront cost | Low: set-up cost for label and packaging | Higher: development cost for the formula |
| Exclusivity | Not by default | Exclusive to your brand |
| Formula ownership | Stays with the perfume house | Usually transferred to you (IP transfer), otherwise with the perfume house |
| Fits | Testing quickly, small runs, new entrepreneurs | Building a recognisable fragrance identity |
When do you choose white label?
White label fits when you want to launch quickly, keep the risk small or first test whether there is demand for your brand. You pay no development phase and can start with a small run.
When do you choose private label?
Private label fits when the fragrance is a core part of your brand. You want nobody else to sell the same fragrance and you want it to match your positioning, your audience and your price. You invest more upfront and build a fragrance that is yours.
Ownership and exclusivity
Ownership of the formula and exclusivity are two different things. The first is about who legally owns the formula, the second about who may use the same fragrance. Always put both in writing before the start.
What does it cost?
Costs differ widely per perfume house. With white label it is about a price per bottle and a set-up cost. With private label development costs come on top, which grow with the number of iterations and the complexity. Always ask for a quote with clear agreements on run size, bottle and packaging.