Monetization of a blogger's personal brand: how to launch an author's cosmetic line?

Over the next five years, the influencer marketing industry is expected to grow to $40 billion globally. In 2025, 80% of companies have either maintained or increased their budgets for this type of marketing.

This clearly shows that influencers and bloggers have real impact — and that influence is now being monetized.

When bloggers feature and recommend brands on their social media, they are essentially “lending” their trust to boost product sales. But this valuable trust can also be channeled in another direction — towards building a personal brand.

Globally, there are already many examples where popularity has become the foundation of a successful business: Hailey Bieber and her brand Rhode, Kylie Jenner with Kylie Cosmetics, and Charlotte Tilbury.

In Ukraine’s beauty scene, only a few bloggers have launched their own lines so far — but the trend is growing. Notable examples include Mola Cosmetics (founded by Oksana Melnykovych and Oleksandra Palko) and Antonova Beauty Cosmetics (founded by makeup artist Aliona Antonova).

Why It’s Profitable for Bloggers to Launch Their Own Beauty Lines

Creating your own cosmetics line requires investment — but that investment includes marketing.

When an influencer launches a beauty brand, they’re not starting from scratch — they already have a loyal audience that trusts their expertise.

That’s why launching a personal brand is a faster, cheaper, and more effective way for bloggers to scale their influence into business.

A personal brand is a platform that can be monetized through a product — whether you’re a cosmetologist, fitness trainer, travel influencer, or artist. Your own product line helps you move from blog to business.

How Audience Trust Becomes the Foundation of a Beauty Brand

Trust turns followers into a community — and that community into loyal customers.

Launching your own cosmetics line is a natural next step in building a personal brand and allows influencers to evolve into product owners.

A personal product works for the influencer in several key ways:

1. Increases audience loyalty.
2. When a product is created based on real audience needs, trust deepens. Studies show that authentic content — especially when it includes personal products — significantly boosts trust and loyalty.
3. Raises average order value.
4. E-commerce data confirms that customer loyalty directly impacts the average order value (AOV). So, when a blogger strengthens trust with a quality product, it directly increases business profitability.
5. Opens new income streams.
6. A beauty line is an independent business that works alongside the blog.
7. Sales support the brand, and the brand supports sales — creating a continuous growth cycle.

4 Steps to Launching a Beauty Line with ED Cosmetics

At ED Cosmetics, we divide the process of launching a cosmetics line into four main stages:

1. Market Research — Finding Your Unique Niche

Before creating a product, it’s essential to understand who it’s for and why.

We help you identify:

• Key trends (ingredients, formats, customer demands);
• Market gaps and opportunities;
• Competitors and their strengths.

This analysis helps you discover your unique positioning so your brand reflects your personality — not just another jar on the shelf.

2. Formulas and Production — From Idea to Texture

Bloggers often know the desired effect (“a serum that really hydrates” or “a foundation without the mask effect”) but don’t know how to achieve it.

That’s where the magic of our laboratory begins.

Through private label manufacturing, we:

• Develop ready-made or custom formulas;
• Test textures, scents, and skin feel;
• Select packaging that highlights your brand’s essence.

You receive a product that’s fully ready for the market.

3. Certification and Compliance

Every cosmetic product must meet EU standards — safety, composition, labeling, GMP, and product dossiers.

We handle all the documentation, safety testing, and dossier preparation — ensuring your product is ready for official registration.

You stay focused on your brand while we manage the bureaucracy.

4. Marketing and Launch — Turning a Product into a Story

Your brand isn’t just a jar of cream — it’s part of your identity.

We help craft a launch strategy that includes:

• Market demand analysis and pricing strategy;
• Channel selection (e-commerce, marketplaces, offline points, collaborations);
• Product line planning;
• Loyalty and retention programs;
• Synergy between your marketing and sales teams.

We ensure your product becomes an organic part of your image and story.

Why Brands Choose ED Cosmetics as Their Private Label Partner

ED Cosmetics supports you from concept to finished product — including formula development, testing, certification, and production.

But our main advantage lies in the expertise behind each stage.

Our co-founder Nadiia Dilai, a scientist, geneticist, and pharmacist with 16 years of experience in pharmaceutical manufacturing, develops formulas that are both effective and fully compliant with EU certification standards.

This flexibility allows brands to create premium lines and customized cosmetics — something rarely available in standard private label production.

Most manufacturers stop at obtaining their own GMP or ISO certification.

We go further — helping you certify your own brand, ensuring official EU market access.

We also have hands-on experience with EU exports and know how to prepare documentation, formulas, and packaging according to CPNP and PIF requirements.

This minimizes risks, saves time, and guarantees consistent quality at every stage.

ED Cosmetics is your scientific partner in creating premium, certified, export-ready products designed for growth and scale.