40+ Private-Label Products To Sell in 2025

Browse this extensive list of private-label products and learn more about the popular private-label business model, including what it is and how to do it.

You don’t need to manufacture your own products to run a successful online store. With private labeling, you work directly with manufacturers to develop exclusive products for your brand. These items can be shipped to a fulfillment center, your warehouse, or straight to your customers.

Private-label products are a smart option for brands expanding their product catalog for an established audience, launching something new, or creating a passive income stream. And there’s an ever-growing market for them. The Private Label Manufacturers Association reported a record $271 billion in sales in 2024, a 3.9% increase compared to the prior year. This growth suggests rising consumer trust in store brands, creating a prime opportunity for entrepreneurs looking to launch or scale a product line.

In this guide, you’ll learn about the most profitable private-label products to sell and how to start your own private-label brand.

What is a private-label product?

A private-label product is a product made by a third-party manufacturer and sold under your brand name. In this business model, you control every aspect of the product—from specifications and materials to design and packaging—but your manufacturing partner handles the actual creation of the product.

Private label vs. white label

Private label	White label
Only available from your brand	Multiple retailers can sell the same product under different names
Unlimited customization	Customization is limited to packaging, labels, or tags
Longer lead times	Shorter lead times
Higher cost	Lower cost

While private-label products are customized to the brand’s specifications, white-label products are generally pre-made and offer very little customization. They could be sold to multiple retailers, each of whom would put their brand name on it. Because they’re pre-made, white-label products can be put in market faster and potentially at a lower cost than private-label products.

Sometimes the same manufacturer will offer both white labeling and private labeling. For example, a coffee roaster might offer the option to add your logo to its classic French Roast (white labeling) or you can work with that same roaster to create a custom blend (private labeling).

📚Learn more: Private Label vs. White Label: How To Choose For Your Business

How private label compares to other models

Private label often gets confused with white label, private brands, and other ecommerce models—but each has important differences.

• Private label: Custom product made to your specs, sold under your brand only.

• White label: Generic product rebranded by multiple sellers.

• Print on demand (POD): You customize the design (e.g., print or embroidery), not the product itself.

• Dropshipping: You sell products you don’t stock; orders are fulfilled directly by a third party.

• Private brand: Refers to a brand identity owned by a retailer (e.g., Kirkland, Great Value), encompassing private-label products.

Understanding these distinctions can help you choose the right product strategy based on your goals, budget, and desired level of customization.

How does a private-label business work?

A successful private-label business combines three key elements: a strong brand identity, smooth online checkouts, and solid manufacturer relationships.

Here’s how it works: After researching their target market, retailers establish a brand and create sales channels to reach customers. Next, they collaborate with private-label suppliers to develop products they can purchase, market, and sell for profit.

Most private-label retailers serve a specific niche where they deeply understand consumer needs. Clothing and cosmetics stores frequently develop private-label product lines, as do grocery stores. Target has its Archer Farms private-label, Walmart has Great Value, and Costco has Kirkland Signature.

Private labeling continues to grow among national brands and small businesses alike, with store brands now representing a large portion of retailers’ total sales.

Pros and cons of selling private-label products

Private labeling has become increasingly popular as a business model, offering several advantages for online store owners.

Advantages of selling private-label products

Beyond outsourcing manufacturing, private labeling offers several advantages:

• Control over production. As a retailer, you work directly with manufacturers to select materials and ingredients, while making key decisions about product quality, production rates, and costs.

• Control over pricing. Once you know your private-label production costs, you can develop your pricing strategy and leverage your brand power to achieve your target profit margins. This flexibility helps you adapt to market conditions.

• Higher profit margins. When you work directly with manufacturers, you cut out middlemen and control your pricing. This typically leads to better profit margins than selling name brand products, which can be more expensive to stock—a significant advantage for growing retailers. And when compared to white label products, private-label products can often command higher price points because they’re exclusive to your brand, reducing direct competition.

• Control over marketing and branding. With private-label products, you have complete control over branding and marketing, including how products are presented to audiences and positioned in your catalog.

• Ability to improve products over time. Since manufacturers make products according to your specifications, you can update your specs to reflect customer feedback over time. Improving your products can help strengthen customer loyalty.

Challenges of selling private-label products

While private labeling has many benefits, it doesn’t come without its challenges:

• Difficulty building loyalty from zero. For new brands, developing a following takes time. This is especially challenging for private-label retailers that lack a product development story. Without a narrative about designing and crafting your products, you’ll need creative ways to build brand reputation.

• Manufacturer dependency. Because third-party manufacturers handle production, you depend heavily on their capabilities. Supply chain issues, price increases, and quality problems can significantly impact your business—often with limited solutions available. Choosing a reputable, reliable supplier becomes crucial, as quality and service vary significantly between manufacturers.

• Upfront expenses. With private-label products, you need to make upfront investment to fund research and development (R&D). You wouldn’t incur these expenses with models like white labeling or dropshipping.

40+ private-label product ideas and manufacturers

• Private-label apparel and accessories
• Private-label cosmetics and hair care
• Private-label food and supplements

Working with private-label manufacturers gives you access to millions of potential products. But with so many options, sourcing products from a reliable private-label supplier can be tricky.

To help you get started, here are the most popular private-label categories, along with specific product ideas based on monthly search volume (MSV)—a key indicator of consumer interest based on how many people search for these products each month:

Private-label apparel and accessories

Apparel is an ideal category for private labeling. You can easily customize designs, offer different colors and materials, and build a unique brand identity. 2025 data from Numerator reveals a heavy investment in private-label brands from major retailers like Walmart and Target. Private-label apparel sales were roughly flat in 2024 compared to 2023, but one area of growth was in the baby sector, which includes baby apparel.

Before choosing products, consider what shoppers are actively searching for. Here are some of the most-searched apparel and accessories terms with their global monthly search volume (MSV):

• Backpacks (566,000 MSV)

• Women’s jeans (371,000 MSV)

• Maternity dresses (154,000 MSV)

• Men’s dress shoes (52,000 MSV)

• Women’s tank tops (39,000 MSV)

• Women’s hiking boots (22,000 MSV)

• Women’s yoga pants (18,000 MSV)

Private-label cosmetics and hair care

Hair care and cosmetics products have seen remarkable success with private-label business models. Overall cosmetics sales are projected to reach $114.69 billion worldwide in 2025. Of that, 78% of sales are projected to be in the non-luxury sector, which includes private-label brands. Here are the highest-volume searches showing what potential customers are looking for:

• Sunscreen (1 million MSV)

• Shampoo (916,000 MSV)

• Moisturizer (696,000 MSV)

• Hyaluronic acid (654,000 MSV)

• Hairspray (328,000 MSV)

• Conditioner (253,000 MSV)

• Mousse (238,000 MSV)

• Dry shampoo (175,000 MSV)

• Eye cream (108,000 MSV)

• Hair wax (71,000 MSV)

• Hair gel (63,000 MSV)

• Exfoliating toner (18,000 MSV)

• Natural facial cleanser (5,000 MSV)

Private-label food and supplements

Private-label food and supplements are growing rapidly, even competing with national grocery chains. Overall global food sales are projected to hit $9.43 trillion in 2025, with 8.6% of that revenue from online sales.

Meanwhile, the global dietary supplement market is projected to reach $72 billion in sales by 2026. On the private-label front, data from Statista reveals $152 billion in sales for private-label food in 2023, the last year covered in the report. Here’s what’s trending in this space:

• Candy and chocolate (3.7 million MSV)

• Cakes and pies (2.96 million MSV)

• Pasta (2.3 million MSV)

• Niacinamide (826,000 MSV)

• Probiotics (682,000 MSV)

• CBD (620,000 MSV)

• Soup (588,000 MSV)

• B vitamins (247,000 MSV)

• Gluten-free (228,000 MSV)

• Condiments (129,000 MSV)

• Fair trade (84,000 MSV)

• Breakfast foods (71,000 MSV)

• Omega-3 fatty acids (46,000 MSV)

• Organic foods (38,000 MSV)

Top private-label product suppliers

• Thomas
• Apliiq
• Dripshipper
• OK Capsule

Whether you’re developing your own private-label cosmetics product line, supplements brand, coffee company, or furniture store, you’ll need to partner with a reputable product maker. Fortunately there’s no shortage of private-label suppliers you can turn to for your production needs. Here are four suppliers worth considering:

Thomas

Source: Thomas

Specializes in: North American supplier connections

Thomas’s extensive directory connects you with more than 500,000 suppliers offering a combined six million products.

Let’s say you’re planning to start a private-label skin care brand. To find beauty manufacturers on the Thomas platform, start by searching for “private-label manufacturing” or “contract manufacturing” in the search bar. Once you’re on the results page, you can browse manufacturers specializing in beauty items, skin care products, dietary supplements, and CBD products. Each manufacturer profile includes detailed information about their manufacturing capabilities, quality certifications, and contact details. You can also request quotes directly through the platform.

Apliiq

Source: Apliiq

Specializes in: Specialty clothing

Apliiq is a print-on-demand company specializing in apparel and accessories. With print on demand (POD), you create a design that the manufacturer applies to your chosen garment using techniques like screenprinting, heat transfer, or embroidery. The POD supplier then produces the garments to order and dropships them to your customers.

Typically, print on demand items will retain the manufacturers’ tags. But Apliiq’s private-label service lets you add your own custom tag to any garment, effectively creating unique branded clothing using existing stock.

The company commits to shipping all orders within one week. Apliiq’s Shopify app provides automatic order processing and customer tracking updates.

Dripshipper

Source: Dripshipper

Specializes in: US-based coffee private labeling

Based in the US but shipping worldwide, Dripshipper is a coffee roaster offering both private- and white-label services. It ships whole beans the same day they’re roasted, while ground beans are dispatched the next day. All orders are processed within five business days.

Its Dripshipper’s Shopify app allows you to create and customize your own branded coffee packaging, logo, pricing, and labels and manage orders via your Shopify admin.

The platform offers different monthly plans to suit your business needs. Its Elite plan includes access to Dripshipper’s in-house design team, along with additional business coaching and training resources to help grow your coffee brand.

OK Capsule

Source: OK Capsule

Specializes in: Nutritional supplements

Looking to create your own supplements line? OK Capsule offers private-label supplements that you can mix and match into packs based on combinations customers want. These high-quality supplements comply with all FDA rules and regulations.

Shopify store owners can leverage the OK Capsule Supplement Packs app on the Shopify App Store, which fully integrates with your existing Shopify store.

Legal considerations for private-label products

• Product compliance
• Intellectual property protection
• Product liability coverage
• Accurate labeling
• Supplier agreements

Before launching your private-label brand, understand these key legal requirements:

Product compliance

Different products have different regulations. For example:

• Cosmetics require ingredient disclosure

• Electronics need safety certifications

• Food items must meet FDA standards

• Each country has its own compliance rules

Why it’s important: Ensures your products meet all relevant safety and compliance standards.

Intellectual property protection

Protect your brand by:

• Researching trademark availability

• Registering your brand name and logo

• Ensuring product designs don't infringe on existing patents

• Documenting original creative elements

Why it’s important: Taking these steps early helps prevent legal issues down the line.

Product liability coverage

As the brand owner, you’re responsible for product safety. Protect your business with:

• Comprehensive product liability insurance

• Clear quality control processes

• Documented safety testing

• Incident response procedures

Why it’s important: Helps ensure your business is protected if a product causes harm.

Accurate labeling

Your product labels must include:

• Complete ingredient lists

• Clear usage instructions

• Country of origin

• Required safety warnings

• Accurate product claims

Why it’s important: Misleading claims, whether intentional or not, can lead to legal repercussions and damage your brand’s reputation.

Supplier agreements

Your supplier agreement is more than just a purchase order; it’s a legal contract that dictates the terms of your business relationship. Work with a lawyer to create agreements that cover:

• Intellectual property ownership

• Quality standards

• Confidentiality terms

• Production specifications

• Delivery requirements

• Dispute resolution procedures

Why it’s important: A lawyer-reviewed agreement can help you avoid costly disputes.

How to start a private-label brand

1. Choose your products and manufacturer
2. Test your products thoroughly
3. Create your online store
4. Add your products
5. Market your brand

Private labeling simplifies product development, letting you focus on what retailers do best: building a brand, marketing products, and connecting with customers.

1. Choose your products and manufacturer

First, decide what products you want to sell. You can find your niche by considering your interests and researching current market demand within categories you’re passionate about.

Monthly Search volume (MSV) can help you understand whether customers are actively searching for a product. A high MSV doesn’t guarantee sales, but could indicate a lot of demand for your product. Keyword research tools like Google Keyword Planner and Ahrefs can help you uncover search trends.

Once you have an idea of the product category you want to pursue, start researching manufacturers that offer private labeling. Manufacturers are experts in their category and can help you narrow down what kind of product you want to create.

Say you want to start a skin care line. Your manufacturer might advise you to start with a moisturizer (which is cheaper to produce) before launching a vitamin C serum. Your product choices will also depend on your target market—do they have the budget for pricey hero ingredients like ceramides and peptides? Are they dealing with acne or wrinkles? You’ll also want to factor in the latest trends, which you can uncover through keyword research, industry reports, and social listening.

2. Test your products thoroughly

Always test products before listing them for sale. While items might look perfect in manufacturer catalogs or showrooms, the actual products can differ significantly. Order samples and evaluate them carefully—just as you’d try on clothing before buying, test your products before committing to large orders.

Quality testing helps ensure products meet your standards and will satisfy your customers’ expectations.

3. Create your online store

Build your online store on Shopify, starting with a free trial and professional website themes. Then expand your reach by setting up sales channels on platforms like Instagram and TikTok.

Visit the Shopify App Store to find tools for managing your private-label business. Many supplier apps integrate directly with your store to automate order fulfillment, shipping and inventory management.

4. Add your products

Source: Shopify

Shopify’s back end makes adding a new product to your online store easy. Follow these marketing practices when adding products:

• Write compelling product descriptions. Focus on customer benefits, not just product features. While technical details matter, customers want to know how products will improve their lives.

• Use high-quality product photos. Online shoppers rely entirely on photos to evaluate items. Consider what images you’d need to make a purchase decision without seeing your products in person. Many manufacturers can provide professional product photography.

5. Market your brand

Once your store is ready, focus on building awareness and driving traffic. Start with paid advertising on Google, Facebook, and Instagram to promote your brand and research competitor strategies.

As your site traffic grows, expand your marketing with:

• Email marketing campaigns

• Social media content

• Search engine optimization (SEO)

• Customer loyalty programs

Launch your private-label brand

Starting a private-label brand simplifies product development—often a major hurdle for entrepreneurs. Create your online store, build your audience, then work with manufacturing experts to design unique products your customers will love.

Ready to start your business? Create your website today, or learn more about Shopify’s tools for selling online and in person.

Private-label products FAQ

What is the market for private-label products in 2025?

In January 2025, the Private Label Manufacturers Association reported a $9 billion increase in the sale of private label or store brands, going from $262 billion to $271 billion. This 3.9% increase represents a record high for the industry.

What private-label niches are growing fast in 2025?

The Private Label Manufacturers Association has flagged organic foods as a growth industry for private labelers. A 2025 report by the Organic Trade Association shows a 5.2% increase in total US sales of organic foods from 2023 to 2024. The market is now worth $71.6 billion. Many organic foods are sold by stores under their own private-label brands, as noted by the Private Label Manufacturers Association.

Is private labeling profitable?

Yes, private labeling can be profitable. You control costs, set your margins, and create exclusive products for your audience. This combination of control and uniqueness can help build customer loyalty and reduce direct competition.

Is it illegal to private label products?

No, private labeling is legal when done properly. Follow relevant regulations, including safety standards, trademark laws, and labeling requirements. Consult with a lawyer if you have concerns.

How much does private labeling cost?

Starting a private-label business typically requires at least $1,000. Major expenses include:

• Product samples

• Website setup

• Payment processing

• Order fulfillment systems

How do I price private-label products?

Consider these factors when pricing:

• Manufacturer costs

• Shipping expenses

• Operating costs (website, marketing, payment processing)

• Competitor pricing

• Customer willingness to pay

How do I start with private labeling?

1. Choose your target niche.

2. Find a reputable manufacturer that meets your standards.

3. Develop product designs and test samples.

4. Set up fulfillment and shipping.

5. Create your Shopify store.

6. Market your products.