White label products are an easy way for businesses to sell goods without handling the manufacturing process themselves. Simply put, a company buys ready-made products, adds its branding, and sells them as if they were original.
This model is gaining traction in 2025 as ecommerce continues to grow and more entrepreneurs look for low-cost ways to start. It removes the barriers of designing and producing from scratch while allowing room for brand identity and marketing creativity.
This article will explain what white label products are, how they work, their pros and cons, and how to begin.
What Is a White Label Product?
A white label product is created by a manufacturer but sold by another company under its brand name. Customers rarely notice the difference, since the items are packaged and marketed to look unique.
Supermarket store brands are one of the most familiar examples. While shoppers see labels like “store select” or “premium choice,” the products are often made by the same factories that supply national brands.
This approach allows businesses of all sizes to offer products quickly, cut costs on development, and focus their efforts on branding, customer service, and marketing.
How White Label Works
The process behind white labeling follows a straightforward chain: the manufacturer creates the product, the retailer adds their brand, and the customer purchases it. The white label manufacturer handles production, ensures product quality, and meets any necessary compliance standards. This includes sourcing raw materials, producing products, and organizing logistics. Once the products are complete, the retailer steps in. Their job is to package, brand, and market the goods to customers as their own.
One of the best examples can be found in the beauty industry. A single factory may produce the same skincare formula for multiple companies. Each business uses its labels, packaging, and marketing strategies to make the products appear unique. Customers often believe they are buying entirely different items when, in reality, they come from the same source. This setup allows businesses to sell quickly without the heavy research and production costs.
White Label vs. Private Label
"White label" and "private label" are terms that often get mixed up, but their differences are important for anyone considering either model. Both involve selling products not manufactured directly by the retailer, but the level of control and exclusivity changes how each one works.
Private label products are created exclusively for one retailer. The retailer often has direct input on the product's design, formulation, or specifications, and the manufacturer produces it solely for that brand. A common example is a grocery chain creating a signature line of organic foods that no competitor can sell. Because of the exclusivity, the retailer can build a unique product line and gain stronger customer loyalty. However, this comes with higher upfront investment and longer lead times, since products need to be developed and tested before reaching the market.
White label products, on the other hand, are more generic. The manufacturer produces a product and sells it to multiple businesses. Each of those businesses then brands and markets it as its own. This is common in the cosmetics, supplements, and apparel industries, where the same base product is sold under many different names. White labels are attractive because they allow a company to launch products quickly with less investment than a private label.
| Feature | White Label | Private Label |
|---|---|---|
| Ownership | Manufacturer | Retailer |
| Customization | Limited | High |
| Exclusivity | Multiple retailers | Single retailer |
| Costs | Lower upfront | Higher upfront |
| Time to Market | Faster | Slower |
When to choose each option:
- White label is often the best path for startups or entrepreneurs testing new markets. It reduces risk, lowers costs, and provides quick access to products that already work in the market. Businesses can then focus on marketing and building their customer base.
- Private label is better suited for established brands that want exclusivity and differentiation. With higher control over the product, they can stand out and build stronger recognition, but they must be ready to invest more time and money.
Both models have their place, and the decision depends on a company's goals, budget, and growth stage.
Benefits & Drawbacks of Selling White Label Products
Selling white label products comes with both pros and cons. Let's break them down so you can make a better decision.
Benefits
One of the main reasons many entrepreneurs choose white label products is the wide range of benefits they provide:
- Cost savings: Manufacturers already created the product, so retailers don't need to spend money on research, development, or prototypes. This makes starting a business more affordable.
- Speed to market: Without months of testing and refining, businesses can launch products quickly, test the market faster, and start building a customer base.
- Lower risk: Since these products are already in production and selling through other retailers, they have a proven track record that reduces uncertainty.
- Branding flexibility: Retailers can design packaging, choose the product's appearance, and decide on marketing strategies to shape customer perception, even if the base product is the same.
- Low minimum order quantities: Many suppliers offer small order requirements, allowing businesses to start without tying up too much capital in inventory, lowering the barrier to entry.
Drawbacks
While white label products offer clear advantages, there are also some downsides to consider before diving in:
- Lack of control over product features: Retailers generally cannot customize the product itself, only the packaging and branding, which may limit innovation.
- Limited differentiation: Since multiple businesses may be selling the same product, it can be hard to stand out. Marketing and branding become essential for separating one business from the rest.
- Copycat risks: Competitors can quickly copy your branding strategies or even undercut your prices since the base product is the same, making long-term competitiveness more challenging.
- Dependency on suppliers: Your business relies heavily on the manufacturer's quality, timelines, and consistency. Any issues on their end directly affect your reputation.
- Lower profit margins: Because you're not producing the product yourself, margins can be slimmer compared to unique or proprietary items.
Popular White Label Examples
Retail
Supermarkets and big-box stores are leaders in white label use. Brands like Target's “Good & Gather” or Costco's “Kirkland” are clear examples. These products often sit next to national brands on the shelf, but at a lower price. Cleaning supplies, paper goods, and pantry staples are some of the most common categories where shoppers see white label products.
Fashion & Apparel
Many online stores rely on white label suppliers to stock their clothing catalogs. For example, ASOS, Boohoo, and Shein rely heavily on white label apparel that’s relabeled and sold under their own brand names. This allows retailers to create collections quickly without designing or manufacturing from scratch. Adding unique tags, packaging, and even small modifications like color choices helps businesses make their products.
Food & Beverage
The food and beverage industry has countless white label examples. Grocery brands like Walmart and Trader Joe’s famously sell all of their products under their names, sourcing from different suppliers. Coffee beans roasted by one company may appear under several different brand names. Bottled water, soft drinks, and packaged snacks are other common items. These products allow stores to compete with established brands while offering customers more options at different prices.
Beauty & Cosmetics
The beauty industry thrives on white labeling. Chains like Sephora and Ulta Beauty sell extensive in-house product lines that are manufactured by third-party suppliers. Indie beauty brands also often start this way, rebranding ready-made skincare serums, shampoos, and cosmetics. With creative branding and targeted marketing, they can grow quickly without investing in laboratories or large-scale production.
Software
White labeling is not limited to physical goods. Many software-as-a-service (SaaS) platforms are built by one company and rebranded by agencies or businesses. For example, Google Workspace is resold under white label arrangements by IT service providers. This model allows companies to offer full digital services without developing their own software from scratch.
How to Launch a White Label Business
Starting a white label business is appealing for entrepreneurs because it requires less capital than developing products from scratch. Still, success depends on following the right steps to build a competitive brand.
1. Identify Your Niche
The first step is choosing the right market. Look for spaces with steady demand but manageable competition. Tools like Amazon Best Sellers, Google Trends, and keyword research platforms can help you understand what customers are actively buying. The goal is to find products that already have traction while spotting opportunities where branding and marketing can set you apart.
2. Find Reputable White Label Suppliers
Once you know your niche, the next step is sourcing products. Choosing suppliers with a strong track record for quality and reliability is essential. Always check reviews, examine shipping times, and request product samples before committing. Trusted suppliers such as EPROLO, Inkedjoy, and BrandsGateway are popular because they combine wide product ranges with flexible order requirements. A reliable supplier can make or break your business.
3. Develop Your Brand
Your brand should feel distinct even if the base product is the same as competitors'. A unique brand presence can help customers better remember and choose your products over others. Here is how you develop your brand:
- Choose your brand name and slogan: Your brand name should be memorable, easy to pronounce, and aligned with your values or product offering.
- Design your visual identity: This includes your logo, color palette, fonts, and imagery style. Visuals communicate your personality at a glance. For example, bold colors can suggest energy and youthfulness, while muted tones may signal luxury or calm.
- Develop your brand voice and messaging: Decide how your brand “speaks” to customers. Is it friendly and casual, professional and authoritative, or playful and witty? Consistent messaging across ads, websites, and social media builds familiarity and trust.
- Deliver a vonsistent rxperience: Branding goes beyond marketing. From packaging to customer service emails—should reflect your brand's values and personality. Consistency creates recognition and loyalty.
- Leverage dtorytelling: Share your brand's story—why you started, what problem you're solving, and how your products help people. Authentic stories make customers feel connected to your journey.
4. Launch Your Products
When everything is ready, select the best sales channel for your audience. Online options like Shopify, Amazon, or Etsy work for most sellers, while retail placement may suit larger businesses.
After launch, marketing your store is crucial. Use a mix of search engine optimization, social media campaigns, influencer outreach, and paid advertising to gain visibility. Finally, listen to customer feedback and refine your approach. Adjusting your offer over time helps you stay competitive and improve your brand reputation.
Choose the Best White Label Supplier—EPROLO
EPROLO is an all-in-one dropshipping supplier, and it’s considered one of the best options for businesses entering the white label space. It offers several features that make it attractive for new entrepreneurs and growing retailers.
First, the platform has an extensive product catalog. Categories include fashion, beauty, electronics, home goods, and more. This variety allows sellers to find items that match their chosen niche without relying on multiple suppliers.
Second, EPROLO provides strong branding support. Retailers can request custom labels, packaging, and more. These services help differentiate products that would otherwise look similar to those of competitors.
Another advantage is the low minimum order quantity. Small retailers or startups can begin selling without investing large sums of money in stock. This flexibility makes it easier to test products and scale gradually.
Finally, EPROLO integrates with popular ecommerce platforms such as Shopify, WooCommerce, and eBay. This integration automates fulfillment and shipping, reducing the need for manual work. This feature is especially helpful for sellers using a dropshipping model because it eliminates inventory management while still supporting brand customization.
These benefits make EPROLO an appealing supplier for anyone considering white label products. It combines variety, branding flexibility, low entry barriers, and automation, simplifying starting and scaling a business.
Conclusion
White label products give entrepreneurs an accessible and low-risk way to enter ecommerce. Instead of spending heavily on research and development, businesses can focus on branding, marketing, and customer experience.
This model works across various industries, from retail and fashion to food, beauty, and software. White labeling is a practical choice for anyone looking to build a brand without the challenges of manufacturing.
The key to success lies in choosing the right supplier, maintaining consistent product quality, and creating a strong brand identity that connects with customers and keeps them returning.
FAQs
1. Is white label a good idea in 2025?
Yes. Ecommerce continues to expand, and white labeling offers an affordable way to launch a business quickly. It reduces the barriers to entry while still allowing room for branding and growth.
2. Is white labeling illegal?
No. White labeling is legal if products meet local laws and safety standards. Retailers should always confirm compliance before selling.
3. What is white label vs black label?
White label products are generic goods rebranded by multiple companies. Black label products are usually premium or exclusive versions of a single brand.
In short, sellers who prioritize speed, affordability, and low-risk entry choose white label products; sellers who prioritize uniqueness, exclusivity, and premium positioning choose black label.
4. White label vs POD (print on demand)?
White label products are pre-manufactured and then branded by the seller. Print-on-demand products are created after an order is placed, usually with custom designs. Both models are popular, but the choice depends on the type of business and customer needs.
