How to Create and Scale a Successful Clean Makeup Line

Dear Pure Insights by Jonquil Beauty Readers (friends, family, and clean-beauty lovers!),

Lately, we’ve been digging into what it really takes to create and scale a successful clean makeup brand—so we went straight to the experts.

So… what does it actually take?

What we found were some insightful, inspiring answers from standout entrepreneurs who are doing big things in the clean beauty space.

Drawing from expert insights, we explore innovative problem-solving, the importance of clean formulas and brand storytelling, and how personal experiences can shape a compelling brand.

This article explores three essential strategies drawn from real brand founders who’ve done the work:

• Solve Real Problems with Innovative Solutions
• Prioritize Clean Formulas and Brand Storytelling
• Build a Brand from Personal Struggle

Let’s start with Lisa Stroud (formerly Lisa Westhafer), the founder of True Beauty Lashes

Solve Real Problems with Innovative Solutions

“I didn’t set out to compete in the lash adhesive space—I set out to solve a real problem for people with sensitive eyes,” Stroud explains.

Our aloe-infused lash glue, which we launched less than six months ago, is now our fastest-growing product with over 5,000 units sold on Amazon – and it's helped establish our brand as a rising voice in clean-leaning, ethical beauty.

Here are a few key lessons that helped us turn one gentle formula into a brand with nationwide retail presence and spa partnerships:

She launched the purpose-driven lash brand with a mission to redefine what true beauty means—focusing on formulas that are gentle, effective, and ethically made.

Through her journey, Stroud has identified three key strategies that have helped shape her brand—and that she believes can help other clean beauty entrepreneurs succeed:

1. Start with a real problem – then create a smarter solution.

We heard the same complaints over and over: lash glues burned, irritated, or didn't last. So we developed the world's first "no-mess, no-tears" aloe-infused lash adhesive – a 5-ingredient formula that balances science and simplicity.

While not certified "clean" by industry standards (due to necessary safe synthetics), it's designed with transparency, safety, and sensitivity in mind – and that's what matters most to our customers.

2. Clarity beats complexity.

Instead of overloading our label with marketing buzzwords, we focused on clear, benefit-led messaging: "for sensitive eyes," "no-mess, no-tears," "vegan," "cruelty-free."

That directness built trust fast – especially on platforms like Amazon where you only have seconds to earn a shopper's attention.

3. Scale with systems, not just sales.

We used Amazon to prove product-market fit, then reinvested in brand-building across department stores, hotel spas, and our DTC site, each with a customized marketing approach. We also stayed lean by outsourcing fulfillment (via FBA) and focusing on automating what could be automated, so we could stay focused on product innovation and storytelling."

Now, let's hear from Rosi Ross, Founder, NHB

Prioritize Clean Formulas and Brand Storytelling

"Creating a clean makeup line and scaling it into a large-scale corporation requires a strong foundation in formulation, branding, and market positioning. The beauty industry is highly competitive, but the demand for clean, transparent, and effective products continues to grow. Here are a few key strategies that helped me in the process:

First, formulation is everything. When developing a clean beauty brand, it's crucial to work with chemists and manufacturers who understand ingredient sourcing, safety regulations, and efficacy. Transparency in ingredient lists and ensuring compliance with international standards (like EU regulations and Sephora's Clean Standards) builds consumer trust. As a Founder, it is key to prioritize safe, high-performance formulas that meet both clean beauty standards and professional makeup artistry needs."

"Second, brand storytelling is key. Clean beauty is not just about removing toxic ingredients—it's about delivering products that align with a lifestyle. Building a brand identity that connects with consumers on a deeper level helps create loyalty. I focus on education, sharing why certain ingredients were excluded and what benefits our formulas provided. Social media, influencer partnerships, and community engagement played a big role in building brand credibility."

"Third, scalability requires strategic partnerships. Transitioning from a startup to a large-scale operation means having the right supply chain and distribution strategy. Working with the right manufacturers, securing sustainable ingredient sources, and investing in production efficiency ensure that as demand grows, quality remains consistent. Retail partnerships, e-commerce expansion, and leveraging data analytics for forecasting demand helped us scale globally."

"Lastly, staying ahead of trends while staying true to your brand is essential. The clean beauty space is evolving rapidly, with new innovations in sustainable packaging, biotech ingredients, and multifunctional products. Being adaptable while maintaining brand integrity ensures longevity in the industry."

And last, but certainly not least, here's some important input from Sarah Vilenskiy, Founder & CEO, Blossom Essentials

Build a Brand from Personal Struggle

"Founding Blossom Essentials was born from frustration and necessity - I was suffering from extremely dry, burning skin and couldn't find products that provided lasting relief. This personal struggle became my compass for creating a clean beauty line. The first critical step was identifying a genuine problem in the market that I personally understood, then committing unwaveringly to ingredient transparency. "

"The last thing I wanted for my products was ingredient labels with dozens of unpronounceable chemicals! I knew my customers deserved better, so we built our brand on simple, clean formulations where every ingredient serves a purpose. Starting small but without compromising on quality, we began with just a few hero products that truly worked before expanding our line, which allowed us to perfect our formulations while building customer loyalty."

"Scaling beyond our initial direct-to-consumer model required thinking about our brand as more than just products - it became a philosophy about helping people feel confident in their own skin without making them feel "less than."

"This seemed to resonate deeply with our community because it wasn't manufactured; it genuinely stemmed from my own personal journey. Here's what I've learned: the retail relationships you nurture early on become invaluable as you scale. We approached boutique retailers first, proving our concept before targeting larger distribution channels. I think of simplicity as key - both in formulations and business operations. We kept our core team small but passionate, focused on hiring people who genuinely believed in our mission, and we weren't afraid to turn down opportunities that didn't align with our clean beauty values, even when revenue was tempting."

"Scaling up requires maintaining your founding principles while implementing stronger operational frameworks. We doubled down on what makes us unique - we're not just another skincare brand: we're focused on dry skin solutions with transparent formulations."

"The challenges multiply as you scale, but I've found that returning to your "why" keeps decision-making clear. My most practical advice? Document your formulation processes meticulously from day one, build relationships with reliable suppliers who share your values, and create internal systems that can scale with your growth. Remember that building a large-scale corporation doesn't mean abandoning your founding principles - it means finding innovative ways to maintain them at scale."

Join the Jonquil Beauty Community!

At Jonquil Beauty, we’re dedicated to bringing you honest product reviews and expert insights into the world of clean beauty. Stay connected with us for the latest trends, product discoveries, and must-have beauty essentials:

🌿 Website: www.jonquilbeauty.com
📌 Pinterest: @jonquilbeauty
📸 Instagram: @jonquilbeauty_official
📘 Facebook: @beautyjonquil

We partner with trusted brands through affiliate marketing, meaning when you shop through our links, we may earn a small commission—at no extra cost to you! Your support helps us continue providing fresh content, in-depth reviews, and exclusive deals.

Don't forget you get access to exclusive discounts and tips when you sign up for our newsletter for free and you can unsubscribe anytime.

✨ Thank you for being part of the Jonquil Beauty family! ✨

For full details, check out our disclaimer page.