Private label is the workhorse model of modern consumer brands. The factory has already done the hard part — they have a validated formula, a GMP-aware production line, regulatory paperwork on file, and an established supply chain for raw materials. You walk in with a brand, a label spec, and a purchase order. They produce. You sell.

Practical numbers: capsule first-run MOQs typically land at 5,000-10,000 bottles. Gummies run 10,000-25,000 bottles because the depositing equipment costs more to wash between flavors. Liquids range 2,500-10,000 units. Skincare serums sit at 1,000-5,000 units. Lead times run 8-14 weeks from approved artwork to finished goods at your door, longer if your label requires custom mold tooling or a stability hold.

The economics shift sharply at break points. Capsule cost-per-unit on a 2,500-bottle run will be ~40-60% higher than a 25,000-bottle run for the same formula. Tooling amortizes; raw materials buy cheaper at volume; labor cost per unit drops with longer line runs.

What you're really buying when you private-label is speed-to-shelf without capital risk on equipment. What you're trading is formula differentiation — the same formula sits behind a dozen brands on Amazon. That's fine when your moat is brand, distribution, or price. It's not fine when your moat is product.