How Via Pureza produces its products: the three viable paths (white label, private label, artisanal), the manipulation-pharmacy non-option, and the staged path from MVP to scale (source).
Initial research
MOQs, timelines, and supplier capabilities are from secondary sources (trade press, manufacturer websites). Confirm with direct quotes before committing.
How cosmetics production works
Unlike software, cosmetics has a physical supply chain:
Formulation → Raw Material Procurement → Manufacturing (mix/fill) → QC →
Packaging → Regulatory → Storage → Fulfillment
Each step can be in-house or outsourced. For a new brand, outsource almost everything. Industry terms:
- Terceirização — outsourcing
- White label — manufacturer’s pre-made formula under your brand
- Private label — manufacturer develops / adapts a formula for you
- Industrialização — you supply the formula, they manufacture (requires in-house R&D — not relevant at early stage)
The three viable paths
A — White Label
| Timeline | 4–10 weeks from agreement to finished product |
| MOQ | 100–500 units / SKU |
| Best for | Launching quickly, testing market fit, limited capital |
| Trade-off | Formula is not exclusive — a competitor can buy the same base |
B — Private Label
| Timeline | 3–6 months (formula dev + stability + ANVISA notification) |
| MOQ | 500–2,000 units / SKU |
| Best for | Differentiated brand identity, clear ingredient story |
| Trade-off | Higher MOQs and slower; formula exclusivity typically 2–3 years by contract |
C — Artisanal (Lei 15.154/2025)
New legal path, in effect from 2025-08-30.
- Manual, small-scale production, no industrial automation
- Exempt from ANVISA product registration (but not from labeling, sanitary, or GMP requirements — see anvisa)
- Best for: MVP, formula testing in market, handcrafted positioning
Still required under the exemption: INCI labeling, sanitary compliance, basic GMP, company registration (MEI or ME minimum).
Artisanal criteria still being defined
ANVISA hadn’t published the full criteria for “artisanal” as of mid-2026 — revenue caps, production limits, and rules are pending regulation. Viable for MVP; not safe to build a large business on until the framework is final.
The manipulation-pharmacy non-option
Pharmacies cannot be your manufacturer
Manipulation pharmacies (farmácias de manipulação) are regulated under RDC 67/2007 to produce individualized formulations for specific patients, on prescription. They are prohibited from:
- Selling batches of ready-made cosmetic products as commercial inventory
- Acting as B2B supplier to a brand
- Injectables and high-risk aesthetic products
ANVISA has been actively enforcing this — in March 2026, four pharmacies were suspended for selling ready-made formulas. The artisanal exemption (Lei 15.154/2025) allows self-production at small scale, but production cannot be outsourced to a pharmacy. Use a licensed cosmetics contract manufacturer.
Quality control
Contract manufacturers typically handle batch QC as part of their service — this is a major reason to outsource production rather than do it yourself.
| Test | What it checks | Frequency |
|---|---|---|
| Microbiological | No harmful bacteria / fungi | Every batch |
| Physical-chemical | pH, viscosity, color match approved formula | Every batch |
| Stability (accelerated) | No 3-month degradation at elevated temp | Formula development |
| Stability (real-time) | Shelf-life validation | Ongoing post-launch |
| Preservative Efficacy Test (PET) | Preservatives effective | Formula development |
| Dermatological / clinical | Skin safety, no irritation | Optional; valuable for marketing claims |
Vendor question to ask: “O que está incluído no QC de cada lote? Vocês fazem testes microbiológicos e físico-químicos internamente ou terceirizam?” If they outsource their own QC, that’s a flag — adds cost, time, and a hand-off point.
Staged path
Stage 0 — Idea / concept validation
- Talk to 3 manufacturers to understand MOQs and costs
- Decide on 2–3 SKUs to start (not 10)
- Do not order packaging before confirming formula
Stage 1 — MVP
Use the artisanal exemption (Lei 15.154/2025):
- Make products manually or with a very small team
- Skip ANVISA registration for now
- Grade-1-equivalent SKUs only (moisturizers, serums, shampoos — no sunscreens, no hair dyes)
- Adhesive labels with proper INCI listings
- Sell direct-to-consumer; avoid marketplaces that require ANVISA notification
- Goal: validate purchase, repeat, refer
Stage 2 — Product–market fit (100–500 units/mo per SKU)
Engage a contract manufacturer, white label first:
- ANVISA Grade 1 notifications (manufacturer handles most of this)
- Upgrade packaging to screen-printed or hot-stamped
- Introduce a gift packaging option
- Now eligible for Mercado Livre, Shopee, etc.
Stage 3 — Scaling (500+ units/mo per SKU)
Move to private label:
- Develop exclusive formulas
- Lock in the ingredient story
- Custom primary packaging (start with custom label on stock bottle, then screen print)
- Gift sets as permanent SKUs
Cost reference
Indicative ranges only
Get actual quotes — these are public-market estimates that vary by formula complexity, region, and volume.
| Item | Range | Notes |
|---|---|---|
| White label production (per unit, 500 units) | R$ 8–25 | Depends on formula complexity |
| Private label production (per unit, 1,000 units) | R$ 12–40 | Formula development added cost |
| ANVISA Grade 1 notification | R$ 2,000–8,000 per SKU | Fees + technical consultant |
| Plastic bottle + label (standard, 200ml) | R$ 2–6 | At 500-unit scale |
| Glass bottle (premium, 50ml) | R$ 8–18 | At 1,000-unit scale |
| Custom box (secondary) | R$ 3–10 | At 500 units |
| Gift box (rigid, branded) | R$ 8–35 | At 500 units |
| Stability testing (per formula) | R$ 3,000–8,000 | One-time, not per batch |
| Dermatological test | R$ 2,000–5,000 | Optional; useful for marketing |
For supplier directories see suppliers. For packaging detail see packaging. For regulatory grade implications see anvisa.