Selfnamed
Selfnamed is a self-service private label beauty manufacturing and dropshipping platform, based in Latvia, that enables entrepreneurs and SMBs to launch skincare and cosmetics brands with no minimum orders, integrated design tools, and dual EU/US fulfillment reaching 30+ countries.
- Company typePrivate
- Founded2004
- HeadquartersRiga, Latvia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Selfnamed does
Selfnamed is a self-service private label beauty manufacturing and dropshipping platform that enables entrepreneurs and small businesses to launch and scale their own skincare and cosmetics brands without traditional barriers such as minimum order quantities, in-house formulation expertise, or fulfillment infrastructure. Founded in 2021 and headquartered in Mārupe, Latvia, the company originated as a print-on-demand platform within MADARA Cosmetics, a Nordic manufacturer with over 20 years of formulation experience, and was divested by MADARA in July 2024 to operate as an independent entity. The platform offers access to 150+ clean beauty products spanning face care, body care, hair care, makeup, and curated bundles, produced in GMP- and FDA-registered facilities in Northern Europe.
The underlying platform combines a browser-based Design Studio for custom label and packaging creation with an automated dropshipping fulfillment system that prints, packs, and ships orders directly to end customers under the merchant's brand. Native integrations with Shopify, WooCommerce, Squarespace, and Wix enable order synchronization for online merchants, while a parallel enterprise offering (CosmeticsNord.com) handles bulk orders up to 5 million units annually. Production occurs in dual EU and US fulfillment centers, supporting 3-day delivery to 30+ countries. The technology differentiators are operational rather than algorithmic: a no-MOQ transaction model, integrated design tooling, ecommerce platform interoperability, and a compliance-certified supply chain.
Selfnamed monetizes primarily through per-unit production pricing with volume-based discounts (e.g., EUR 14.60 per unit at low volumes falling to EUR 8.03 at 1,000 units for a sample SKU), supplemented by paid design services, sample-set purchases, and wholesale transactions. Its go-to-market is product-led growth targeting beauty brand founders, ecommerce resellers, spas and salons, and creators/influencers, supported by content marketing via the Selfnamed Insights blog, video tutorials, an affiliate program, and organic social. The company has supported 96,000+ beauty businesses and delivered 1.6 million products cumulatively, but has not disclosed revenue and has raised only a small disclosed funding round (~$391,669 from MADARA in February 2022).
Selfnamed firmographics
Firmographics- Name
- Selfnamed
- Legal name
- Selfnamed
- Website
- https://selfnamed.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Selfnamed is a self-service private label beauty manufacturing and dropshipping platform, based in Latvia, that enables entrepreneurs and SMBs to launch skincare and cosmetics brands with no minimum orders, integrated design tools, and dual EU/US fulfillment reaching 30+ countries.
- Ownership category
- akta.pro rank
Selfnamed industry classification
Industry- Product category
- Private Label Cosmetics Manufacturing
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Private Label & Contract/White-Label Beauty Distribution (CRAOAEAO)
- akta.pro secondary industries
- Decoration & Branding Services (Printing, Hot Stamping, Metallization, Labeling) (IMALAJAN), Conditioners & Hair Masks (CRABABAB)
Keywords
Where Selfnamed is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Offices2 records
Markets served
Selfnamed business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (Private Label Skincare): Manufactures and sells private label skincare products under customer brands. Revenue generated through per-unit production prices for face care, body care, hair care, makeup, and bundled sets. No minimum order quantities, enabling low upfront commitment. Volume-based pricing tiers provide lower per-unit costs at higher quantities.
- Cosmetics Wholesale: Wholesale distribution of private label cosmetics and skincare products to brand owners and businesses. Supports both dropshipping and bulk ordering models.
- Design Services: Paid professional design service for custom brand packaging and label design, complementing the self-serve Design Studio tool.
- Sample Sets: Pre-curated sample collections (7-39 products per set) allowing brand founders to test products before committing to full orders. Sets include Bestseller, Hyaluronic Acid, Performance Skincare, Anti-age, Body Wash, All Product, Dry Skin, Oily Skin, and Normal Skin varieties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-unit production pricing with volume-based discounts |
| Unit Pricing | Pay-as-you-go | Sample sets for product testing before bulk orders |
| Other | Pay-as-you-go | Design Service for custom packaging/branding |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Selfnamed product offering
Product offeringCore offering
Selfnamed operates a self-service platform that manufactures private label skincare and beauty products (face care, body care, hair care, makeup) under customer brands, with no minimum order quantities. The platform includes an in-house Design Studio for custom label and packaging creation, automated dropshipping fulfillment, and native integrations with Shopify, WooCommerce, Squarespace, and Wix storefronts. Production draws on 20 years of formulation expertise inherited from MADARA Cosmetics and serves 96,000+ beauty businesses across 30+ countries.
Product overview
Selfnamed is a technology-driven private-label beauty platform that enables entrepreneurs to create market-ready skincare and beauty products through an integrated ecosystem. The core offering is the Private Label Skincare platform, which provides access to 150+ clean beauty formulations across Face Care, Body Care, Hair Care, and Makeup categories. The platform includes a Design Studio for custom label and packaging creation, Design Service for professional branding assistance, and Sample Sets (12 curated options) for product testing. Two fulfillment models are offered: Dropshipping with no minimum orders and automated direct-to-customer shipping, and Wholesale/Bulk ordering with volume-based pricing. Collection Boxes and Bundles are available for gift sets and product discovery. The platform integrates natively with Shopify, WooCommerce, Squarespace, and Wix for seamless ecommerce operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Private Label Skincare
- Face Care
- Body Care
- Hair Care
- Makeup
- Collection Boxes & Bundles
- Sample Sets
- Design Service
- Dropshipping Fulfillment
- Cosmetics Wholesale
Quantifiable outcome
- Ships to 30+ countries in as little as 3 days from US & EU facilities
- +2 more outcomes
Companies that use Selfnamed
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles5 records
Selfnamed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Selfnamed partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- MADARA CosmeticscoreParent company origin. Selfnamed was spun off from MADARA Cosmetics, leveraging 20 years of formulation expertise, manufacturing infrastructure, and clean beauty supply chain capabilities from the parent company.
- ShopifycoreNative Shopify integration enabling automated product listing, order synchronization, and dropshipping fulfillment. Selfnamed app rated 4.4 out of 5 on Shopify App Store. Allows beauty brands to connect their Shopify stores for seamless order processing.
- WooCommercecoreIntegration with WooCommerce (WordPress) platform for automated ecommerce fulfillment and product synchronization.
- SquarespacecoreIntegration with Squarespace platform enabling beauty brands to sell private label products through Squarespace-powered storefronts.
- WixcoreIntegration with Wix platform allowing beauty brand owners to connect their Wix storefronts for automated order fulfillment.
- CosmeticsNordminorEnterprise-focused sister company handling large-scale manufacturing (up to 5 million units annually) and tailored solutions for businesses ready to scale beyond the Selfnamed platform's standard offerings.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Selfnamed competitors and assessment
Company assessmentDirect peers
- Blanka: Blanka is a self-service private label beauty platform that enables entrepreneurs to create and sell branded beauty products on demand with no minimum orders and integrated ecommerce fulfillment — a directly comparable model to Selfnamed.
- Supliful: Supliful is a print-on-demand and private label platform enabling entrepreneurs to launch branded health, beauty, and wellness products with dropshipping fulfillment — directly comparable business model and target customer segment to Selfnamed.
- Brandful: Brandful is a private label beauty and skincare platform offering on-demand manufacturing and branded packaging for emerging beauty brands, competing in the same zero-MOQ, integrated design + fulfillment category as Selfnamed.
Broad incumbents
- Cosmetic Solutions: Cosmetic Solutions is an established US-based private label skincare and OTC topical manufacturer serving brand owners across a wide product portfolio — comparable target market and contract manufacturing model, though operating at a larger enterprise scale than Selfnamed.
- Voyant Beauty: Voyant Beauty (formerly HCT Group) is a global full-service beauty manufacturer offering formulation, packaging, and contract manufacturing for established brands — comparable manufacturing capability and customer base (beauty brand owners) but operating as a broad incumbent rather than a self-serve platform.
- Mana Products: Mana Products is one of the largest private label cosmetics and skincare manufacturers in North America, offering formulation and contract manufacturing to brand owners — overlapping with Selfnamed in serving beauty brand founders but at significantly larger enterprise scale.
- McKenna Labs: McKenna Labs is a US-based private label and contract manufacturer of skincare, haircare, and personal care products serving established and emerging brand owners — directly comparable contract manufacturing services but serving larger enterprise clients than Selfnamed.
Emerging players
- Aloderm: Aloderm offers aloe vera-based private label skincare manufacturing for emerging beauty brands with low minimum order quantities — overlapping with Selfnamed in private label skincare and no/low MOQ positioning but focused specifically on aloe-based formulations.
Others
- Printful: Printful is a leading print-on-demand and dropshipping fulfillment platform with an integrated design studio and ecommerce integrations — comparable self-serve platform model and target SMB/creator segment, but serving apparel and accessories rather than beauty.
- Printify: Printify is a print-on-demand and dropshipping platform enabling entrepreneurs to design and sell custom products with automated fulfillment — comparable self-serve platform architecture and target customer (ecommerce entrepreneurs) but operating primarily in non-beauty categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Selfnamed social profiles
Digital presenceSelfnamed compliance and trust
Trust signalCompliance13 records
Selfnamed financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selfnamed leadership team
Management profileNumber of profiles
Profiles3 records
Selfnamed funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selfnamed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selfnamed
What does Selfnamed do?
Selfnamed operates a self-service platform that manufactures private label skincare and beauty products (face care, body care, hair care, makeup) under customer brands, with no minimum order quantities. The platform includes an in-house Design Studio for custom label and packaging creation, automated dropshipping fulfillment, and native integrations with Shopify, WooCommerce, Squarespace, and Wix storefronts. Production draws on 20 years of formulation expertise inherited from MADARA Cosmetics and serves 96,000+ beauty businesses across 30+ countries.
Is Selfnamed a public or private company?
Selfnamed is a private company. It is classified as unknown and is currently operating.
When was Selfnamed founded?
Selfnamed was founded in 2004. It employs 11 to 50 people.
Where is Selfnamed based?
Selfnamed is headquartered in Riga, Latvia, in the Europe region.
How does Selfnamed make money?
Four revenue lines are on record. Product Sales (Private Label Skincare) is the primary driver. The others are cosmetics Wholesale, design Services and sample Sets.
Who are Selfnamed's main competitors?
Direct peers on record are Blanka, Supliful and Brandful. Broad incumbents are Cosmetic Solutions, Voyant Beauty, Mana Products and McKenna Labs. Aloderm is listed as an emerging player. Others are Printful and Printify.
Does Selfnamed have an API?
No public API is recorded for Selfnamed.
What industry is Selfnamed in?
Selfnamed's product category is Private Label Cosmetics Manufacturing. Its primary akta.pro industry code is CRAOAEAO, Private Label & Contract/White-Label Beauty Distribution, with a secondary code of IMALAJAN, Decoration & Branding Services (Printing, Hot Stamping, Metallization, Labeling). Its NAICS code is 456120 and its SIC code is 2844.