On this page
- ODM: the manufacturer develops the formula for you.
- OEM: the manufacturer produces your own formula.
- Agree formula ownership in writing, whichever route you take.
- You don’t have to decide alone — it’s part of the first consultation.
The short answer
If you’re starting from an idea, ODM is usually the simpler route: the manufacturer develops the formula for you. If you already own a formula or a detailed specification, OEM lets the manufacturer produce it to your requirements. Many brands use both as their range grows.
What is ODM?
ODM stands for Original Design Manufacturing. The manufacturer’s development team creates or adapts a formula based on your brief — the product type, texture, key benefits, target customer and the feel of your brand. You then sell it under your own brand name.
ODM suits first-time founders, creators and e-commerce sellers who know what they want to sell, but don’t have a lab or a formulator.
What is OEM?
OEM stands for Original Equipment Manufacturing. In beauty, it usually means the manufacturer produces a product to a formula or specification that you provide.
OEM suits established brands adding or moving production, and companies that have developed a formula with an independent chemist. The manufacturer will normally review the formula for feasibility before production.
Side by side
| ODM | OEM | |
|---|---|---|
| Starting point | An idea and a brief | Your own formula or specification |
| Who develops the formula | The manufacturer’s R&D team | You or your formulator |
| Best suited to | First-time founders, creators, online sellers | Established brands, distributors |
| Formula ownership | Agree in writing before development starts | Usually yours — confirm in your contract |
| What to bring | Reference products, benefits, target customer | Formula, specifications, any existing test documents |
Formula ownership varies between manufacturers and agreements. Ask about it early — it matters if you ever want to change manufacturer.
How to choose
- 1Do you already own a formula?OEM is likely the fit.
- 2Do you have an idea and references, but no formula?Start with ODM.
- 3Do you want a product exclusive to your brand?Discuss formula ownership and exclusivity, whichever route you take.
- 4Will you sell outside Thailand?Mention your target markets early — ingredient, registration and labelling rules differ by country.
Next steps
BeautyLaunch Asia can help you prepare a clear brief and introduce suitable projects to our manufacturing partner, Charmeene Factory, which offers both OEM and ODM manufacturing. Quotations, minimum quantities and timelines are confirmed directly by the partner.
This guide is general information, not legal or regulatory advice. Requirements vary by product and market.