Key takeaways
- Format, target cost, quantity and market are the four non-negotiables.
- A reference product shortens the brief more than any description can.
- State the certification you need up front — it changes the factory you can use.
Most enquiries we receive are one line: “I want to make a serum.” A useful brief is six lines, and it usually produces a costed proposal within two working days.
First, the format. Serum, cream, capsule, mask, stick — the format determines the line, and the line determines the minimum. Second, the target cost per unit at your intended quantity. A supplier who does not know your ceiling cannot tell you what is possible.
Third, quantity for the first order and the annual forecast. The first order sets the tooling decision; the forecast sets the price. Fourth, the market. EU, US, GCC and China have different filter lists, labelling rules and registration requirements, and a formula that clears one may not clear another.
Fifth, a reference product. A photo of a competitor’s pack, or a sample you have used, communicates texture, finish and positioning faster than a paragraph of adjectives. Sixth, the certifications you need — ISO 22716, GMPC, cruelty-free, halal, vegan. These are not add-ons; they determine which factories can quote at all.
Send those six items and you will get a proposal with a formula direction, a cost, a sample timeline and a production calendar. Send one line, and you will get a brochure.
Reference: Internal sales briefing template, 2026
