A comprehensive guide to understanding the key differences between white label and private label nutraceutical manufacturing, and how to choose the right path for your brand strategy.
When entering the nutraceutical market, one of the most important strategic decisions a brand must make is whether to pursue a white label or private label approach. Both models offer distinct advantages depending on your timeline, budget, and long-term brand ambitions. Understanding the difference is the foundation of a successful supplement launch.
White label supplements are pre-formulated products developed and manufactured by a contract manufacturer — in this case, Nuteo — that you brand and sell under your own name. The formulation, testing, and compliance work is already complete. You simply choose the product, apply your branding, and go to market. This model is ideal for brands that need speed, low minimum order quantities, and minimal upfront investment. At Nuteo, white label orders can be fulfilled in as little as 2–4 weeks from order confirmation, with MOQs starting from 500 units per SKU.
Private label — also known as custom formulation or OEM manufacturing — involves developing a unique product formula from scratch. You work directly with Nuteo's R&D team to define the ingredient profile, dosage levels, and delivery format. The resulting formula is exclusively yours: you own the intellectual property, and no other brand can sell the same product. This model takes longer (typically 8–12 weeks from brief to finished product) and requires higher minimum order quantities, but it delivers a product that is genuinely differentiated in the market.
Speed to market is the most significant practical difference. White label can have products on shelves in under a month; private label requires a full development cycle. Cost is also a factor — white label has no R&D cost, while private label involves formulation fees and stability testing. However, private label delivers a product with true market exclusivity, which is impossible with white label since the same base formula may be sold to multiple brands.
Choose white label if you are launching your first supplement line, testing a new market, operating with a limited budget, or need products fast. Choose private label if you have an established brand, a specific formulation concept, a target audience with unique needs, or a long-term strategy to build brand equity around a proprietary product. Many successful supplement brands start with white label to generate revenue and validate demand, then transition to private label for their hero SKUs once the market opportunity is proven.
Nuteo offers both programmes under one roof. Our white label catalogue contains 500+ formulations across 11 health categories, available in 15 dosage forms. Our private label R&D team has developed hundreds of custom formulations for brands across Europe, the UK, the Middle East, and beyond. Whether you need to launch in two weeks or build the next category-defining supplement brand, Nuteo has the manufacturing capability and regulatory expertise to support your journey.