Your own brand for network companies: white label, custom formula, small quantities

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 13 October 2026 · Reading time: 9 min

In short

At Novogenia, you build your own brand with white label: your name, logo and design appear on the product, packaging, reports, customer portal and chatbot. White label is not exclusive – other brands can offer a comparable product. With a custom formula, the product itself becomes the difference. We produce supplements from a single unit and the three BeautyMe cosmetics products from small batches. On cosmetics, Novogenia appears on the pack as the responsible person.

From reselling to your own brand

Many networks start with finished products and move to their own brand as they grow. That is how we describe the typical path on our direct-selling page – and there is a simple reason for it: in direct selling, every recommendation carries a name. Whatever a distributor recommends in a conversation, a chat or a post, the customer links to a brand. With your own brand, that brand is yours.

Think of your product as a house. With white label, it stands on a proven foundation, and you design the facade: name, logo, colors, packaging. With a custom formula, you also draw the blueprint – the product itself becomes the difference. The two take different amounts of time and coordination. This article shows you which route fits your network.

Three routes compared

Novogenia offers three models. They are not mutually exclusive: you can start with the partner shop and add your own brand or your own product later.

Criterion	Partner shop	White label	Your own product idea
Which brand does the customer see?	The analysis and delivery come from Novogenia	your brand; Novogenia is not visible (cosmetics are the exception, see below)	as agreed
Your own product brand?	no	yes	yes
Setup costs	none	depend on the scope you want	depend on the scope
Exclusive?	no	no – other brands can offer a comparable product	the contract defines what is exclusive
A good fit if …	you want to start right away without your own brand	your network needs its own identity	you have a clear product idea

Three questions help you choose:

How fast do you want to start? With the partner shop, you can get going right away; white label is the fastest route to your own brand.
What sets you apart? If your strength is the advice and the community of your distributors, white label is often enough. If the product itself should be the difference, you need a custom formula.
How big is your network today? A small team is best off testing an offer without lead time. A larger network can more easily carry its own brand and the duties that come with it.

Watch the terminology: in the industry, private label usually means that a product is adapted for you and made exclusively under your name. White label is not. So do not promise your distributors a “product you can only get from us” unless that has been agreed in writing. The differences in detail are explained in White label, private label or custom formula?

White label: a proven foundation, your facade

White label is the fastest route to your own brand. At Novogenia, it does not mean we relabel a standard product off the shelf – we do not keep such shelf products. You take a proven Novogenia solution and make it entirely your brand:

Product and packaging: your logo, your name, your colors and your copy.
Saliva kit: branded with your logo on request.
Reports: in your brand’s design, digital via a secure portal and printed on request.
Customer portal and chatbot: also under your name.

The lab analysis and the Microtransporter technology stay with Novogenia. Production takes place in our building in Eugendorf near Salzburg, Austria; on request, the pack says “Made in Austria” or carries a neutral statement of origin.

Because white label is not exclusive, you stand out through what is already your strength in direct selling: your brand, the personal advice of your distributors and your community. Genetic analyses under your own brand are described on the page White-label genetic analyses; there is a dedicated guide at White-label genetic testing guide.

Custom formula: when the product itself makes the difference

With a custom formula, you draw the blueprint yourself. It takes more time, but it gives you a product that fits your target group and your story.

Supplements: 22 nutrients are in stock as finished Microtransporters and need no development time. Overall, development takes one week to three months.
Technical limits: no liquid raw materials (exception: omega-3 as a vegan softgel), no ingredients containing allergens, no enzymes, no probiotics.
Personalized: On request, every customer gets their own formula – calculated from the genetic analysis, a questionnaire and, where available, blood values. Which products are suitable is covered in Which products are a good fit.
Cosmetics: A custom formula takes 3 to 5 months; white label is faster.

A tip from practice: many brands start with a proven white-label product, gain experience with their customers and then develop custom formulas. In a network, this has an added advantage – your distributors get to know the product before you develop it further.

Start small, without a mountain of stock

Your own brand sounds like large quantities and full warehouses. At Novogenia, it does not have to be:

From a single unit: We produce supplements from a single unit. The larger the quantity, the lower the price per box.
From small batches: We produce cosmetics from small batches.
No warehouse: Personalized supplements consist of Microtransporter pellets from 1.6 mm in daily sachets, and one delivery lasts 90 days. Each box is produced for one specific person and shipped directly – more in Partner shop and logistics.
Quick estimate: The price calculator in the chatbot on our website gives an instant, non-binding estimate for 500 to 3,000 boxes. Our team calculates smaller quantities.
Samples for your team: On request, you get samples for your distributors.

How to test with a small group before you roll out is described in Launch: pilot and scaling.

BeautyMe under your name – with Novogenia on the pack

In cosmetics, Novogenia works with three products: a day serum, a night serum and a body lotion. The genetic result determines the selection and dosage of the active ingredients. As white label, you get a proven base formula with your logo, your label and your packaging.

One detail surprises many: anyone who has cosmetics manufactured and markets them under their own name or trademark is legally the “manufacturer” (Art. 2(1)(d) Regulation (EC) No 1223/2009). By written mandate, the manufacturer can designate another person in the EU as the responsible person (Art. 4(3)). At Novogenia, we take on this role. The name and address of the responsible person are mandatory information on the pack (Art. 19(1)(a)) – the brand, design and look remain yours.

Tell your distributors from the start. Then nobody is caught off guard when a customer spots the Novogenia name on her body lotion. What else the responsible person does, and what is different in Switzerland, is explained in Responsible person, safety assessment, notification.

Your brand, your responsibility

With your own brand come duties. For supplements, the food business operator under whose name or business name the food is marketed is responsible for the food information (Art. 8(1) Regulation (EU) No 1169/2011). With white label, that is you – even if the formula comes from us.

Notification: Many countries require a notification – in Germany, for example, to the Federal Office of Consumer Protection and Food Safety (BVL) at the latest when the product is first placed on the market (Section 5 NemV). At Novogenia, we take care of the notification in most cases or guide you through it. Details: Notifying food supplements in the EU.
Label: Which information belongs on the pack is shown in Labeling: mandatory information.
Advertising claims: Health claims are only allowed if they are authorized and included in the list of authorized claims (Art. 10(1) Regulation (EC) No 1924/2006). More in Law in direct selling.
What your team says: As a brand, you are also responsible for what your distributors say and post in your name. How to prepare them is shown in Training your distributors and Social media: what distributors may say.

Checklist: ready for your own brand?

You have decided: partner shop, white label, your own product idea – or a combination.
Whatever is meant to be exclusive is agreed in writing; whatever is not exclusive, you do not promise either.
Logo, packaging, report design, portal and chatbot are planned in your brand identity.
The launch quantity fits your network; a small quantity is enough for a test.
For cosmetics, you know who the responsible person is – and your team knows why Novogenia is on the pack.
The label and notification of your supplements are sorted out.
All advertising claims have been checked, and your distributors know them.
Samples for your team are ordered.

Frequently asked questions

Is a white-label brand exclusive?

No. With white label, you take a proven solution and make it your brand; other brands can offer a comparable product. Only what is agreed in the contract is exclusive. So get written confirmation of exactly what belongs to you alone – for example, a custom formula or your own design.

What quantity do I need to launch my own brand?

Novogenia produces supplements from a single unit; the larger the quantity, the lower the price per box. We produce cosmetics from small batches. The price calculator in the chatbot on our website gives an instant, non-binding estimate for 500 to 3,000 boxes; our team calculates smaller quantities.

How long does it take to develop a custom formula?

For supplements, one week to three months. 22 nutrients are in stock as finished Microtransporters and need no development time. A custom cosmetics formula takes 3 to 5 months; white label is faster.

Will Novogenia appear on my packaging?

For white-label supplements, Novogenia does not appear to the outside world; you can state the origin as “Made in Austria” or neutrally. For cosmetics, yes: Novogenia takes on the role of the responsible person, and that person’s name and address are mandatory on the pack (Art. 19(1)(a) Regulation (EC) No 1223/2009).

Can I start with the partner shop and build my own brand later?

Yes. The models can be combined: for example, you start with the partner shop, get to know your network and your customers, and add your own brand or your own product later.

Personalized products for your network?

Tell us about your sales organisation and markets – we will show you which model fits.

Request a project →Partner program

Note: This guide is general information for businesses and professionals and does not replace medical or legal advice. The genetic traits determined in a genetic analysis are well documented (each gene included is backed by at least three independent studies); recommendations derived from them are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.