Pharmacy guide

Own brand for pharmacies: supplements and cosmetics under your name

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 13 October 2026 · Reading time: 10 min

In short

A pharmacy has three routes into a personalized range: reselling finished Novogenia products, white label under its own brand, or having its own product idea realized. At Novogenia, supplements are possible from a single unit and cosmetics from small batches – with three products: day serum, night serum and body lotion. Developing supplements takes one week to three months; an own cosmetics formula takes 3 to 5 months. For cosmetics, Novogenia takes on the role of the responsible person; for the information on your supplements, your brand remains responsible.

Your brand on stage, we work backstage

At Novogenia, the smallest run of a supplement under your brand is: one single unit. There is no fixed minimum order quantity. For many pharmacies, that is a new idea – for a long time, an own brand sounded like pallets, a full stockroom and a big risk.

Think of your own brand as a theater. On stage is your pharmacy: your name, your label, your advice. Backstage, the genetic lab, the supplement factory and the cosmetics factory work under one roof in Eugendorf near Salzburg, Austria. You focus on advice, brand and sales in your pharmacy, while we handle the entire development, production and filling. Your customers see your brand – we do not appear on the outside.

Three routes into your range

Novogenia offers pharmacies three routes that can be combined:

Reselling finished products: You start without your own branding, for example with the personalized skincare BeautyMe or with the analyses through your own partner shop. Which finished products suit your pharmacy is clarified in the first conversation.
White label: You use Novogenia as the white-label manufacturer for your own brand. The range carries your logo, your label and your packaging.
Your own product idea: You bring your idea or desired composition; we advise on formulation and dosage form and realize it as your own brand.

Criterion	Finished products	White label	Own product idea
Brand on the product	a Novogenia brand, such as BeautyMe	your brand	your brand
Development	none	based on a proven Novogenia solution	new, based on your idea
Launch	fastest	fastest route to your own brand	longest route, greatest independence
Your focus	advice and sales	brand, advice, sales	concept, coordination, brand
Legal role	usually distributor	responsibility as the brand	responsibility as the brand

Which route is right depends on your goals: if you want to start quickly, begin with finished products and switch to your own brand later. If you want to build a strong brand of your own, go for white label. The terms are explained in detail in White label, private label or custom formula? for supplements and White label, private label or your own formula? for cosmetics.

Supplements under your brand: from a single unit

For supplements, Novogenia has no ready-made standard products on the shelf waiting to be relabeled. White label here means: you take a proven Novogenia solution and make it your brand. Two forms fit into the pharmacy:

Personalized, per person: Every customer gets their own formula based on around 50 genes, a questionnaire and – where available – blood values, which take precedence. Packed in daily sachets, one delivery for 90 days. More in Personalized micronutrients.
One formula for everyone: your own composition, the same for all customers, under your name.

What production looks like:

Quantity: production from a single unit, with no fixed minimum order quantity. Personalized projects typically start with a pilot of 200 to 500 customers.
Form: Microtransporter pellets from 1.6 mm in daily sachets; other dosage forms on request.
Packaging: boxes of 30 or 90 daily servings; each sachet optionally printed with two lines, such as an order number and the customer’s name; custom dispenser casings for private-label products.
Origin: “Made in Austria” or a neutral statement of origin, as you prefer.
Time: Development takes one week to three months in total.
Limit: We do not produce probiotics.

Novogenia’s AI price calculator gives an instant, non-binding estimate of what your formula would cost for 500 to 3,000 boxes; our team calculates smaller quantities individually. More on costing in What does contract manufacturing cost? and Starting small: minimum order quantities and pilots.

Cosmetics under your brand: three products, from small batches

The cosmetics range is deliberately lean: day serum, night serum and body lotion. What gets personalized is the content – the result of the genetic analysis determines which active ingredients go into the formula and at what dose. Production starts from small batches.

Reselling BeautyMe: Novogenia’s finished personalized line, with no development of your own.
White label: the same products on a proven base formula, with your logo, your label and your packaging.
Your own formula: your idea, realized in one of the three formats. Development takes 3 to 5 months.

Samples for sign-off are available on request before your label goes to print. In the pharmacy, one rule matters most: stick to the language of skincare. Cosmetic products are intended to clean, perfume, change the appearance of, protect, keep in good condition or correct body odors (Art. 2(1)(a) of Regulation (EC) No 1223/2009). Surrounded by medicines, everything quickly sounds like therapy – your skincare line is not. Details on the products are in Day serum, night serum, body lotion, and on quantities and timing in Small batches, quantities and timeline.

Who is responsible for what?

You do not need your own lab or machines for an own brand. But responsibility for what is on the label stays with your brand – in different ways for supplements and cosmetics:

Topic	Supplements	Cosmetics
Who is responsible?	The food business operator responsible for the food information is the operator under whose name the food is marketed – that is, your brand (Art. 8(1) Regulation (EU) No 1169/2011).	Anyone who has a cosmetic product manufactured and markets it under their own name or trademark counts as the manufacturer (Art. 2(1)(d) Regulation (EC) No 1223/2009).
Responsible person	no separate role of this kind	Cosmetic products may only be placed on the market if a responsible person is designated within the EU. The manufacturer can transfer this role by written mandate (Art. 4). Novogenia takes it on.
Notification	Germany: notification to the BVL no later than when the product is first placed on the market, with a specimen of the label (§ 5(1) NemV). Novogenia handles the notification in most cases or supports you.	Before placing the product on the market, the responsible person notifies it to the Commission (Art. 13(1)).
Advertising claims	only authorized health claims from the list in Regulation (EU) No 432/2012	no claims implying characteristics or functions the product does not have (Art. 20(1))

On the outside – on the shelf, in advertising, in your advice – your brand is what customers see. The mandatory legal information on the label is not affected; for cosmetics, it includes the name and address of the responsible person (Art. 19(1)(a) Regulation (EC) No 1223/2009). Which claims you may make is explained in Advertising health services. The mandatory information is covered in Labeling and Responsible person, safety assessment, notification; the rules in other countries in Notifying food supplements in the EU.

Switzerland: its own law for your own brand

EU regulations do not apply directly in Switzerland. There, the Foodstuffs Act (LMG) covers both: foodstuffs, which include food supplements (Art. 4 LMG), and consumer goods, which include cosmetic products (Art. 5(b) LMG). The main differences for your own brand:

Self-checking: Anyone who places foodstuffs or consumer goods on the market must ensure that the legal requirements are met (Art. 26(1) LMG). So in Switzerland, too, your brand bears responsibility.
Cosmetics: The FDHA Ordinance on Cosmetic Products (VKos) applies. The packaging bears the name and address of the manufacturer, importer, distributor or the responsible person under Art. 4 of the EU Cosmetics Regulation (Art. 9(1)(b) VKos). A product information file prepared abroad can suffice if it meets the Swiss requirements; the importer or distributor must be able to prove this to the cantonal enforcement authorities (Art. 5(3) VKos).
Supplements: Swiss rules, not the EU regulations, govern composition, labeling and advertising. What that means in practice is covered in Law: what pharmacies must consider.

Shelf or pickup counter?

A pharmacy own brand can have two faces, and each needs different planning:

Criterion	Shelf product	Personalized product
For whom	all customers	one specific person
Stock	goods on the shelf	no stock – each box is produced for one person
Packaging	usually fully printed, with a barcode	daily sachets, optionally with the name, in your design
Route to the customer	purchase at the checkout	pickup at the pharmacy or shipping directly to the customer
Advice	brief, at the shelf	results conversation based on the genetic analysis

The two can be combined: a lean shelf range for walk-in customers and personalized products for customers who take a genetic analysis. How the route from test to product works is shown in The consultation process in the pharmacy.

How to find your route

How fast do you want to start? Right away: finished products. Soon, with your own brand: white label. With more lead time: your own product idea.
Whose name should be on the product? If your advice is center stage, a finished brand is often enough. If your pharmacy itself is to become the brand, choose white label or your own formula.
Supplements, cosmetics or both? Both come from one source: supplements from a single unit, cosmetics from small batches.
Shelf or per person? Plan packaging, quantity and pickup to match the form.
Who checks the label and the claims? Decide who signs off mandatory information and advertising copy before anything goes to print.

Checklist: your own brand

The route is chosen: finished products, white label or your own product idea.
The product group is set: supplements, cosmetics or both.
Quantity and launch are planned: from a single unit or as a pilot.
Name, logo, label and packaging are designed; the samples are signed off.
Mandatory information and advertising claims are checked: authorized claims for supplements, skincare language for cosmetics.
Notification is settled, for example with the BVL in Germany.
For cosmetics, the mandate for the responsible person has been given and accepted in writing.
In Switzerland, the LMG and VKos are taken into account.
Pickup, shipping and reorders are organized – more in Reorders and subscriptions: customer loyalty.

How we do it at Novogenia

How we build a pharmacy own brand at Novogenia:

Three routes: resell finished products, white label under your brand, or your own product idea.
Supplements: from a single unit, Microtransporter pellets in daily sachets, boxes of 30 or 90 daily servings; development takes one week to three months.
Cosmetics: day serum, night serum and body lotion from small batches; your own formula in 3 to 5 months.
Responsible person: Novogenia takes on this role under the EU Cosmetics Regulation.
Notification: For supplements, we handle the notification in most cases or support you with it.
Under one roof: genetic lab, supplement factory and cosmetics factory in Eugendorf near Salzburg, Austria; origin labeled “Made in Austria” or neutral on request.
Quote: with volume tiers; the AI price calculator gives an instant, non-binding estimate for supplements for 500 to 3,000 boxes.

Frequently asked questions

From what quantity can a pharmacy have its own supplements manufactured?

At Novogenia, from a single unit; there is no fixed minimum order quantity. The larger the quantity, the lower the price per box. Personalized projects typically start with a pilot of 200 to 500 customers.

From what quantity are cosmetics under your own brand possible?

Novogenia produces cosmetics from small batches. The range comprises three products: day serum, night serum and body lotion – as BeautyMe, as white label under your brand, or with your own formula.

How long does it take to get your own product?

For supplements, development takes one week to three months in total. An own cosmetics formula takes 3 to 5 months; white label is faster because the base formula is already proven. With finished products, you start without a development phase.

Does Novogenia appear on my product?

Your customers see your brand; Novogenia does not appear on the outside. The mandatory legal information is not affected: for cosmetics, the name and address of the responsible person belong on the label. For supplements, you can state the origin as “Made in Austria” or neutrally.

What does the pharmacy have to take responsibility for as brand owner?

For supplements, the business under whose name the product is marketed is responsible for the information – that is, your pharmacy. Novogenia handles the notification in most cases or supports you with it. For cosmetics, Novogenia takes on the role of the responsible person by written mandate. You always remain responsible for your advertising claims.

Personalized health in your pharmacy?

Tell us about your pharmacy and your customers – we will show you which model fits.

Request a project →Offer for pharmacies

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.