We read the labels of three firming creams. One of them you can launch under your brand.
Drunk Elephant made the peptide cream a category. First Aid Beauty made it a sensitive-skin routine. Between them sits a lifting gel-cream with a stable vitamin C, CoQ10, and bitter melon exosomes that you can launch under your own name in about six weeks. Three labels, read the same way: what is in them, where it sits, and what that means on a shelf.
A firming cream is bought on a word. Peptides, collagen, exosomes: the word on the front is what the customer typed into the search bar, and the tube that has it wins the first purchase. The second purchase is decided on the back.
That is where this category gets interesting. The word on the front rarely appears on the back in the same form. “Polypeptide” turns into nine names in a row. “Collagen” turns into one name in the middle of the list. “Exosomes” turns into a plant extract and a phospholipid, because an exosome is a way of carrying an ingredient, not an ingredient with a name of its own. A customer who reads labels learns this quickly, and then reads every firming cream the same way.
So that is where this starts. Three labels, every ingredient, in the order each brand printed them. Two belong to the products that define what a peptide cream looks like at Sephora. The third is a formula that exists today, in a US facility, waiting for a name.
By the end you will know whether it belongs on that shelf. Then you can hold all three and decide.
Every ingredient in label order, colored by its FormuNova library rating. Hover or tap a segment for the ingredient.
What to look for on a firming cream label
Four things on a firming cream label carry most of what a customer will ever learn about it.
- Where the peptides sit. Ingredients are listed in descending order down to the 1% line, and below it the order is the brand’s choice. Peptides are used in small amounts everywhere, so a peptide at #10 is a decision and a peptide at #31 is a mention. Count them, then find them. Position is the only concentration signal a label gives you, and every brand knows it.
- The word on the front, found on the back. Collagen on the front is “soluble collagen” somewhere on the list. Exosomes on the front are the extract they carry plus “phospholipids”, the shell. A brand that knows this writes the back of the pack so the customer can find the front on it. Most do not.
- What carries it. The first ten names are the texture. Fatty alcohols and olive-derived emulsifiers make a cream; stearic acid and a silicone make a rich one; plant oils on a gel polymer make a gel-cream that sinks in. The customer feels this decision before any active has a chance to matter.
- The flags. A product used twice a day needs robust preservation and a label that survives a screenshot: no fragrance, no denatured alcohol, nothing the FormuNova ingredient library rates with caution. All three read fragrance-free here, which moves the comparison to what each one carries and where.
Read the three labels below with those four in mind. The pattern shows up fast.
Protini™ Polypeptide Cream
This is the product that made the peptide cream a category, and the label shows why the name is plural. Water, dicaprylyl carbonate, glycerin, then an olive-derived emulsifier pair at #5 and #6 and marula oil at #7. Then the reason people buy it: nine peptides in a row from #10 to #18, starting with sh-Oligopeptide-1 and sh-Polypeptide-1, the growth-factor family, and closing with palmitoyl tetrapeptide-7 and palmitoyl tripeptide-1. Behind them, ten amino acids from #19 to #28 and sodium hyaluronate at #32. Fifty-eight names in all. Preservation is a five-name system, and two polysorbates sit at #44 and #45.
Ingredients Water/Aqua/Eau, Dicaprylyl Carbonate, Glycerin, Cetearyl Alcohol, Cetearyl Olivate, Sorbitan Olivate, Sclerocarya Birrea Seed Oil, Bacillus/Folic Acid Ferment Extract, Nymphaea Alba Root Extract, SH-Oligopeptide-1, SH-Oligopeptide-2, SH-Polypeptide-1, SH-Polypeptide-9, SH-Polypeptide-11, Copper Palmitoyl Heptapeptide-14, Heptapeptide-15 Palmitate, Palmitoyl Tetrapeptide-7, Palmitoyl Tripeptide-1, Alanine, Arginine, Glycine, Histidine, Isoleucine, Phenylalanine, Proline, Serine, Threonine, Valine, Acetyl Glutamine, Coconut Alkanes, Coco-Caprylate/Caprate, Sodium Hyaluronate, Aspartic Acid, Linoleic Acid, Linolenic Acid, Lecithin, Butylene Glycol, Polyvinyl Alcohol, Sodium Lactate, Sodium PCA, Pca, Sorbitan Isostearate, Carbomer, Polysorbate 20, Polysorbate 60, Lactic Acid/Glycolic Acid Copolymer, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Xanthan Gum, Isomalt, 1,2-Hexanediol, Caprylyl Glycol, Chlorphenesin, Phenoxyethanol, Tocopherol, Sodium Benzoate, Phenylpropanol, Glyceryl Caprylate, Symphytum Officinale Callus Culture Extract.
- Ingredients
- 58
- Rated
- 15 GREAT · 43 GOOD · none flagged
- Peptides
- SH-Oligopeptide-1 #10 · SH-Oligopeptide-2 #11 · SH-Polypeptide-1 #12 · SH-Polypeptide-9 #13 · SH-Polypeptide-11 #14 · Copper Palmitoyl Heptapeptide-14 #15
- Also
- arginine #20 · lactic acid/glycolic acid copolymer #46 · tocopherol #54
- Base
- water · dicaprylyl carbonate · glycerin
- Preserved with
- 1,2-hexanediol · caprylyl glycol · chlorphenesin · phenoxyethanol · sodium benzoate
- Contains
- polysorbate 20
- Not yet reviewed
- 0
What to actually expect. The strongest peptide position on this shelf, by a distance: nine of them, all above the amino acids, all in the top third of the list. That is the label to beat on the ingredient the category is named for. It is also a long label, fifty-eight names, with a comfrey callus culture at the very end and two polysorbates a clean-label customer will ask about. It sets the standard, and it sets the price of the category.
Nine peptides in a row, #10 to #18. The label to beat.
Firming Cream with Peptides, Niacinamide + Collagen
First Aid Beauty put all three words on the front and built the label for skin that reacts. Niacinamide is at #4, the highest active on any of the three labels. The texture is stearic acid, an alkyl benzoate, and a triglyceride, with dimethicone at #9, then panthenol at #11, colloidal oatmeal at #12, and squalane at #13. Soluble collagen, the second word on the front, sits at #15. Then the soothing set, allantoin, feverfew, licorice root, green tea, with ceramide NP at #26 and a diamond powder at #28. The first word on the front, peptides, is one name, Pentapeptide-34, at #31 of 31.
Ingredients Aqua/Water/Eau, Stearic Acid, Glycerin, Niacinamide, C12-15 Alkyl Benzoate, Caprylic/Capric Triglyceride, Glyceryl Stearate SE, Glyceryl Stearate, Dimethicone, Cetearyl Alcohol, Panthenol, Colloidal Oatmeal, Squalane, Phenoxyethanol, Soluble Collagen, Caprylyl Glycol, Polymethylsilsesquioxane, Propanediol, Sodium Hydroxide, Xanthan Gum, Disodium EDTA, Allantoin, Chrysanthemum Parthenium Extract, Glycyrrhiza Glabra Root Extract, Camellia Sinensis Leaf Extract, Ceramide NP, Sodium Benzoate, Diamond Powder, Tetrasodium EDTA, Butyrospermum Parkii Butter, Pentapeptide-34 Trifluoroacetate.
- Ingredients
- 31
- Rated
- 14 GREAT · 17 GOOD · none flagged
- Peptides
- Pentapeptide-34 Trifluoroacetate #31
- Also
- niacinamide #4 · panthenol #11 · squalane #13 · soluble collagen #15 · ceramide np #26
- Base
- water · stearic acid · glycerin
- Preserved with
- phenoxyethanol · caprylyl glycol · sodium benzoate
- Contains
- dimethicone
- Not yet reviewed
- 0
What to actually expect. A sensitive-skin cream first and a firming cream second, and the label is honest about that order: niacinamide, oatmeal, panthenol, and allantoin all sit above the collagen. The peptide is the last name on the list, and a customer who bought it for the peptide will find it there. It carries a silicone and a silicone powder, which is where the soft finish comes from. Nothing on the label is rated with caution. It is the safest label on this shelf, and the one with the least of what its front promises.
Niacinamide at #4. Peptides at #31 of 31.
Now read the third label the same way.
Lifting Cream with Exosomes
Water, rice bran oil, grape seed oil, propanediol, glycerin. Niacinamide at #6, squalane at #7, the gel polymer at #8, pullulan at #9, the film former that gives a lifting cream its name. 3-O-Ethyl Ascorbic Acid, a stable vitamin C, at #10. Bitter melon fruit extract at #11 and phospholipids at #12: that pair is the exosome, the extract and the shell it travels in. Rosehip seed oil at #15, caffeine at #16, ubiquinone, the CoQ10, at #17, sodium hyaluronate at #18. Acetyl Octapeptide-3 closes the list at #20 of 20. Twenty names, none flagged. No fragrance, no silicones, no PEGs, no denatured alcohol. A gel-emulsion, 1.7 oz.
Ingredients Water (Aqua), Oryza Sativa (Rice) Bran Oil, Vitis Vinifera (Grape) Seed Oil, Propanediol, Glycerin, Niacinamide, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Squalane, Pullulan, 3-O-Ethyl Ascorbic Acid, Momordica Charantia Fruit Extract, Phospholipids, Phenoxyethanol, Ethylhexylglycerin, Rosa Canina (Rosehip) Seed Oil, Caffeine, Ubiquinone, Sodium Hyaluronate, Citric Acid, Acetyl Octapeptide-3.
- Ingredients
- 20
- Rated
- 12 GREAT · 8 GOOD · none flagged
- Peptides
- Acetyl Octapeptide-3 #20
- Also
- niacinamide #6 · squalane #8 · 3-o-ethyl ascorbic acid #10 · caffeine #16
- Base
- water · rice bran oil · grape seed oil
- Preserved with
- phenoxyethanol · ethylhexylglycerin
- Not yet reviewed
- 0
View more private label product details
What to actually expect. A label a careful customer reads all the way down and understands: oils and a gel polymer for the texture, niacinamide, vitamin C, CoQ10, and caffeine in the middle, the exosome pair where they can find it. Two things to know before you plan the label. It has one peptide, and it is the last name on the list, the same end of the label as First Aid Beauty's; Drunk Elephant's nine sit at #10 to #18, and a peptide customer will compare. And it is a gel-emulsion, not a cream; a customer who wants a rich, occlusive finish will notice within a week. Neither changes what the label is. Both change how you tell it.
A stable vitamin C at #10, CoQ10 at #17, and the exosome pair a customer can find. Twenty names, nothing flagged.
See it next to the other two. Samples ship in days.
Order samplesSide by side
| Drunk Elephant | First Aid Beauty | Your BrandReady to launch | |
|---|---|---|---|
| Ingredients | 58 | 31 | 20 |
| Rated great / good | 15 / 43 | 14 / 17 | 12 / 8 |
| Flagged | none | none | none |
| Peptides | 9 sh-peptides, #10–#18 | 1 peptide, #31 | 1 peptide, #20 |
| Other actives | arginine · lactic acid/glycolic acid copolymer · tocopherol | niacinamide · panthenol · squalane · soluble collagen · ceramide np | niacinamide · squalane · 3-o-ethyl ascorbic acid · caffeine |
| Base | water · dicaprylyl carbonate · glycerin | water · stearic acid · glycerin | water · rice bran oil · grape seed oil |
| Free from | fragrance · essential oils · denatured alcohol · silicones · sulfates · sulfites | fragrance · essential oils · denatured alcohol · PEGs · sulfates · sulfites | fragrance · essential oils · denatured alcohol · silicones · PEGs · sulfates |
| Not yet reviewed | 0 | 0 | 0 |
| Texture | Cream | Rich cream | Gel-emulsion |
| Peptides on the label | 9, at #10 to #18 | 1, at #31 of 31 | 1, at #20 of 20 |
| Front-of-pack word, on the back | Polypeptides, #10 to #18 | Collagen #15, peptides #31 | Exosomes: bitter melon extract #11, phospholipids #12 |
Every ingredient in label order, colored by its FormuNova library rating. Hover or tap a segment for the ingredient.
Where each one leads
Drunk Elephant owns the peptides: nine of them, high on the list, and the customers who learned the word from that jar. First Aid Beauty owns the sensitive-skin routine, the cream a customer reaches for when everything else stung. Between them is a position neither has taken: the firming cream that leads with the ingredients customers are searching for now, vitamin C, CoQ10, exosomes, on a short, fragrance-free label with a texture that sinks in.
That position is open. It does not compete on peptide count, and it should not try. It competes on being the label a customer understands in one read, with the new word on the front and the old ones in the middle.
If you are building a brand
Taking it is mostly a set of brand decisions, because the formula part is finished.
Is this a treatment or a moisturizer? A gel-emulsion can be either: the step under a moisturizer for customers with a routine, or the moisturizer itself for customers who want one product. The 1.7 oz size is the standard for both. Where does it sit on your price ladder? A cream with exosomes on the front usually sits at the top of a line, and the label can carry that; the texture keeps it from feeling like a jar cream, which matters to the customer who has stopped buying those. One product or a set? The Under Eye Cream comes from the same catalog and pairs naturally into a lifting routine, which is where most reorders in this category tend to start.
Your name and logo on the label are included, and the label template is on the product page. If you want the container itself to be different, we do that too.
From this page to your shelf
You do not have to commit to a run to find out. Order samples and put all three on your desk; they ship in days. , so you know your unit economics before you spend anything on design. Then put your artwork on the label, choose your components, and the first run comes out of our GMP-certified, FDA-registered facility in Stone Mountain, Georgia in four to six weeks, with the specification sheet, safety data sheets and certificate of analysis that Amazon and retail will ask you for.
A first run is usually a few thousand units, sized to how you plan to sell it. If you want to test the market first, you can start smaller and scale on the reorder. If you are already moving volume, we plan production around your cadence, with dedicated capacity from 1,000 units a week.
Things people ask us
Is this the same formula as the Drunk Elephant or First Aid Beauty product?
No. The Lifting Cream with Exosomes is a separate formula, designed and manufactured by FormuNova in our own facility. This piece compares what each label lists and how our ingredient library rates those ingredients; the brand, the story and the price are yours.
What does FormuNova do?
We are a US-based manufacturer of beauty and personal-care products for brands ready to scale. Development and manufacturing are in-house in Stone Mountain, Georgia, with formulation, fulfillment, design, supply-chain and regulatory support around it. See private label and custom formulation.
Can I customize a private label product?
Yes. Your label with your branding and logo is included in the base price, and the template is on the product page. Different components, such as a pump, a jar or another bottle, run through our custom packaging program. Ingredient changes are a separate custom formulation program with its own timeline; the formula on this page is offered as it is. If your brand is already running high volumes, reach out to discuss turnkey manufacturing and supply-chain management.
What is the minimum order?
A first run is usually a few thousand units, sized to how you plan to sell it, and you can start smaller to test the market and scale on the reorder. Our floor minimums for private label are 140 units with standard packaging and 500 with custom packaging; a higher minimum is listed on a product page when it applies.
What is the lead time?
Typically 4 to 6 weeks for private label orders, with an account manager assigned to manage it. For established brands we offer turnkey supply-chain management with dedicated production capacity from 1,000 units a week.
How will my order be delivered?
In bulk, EXW, by LTL freight or UPS, prepared for your warehouse, 3PL or retail platform. We can coordinate freight on your behalf, and if you do not have a warehouse we can ship to a commercial or residential address or discuss direct-to-consumer fulfillment. FBA prep and secondary packaging are quoted separately.
Can anyone launch a new brand?
With enough preparation, yes. If you are at the start, we guide you through the first steps; minimums are low enough to start, and we are equipped to help you scale.
Where are the products made, and are they FDA approved?
In our GMP-certified (NSF/ANSI 455-3), FDA-registered facility in Stone Mountain, Georgia, directly from the manufacturer. Cosmetics are not subject to FDA approval the way drugs are; our facility is registered with the FDA and follows strict quality and compliance protocols. Learn more about our GMP certification for cosmetics.
What documentation is provided?
For each SKU, a Finished Product Specification Sheet and Safety Data Sheets, and a Certificate of Analysis for every batch. We also provide GMP certification, FDA registration, proof of inventory, the Cosmetic Product Ingredient Statement and other documents that Amazon, Walmart, CVS and Shopify ask for.
What budget should I plan for?
The absolute minimum is around $2,000; most launches need $5,000 to $10,000; a competitive small private-label launch typically falls in the $10,000 to $30,000 range, not including marketing and fulfillment. Established brands: reach out for a quote aligned to your volume.
Do you offer marketing services?
No. Direct-to-consumer marketing is the core of your business and we do not believe in outsourcing the core. We handle everything else: formulation, manufacturing, fulfillment, design, supply chain and regulatory support.
How do I launch this product with FormuNova?
Order samples and test this serum against the two bottles above. . Then reach out with a short summary of your brand stage; an account manager takes it from there.
See it yourself.
Three bottles on your desk. Then decide.
Product names and images belong to their respective brands and are used for identification only. FormuNova is not affiliated with Drunk Elephant or First Aid Beauty. This piece compares published ingredient lists and FormuNova’s library ratings of individual ingredients; it makes no claim about the performance of any finished product. The FormuNova formula is a cosmetic product.
