Makeup Business Plan Template

Written by Dave Lavinsky

Writing a Successful Business Plan For Your Makeup Business + Template

If you’re looking to start or grow a makeup business, you need a business plan. Your plan will outline your business goals and strategies, and how you plan on achieving them. It will also detail the amount of funding you need, and if needed, present a case to investors and lenders regarding why they should invest in your business.

In this article, we’ll explain why you should invest the time and energy into creating a makeup business plan, and provide you with a makeup business plan template that includes an overview of what should be included in each section.

Why Write a Business Plan For a Makeup Business?

There are many reasons to write a business plan for a makeup company, even if you’re not looking for funding. A business plan can help you see potential pitfalls in your business strategy, as well as identify opportunities you may not have considered. It can also help you track your progress and adjust your plans as needed.

That said, if you are looking for funding, a business plan is essential. Investors and lenders want to see that you have a solid understanding of your industry, your customers, and your competition. They also want to know that you have a realistic view of your financial situation and how much money you’ll need to get started.

How To Write a Business Plan For a Makeup Business

While every business plan is different, there are 10 essential components that all makeup business plans should include:

  1. Executive Summary
  2. Company Description
  3. Industry Analysis
  4. Customer Analysis
  5. Competitor Analysis
  6. Marketing Plan
  7. Operations Plan
  8. Management Team
  9. Financial Plan
  10. Appendix

Keep in mind that you’ll need to tailor this information to your specific type of makeup business, but these 10 components should be included in every plan.

Executive Summary

The executive summary is the first section of your business plan, but it’s often written last. This is because it provides an overview of the entire document.

In the executive summary, briefly explain what your business does, your business goals, and how you plan on achieving them. You should also include a brief overview of your financial situation, including how much money you’ll need to get started.

Company Description

The next section of your makeup business plan is the company description, where you’ll provide an overview of your business.

Include information about your:

  • Company Overview
  • Success Factors & Accomplishments To Date
  • How & When Incorporated

With regards to the company overview, here you will document the type of makeup company you operate. For example, a makeup company description might look something like this:

GlamGlow Makeup Studio is a trailblazing makeup haven nestled in the heart of Binghamton, NY. As a newly established local business, we pride ourselves on being the premier destination for high-quality makeup services in the area. Recognizing the void of upscale local makeup businesses, we’ve set out to redefine beauty standards and provide unparalleled makeup solutions to our community.

At GlamGlow Makeup Studio, our offerings encompass a wide range of cosmetic essentials designed to cater to every beauty need. Our product lineup includes high-grade foundation, volumizing mascara, vibrant lipstick shades, precise eyeliners, and natural-looking blush. Each product has been meticulously selected to ensure our clients have access to the best makeup options on the market. Our commitment extends beyond just selling makeup; we aim to empower our customers with the tools and knowledge to enhance their natural beauty.

Strategically located in Binghamton, NY, GlamGlow Makeup Studio is poised to serve the beauty enthusiasts of Binghamton and its surrounding areas. Our studio’s welcoming atmosphere and accessible location make it the perfect spot for anyone looking to elevate their makeup experience.

What sets GlamGlow Makeup Studio apart is not just our exceptional range of products but also our foundation of expertise and commitment to excellence. Our founder brings a wealth of experience from successfully running a previous makeup business, ensuring that we understand the nuances of what makes a beauty brand thrive. Moreover, our competitive edge lies in our superior makeup quality and the extensive variety we offer, setting us apart from any competition in the region.

Since our inception on January 5, 2024, as a Limited Liability Company, GlamGlow Makeup Studio has achieved significant milestones. We’ve developed a distinctive logo and brand name that resonates with our identity and mission. Additionally, our strategic location was carefully chosen to ensure convenience for our customers and to establish ourselves as a cornerstone in the Binghamton beauty community. These accomplishments mark just the beginning of our journey, as we continue to strive towards setting new benchmarks in the makeup industry.

This is just an example, but your company description should give potential investors a clear idea of who you are, what you do, and why you’re the best at what you do.

Industry Analysis

The next section of your business plan is the industry analysis. In this section, you’ll need to provide an overview of the industry you’re in, as well as any trends or changes that might impact your business.

Questions you will want to answer include:

  • What is the overall size of the makeup industry?
  • How is the industry growing or changing?
  • What are the major trends affecting the makeup industry?

For example, your industry analysis might look something like this:

The Makeup industry in the United States is currently worth over $60 billion, making it one of the largest beauty markets in the world. With a steady annual growth rate of around 4%, the industry is expected to continue expanding in the coming years. This growth can be attributed to the increasing demand for makeup products from a diverse range of consumers, including young adults, working professionals, and older individuals looking to enhance their appearance.

One of the key trends in the Makeup industry is the growing popularity of natural and organic beauty products. Consumers are becoming more conscious of the ingredients used in their makeup products, leading to a shift towards environmentally-friendly and cruelty-free options. This trend bodes well for GlamGlow Makeup Studio, as the brand prides itself on offering high-quality, all-natural makeup products that are both safe and effective. By tapping into this growing market segment, GlamGlow has the opportunity to attract a loyal customer base in Binghamton, NY.

Another trend driving the Makeup industry is the rise of social media influencers and beauty bloggers who have a significant impact on consumer purchasing decisions. These influencers often showcase makeup products in tutorials and reviews, influencing their followers to try out new products and trends. By leveraging social media platforms and partnering with influencers, GlamGlow Makeup Studio can increase brand awareness and reach a larger audience in Binghamton, NY. This approach aligns with the current marketing strategies in the industry and positions GlamGlow for success in the competitive makeup market.

This is just an example, but your industry analysis should give potential investors a clear idea of the overall industry, and how your company fits into that industry.

Create a winning business plan quickly & easily with our Ultimate Makeup Business Plan Template. Complete your business plan and financial model in hours.

Customer Analysis

The next section of your makeup business plan is the customer analysis. In this section, you’ll need to provide an overview of who your target customers are and what their needs are.

Questions you will want to answer include:

  • Who are your target customers?
  • What are their needs?
  • How do they interact with your industry?
  • How do they make purchasing decisions?

You want a thorough understanding of your target customers to provide them with the best possible products and/or services. Oftentimes, you will want to include the specific demographics of your target market, such as age, gender, income, etc., but you’ll also want to highlight the psychographics, such as their interests, lifestyles, and values.

This information will help you better understand your target market and how to reach them.

For example, your customer analysis might look something like this:

We will primarily target local residents of Binghamton, NY, including both women and men who are interested in enhancing their appearance for various occasions such as weddings, proms, and professional events. Our services will attract college students from nearby institutions like Binghamton University, who are likely to seek out professional makeup for parties, formal events, and graduation ceremonies. Additionally, we will focus on the working professionals in the area who may require makeup services for corporate events and daily wear.

We will also cater to bridal parties and those planning significant life events, providing specialized packages that include trial sessions and day-of-event services. Our studio will target beauty enthusiasts who follow makeup trends and seek to experiment with new looks and products. By offering workshops and makeup classes, we will appeal to individuals looking to improve their makeup skills and techniques.

Furthermore, we will target tourists visiting Binghamton who may need makeup services for special occasions during their stay. Our location in a busy city area will attract walk-in customers who may spontaneously decide to get a professional makeup application. We will ensure a welcoming environment to encourage repeat business from satisfied clients.

In summary, your customer analysis should give potential investors a clear idea of who your target market is and how you reach them.

Competitor Analysis

The next section of your business plan is the competitor analysis. In this section, you’ll need to provide an overview of who your major competitors are and their strengths and weaknesses.

Questions you will want to answer include:

  • Who are your major competitors?
  • What are their strengths and weaknesses?
  • How do they compare to you?

You want to make sure that you have a clear understanding of your competition so that you can position yourself in the market. Creating a SWOT Analysis (strengths, weaknesses, opportunities, threats) for each of your major competitors helps you do this. 

For example, your competitor analysis might look something like this:

GlamGlow Makeup Studio’s competitors include the following companies:

S & S Beauty Supply Store

S & S Beauty Supply Store offers a wide range of beauty products, including makeup, skincare, haircare, and beauty tools. Their price points are generally affordable, catering to budget-conscious customers. Annual revenue is estimated to be moderate, given their focus on affordability and accessibility. They have a single location in Binghamton, NY, which serves the local community. Their customer segment largely consists of local residents, including students, working professionals, and beauty enthusiasts. A key strength is their extensive product range and affordability. However, a potential weakness is the limited brand variety compared to larger retailers.

Ulta Beauty

Ulta Beauty offers a comprehensive selection of beauty products, including makeup, skincare, haircare, and fragrance. Their price points vary widely, ranging from drugstore brands to high-end luxury products. Ulta Beauty generates significant revenue, benefiting from a large customer base and a diverse product portfolio. They have multiple locations nationwide, including one in Vestal, NY, near Binghamton. Their customer segments include women of all ages, beauty enthusiasts, and professionals. A key strength is their vast product selection and in-store salon services. A potential weakness is the higher price point for luxury brands, which may not appeal to all customers.

Benefit Cosmetics BrowBar

Benefit Cosmetics BrowBar specializes in brow services, including waxing, shaping, and tinting. They also offer a range of Benefit Cosmetics products, primarily focusing on brows and makeup essentials. Price points are mid-range, reflecting the specialized nature of their services and products. Revenue is substantial, driven by a strong brand reputation and a loyal customer base. They have a presence within Ulta Beauty stores and standalone locations, including one in Vestal, NY. Their customer segments include individuals seeking professional brow services and Benefit Cosmetics fans. A key strength is their expertise in brow services and strong brand identity. However, a potential weakness is the limited focus on brow products, which may not attract customers seeking a broader range of beauty products.

Your competitor analysis should give potential lenders and investors a clear idea of who your major competitors are and how you compare to them.

Marketing Plan

The next section of your business plan is the marketing plan. In this section, you’ll need to provide an overview of your marketing strategy and how you plan on executing it.

Specifically, you will document your “4 Ps” as follows:

  1. Products/Services: Here is where you’ll document your product/service offerings.
  2. Price: Detail your pricing strategy here.
  3. Place: Document where customers will find you and whether you will use distribution channels (e.g., partnerships) to reach them.
  4. Promotion: Here you will document how you will reach your target customers. For instance, makeup businesses often reach new customers via promotional tactics including advertising and online marketing.

For example, your marketing plan might look something like this:

Products, Services & Pricing

GlamGlow Makeup Studio offers a range of high-quality beauty products and services tailored to meet diverse customer needs. The foundation available in the studio can cater to various skin types and tones, offering excellent coverage and a flawless finish. Customers can expect to pay around $40 for a bottle of premium foundation.

Mascara is another essential product in the studio’s lineup. Designed to provide volume, length, and definition, the mascara comes in various formulations, including waterproof options. The average selling price for mascara is approximately $25.

The lipstick collection features a wide array of colors and finishes, from matte to glossy. These lipsticks are formulated to provide long-lasting color and comfort. On average, a tube of lipstick is priced at $20.

For defining the eyes, the studio offers high-quality eyeliners that glide on smoothly and provide lasting wear. Available in both pencil and liquid forms, the eyeliners are priced around $18 each.

Blush is an essential part of the makeup routine for adding a natural flush of color to the cheeks. GlamGlow Makeup Studio provides blushes in various shades and finishes, ensuring a perfect match for every skin tone. The average price for a blush compact is $22.

Promotions Plan

We will employ a comprehensive range of promotional methods and tactics to attract customers to GlamGlow Makeup Studio. One of the primary strategies we will utilize is online marketing. This includes maintaining an engaging and visually appealing website, which will showcase our services, portfolio, and customer testimonials. Additionally, we will leverage social media platforms such as Instagram, Facebook, and TikTok to reach a broader audience. Through regular posts, stories, and live sessions, we will highlight our makeup services, share beauty tips, and engage with our followers.

We will also invest in search engine optimization (SEO) to ensure our website ranks highly in search engine results, making it easier for potential clients to find us. Complementing our SEO efforts, we will run targeted pay-per-click (PPC) advertising campaigns to drive traffic to our website and convert leads into appointments.

Email marketing will be another key component of our promotional strategy. We will build a mailing list to send out newsletters, special offers, and updates about new services or events. This personalized approach will help us maintain a strong relationship with our clients and keep them informed about what’s happening at GlamGlow Makeup Studio.

In addition to our online efforts, we will actively participate in local community events and collaborate with other businesses in Binghamton, NY. By offering makeup services at these events or partnering with local photographers, bridal shops, and fashion stores, we will increase our visibility and credibility within the community.

We will also implement a referral program that rewards existing clients for referring new customers to us. Word-of-mouth remains a powerful tool, and incentivizing referrals will encourage satisfied clients to spread the word about our services.

To further enhance our promotional efforts, we will offer special promotions and discounts during holidays, back-to-school seasons, and other significant occasions. These limited-time offers will attract new clients and encourage repeat business from our existing clientele.

Lastly, we will ensure our studio’s interior and exterior signage is eye-catching and professionally designed to attract walk-in customers. Our location in Binghamton, NY, will benefit from high visibility, and well-designed signage will draw the attention of passersby.

By employing these diverse promotional methods and tactics, we expect to build a strong customer base and establish GlamGlow Makeup Studio as a premier makeup service provider in Binghamton, NY.

As you can see, your marketing plan should give potential investors a clear idea of your marketing objectives, strategies, and tactics.

Operations Plan

The next section of your business plan is the operations plan. In this section, you’ll need to provide an overview of your company’s day-to-day operations and how they will be structured.

Questions you will want to answer include:

  • What are your company’s daily operations?
  • How are your company’s operations structured?

Your operations plan should be detailed and concise. You want to make sure that potential investors have a clear understanding of your company’s day-to-day operations and how they are structured.

You will also include information regarding your long-term goals for your operations and how you plan on achieving them.

For example, your operations plan might look something like this:

Key Operational Processes

To ensure the success of GlamGlow Makeup Studio, there are several key day-to-day operational processes that we will perform:

  • Customer Appointments Management: Schedule and confirm client appointments, ensuring optimal booking to maximize studio capacity.
  • Inventory Management: Monitor and manage makeup and skincare product inventory to ensure adequate stock levels and avoid shortages.
  • Staff Coordination: Assign tasks and coordinate schedules for makeup artists and support staff to ensure smooth operations.
  • Sanitation and Cleanliness: Maintain high standards of cleanliness and sanitation in all areas of the studio to comply with health regulations and enhance customer experience.
  • Customer Service: Greet clients upon arrival, provide consultations, and ensure a positive and welcoming environment.
  • Financial Transactions: Handle payments, manage cash flow, and maintain accurate financial records using point-of-sale systems.
  • Marketing and Promotions: Execute daily marketing activities, including social media updates, special promotions, and email campaigns to attract new customers and retain existing ones.
  • Training and Development: Conduct regular training sessions for staff to keep them updated on the latest makeup trends and techniques.
  • Customer Feedback: Collect and analyze customer feedback to continuously improve services and address any concerns promptly.
  • Supplier Relations: Communicate with suppliers to order products, negotiate terms, and manage deliveries.
  • Equipment Maintenance: Ensure all makeup tools and equipment are in good working condition and perform routine maintenance as needed.

Your operations plan should give readers a clear idea of your company’s day-to-day operations, how they are structured, and your long-term goals for the company.

Create a winning business plan quickly & easily with our Ultimate Makeup Business Plan Template. Complete your business plan and financial model in hours.

Management Team

The next section of your business plan is the management team. In this section, you’ll need to provide an overview of your management team and their experience.

Questions you will want to answer include:

  • Who is on your management team?
  • What are their qualifications?
  • What is their experience?

Your management team ideally includes individuals who are experts in their respective fields. You want to make sure that lenders and investors have a clear understanding of your management team’s qualifications and experience, and feel they can execute on your plan.

For example, your management team might look something like this:

GlamGlow Makeup Studio management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Chloe Carter, President

Chloe Carter has a distinguished history of success in the beauty industry, having successfully run a makeup business in the past. With her extensive experience and proven track record, Chloe brings a wealth of knowledge in business operations, customer satisfaction, and innovative makeup techniques. Her leadership skills and strategic vision are instrumental in steering GlamGlow Makeup Studio towards long-term growth and sustainability.

Your management team should give potential lenders and investors a clear idea of who is on your team and how their qualifications and experience will help your company succeed.

Financial Plan

The final core section of your business plan is the financial plan. In this section, you’ll need to provide an overview of your company’s financials.

Questions you will want to answer include:

  • What are your company’s projected revenues?
  • What are your company’s projected expenses?
  • What is your company’s projected growth rate?
  • How much funding do you need and for what purposes? 

Your financial plan should give potential investors a clear understanding of your company’s financials. While you may include a summary of this information in this section, you will include full financial statements in the appendix of your business plan.

For example, your financial plan might look something like this:

To accomplish our growth goals, GlamGlow Makeup Studio needs $102,500 in funding. Key uses of this funding will be as follows:

Capital Investments
Location Buildout $20,000
Furniture $5,000
Equipment $10,000
Machines $5,000
Computers and Software $2,000
Non Capital Investments
Working Capital $20,000
Initial Rent/Lease $2,500
Staff Salaries for the First 3 Months $30,000
Initial Marketing and Advertising $5,000
Supplies $2,000
Insurance $1,000

Below is a summary of your financial projections. If/when you change the Revenue Assumptions, Cost Assumptions, and/or Other Assumptions, the results below will change.

FY 1 FY 2 FY 3 FY 4 FY 5
Revenues $2,102,314 $2,276,449 $2,465,008 $2,669,185 $2,890,274
Direct Expenses $855,881 $899,484 $945,309 $993,468 $1,044,081
Gross Profit $1,246,433 $1,376,964 $1,519,699 $1,675,717 $1,846,193
Gross Profit (%) 59.3% 60.5% 61.7% 62.8% 63.9%
Other Expenses $97,085 $100,030 $103,065 $106,192 $109,414
EBITDA $1,149,347 $1,276,934 $1,416,633 $1,569,524 $1,736,779
Depreciation $8,400 $8,400 $8,400 $8,400 $8,400
Amortization $0 $0 $0 $0 $0
Interest Expense $10,250 $10,250 $10,250 $10,250 $10,250
Income Tax Expense $395,744 $440,399 $489,294 $542,806 $601,345
Net Income $734,953 $817,884 $908,689 $1,008,068 $1,116,783

This is just an example, but your financial plan should give potential investors a clear idea of your company’s financial projections.


The final section of your business plan is the appendix. In this section, you’ll need to provide any additional information that was not included in the previous sections.

This may include items such as:

  • Full financial statements
  • Resumes of key management team members
  • Letters of reference
  • Articles or press releases
  • Marketing materials
  • Product information
  • Any other relevant information

By including this information in the appendix, you are allowing potential investors and lenders to learn more about your company.


In summary, writing a makeup business plan is a vital step in the process of starting and/or growing your own business.

A business plan will give you a roadmap to follow. It can also help you attract investors and partners.

By following the tips outlined in this article, you can be sure that your business plan will be effective and help you achieve your goals.

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