Top 13 White Label Products for 2023

What if we told you you could go to market this week with your own brand of massage gun, memory foam dog bed, or skin care serum?

One way to make a quick entry into being your own boss is white labeling—selling products manufactured by others, customized with your own designs or branding. Selling white label products is an easy option for those looking to jump on a trend or avoid having to make or manufacture products on their own.

Ahead, we’ll share 13 ideas for popular white label products that you can brand and start selling today.


  • What is white labeling?
  • The benefits of white labeling
  • White label vs. custom products
  • 13 white label products to sell online
  • White labeling FAQ

What is white labeling?

White label products are generic products mass manufactured then customized slightly (logo or brand name added, for example) for several brands. White label products can be bulk ordered, dropshipped, or printed on demand.

Four silicone coffee mugs in a row

The term is often used interchangeably with “private labeling.” But technically, there are some subtle differences. Both refer to products manufactured and then relabeled or rebranded for another store or brand. Private label products, however, are most often types of productsmanufactured and branded before being sold exclusively by one retailer, for example, a suite of products under Walgreens’ generic brand sold only at its stores.

Private labeling is generally more expensive, due to the nature of the customization and high minimums, and is best for brands that are already more established. White label products are accessible to smaller brands or those just starting up due to low, or sometimes no, minimums, as in the case of print on demand.

The benefits of white labeling

White labeling allows you to quickly spin up a business around an existing product. You can add your own touch through branding, a great website, personalized shopping experiences, and unique packaging. You don’t need to have any creative skills or manufacturing experience to sell white label products.

White labeling might be a great option if you:

  • Are looking to jump on a trending product
  • Want to start a business quickly
  • Don’t have a unique product idea
  • Want to start a business without much upfront investment
  • Aren’t interested in making or manufacturing products yourself
  • Want branded supplemental products for an existing business (say, a service-based business)
  • Are looking to monetize a personal or influencer brand with merch

White label vs. custom products

A woman smells a skincare product

Making your own unique products from scratch can be highly rewarding. Artists, craftspeople, and product designers tend to enjoy this aspect of running a business. But it’s not for everyone. Whether you’re not creative or don’t have the time or patience for product R&D, you may opt to skip production altogether. Enter white label.

The downside of white label products is that the same product may be sold under many different brand names, meaning you can easily get lost in the shuffle. Almost any search on Amazon delivers pages and pages of identical products with different logos. You can make the most of white labeling—and stand out from other brands—by investing in a solid brand story and customer experience. Or you may compete on price or delivery options.

13 white label products to sell online

  1. Reusable water bottles
  2. Cosmetics and skincare products
  3. Phone accessories
  4. Fitness clothing and accessories
  5. Pet accessories
  6. Mugs
  7. Essential oils
  8. LED lights and fairy lights
  9. Tote bags
  10. Massage guns
  11. Coffee beans
  12. Beach towels
  13. Apparel and fashion accessories

Now that you’re up to speed, is white labeling for you? Read on for ideas you can start selling under your own brand now.

1. Reusable water bottles

Hand squeezes a lemon into a reusable water bottle

Water bottles are blank canvases for any design. If you’re an artist or designer looking to sell merch, this is a low-cost idea that lets you sell a reproduction of your work at an accessible price to your fans. Water bottles can also be white labeled with a simple logo and used for brand awareness. Say you sell digital fitness content like online yoga classes or virtual personal training. Branded water bottles offer a way to diversify into a relevant physical product.

💡 Tip: Consider different materials like stainless steel, glass, and silicone.

2. Cosmetics and skincare products

3 eyeshadow palettes arranged in a flatlay

You might not know it, but many of the cosmetics brands on the market today are made by just a handful of manufacturers. In some cases, they’re the exact same formulation. What sets them apart is brand, packaging design, and perhaps the range of colors offered. For example, Kylie Jenner’s brand is produced by Seed Beauty, a private-label company that is also responsible for ColourPop. To make a start in white label cosmetics, focus on one product, like lip balm.

💄 Learn more: How To Start a Makeup Line in 5 Steps

3. Phone accessories

A woman types on a mobile phone while standing outside and wearing headphones

Like stainless steel water bottles, white label phone accessories are inexpensive to produce, widely available, and easily customizable. Phone cases are a great option for designers or artists for showcasing work on an affordable accessory, and other accessories like cords or car mounts can be easily rebranded.

📱 Learn more: How to Make and Sell Phone Cases

4. Fitness clothing and accessories

A man lies on a tennis court surface wearing fitness apparel

Trends in fitness gear and athletic wear ramped up during the pandemic and changed the way many work out forever. Yoga mats, sport socks, leggings, fitness equipment, t-shirts, and water bottles are available through multiple manufacturers and print-on-demand companies.

Ideas include starting an online boutique or clothing line selling your own branded white label products. Fitness influencers can help monetize their personal brands through customized workout merch.

5. Pet accessories

A dog on a leash waits outside a door

As more and more companies move to remote-style working arrangements, workers everywhere are replacing colleagues with furry companions to combat loneliness. With more pets comes more demand for pet products.

Get into the booming pet industry by white labeling dog beds, cat toys, and aquarium accessories. This is a great option for pet service businesses that may wish to add branded products to their offering.

🐶 Learn more: Sell Pet Products: Ideas for Your Own Pet Business

6. Mugs

A person sitting in a camper van pours tea into another person's mug

Ceramic mugs emblazoned with memes, travel mugs engraved with your logo, or enamel camping mugs with custom artwork—there are several options for adding white label branding to mugs. And it’s a good time to get into the drinkware space, with more people making coffee and tea at home thanks to the increase in remote work.

☕ Learn more: How to Make and Sell Merch Your Fans Will Love

7. Essential oils

A woman in a robe opens a bottle of skin oil

Self-care and wellness trends show no signs of slowing down, making this a profitable industry for newcomers. Essential oils, diffusers, and bath products made with essential oils can all be white labeled and sold online. Branded essential oils are a great way for wellness influencers to monetize a personal brand or make a foray into ecommerce.

8. LED lights and fairy lights

A string of lights hangs above a carnival

Fairy lights, LED light-up sneakers, solar-powered camp lights, flashlights, and novelty lights can all be found through white label manufacturers. There are many brands on the market selling subtle variations of the same product, so invest in setting your brand, website, and marketing apart from the rest.

9. Tote bags

A man holds a tote bag to his chest

In recent years, consumer trends have pointed to increased interest in supporting sustainable practices and businesses. Retail businesses can add branded reusable totes to their offerings and sell them at a low cost (or give them away) to encourage customers to ditch plastic—and increase brand awareness at the same time.

These are great options for graphic designers and artists, too. The flat large surface is a great blank canvas, offering an easy way to monetize your art. White label tote bags are often available through print-on-demand companies, allowing you to get started with a low initial investment.

10. Massage guns

A massage gun sits among coils of rope

Massage guns were another breakout product idea in 2020, after many replaced their wellness rituals with at-home devices. This is an excellent white label product to consider if you are looking to enter this lucrative industry. Sites like Alibaba return multiple results for massage guns that can be customized with your own branding.

11. Coffee beans

Two people enjoy coffee under an umbrella

Think beyond mugs—why not sell your own branded coffee beans? Some coffee producers will work with other brands to produce custom blends and packaging. Generally, these partnerships would require a sizable investment, but there are inexpensive alternatives and can generate steady passive income. Try your hand at selling custom-branded coffee online with Dripshipper, a white label coffee bean seller that integrates with your Shopify store.

☕ Learn more: Sell Coffee Online: How to Launch a Café

12. Beach towels

A towel and hat are strewn across a bench

You can start a white label business with a seasonal product like beach towels. These products are always in demand and can be customized in a number of ways. Fitness service businesses like surf schools may consider adding white label branding to towels to sell as merch. Artists can customize the entire design, turning drawings or paintings into usable products.

13. Apparel and fashion accessories

A man poses wearing a t-shirt and sweater tied around his waist

T-shirts, sunglasses, shoes, and more can become white label products to sell. If you run a fashion brand and are looking to upsell or cross-sell with branded accessories, consider adding your logo to white label eyewear. These types of products are often available through print-on-demand companies.

Start selling your own branded products today

The barriers to starting a business diminish with every technological advancement, every new automation tool, and every new channel where you can find customers. But first, you need an idea. Some wait around for that one big idea—the one that will change the world or change their luck. That idea might be years away.

White labeling allows you to start today, through a side gig or a hands-off print-on-demand or dropshipping business—and is a great way to build skills on your path to that next big thing.

Read More

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White labeling FAQ

Where should I sell my white label products?

First, start by setting up your online store. You can sell directly to customers through your website, a physical store, or via social shopping channels and marketplaces that integrate with Shopify. Also try setting up a wholesale channel to sell your white label products to other retailers.

Where can I find white label products?

The most obvious place to find a supplier of white label products is Alibaba. But there are many other manufacturers and companies that produce white label products to sell. Some white label providers, including print-on-demand and dropshipping companies, integrate directly with your Shopify store.

Is white labeling profitable?

Well, that depends on you! White label products can be profitable for the same reason any other company is profitable: product-market fit, the ability to drive traffic, the right pricing strategy, and effective management of business finances. Do the math before starting any business. Do your numbers make sense? A low risk way to get started with white labeling is print on demand or dropshipping, as there’s no big investment in inventory up front.

How do I start white labeling?

There are a few simple steps to get started:

  1. Choose a product.
  2. Find a supplier—determine if you will buy inventory, dropship, or print on demand.
  3. Create a brand and branding assets for your business and submit your customizations (refer to each supplier’s specifications and steps).
  4. Set up a Shopify store and sales channels. If applicable, link your supplier to your Shopify store (as in the case of print-on-demand apps).
  5. Get selling!

Are there any risks to white labeling?

There is always at least a little risk involved in starting any business. Be sure to investigate any legal considerations, as you are not creating the product yourself and will have little oversight in the manufacturing process. Is the supplier reputable? Is the product safe? What warnings or labeling do you need to affix to your product to ensure that it is used safely? Do you understand the laws of the region you’re selling in?

There may also be financial risk if you decide to buy a lot of inventory upfront. As your white label products will be customized with your logo or designs, they will be difficult to return. Research any company you decide to work with and request samples before committing.

Thirdly, there could be risk to your reputation. If you decide to become the face of your brand, be sure that you can personally vouch for the white label products you’re selling. Be ethical and honest with your claims and transparent with your customers if they have issues.

Overall, white labeling is relatively low risk if you are doing your homework and protecting yourself and your brand. Working with print-on-demand companies that integrate with Shopify is quite low risk. These white label suppliers have been vetted by us and rated by other businesses, and many do not require you to make a large investment upfront.

Feature illustration by Gracia Lam

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