How to Start Naming Your Cosmetic Brand

Need a Beauty Brand Name? Here’s How to Get Started

Let’s be honest—creating a beauty brand name can feel like a big deal (because it is!). In such a competitive market, your brand name isn’t just something that looks good on a label. It’s the first hello, the first handshake with your customer, and the start of your brand’s story.

People make quick, almost automatic judgments based on a brand name alone—before they even get close to trying the product. A name that’s easy to remember and just feels right when you say it? That sticks with people. But a name that’s clunky or hard to connect with? It can make it tough for even the best products to get noticed.

So, before you ask yourself, “Can I get my products into Ulta Beauty, Watsons, or Olive Young?”—there’s a more important question to answer first: Will anyone remember my beauty brand name?

PLANIT147 is a beauty brand incubator launched by Kolmar Korea, offering a one-stop solution backed by expert guidance—from branding and product development to manufacturing.

With hands-on experience launching successful brands across different markets, we’ve created this checklist to help you craft a beauty brand name that’s both memorable and meaningful.

Whether you’re thinking of creating your own brand or just curious about what makes a great name stick, this guide is here to walk you through the process—step by step, with practical tips and real examples. We hope it makes the naming process feel a little less overwhelming (and a lot more fun!).

How to Create a Memorable Beauty Brand Name

① Start with Your Story

A beauty brand name isn’t just a name—it’s the very first line of your brand’s story. It’s how you introduce yourself to the world. And these days, people aren’t just buying products; they’re buying into the stories, values, and beliefs behind the brands they choose. They want to feel something.

That’s why one of the most powerful strategies for naming a beauty brand is to make sure your name reflects who you are and what you stand for. A strong name can hint at your brand’s story and philosophy without needing a long explanation. It plants a seed in your customer’s mind that grows into trust and connection.

This is especially true in the beauty world. Here, emotional connection matters just as much as product performance. A name that goes beyond describing what your product does—a name that captures your worldview, your mission, your vibe—can stick with people on a deeper level. So, think about what feelings or values you want your customers to experience when they use your products. Try to wrap those up in your brand name.

At PLANIT147, we’ve seen that when your name reflects your story, it becomes much easier to keep that story going. Your brand name sets the tone for everything—from packaging design to product titles to the words you use in your ads. When it all feels connected, your brand feels stronger and more memorable.

HAEDAL’S, is a great example of this in action. The name comes from the Korean word for sea otter, and by adding the possessive “’s,” it feels personal—like something special the sea otter is sharing with us. The brand’s philosophy is all about protecting the skin with ingredients sourced from clean oceans while also working to protect the ocean itself. The name HAEDAL’S doesn’t just sound nice—it carries that message of purity and care.

When your beauty brand name ties directly into your story and values like this, it helps consumers remember more than just the name—they remember what your brand stands for. And when your name aligns visually with your brand identity (like using a sea otter illustration), it creates an even stronger, lasting impression.

② Highlight What Makes You Unique

The beauty industry is more competitive than ever. There are so many brands out there, all trying to catch the attention of the same customers. So how do you make sure your beauty brand name stands out? One of the best ways is to weave what makes you different right into the name itself.

Maybe your brand is all about eco-friendly ingredients. Or perhaps it’s centered around cutting-edge skincare science, or rooted in a love for all things natural. Whatever makes your brand special, letting that shine through your name helps customers get a sense of who you are from the very first moment they encounter you.

And this doesn’t always mean spelling it out. Some of the best beauty brand names use creativity—blending words, drawing on metaphors, or playing with sounds—to hint at something deeper. Whether it’s clinical expertise or a connection to nature, a well-crafted name can suggest your brand’s direction without needing a long explanation.

For example, if you want to highlight scientific expertise—like for a dermocosmetic brand—words such as Lab, Science, or Derma can instantly convey a sense of trust and professionalism. If your focus is more on natural ingredients or a plant-based philosophy, keywords like Botanical, Herb, Green, or Natural can help bring that image to life. The language you choose can subtly guide how customers perceive your brand before they’ve even tried your product.

At PLANIT147, when we create brands, we always start with a key question: What makes this brand stand out? Is it the ingredients, the philosophy, or the experience? These are the core elements that define a brand’s differentiation—and knowing which one to emphasize helps guide the entire naming process. Some brands focus on their unique ingredients or technology. Others lead with their values or philosophy, while some highlight the sensory or experiential qualities they offer.

Once we know what sets the brand apart, we explore the language that brings those qualities to life in a way that feels authentic and memorable. And this step is one of the most exciting parts of the process—finding the word or phrase that just feels right.

A name that captures your brand’s uniqueness isn’t just a creative touch—it’s a key part of your brand positioning strategy. In a crowded market, your name helps carve out a space that distinguishes you from competitors. Taking time to research how other brands in your category are naming themselves and finding ways to stand apart is an important part of that strategy.

Here’s an example from one of the brands we’ve created at PLANIT147: PURE SOURCE. Right away, the name feels clean, honest, and straightforward—just like the brand’s philosophy. We built PURE SOURCE around the idea that great skincare isn’t about throwing in the highest concentration of ingredients. It’s about using the right ingredients from trusted sources, combined in a scientifically backed way to care for your skin.

The word PURE speaks to honesty and simplicity, while SOURCE points to the importance of where those ingredients come from. Even the logo adds to the story—the colon (:) in SOURCE: is a little design touch inspired by how information begins in a sentence. It’s a subtle nod to the brand’s evidence-based approach to skincare.

When your beauty brand name tells your story like this, it sticks. It helps customers understand what you stand for, even before they try your products. If the name alone can evoke your brand’s values and uniqueness, then strong branding has already begun.

③ Speak Your Audience’s Language

Your beauty brand name should feel like it was made for your customers. It needs to speak their language, match their vibe, and make them feel like, “Yes, this brand gets me.” In the beauty space especially, where preferences can shift wildly depending on age, lifestyle, and values, choosing a name that resonates with your audience is key.

If you’re aiming for Gen Z, for example, shorter names that are intuitive, easy to pronounce, and super shareable online tend to work best. These are the kinds of names that get talked about, hashtagged, and passed around in group chats. On the other hand, if your focus is on premium anti-aging products, a name that feels trustworthy and professional will likely have more appeal. It’s all about finding that balance between who you are and who you’re talking to.

At PLANIT147, when we brainstorm beauty brand name ideas, one thing we always recommend is taking the time to really observe your target audience. What kinds of words do they use? What cultural references do they connect with? What’s important to them? Whether it’s the way they talk about beauty, the values they hold, or even the memes they love, tapping into those details helps you find a name that feels natural and familiar.

Different generations definitely have different tastes. Younger audiences—think teens and twenties—tend to love short, catchy names that are fun to say. Those in their thirties and forties often prefer names that clearly communicate a product’s benefits or value. And people in their fifties and beyond? They usually gravitate toward names that feel established, trustworthy, and maybe even a little traditional.

Lifestyle plays a role too. Consumers who care deeply about sustainability often respond to names that evoke nature, while those drawn to luxury tend to prefer names that suggest elegance or exclusivity. When you reflect your audience’s identity and aspirations in your beauty brand name, you’re not just naming a product—you’re creating an emotional connection that makes customers feel seen.

And don’t forget—pulling in cultural references your audience relates to can make a name even stickier. For example, borrowing inspiration from a movie, a song, or even a meme that’s trending with Gen Z can give your brand name that extra layer of familiarity.

One example from our portfolio at PLANIT147 is Veganlyvegan. Right from the name, it’s crystal clear who this brand is for. By repeating the word vegan, the name makes a bold statement, leaving no doubt about the brand’s values and who it’s designed to serve. It connects directly with people who are passionate about the vegan lifestyle, making them feel like this brand was made with them in mind.

When your beauty brand name reflects your audience’s lifestyle or beliefs like this, you’re sending a message loud and clear: “This brand is for you.” And that connection? It starts from the very first time they hear your name.

④ Make It Work Everywhere

If you’re thinking about taking your brand beyond your local market (or even if you’re not yet), choosing a beauty brand name that works globally is something you really want to think about from the start. These days, having a name that sounds great in just one language isn’t enough. If your name is tricky to pronounce or carries an unintended meaning in another language, it can turn into a roadblock when you expand.

That’s why, at PLANIT147, we always recommend thinking about how your beauty brand name will land across different countries and cultures. A name that feels smooth and natural, no matter where it’s spoken, gives your brand a huge advantage.

Here are a few things to keep in mind. First, you want consistency between how your name sounds in your home language and how it sounds in global markets. If there’s too much of a disconnect—where the name feels completely different when pronounced in another language—it can confuse people and make it harder to build brand recognition.

Second, make sure to double-check the meaning of your brand name in the languages of the markets you’re eyeing. Plenty of brands have run into trouble here—what sounds lovely or harmless in one language can mean something totally different (and sometimes not so great) in another. It’s always worth taking the extra time to be sure.

Pronunciation is just as important. A name that’s easy to pronounce in major global languages—think English, Chinese, Spanish, Arabic—will be easier for people to remember and share. If your name has a really complicated structure, even if it sounds beautiful in one language, it can hold you back when you go global.

There’s also cultural sensitivity to think about. If you’re drawing on elements from another culture in your beauty brand name, it’s so important to approach it with understanding and respect. Names that come across as cultural appropriation can spark backlash, especially in global markets where people are tuned into these issues.

That said, using a piece of your own cultural background in your name can actually be a great way to stand out in global markets. Just keep the pronunciation and complexity at a level that’s easy for international customers to handle—something they can say and remember without too much effort.

One of the brands we’ve created at PLANIT147 that gets this balance right is RUB & LOVE. The name works beautifully in both Korean and English—easy to say, easy to understand. It captures the universal skincare message: the time you spend rubbing in your skincare becomes a moment of love. Simple, clear, and approachable, it feels friendly no matter where in the world you hear it.

When your beauty brand name flows naturally across languages and carries a positive, easy-to-grasp meaning everywhere, it makes global growth feel a whole lot smoother.

⑤ Make It Match Your Product Vibe

When you’re building a beauty brand, one of the first things to get clear on is what kind of products you’re focusing on. Are you in skincare? Makeup? Haircare? Body care? Each category has its own vibe—its own tone and mood that customers naturally expect. So, choosing a beauty brand name that fits your product type helps set the right expectations from the start.

Think about it: a skincare brand needs to feel safe, trustworthy, and effective. Since these products go directly on the skin, names that hint at natural ingredients or skin-friendliness work really well. On the other hand, makeup brands can afford to be a little more playful and expressive. Here, names that evoke color, texture, or the final look are a great fit. For haircare, words that suggest strength, health, or styling tend to resonate, while body care benefits from names that bring to mind wellbeing and sensory experiences.

At PLANIT147, we always encourage brands to think about the emotions their product category evokes and to choose a name that naturally fits into that space.

One example from our portfolio is So Grain—a skincare brand inspired by oats, one of the most familiar and comforting grains. Right away, the name So Grain communicates a sense of gentleness and authenticity, speaking to the soothing nature of the ingredients. This isn’t a flashy brand; instead, it focuses on essential care that blends softly into daily life.

The brand focuses on restoring the skin’s natural balance. Its design follows suit, featuring soft pastel tones and warm, grain-inspired visuals that evoke trust and calm—just like a daily skincare ritual should."

When your beauty brand name reflects the nature and benefits of your product category like this, it becomes so much easier for customers to understand what you’re offering—and trust that you know what you’re doing. And if you’re targeting a niche category or a specific type of customer, this approach becomes even more powerful. The right name sets the stage for everything that follows.

⑥ Think Social from the Start

These days, if your beauty brand name doesn’t work well on social media, it’s going to have a tough time keeping up. Platforms like Instagram, TikTok, and YouTube aren’t just nice extras. They’re where brands grow, connect, and get talked about. That’s why your brand name needs to be easy to share, easy to find, and easy to remember.

A name that works well as a hashtag, shows up easily in search results, and sticks in people’s minds has a much better chance of spreading fast in online communities. Shorter names tend to perform better here—because, let’s face it, no one wants to type out a long or complicated name when tagging or sharing a post. And before you settle on your name, it’s always a good idea to check whether it clashes with popular hashtags or gets buried under unrelated content.

Searchability is just as important. If your name is too common or tricky to spell, it might get lost in the noise. On visual platforms like Instagram and TikTok, your beauty brand name should also look great—whether it’s part of your logo, packaging, or just appearing in a feed. Ask yourself: Does this name stand out? Can I imagine seeing it scroll by on social media?

And here’s something to keep in mind—the digital world changes fast. Trends come and go, platforms evolve, and the way people engage with brands keeps shifting. So, it’s important to choose a beauty brand name that feels flexible and can grow with you, not just something that fits a current trend. Names tied too closely to one specific platform or moment might not hold up as well in the long run.

A great example is MILK DIVE. It’s short, catchy, and immediately brings a visual image to mind—diving into milk, which hints at soft, milky skin or rich hydration. It’s also perfect for social: #MILKDIVE is easy to type, memorable, and stands out in a crowded feed.

Names like this don’t just look good—they spark content. They make it easy for people to share their experiences and talk about your brand, helping to build organic buzz across social media.

Don’t Forget These Essentials

Check Trademark Availability

Even if you’ve found the perfect beauty brand name, it’s no good if someone else has already claimed it. Before you finalize your name, it’s essential to check for trademark availability to avoid any legal surprises down the road.

There are plenty of online tools that let you search for existing trademarks as a first step, but for the most accurate check, we always recommend working with a trademark attorney. Yes, there’s a cost involved—but compared to the hassle and expense of legal disputes after your brand has launched, it’s a smart investment.

Secure Your Domain and Social Media Handles

Once you’ve decided on your beauty brand name, don’t wait—go ahead and claim your domain and social media handles right away. Make sure your name is available (and consistent) across key platforms like Instagram, TikTok, and YouTube. This makes it easier for customers to find you, remember you, and engage with your brand across different channels.

Think About Future Growth

Even if you’re starting with just one product category, it’s a good idea to choose a name that leaves room for growth. A name that feels too narrow (like “Lipstick House”) might work for now but could limit you if you ever want to expand into skincare, body care, or other areas.

We always recommend going with a name that reflects your core values or philosophy, but still feels broad enough to cover future product lines. That way, your brand can grow and evolve without having to start from scratch.

Final Thoughts

Choosing a creative beauty brand name isn’t just about finding something that sounds good—it’s a strategic decision that ties together your brand’s philosophy, values, target audience, product category, and marketing strategy. It’s the foundation of how your brand shows up and connects with the world.

At PLANIT147, we’ve brought countless beauty brands to life—not just names, but complete brand identities ready for the market. Every name we create is designed to reflect a brand’s essence and make a lasting impression on consumers. We hope this checklist gives you a solid starting point to explore your own naming journey and build a brand story that feels authentic and unforgettable.

And if you’re interested in discovering ready-to-launch beauty brands—each with a unique name, identity, and story—we’d love to show you what we’ve built at PLANIT147. Whether you’re looking for a brand to grow or inspiration for your next venture, we’re here to help you find the perfect fit.