The practice of putting one’s salon or one’s own name on a generic product; private label companies will create cosmetic products and allow salons to use their own label on the bottles and market the products as their own creation.
According to Peter DeSantis of DeEnterprises (a company that private labels products to salons when purchased in large quantities), private labeling is typically the selling and marketing of a product by one company that is manufactured or produced by another company. By private labeling another company’s products, overhead is dramatically reduced. It also allows the company to focus on sale of the product instead of production. Private label can be as simple as buying a single gallon of a product from a manufacturer, repacking it into smaller containers with new labels as a completely different brand with no affiliation to the manufacturer or producer.