Sachets, minis and discovery sets are the three sample formats a private-label beauty brand can order from an OEM factory, and each costs a different amount per millilitre and per customer won. In our worked example a 2 ml sachet costs about USD 0.14, a 5 ml mini about USD 0.59 and a five-mini discovery set about USD 4.41 before distribution. This guide covers skincare and personal-care samples made by contract manufacturers in any market. Costs, MOQs and labelling rules vary by factory, format and country, so treat every figure here as a planning range, not a quote. Start by asking your factory which sample formats it can fill from the same bulk batch as your full-size product.
Key takeaways
- The cheapest sample is rarely the cheapest customer. In our illustrative funnel a sachet inserted into a third-party box costs USD 0.32 landed but about USD 64 per converted buyer, while a sachet added to your own e-commerce orders costs USD 4.73 per converted buyer. Distribution and targeting, not the unit price, decide the economics.
- Small formats are not proportionally cheaper. A 5 ml mini costs about 43% more per millilitre than the 30 ml full size in our model, because the tube, the filling labour and the line set-up do not shrink with the fill. A discovery set costs more than twice the full-size price per millilitre once the box and kitting are added.
- Fill samples from your production batch, not a separate one. Most factories have a minimum bulk batch. A 5,000-unit run of 5 ml minis needs only about 27 kg of bulk; ordering it as its own 200 kg batch strands roughly 173 kg of product.
- A new pack is a new stability question. A formula that is stable in a glass dropper can lose water, fragrance or active through a thin sachet laminate. Ask for stability or compatibility data in the actual sample pack before you print film.
- Samples are cosmetic products in law. In the EU, free samples and packs under 5 ml or 5 g are exempt only from the nominal-content statement; the rest of the label, including the batch number and responsible person, still applies.
Who is this article for?
This guide is for brand owners, marketing leads and sourcing managers at private-label beauty brands who want to put their product into consumers’ hands in a small format: for sampling at events, inserts in parcels, gift-with-purchase offers, travel sizes or a paid discovery set. It is about consumer samples made in volume. If you mean the laboratory samples and pilot batch a factory makes while you develop a formula, read our separate guide on how to order a sample batch from a private-label factory instead. If you are still choosing a factory, the OEMHallmark manufacturer directory lists manufacturers by country and category, and our guide to MOQ, lead time and pricing in cosmetics OEM explains the commercial terms this article builds on. If you are planning a seasonal box of full-size products instead, see our guide on how to plan a holiday gift set.
What sample formats can a cosmetics OEM make, and what do they cost?
A cosmetics OEM (Original Equipment Manufacturer) can usually make four families of consumer sample: sachets, mini tubes or jars, mini airless or pump packs, and glass vials, plus discovery sets assembled from those minis. Not every factory owns every line. Sachet filling needs a dedicated form-fill-seal or pre-made-pouch machine; many skincare factories that fill tubes and bottles subcontract sachets to a specialist filler, which adds a transfer of bulk, a second quality release and a second lead time. Ask early whether each format is filled in-house.
The table below uses the same columns for every format so they can be compared directly. The cost ranges are illustrative planning figures for a mid-viscosity serum or lotion filled in the low thousands to tens of thousands of units, built from typical component and labour costs; they are not quotes, and they move a long way with region, volume, decoration and whether components are stock or custom.
| Format | Typical fill | Typical minimum run (illustrative) | Filling method | Filled unit cost, USD (illustrative) | Best fit |
|---|---|---|---|---|---|
| Sachet (laminated pouch, 3 or 4-side seal) | 1–5 ml | 10,000–50,000; film print plates add a fixed cost | Form-fill-seal or pre-made pouch filler, often subcontracted | 0.08–0.25 | Mass sampling, parcel inserts, magazine and box partnerships, hotel amenity |
| Mini tube | 5–15 ml | 3,000–10,000; lower with stock tubes and a label | Tube filler with hot-air or ultrasonic sealing | 0.40–0.90 | Counter sampling, gift-with-purchase, travel size, discovery sets |
| Mini jar | 5–15 g | 3,000–10,000 | Piston filler, manual or semi-automatic capping | 0.45–1.10 | Creams, balms and masks that cannot be squeezed |
| Mini airless or pump | 5–15 ml | 5,000 and up; airless needs vacuum or bottom-fill | Piston filler, pump crimp or press | 0.70–1.90 | Oxygen-sensitive serums, premium gift sets |
| Glass vial with sprayer or stopper | 1–3 ml | 5,000–20,000 | Vial filler, crimp or press-fit sprayer | 0.20–0.70 | Fragrance and facial oils; perfume discovery sets |
| Discovery set (3–6 minis in a box) | 15–60 ml in total | 1,000–3,000 kits; minis follow their own runs | Minis filled first, then hand or semi-automatic kitting | 2.50–8.00 per kit | Paid trial, range introduction, retail gift season |
Two practical points follow from the table. First, the minimum run for a sample is often set by the component, not the filling line: printed sachet film, custom tubes and custom boxes all carry their own supplier minimums, and our explainer on cosmetic packaging and filling options sets out which components are usually stock and which are made to order. Second, a stock tube with a printed label can cut the mini minimum to a few thousand units at the cost of a less premium look, which is the right trade for a first sampling test.
Why does a 5 ml mini cost more per millilitre than the full size?
A mini costs more per millilitre because only the bulk scales with the fill; the pack, the filling labour, the line set-up and the reject rate stay roughly fixed per unit, so they weigh far more on 5 ml than on 30 ml. The model below shows the arithmetic for one serum. Assumptions, all illustrative: bulk at USD 35 per litre (USD 0.035 per ml); overfill of 0.6 ml on the 30 ml, 0.4 ml on the 10 ml, 0.3 ml on the 5 ml and 0.2 ml on the sachet; a line set-up and cleaning cost of USD 400 per run for bottles and tubes and USD 600 for sachets, including the film plate share; run sizes of 10,000, 5,000, 5,000 and 30,000; and yield losses of 2%, 3%, 3% and 4%, because small packs reject more often at start-up and on seal checks. Overfill matters more than it looks on small packs; our analysis of the cost of overfill and fill tolerance explains why a factory needs a larger proportional margin on a 5 ml fill.
| Format | Bulk incl. overfill | Primary pack | Label or carton | Filling and labour | Set-up share | Unit cost after yield loss | Cost per declared ml | Index vs full size |
|---|---|---|---|---|---|---|---|---|
| 30 ml dropper bottle (full size) | 1.071 | 0.85 | 0.30 | 0.18 | 0.040 | 2.49 | 0.083 | 1.00 |
| 10 ml mini tube | 0.364 | 0.20 | 0.05 | 0.12 | 0.080 | 0.84 | 0.084 | 1.01 |
| 5 ml mini tube | 0.185 | 0.17 | 0.04 | 0.10 | 0.080 | 0.59 | 0.119 | 1.43 |
| 2 ml sachet | 0.077 | 0.025 | 0.00 | 0.015 | 0.020 | 0.14 | 0.071 | 0.86 |
| Discovery set, 5 × 5 ml minis + box + kitting | 0.925 | 0.85 | 1.30 | 0.85 | 0.400 | 4.41 | 0.177 | 2.13 |
All values in USD. The discovery-set row combines five 5 ml minis with a USD 1.10 printed box and insert and USD 0.35 of kitting labour; component columns are approximate because yield loss is applied per mini before kitting.
Three conclusions are useful when you read a real quotation. The 10 ml tube is the sweet spot in this model: it costs the same per millilitre as the full size, so it can be sold as a travel size at a normal margin. The 5 ml tube costs about 43% more per millilitre, which is acceptable for a free sample but makes a 5 ml retail price hard to justify. The sachet is the cheapest per millilitre, but only at a run of tens of thousands; at 5,000 sachets the USD 600 set-up alone would add USD 0.12 a unit and nearly double its cost. When your factory quotes a mini, ask it to split the price into these same columns so you can see which line is driving it, and use our tips for reducing cosmetics manufacturing costs to target the biggest one.
How do you choose between sachets, minis and discovery sets?
Choose the format by cost per converted customer, not cost per unit: a sample that reaches the wrong person is waste however cheap it is, and a paid discovery set can turn sampling from a cost into a profit. The funnel below compares five common routes using the unit costs from the previous section. Conversion rates are illustrative assumptions for a mid-priced serum, chosen to show the mechanics; your own rates will differ by audience and channel, so measure them with a unique code or landing page per route.
| Sampling route | Format | Landed cost per sample, USD | Who receives it | Assumed conversion to a full-size purchase | Net sampling cost per converted customer, USD |
|---|---|---|---|---|---|
| Insert in a third-party subscription box or magazine (USD 0.18 insert fee) | 2 ml sachet | 0.32 | Broad, untargeted audience | 0.5% | 64.40 |
| Added to your own e-commerce parcels | 2 ml sachet of a second product | 0.14 | Existing buyers (cross-sell) | 3% | 4.73 |
| Handed out at a counter or event (USD 0.25 staff and handling) | 5 ml mini | 0.84 | Interested passers-by | 4% | 21.00 |
| Free sample requested on your website (USD 2.80 postage and mailer) | 5 ml mini | 3.39 | Self-selected prospects | 10% | 33.90 |
| Paid discovery set at USD 18 (10% payment and platform fees, USD 4.50 fulfilment) | 5 × 5 ml minis | 8.91 cost against 16.20 net revenue | Prospects willing to pay to try | 15% | Profit of 48.57 |
Read the last column against what a new customer is worth to you. If the first full-size order contributes about USD 21 and the customer buys three times, an affordable acquisition cost might be USD 40 to 60; the third-party insert route only works if its conversion beats the assumption, while the cross-sell sachet and the paid discovery set work comfortably. The paid set also filters for intent: a buyer who pays USD 18 to try five products is a far better prospect than one who picked up a free sachet. Our analysis of subscription economics for private-label beauty shows how to calculate lifetime contribution and an affordable acquisition cost from your own churn rate.
Format choice also follows the product. Sachets suit emulsions, gels and shampoos that a user can judge in one or two applications. Treatments whose benefit takes weeks, such as a retinoid or a pigmentation serum, need a mini large enough for a fair trial; a 2 ml sachet of a 12-week product mostly samples its texture and scent. Brands launching with a single product should read our guide to the pros and cons of launching with one hero product, because a discovery set needs at least three products to be worth paying for, and a hero-product brand usually samples with a sachet and a travel size instead.
How should you order samples so you do not pay a separate MOQ?
Order sample formats as a split of your full-size production batch, using stock components where you can, so the bulk minimum is met once and the samples share the full-size batch number and quality release. Most factories make bulk in a fixed minimum batch, often 100 to 500 kg for an emulsion; the MOQ (minimum order quantity) for a sample run is then driven by that batch, not by the number of minis. Our explainer on what MOQ means in cosmetics manufacturing covers how factories set it. The table below shows the effect for a 200 kg minimum batch, a product density of about 1.0 and the overfill and yield assumptions from the cost model.
| Plan | Bulk made | Bulk used for samples | Bulk left for full size or at risk | Result |
|---|---|---|---|---|
| A. Separate batch just for 5,000 × 5 ml minis | 200 kg | about 27 kg | about 173 kg with no planned use (about USD 6,050 of bulk at USD 35 per kg) | Stranded bulk, a second batch record, a second release |
| B. Split one batch: 5,000 × 5 ml minis + full size | 200 kg | about 27 kg | about 173 kg → roughly 5,500 × 30 ml | One batch, one release, samples identical to retail product |
| C. Split one batch: 20,000 × 2 ml sachets + full size | 200 kg | about 46 kg | about 154 kg → roughly 4,900 × 30 ml | Works if the sachet filler is in-house or can receive bulk within its hold time |
The steps below are the order of work we would follow on a first sampling programme.
- Decide the sampling route and quantity first, using the funnel above, so the factory plans the split at the same time as the full-size order.
- Ask which formats are filled in-house and, for any subcontracted sachet or vial filling, what the bulk hold time and transport conditions are.
- Choose stock components for the first run (stock tube, stock vial, label rather than direct print) and move to custom decoration once the route proves itself.
- Request stability or compatibility data in the sample pack, as described in the next section, before ordering printed film or tubes.
- Agree the fill weight, tolerance and seal tests for each format in the specification, not by email.
- Book the split in the production plan so the sample filling happens within the bulk hold time of the same batch.
- Specify kitting separately for discovery sets: who supplies the box and insert, how many units per carton, and the AQL (acceptance quality limit) for missing or swapped minis.
If the factory still insists on a separate MOQ for minis, our tips for negotiating MOQ and lead time cover the usual levers: a combined order, stock components, or accepting a slightly longer lead time so the sample run is slotted into a planned batch.
What testing and labelling rules apply to cosmetic samples?
Consumer samples are cosmetic products in their own right, so they need stability evidence in their own pack and a compliant label; the main concessions for small packs concern how information is displayed, not whether it is required. The detail differs by market and changes over time; the summary below reflects the sources as checked on 9 November 2026.
Stability and compatibility. A sachet laminate is far thinner than a bottle wall. Depending on its structure (for example PET, aluminium and polyethylene layers versus an all-plastic film), it can let water evaporate, let oxygen in, or absorb fragrance and some preservatives into the sealing layer. Mini tubes and vials raise the same questions on a smaller scale, and a smaller headspace-to-product ratio can change how the product ages. Ask the factory for stability or compatibility results in the sample pack itself, or for a shortened compatibility test at elevated temperature with weight-loss and appearance checks, before you commit to printed film. Our explainer on what stability testing is for cosmetic products describes the standard protocols. In the EU, the cosmetic product safety report must address stability and information about the packaging material under Annex I of Regulation (EC) No 1223/2009 (EUR-Lex, checked 9 November 2026), so a new pack material is a question for your safety assessor, not only for marketing.
EU and UK labelling. Article 19 of Regulation 1223/2009 lists the mandatory label particulars. Article 19(1)(b) exempts packs containing less than 5 g or 5 ml, free samples and single-application packs from the nominal-content statement only. Where it is impossible for practical reasons to print the ingredient list on a small pack, Article 19(4) allows it on an enclosed leaflet, label, tape, tag or card, with a reference to it on the pack. The responsible person, batch number, function where not obvious, durability marking and precautions still apply. Great Britain follows the same structure under the retained regulation; see the UK government guidance on making cosmetic products available to consumers in Great Britain (checked 9 November 2026). The European Commission’s cosmetics legislation page links the consolidated texts.
United States. Under 21 CFR 701.3 (Cornell Legal Information Institute, checked 9 November 2026), the ingredient declaration may be printed in letters of 1/32 inch rather than 1/16 inch when the package has less than 12 square inches available for labelling, and limited off-package declarations are allowed in specified display situations. Whether a purely free sample counts as a retail consumer commodity under the Fair Packaging and Labeling Act is a legal question to settle with counsel; most brands label samples in full because the same minis are later sold in sets. Under the Modernization of Cosmetics Regulation Act of 2022, described on the FDA’s MoCRA page (checked 9 November 2026), the label must carry a domestic contact for adverse-event reports, and a single product listing may cover products that differ only in quantity of contents, so a mini of an existing formula should not need a new listing.
ASEAN. Members applying the ASEAN Cosmetic Directive require each product to be notified before sale and labelled under its labelling annex; small-pack concessions exist but differ in detail from the EU. The Health Sciences Authority of Singapore summarises the framework on its ASEAN Cosmetic Directive page (checked 9 November 2026). Check with the notification holder whether a new pack size needs the existing notification updated.
Packaging rules on miniatures. The EU Packaging and Packaging Waste Regulation, Regulation (EU) 2025/40 (EUR-Lex, checked 9 November 2026), restricts certain single-use formats in Article 25 and Annex V, including single-use toiletry miniatures supplied in the accommodation sector, from 1 January 2030. Hotel-amenity programmes built on sachets or minis for EU customers should be planned around refillable formats; confirm the exact scope against the regulation text and the Commission’s packaging waste page. For the full label checklist by market, see our tutorial on setting up cosmetic labels for compliance.
What should you ask your manufacturer before ordering samples?
Five questions settle most of the cost and risk in a sampling order.
- Which sample formats do you fill in-house, and which are subcontracted? For subcontracted formats, how is bulk transferred and released?
- Can the samples be filled from the same bulk batch as my full-size order, and what is the bulk hold time?
- What are the component minimums for stock and custom versions of each pack, and the lead times?
- Do you have stability or compatibility data for this formula, or a similar one, in this sample pack?
- Can you break the sample quotation into bulk, pack, decoration, filling, set-up and yield loss?
What mistakes do brands make with samples?
- Printing sachet film before compatibility testing, then finding the product thickens, separates or loses scent in the laminate.
- Ordering samples as a separate batch, stranding most of a minimum bulk batch.
- Judging routes by unit cost instead of cost per converted customer, and spending the budget on untargeted inserts.
- Sampling a slow-acting treatment in a one-use sachet and concluding that the product does not convert.
- Leaving samples off the labelling review, so minis ship without a batch number or the required contact details.
- Pricing a travel size by volume alone, without checking that a 5 ml pack costs more per millilitre than the full size; see our pricing strategies for private-label beauty products.
Frequently asked questions
What is the minimum order for cosmetic sachets?
Sachet runs typically start around 10,000 to 50,000 units, because printed film and the sachet line’s set-up are costly to amortise over fewer. Some fillers accept smaller runs using stock or unprinted film with a sticker, at a higher unit price. Ask whether the factory fills sachets in-house, since a subcontracted run adds its own minimum.
Are free cosmetic samples exempt from labelling rules?
Not in general. In the EU, free samples and packs under 5 ml or 5 g are exempt only from the nominal-content statement; ingredients may go on an enclosed leaflet or tag if the pack is too small, but the other label particulars still apply. In the US, small packages may use smaller type for ingredients. Check each market’s rules before printing.
Is a 5 ml mini cheaper to make than a full-size product?
Cheaper per unit, more expensive per millilitre. In our model a 5 ml mini costs about USD 0.59 against USD 2.49 for 30 ml, but about 43% more per millilitre, because packaging, labour and set-up do not shrink with the fill. A 10 ml mini costs about the same per millilitre as the full size.
Should a discovery set be free or paid?
Paid works better for most brands. A set priced to cover its cost, typically USD 15 to 25 for five minis, filters for buyers with real intent and can make sampling profitable, especially when the price is redeemable against a first full-size order. Free sets suit only high-value retail or press seeding.
Do samples need separate stability testing?
Each new pack material needs evidence that the formula stays stable and compatible in it, because a sachet laminate or small tube can change water loss, oxygen exposure and fragrance retention. Your factory may extend existing stability data with a shorter compatibility test; your safety assessor decides whether that is enough. See our stability testing explainer.
Can samples carry the same batch number as the full-size product?
Yes, when both are filled from the same bulk batch, which is the approach we recommend: one batch record, one quality release and identical product. Many factories add a filling suffix to the batch code so each pack format remains traceable. Agree the coding rule in the specification.
Sources and limitations
Primary sources used in this article, all checked on 9 November 2026: Regulation (EC) No 1223/2009 on cosmetic products (EUR-Lex), especially Article 19 and Annex I; the European Commission’s cosmetics legislation page; Regulation (EU) 2025/40 on packaging and packaging waste (EUR-Lex) and the Commission’s packaging waste page; the UK government guidance on making cosmetic products available in Great Britain; 21 CFR 701.3 on cosmetic ingredient labelling (Cornell Legal Information Institute); the FDA’s page on the Modernization of Cosmetics Regulation Act of 2022; and the Health Sciences Authority of Singapore’s ASEAN Cosmetic Directive page. Regulatory summaries are condensed; read the cited text for the exact wording before relying on it.
Limitations: every cost, minimum run, conversion rate and batch size in this article is an illustrative planning figure chosen to show the arithmetic, not a quote from a named manufacturer or a measured market average. Real costs move with region, volume, decoration, formula viscosity and currency, and conversion rates depend heavily on audience and offer. We did not audit any factory for this guide. Confirm costs with written quotations, conversion with your own tracked results, and compliance with the regulator or a qualified adviser in each market you sell into.
This article is independent editorial content provided for general information. It does not constitute legal, regulatory or technical advice. Verify all figures with your manufacturer and a qualified adviser before making commercial decisions.