Custom Colour Cosmetics Formulation & R&D

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/ The soul of beauty & cosmetics. /

Formula Development

Start your cosmetics line with Shero's professional team.

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Liquid Formulations
Cream Formulations
Gel Formulations
Powder Formulations
Formula Customisation
Benchmark Development

Custom Formulation & R&D

Shero develops colour cosmetic formulas around each brand’s product brief, target performance, texture, shade direction, ingredient requirements and target market. Our R&D process connects laboratory development with packaging selection, testing and manufacturing to support a smoother path from sample to production.

Liquid Formulations

/ Fluid Systems Developed for Different Levels of Coverage, Payoff and Wear. /

Liquid formulations can be engineered across a wide range of viscosities, finishes and performance profiles. Depending on the product brief, development may focus on lightweight sensory, high pigment payoff, long wear, hydration, gloss, film formation or other targeted characteristics.

Our range includes

Lip

Lip Gloss: High-shine, pigmented, sheer, hydrating and non-sticky directions can be developed according to the brief.

Lip Oil: From lightweight conditioning oils to tinted, glossy and hybrid lip-care concepts.

Liquid Lipstick: Matte, satin and other finish directions with adjustable coverage, payoff and wear.

Lip Tint / Stain: Sheer-to-buildable colour systems with different staining intensity and sensorial profiles.

Eye

Liquid Eyeshadow: Customisable pigment intensity, shimmer level, dry-down and wear characteristics.

Liquid Eyeliner: Different colour intensity, finish, flow and film-forming performance can be evaluated.

Mascara: Formula development can be coordinated with brush, wiper and packaging selection according to desired volume, length, definition and wear.

Face

• Liquid Foundation: Provides an even, flawless complexion with buildable coverage.
• Serum Foundation: Lightweight and skincare-infused for a luminous, natural look.
• Water-Based Foundation: Breathable and hydrating, ideal for a fresh, dewy finish.
• Liquid Blush: Offers a sheer, blendable flush of colour for a healthy glow.
• Primer: Smooths and preps the skin, creating the perfect canvas for makeup.
• Setting Spray: Locks in your look while providing a refreshing mist for long-lasting wear. Liquid Beauty in Action

Cream Formulations

/ Adjustable Texture, Payoff and Blendability. /

Cream systems can be developed across different levels of firmness, slip, cushion, coverage and payoff. Formula structure is tailored according to application method, packaging format, desired finish and product performance.

All-in-One Stick

Lip

• Cream Lipstick: Delivers rich colour with a smooth, moisturising finish for comfortable wear.
• Lip Balm: A creamy, hydrating formula that soothes and nourishes lips.
• Lip & Cheek Tint: Multi-functional and creamy, perfect for a natural flush of colour on both lips and cheeks.

Eye

• Cream Eyeshadow: A richly pigmented, long-lasting formula that blends seamlessly for a crease-free finish.
• Cream Eyeliner: Perfect for precise application or smudging for a smoky effect.
• Brow Pomade: A creamy formula for defining and sculpting brows with ease.

Face

• Cream Foundation: Offers buildable coverage with a smooth, natural finish.
• Cream Blush: A blendable formula that adds a radiant, youthful flush to the cheeks.
• Contour Cream: Perfect for sculpting and enhancing facial features with precision.
• Highlighter Balm: A creamy, luminous formula that adds a dewy glow to the skin.
• All-in-One Stick: Versatile and portable, suitable for lips, cheeks, and eyes for on-the-go touch-ups. Click for Bold Coverage

Gel Formulations

/ Lightweight Texture with Customisable Structure and Hold. /

Gel systems can provide different levels of slip, suspension, adhesion, hydration and setting performance depending on the formulation architecture. They can be adapted for eye, brow, face and selected lip applications.

Explore the versatility of our Gel Products

Eye

• Eyebrow Gel: Tames, shapes, and sets brows in place while delivering a natural finish.
• Eyeliner Gel: A richly pigmented formula that glides on effortlessly for defined, smudge-proof lines.
• Gel Eyebrow Tint: Enhances brow colour with long-lasting coverage, perfect for a polished look.
• Gel Eyelash Adhesive: Provides a secure hold for false lashes while being gentle on the skin.

Face

• Gel Blush: A lightweight formula that blends seamlessly, adding a natural, flushed glow.
• Gel Highlighter: Delivers a radiant, dewy finish that catches the light beautifully.
• Gel Primer: Prepares the skin with a smooth, hydrating base for long-lasting makeup application.
• Gel Bronzer: A buildable and blendable option for a sun-kissed, natural warmth.
• Gel Contour: Perfect for precise sculpting, offering definition with a soft-focus finish.

Lip

• Gel Lipstick: Combines bold pigmentation with a lightweight, comfortable texture for lasting colour.
• Gel Lip Liner: A smooth, highly pigmented formula that glides on to define and shape the lips with precision. Create with Gel Finesse

Powder Formulations

/ Custom Payoff, Pressing Performance and Sensory Profile. /

Powder formulas can be developed for different levels of colour payoff, adhesion, blendability, oil control, luminosity and sensory feel. Development parameters vary according to whether the formula is pressed, loose or baked and according to the selected pan and packaging format.

Explore our selection of Powder Products

Face

• Powder Foundation: A versatile, buildable formula that offers a flawless finish while controlling shine.
• Setting Powder: Locks in makeup for extended wear, helping to prevent creasing and fading.
• Mineral Powder: Lightweight and breathable, this powder is enriched with natural minerals for a healthy, radiant complexion.
• Translucent Powder: A sheer, invisible formula that sets makeup without altering its colour.
• HD Powder: Specifically designed for high-definition settings, this ultra-fine powder minimises the appearance of pores and softens imperfections.
• Finishing Powder: The final touch to blur imperfections and enhance the overall makeup finish with a subtle glow.
• Powder Blush: Offers a natural flush of colour to the cheeks, blending effortlessly for a radiant look.
• Contour: Perfect for defining and sculpting facial features, providing depth and dimension with a matte or satin finish.
• Bronzer: Adds warmth and a sun-kissed glow to the complexion, with buildable coverage for a natural or dramatic effect.

Eye

• Pressed Powder Eyeshadow: Compact and versatile, these offer vibrant colours with a velvety finish, perfect for creating both subtle and dramatic eye looks.
• Baked Powder Eyeshadow: Lightweight and luminous, these shadows provide buildable intensity with a blendable texture.
• Eyeshadow Stick/Eyeshadow Crayon: A creamy, easy-to-use option that glides effortlessly onto the lids for quick, mess-free application.
• Loose Powder Eyeshadow/Pigments: Ultra-fine powders with intense colour payoff, ideal for bold, creative eye looks.
• Eyeliner Pencil: A classic staple for defining the eyes with precision, offering smooth application and long-lasting results.
• Eyebrow Powder: Provides a soft, natural finish to fill and define brows with ease.
• Eyebrow Pencil: A versatile tool for shaping and detailing brows, delivering a precise, controlled application.

Lip

• Lip Pencil (Lip Liner): A precision tool for defining and shaping lips, offering smooth application and rich pigmentation to enhance lip contour. Your Powder Journey Starts!

/ Considerations for Choosing Textures. /

When selecting makeup textures, it's important to consider your skin type, desired finish, and personal preferences. For instance, those with oily skin may prefer powder-based products for oil control, while those with dry skin may opt for cream-based formulas for hydration. Experiment with different textures to discover the ones that best suit your needs and create the looks you desire. Contact us!

Formula Customisation

Ingredient selection is evaluated as part of the complete formulation system. Tell us your product positioning, preferred ingredients, ingredient exclusions, target claims or retailer requirements, and our R&D team can evaluate suitable formulation approaches based on performance, stability, compatibility and target-market requirements.

/ Know more about ingredients/

Texture & Structure

Waxes · Gellants · Rheology modifiers

Sensory & Emollience

Oils · Esters · Silicones or alternative sensory systems

Colour & Optical Effect

Pigments · Pearls · Effect materials

Performance

Film formers · Adhesion systems · Wear-enhancing technologies

Marketing Ingredients

Botanical extracts · Vitamins · Selected skincare ingredients

Ingredient Requirements

Vegan-compatible · Fragrance-free · Selected ingredient exclusions · Retailer-specific requirements

Availability and suitability depend on formula type, target concentration, regulatory requirements and final product performance.

Benchmark Development

Have a Benchmark Product?

Send us a reference product or define the characteristics you want to achieve. Our R&D team can use the benchmark as a development reference for texture, shade, sensory profile, payoff and other target characteristics without positioning the project as an exact copy.

Decoration & Finishing

Next-level solutions for the best possible results.

Start Your Next Beauty Project

Tell us what you want to create. Our team will help define the formula, packaging, target market and production path for your next product.

Start a new adventure

Manufacturing & Filling

Full turnkey Cosmetics filling services.

Custom Colour Cosmetics Formula Development

From Texture, Shade and Performance to Production-Ready Formulas

Formula Development

Custom Formulation & R&D

Liquid Formulations

/ Fluid Systems Developed for Different Levels of Coverage, Payoff and Wear. /

Our range includes

Lip

Eye

Face

Cream Formulations

/ Adjustable Texture, Payoff and Blendability. /

All-in-One Stick

Lip

Eye

Face

Gel Formulations

/ Lightweight Texture with Customisable Structure and Hold. /

Explore the versatility of our Gel Products

Eye

Face

Lip

Powder Formulations

/ Custom Payoff, Pressing Performance and Sensory Profile. /

Explore our selection of Powder Products

Face

Eye

Lip

/ Considerations for Choosing Textures. /

Formula Customisation

/ Know more about ingredients/

Benchmark Development

Have a Benchmark Product?

Decoration & Finishing

Start Your Next Beauty Project

Manufacturing & Filling