Naming Your Skin Care Business (for Longevity)

Naming your skin care business is no small detail.

It is much more permanent than the products you sell, the color you use, and the packaging you choose. All of those things can be changed during a rebranding process.

A business name though…that is going to be the anchor of your website url, your social media accounts, and your email address – those are all HARD to change (at best).

The name of your business also gives an overall impression or feeling even before someone sees what you specifically have to offer.

While there’s no ‘perfect’ formula for helping you choose (it all depends to your target market and long-term goals), these brainstorming ideas and tips will get you thinking about a business name that will stand the test of time.


Naming Your Skin Care Business Featured Image

Tips for Naming Your Skin Care Business

Consider Your Target Market

Most importantly, your business name has to make sense and grab the attention of your specific avatar.

What does your target market and customer avatar value? What would make them stop and click on YOUR name when doing an internet search?

Example 1: Eva (Vintage-Grunge College Student)

  • A name like ‘Wildflower Apothecary’ has a gentle, soft feeling more associated with natural remedies – not the most attention-getting for this avatar.
  • A company that sounds more hip and current is absolutely more ‘clickable’ if a 20-something indie female is your target market, such as the business name Lush®.

Example 2: Katy (New Mommy)

  • A name like ‘Olive Branch Organics’ could be okay for this avatar (she loves everything natural after all), but it doesn’t necessarily grab her attention when she only has five minutes to spare.
  • A company that speaks directly to her so that she knows she’s in the right spot (and won’t waste any time) is most appealing, such as Earth Mama Organics®.

Example 3: Linda (Well-Off Retiree)

  • A name like ‘Nana’s Bubbles’ has a very specific ‘small town farmers market’ feel – not as compatible with a feeling of luxury or science-backed formulas that this avatar prefers.
  • A company that hints at a more top-of-the-line, boutique feeling for the mature, upper class woman would be appropriate, such as True Botanicals®.

When you look at all three of these example skin care business names together, it is easy to see that Lush®, Earth Mama Organics®, and True Botanicals® were all specifically name with an exact target market in mind.

Example Skin Care Businesses Name with a Target Market in Mind

Make It Memorable

With all of the skin care companies out there, a fair share of ‘natural essentials’ and ‘skin organics’ name suffixes have been used.

Add a little bit of spice, humor, or originality to make your name stand out from the rest.


Give It a Ring

You want your customers to be talking about your brand – that means giving it a name that is easy to say or affectionately shortened.


Design Flexibility

Consider all of the places your business name is going to be as a skin care maker: on your website, on your product labels, on your business cards, as a social media handle.

Does it look good in large font? Super tiny font? Is it legible on something as small as a lip balm sample label?

Look at your business name all together without any punctuation or spacing. Are there any unintended words that appear?

Case in point: A company name that was ‘So-and-so’s Exotic Oils’ discovered after the fact that she was getting blocked on Instagram because her handle was @soandsosexoticoils and perceived as an X-rated account.


Easy Searchability

Business names aren’t the place to experiment with fun punctuation or spelling changes.

You want to be found in a Google or Etsy or social account search.

The average individual wouldn’t guess that you decided to name your business ‘Skincare FormYOUlations’ rather than ‘Skincare Formulations’ when trying to find you online.

Even if another company by that commonly-spelled name didn’t come up, they’ll be seeing the names of other companies that fit that search topic, leaving you completely off the grid.

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Brainstorming Names for Your Skin Care Business

Before diving into brainstorming ideas, keep in mind that you want your business name to stand the test of time…to be continually relevant…fresh…evergreen.

It is best to avoid a name that has a specific trending word or product that will be out of style in a few years.

Your name should also stand the test of time for YOUR business goals.

Will you be sticking to your current product list FOREVER or are you open to changes based on market demand and your own business trends?

Keep this goal of LONGEVITY in mind as you consider the different approaches to naming your business below:


Include a Product in Your Name

If you have been selling for awhile and are rebranding with a super-focused product, then it could…maybe…make sense to include a product in your name. (Maybe.)

  • Ex: Treesnail Soaps LLC – This communicates that I ONLY sell soap – if I decide down the road to sell lip balm as well, the only people that would know are those that are already on my site.
  • To be upfront, not many well-known companies do this – and for a reason. It’s too hard to expand your product line when being so specific.


Refer to Your General Product Line

One step more evergreen is to have a company name that INCLUDES your general PRODUCT LINE.

  • Ex: Treesnail Skin Care – This communicates that I sell skin care products, though doesn’t specify a certain type. It would still be difficult to introduce something outside of that category into my shop, such as natural cleaning supplies.
  • This is a popular choice for many brands in our industry:
    • Mahlo Skin Care®
    • Happy Skincare®
    • Skinceuticals®

Hint at Your Business Concept

Another option is to name your business something that gives a hint about your general business mission or concept without being specific about the product line itself.

  • Ex: Treesnail Natural Essentials – This communicates a natural company, but doesn’t lock me into a specific product – a great evergreen approach.
  • Many well-known companies use this method as well:
    • Plant Therapy®
    • Bulk Apothecary®
    • True Botanicals®


Hint at a Feeling or Idea

Another fantastic evergreen approach is to name your business something that conveys a certain mood, sense, urgency, or action like these succesful brands have done:

  • Lush®
  • NOW®
  • La Mer®


Use Your Name

Lastly, using your OWN name as a business name is certainly evergreen and doesn’t lock you into any sort of product or product line at all.

  • Just a few of many skin care lines that use this approach:
    • Mario Badescu®
    • Peter Thomas Roth®
    • Kate Somerville®


If you are just starting out and aren’t 100% sure what is going to ‘stick’ in your shop, I HIGHLY recommend keeping your business name more general.

Using a Tagline with Your Skin Care Business Name

Maybe you’re thinking, ‘okay, I understand the power of being more general, but how is anyone going to know what I sell if I name my company incredibly…basic…like Christine LLC?’

Introducing the tagline.

Taglines give you the freedom and wiggle room to name your company as broad as you’d like.

There are many popular taglines that you know like the back of your hand:

Taglines for well known companies

The very general taglines (or slogans) work for these companies because they’re so well known and don’t have to specifically spell out what they sell.

Spoiler Alert: That is not you…yet.

For our own small business purposes, a tagline will tell people who you are and what you stand for (or sell) in a few succinct words.

MANY companies in our industry use a tagline to help flesh out their company name – and (BIG BONUS) this also makes them more searchable online:

  • Lush®: Fresh Handmade Cosmetics
  • Tula®: Clean and Effective Skin Care
  • 100% Pure®: Natural Beauty Products

Taglines are also a neat tool because they’re much more changeable than a business name. With my business name ‘Treesnail’, I could do a complete rebrand without having to change my website url or social media account handles:

  • Treesnail: Beard Care for Mountain Men
  • Treesnail: Luxury Skin Care for Mindful Women
  • Treesnail: Green Living for Your Growing Family

Clearly these tagline examples (in the bold font) are for very different target markets and product lines – but the name of my company (Treesnail) wouldn’t have to change at all if doing a rebrand.

THAT is the beauty of a broad, evergreen business name + specific tagline.

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Checking the Availability of Your Business Name

Before you go falling in love with a certain brand name for yourself, you have to make sure it’s actually available.

Pro Tip: Check ALL of these areas before officially naming your skin care business – you want to make sure it’s clear on all fronts before spending time and money on registrations and urls.

Check for Trademarks

  • Visit to see if there are any trademarks with your desired name already taken on the national level.
Check for trademarks nationally before deciding a business name

Check for Registrations

  • Visit your Secretary of State’s website to see if another business has already registered with your desired name as an LLC, corporation, and/or DBA.
  • Important to Note: If another business name sounds similar, yours may be rejected during registration to avoid confusion between the two businesses.
Register your skin care business name on the state level

Check social media & marketplace platforms

Even if you don’t envision yourself selling on ‘xyz’ platform or having an ‘xyz’ social media account, it’s important to check availability on all of them anyway for a couple of reasons:

  • You never know what the future will hold. Technology changes FAST and so does the way it’s used. NEVER say never!
  • It is possible there is someone else with that name under just ONE platform and they’re getting ready to branch out – you don’t ever want your company to be confused with someone else’s content.
Searching Instagram for name availability

Check for domain and url

Visit GoDaddy to see if your desired domain name and url are taken.

When I first started my skin care business, I only saw myself selling on Etsy, so I didn’t bother to see if was off the market.

After about a year, I decided to spread my wings and open a Shopify store – to discover that there was an individual who had had ‘my’ url for TEN YEARS. I paid the broker fee to see if he would sell it.

No dice. Even though he didn’t actually have anything UP as a website at all, the stinker.

Checking url and domain availability on GoDaddy

Register Your New Skin Care Business Name

If you are registering your business as an LLC, your name will be secured on the state-level during that process (read more about why an LLC is recommended for handmade skin care businesses).

Skipping the LLC boat? At the very least file a DBA with your Secretary of State. This will help you to secure an EIN and open up a business checking account.

Note that filing for a DBA doesn’t give you name protection. An infinite number of businesses can have the same DBA.

Claim Your Business Name

Once you have your name registered and you’re all official, make sure you go claim that url on GoDaddy before someone else does.

Even if you won’t create your own webstie right away, you are still protecting your online presence and future possibilities – 100% worth it.

Tip: It is recommended that you choose a ‘.com’ if at all possible.

Claming a url for your skin care business on GoDaddy

Claim your handle (@businessname) on as many social media platforms as you can.

Tip: Many platforms let you set up a business account/profile for free. This allows you to share you url, business hours, and shopping features.

Set up a business account on social media platforms when possible

Changing the name of Your Skin Care Business

Are you having a case of business-naming-remorse after reading the tips in this article?

If you already filed for an LLC and are wanting to rebrand, all you have to do is file for a DBA. No extra LLC fees.

Tip: If you’re changing your business name, consider this as a HUGE opportunity to do a complete rebrand while you’re at it. Check out the Skin Care Business Branding Guide to walk you through the process step-by-step.

Free Skin Care Business Resource Guide

Vendors, Tips, Platforms, Photos, Courses...a go-to-guide for aspiring skin care entrepreneurs!

Skin Care Business Resource Guide

Naming your skin care business is just one step (of fifteen) to check off your list when either LAUNCHING for the first time or REBRANDING your line.

Get insight and visual tutorials on SO MUCH MORE, such as color palettes, font pairings, product packaging, photography, pricing, website sections and visual elements.

Take a look inside Branding Natural Essentials, our must-have Skin Care Business Branding Guide:

Flatlay of Business Branding Book for Handmade Skin Care Entrepreneurs


Naming Your Handmade Skin Care Business

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Author, Christine Glaser
Author, Christine Glaser

Organic Skin Care Formulator, Skin Care Business Coach

Christine has spent the last decade making and selling natural skin care products on Etsy, Shopify, Woocommerce, Wix, Squarespace, +++. She is passionate about teaching other makers in the handmade industry how to build and grow successful businesses from home.

Christine Glaser, owner of DIY Skin Care Business and DIY Skin Care Mompreneur

Hey there, I’m Christine.

I teach creative natural-living-lovers how to build handmade skin care businesses from their homes…

…on a part-time schedule…without the overwhelm.

Let’s work together to spread the importance of chemical-free living!


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