OEM vs. ODM vs. Trading Companies: Which Model Is Best for Your Makeup Brush Brand?

If you're searching for the right makeup brush manufacturer, don't start by looking at factories — start by understanding how you want to work with them. The cooperation model you choose will shape everything: your product flexibility, development time, cost structure, and ultimately, your brand's control over the final product.

In fact, whether you are in the makeup brush industry or any other product category, you will likely deal with one of these three models: OEM , ODM , or Trading Company. This guide provides a detailed analysis of these three models, listing their pros and cons, along with a structured decision-making framework to help you determine the best option for your brand’s growth.

In this guide, we'll help you break down the three most common models — OEM, ODM, and Trading Companies — so you can select the right approach based on your brand's current stage, budget, and goals.

👉 Related: How to Find the Right Makeup Brush Manufacturer for Your Business — this guide is part of our step-by-step series on choosing the best supplier.

What Are the Three Cooperation Models?

Before you dive into quotes or factory audits, take time to understand these three distinct models:

1. OEM (Original Equipment Manufacturer)

In an OEM model, you provide the full product concept, design files, materials, packaging ideas — and the manufacturer executes your vision.

OEM is typically chosen by established brands with in-house product development or design partners — for instance, a mid-size skincare company with an in-house product development team that wants full control over brush shapes, materials, and packaging to match their brand story.

Pros:

• Full product control and IP ownership
• Complete customization across materials, brush shapes, handles, and packaging
• Competitive unit cost when scaled

Cons:

• Requires upfront design investment
• Longer lead times
• Minimum order quantities (MOQs) often higher

2. ODM (Original Design Manufacturer)

In the ODM model, the factory provides ready-made or semi-custom product designs that you can brand, tweak, and launch quickly.

Best for: Startups or brands without design resources but who want to offer unique-looking products. An indie beauty startup with no in-house design team might choose ODM to quickly launch their first collection. By selecting from existing brush templates and customizing the logo, handle color, and packaging, they can test the market without heavy upfront investment.

Pros:

• Faster time to market
• Lower design cost
• Leverages manufacturer’s existing expertise

Cons:

• Limited customization in core design
• Product might be shared with other brands
• Brand positioning risk (less unique look)

Higher risk of design overlap – Many ODM brushes are built on shared templates, which can lead to similar-looking products across different brands.

3. Trading Companies

Trading companies don’t produce — they source products from factories and handle logistics, payments, and communication.

Best for: Buyers who prioritize convenience, simplicity, and speed — but can tolerate higher costs and less control. For example, a global ecommerce retailer that carries multiple beauty brands may rely on trading companies to source diverse product types quickly. For standard items with low customization needs, this approach allows them to streamline procurement without building direct relationships with factories.

Pros:

• Multiple product options
• Centralized communication
• Low commitment upfront

Cons:

• Higher markup
• Less visibility into real production
• Risk of miscommunication

While trading companies can simplify sourcing, they often don’t disclose the actual factory involved. This can make it difficult to control product quality, timelines, or to resolve issues directly — especially for custom or premium product lines.

Model Comparison: Responsibilities & Control

Here’s a quick comparison of the three models across key business criteria.

FAQ

1. Which is better for new brands: OEM or ODM makeup brushes?

OEM is ideal for fully customized products and entrepreneurs looking to create a unique brand, but it requires higher upfront costs and a longer production timeline—making it a long-term investment. ODM is better for fast market entry and testing customer response, but customization options are limited, making it more suitable for brands with a smaller budget.

2. Can small brands use OEM makeup brushes?

Yes, but it requires a sufficient budget and a clear market strategy. OEM manufacturing typically requires a higher MOQ (Minimum Order Quantity) of 500-3000 pieces and a longer production cycle, making it more suitable for brands with a long-term vision.

3. How much does OEM makeup brush customization cost?

Pricing depends on the bristle material, handle type, and manufacturing process. Estimated costs:

• Basic models: $2-$5 per brush
• Mid-range models: $5-$10 per brush
• High-end models: $10-$50 per brush
  MOQ typically starts at 500 pieces, and the final price depends on specific customization requests.

4. Is ODM makeup brush customization worth it?

If you want a quick market entry with a limited budget, ODM is a good option. However, it lacks uniqueness. If brand differentiation is your priority, OEM is the better choice.

5. Are trading companies reliable for sourcing makeup brushes?

Trading companies are suitable for large brands that don’t want to manage the supply chain and prefer to focus on marketing rather than product innovation. However, this model comes with higher costs and less control over quality. For small brands, working directly with an OEM factory is recommended to reduce costs and maintain better control over product development.

Still unsure which model fits your product strategy? Let us help, and we’ll help you find the best manufacturing solution for your brand!

How to Choose the Right Model for Your Makeup Brush Business?

This decision is more complex than just comparing pros and cons. The makeup brush industry has its unique characteristics, meaning that even if you understand the differences between OEM, ODM, and Trading Companies, you still may struggle to make the best choice.

Your final decision depends not just on the models themselves but also on your brand vision, business stage, industry regulations, and knowledge of the makeup brush market.

As a long-time professional in the makeup brush industry and a senior partner at a makeup brush factory, I want to share my insights to help you make a more practical decision.

(1) OEM: The Best Choice for Most Brands & Entrepreneurs

If you are an entrepreneur starting a makeup brush brand or a professional makeup artist, OEM is almost your only choice. As demand for customization grows, a Statista report shows that approximately 70% of makeup brush brands worldwide opt for OEM production, as it allows brands to have full control over product design, materials, and packaging, enhancing market competitiveness.

Most entrepreneurs already have a clear vision of their ideal makeup brushes—the softness of the bristles, the shape of the brush, the material of the handle, and even how it feels in hand. These details can only be achieved through OEM.

The cost of OEM customization depends on your requirements, manufacturing processes, and the expertise of the factory.

• A professional factory can guide you through brush design, material selection, and process choices to optimize costs and improve efficiency.
• An inexperienced factory may cause delays, higher costs, and inconsistent quality.

Choosing the right factory is more important than choosing the model itself.

(2) ODM: Rarely Used in the Makeup Brush Industry

Unlike other beauty products, ODM is uncommon in the makeup brush industry.

Only 20% of brands adopt ODM in the makeup brush industry, mainly for fast-market-entry low-cost products. (IBISWorld, 2024)

Most customers don’t rely entirely on ODM, because if you don’t even have a rough idea of your product, why are you entering this business? Some newcomers ask, "Do you have ready-made designs that I can sell?" But in reality, makeup brushes are not simple off-the-shelf products.

• You can modify existing designs, such as changing brush shape, upgrading bristles, or adjusting handle colors—but that’s still considered OEM, not ODM.
• If you only replace the logo without any other changes, it may not be suitable for brands that value differentiation.

Before choosing ODM, make sure you truly understand what you want.

(3) Trading Companies: Suitable for Established Brands, Not Startups

Most trading company customers are established beauty brands.

From our 15 years of experience working with 30+ beauty brands, we’ve observed that large brands focus more on marketing and distribution rather than product customization.

Thus, they outsource supply chain management to trading companies, despite the higher cost and limited product differentiation. Research shows (WGSN 2024) that over 65% of international beauty brands prefer sourcing makeup brushes through trading companies, as this helps reduce supply chain management complexity and allows brands to focus on marketing and product promotion.

However, this has created opportunities for smaller brands to emerge. As the market moves toward more specialized product offerings, different makeup needs will drive demand for customized brush designs.

📌 Tip: Always clarify who owns the design files and molds. Not all ODM partners will hand over product ownership.

Common Misconceptions to Avoid

• “ODM means original product” — Not always. Many ODM brushes are based on shared templates. Ask about originality.
• “OEM is always expensive” — It depends. With proper planning, OEM becomes cost-effective at scale.
• “Trading companies simplify everything” — True for some cases, but riskier if you require full brand control or customization.

Conclusion

Choosing between OEM, ODM, and trading companies isn’t just a sourcing detail — it’s a strategic business decision. Your cooperation model shapes your product quality, brand control, and long-term profitability.

If you’re not sure where to start, begin by asking:

“How much product control do I need today, and how much am I willing to pay for it?”

Once you're clear on that, you’ll be in a much stronger position to evaluate the right manufacturer.

📌 Ready to find a reliable makeup brush supplier that fits your model?
Explore our Complete Manufacturer Selection Guide to see how this step fits into the full process.

Explore More

• 🔍 OBM, Private Label, or Full Custom: What Works for Different Brand Stages?
• 💰 Profit Margin Breakdown: How Cooperation Models Affect Your Bottom Line
• 🎨 Can a Factory Help with Product Design or Only Production?
• 📈 When and How to Upgrade from Private Label to Full Custom
• 🧪 Not All ODMs Are Equal: How to Assess Real Design Capabilities