When you're creating a custom skincare product — whether it’s a serum, cream, toner, or cleanser — there’s a lot to think about: ingredients, claims, texture, scent, absorption, packaging, and more. With so many variables, where do you even start?

At MAYK, one of the most helpful things a brand can bring to the table during custom formulation is something surprisingly simple: a benchmark product.

Here’s why having a benchmark is so important — and how it can set you up for a smoother, more successful development process.

What Is a Benchmark Product?

A benchmark product is an existing skincare product (from another brand or your own) that serves as a reference point during custom formulation. It gives your formulation team a concrete example of what you're aiming for — whether it’s texture, viscosity, finish, absorption rate, or even scent.

Benchmark products don’t need to be replicated exactly (and often can’t be, for IP reasons), but they help guide the lab toward what you’re envisioning. Think of it as your “north star” — something the chemists can study, compare, and use to shape your custom formula.

Why Is a Benchmark Product Important?

1. It Clarifies What You Want — and What You Don’t

Saying “I want a hydrating serum” is helpful — but “I want a hydrating serum like this one” is far more actionable.

A benchmark helps eliminate ambiguity and gives your manufacturer a real-world sample to work from. It also allows you to be more specific about:

• What you like (e.g. lightweight texture, silky finish, minimal scent)

• What you don’t like (e.g. sticky residue, overly thick, too fragranced)

This drastically reduces miscommunication and misalignment between your expectations and the lab’s output.

2. It Speeds Up the R&D Process

When labs have a physical product to compare, they can more quickly determine:

• The type of emulsifier system needed

• The likely ratio of humectants to oils

• The expected pH range, consistency, and spreadability

Instead of starting from a blank slate, your formulation team starts closer to the target — which means fewer rounds of revisions, faster sample creation, and a more efficient product development timeline.

3. It Sets Realistic Expectations

Custom formulation takes time, especially when you’re not sure what you want.

A benchmark product anchors your project in reality — so both you and your lab have a shared understanding of what “success” looks like.

It also helps avoid disappointment later. If you’ve only imagined the texture in your head, your first sample might feel “off” — but with a benchmark in hand, expectations are grounded and feedback becomes more constructive.

4. It Helps Translate Aesthetic Concepts into Formulation Goals

You might describe your ideal product as “dewy but not greasy,” “whipped and velvety,” or “a gel that melts like water” — and while those are great creative directions, they can be interpreted many different ways.

A benchmark product translates those aesthetic goals into something tactile — something the formulation team can feel, analyze, and match (or intentionally improve upon).

Not Sure What to Use as a Benchmark?

You don’t need to use a product from the same category — or even one that matches your intended claims exactly. Some examples of useful benchmark references include:

• A product with the perfect texture, even if you want different ingredients

• A similar product with the kind of packaging you want

We’ve even had clients bring multiple benchmarks — one for texture, another for ingredients, and a third for packaging inspiration. It’s all about painting a clear picture of what success looks like for your custom formula.

A Note on Duplication and IP

While a benchmark is a powerful reference tool, it’s important to understand that manufacturers will not and should not duplicate an existing product down to its exact formula. Intellectual property and formulation data are protected — and rightly so.

Instead, your benchmark is used as a starting point. The lab will work to achieve similar performance, texture, or effect using a formulation that is original, stable, and compliant with your brand’s values and regulatory requirements.

How MAYK Uses Benchmark Products

At MAYK, we always encourage our OEM (custom formulation) clients to provide at least one benchmark product when submitting their initial brief.

Once we receive it, we:

• Analyze the product’s texture, application, finish, and function

• Use it to guide ingredient selection and sample development

• Ensure your preferences are clearly communicated to our lab partners

• Help you decide what elements to replicate and what to improve upon

If you don’t have a benchmark product yet, we can help you identify one — often from products currently trending in Korea or already on the global market. Our team stays on top of K-beauty ingredient and product trends, so we can help you navigate what’s working and what’s next.

Final Thoughts

Creating a custom skincare product doesn’t have to be overwhelming.

Starting with a benchmark product makes the process more collaborative, more efficient, and more aligned with your vision from day one.

If you’re planning to create your own skincare line — especially through custom formulation — we strongly recommend sourcing a product that inspires you and using it to kick off the conversation.

Ready to start your custom formulation journey?

Submit an inquiry here →