Quick answer: White label lube is a ready-made personal lubricant that a manufacturer sells to several brands, each adding its own label. Private label lube is made for one brand to sell under its own name, often with more say over the product, the bottle and the packaging. Suppliers don’t all use these words the same way, so always ask what’s standard, what’s customizable and what’s exclusive.
Tender Lovin’ Care (TLC) creates intimate wellness products developed with physicians and scientists, and offers co-branding and private label intimate care. If you’re weighing your options, here’s a plain-language guide.
What is private label lube?
Private label lube is personal lubricant produced by a manufacturer and sold under your brand name only. You choose how it’s labeled and packaged, and depending on the supplier, you may also have input on the product itself.
What is white label lube?
White label lube is a standard, ready-made product that a manufacturer offers to many sellers. Each seller puts its own label on it, so the same base product can appear under several brand names. It’s usually the simplest route, with fewer choices to make.
White label vs private label: the key differences
| White label | Private label | Contract manufacturing | |
|---|---|---|---|
| What you bring | Your brand and label | Your brand, plus your choices on product and packaging | Your own formula or specification |
| Who else can sell it | Often other brands too | Ask: exclusivity is set in your agreement | Your formula, your product |
| Choices | Fewest | More | Most |
| Best for | Testing a market fast | Building your own line | Brands that already own a formula |
Source note: these are general definitions. Industry guides note that suppliers define the terms differently, so put the model in writing (see NordSourced, “Private label, white label or contract manufacturing: which do you need?”).
Private label vs white label vs contract manufacturing
If a manufacturer’s existing product suits you, you’re looking at white label. If you have an idea and want a product made and labeled for your brand, that’s private label. If you already own a formula and only need it produced, that’s contract manufacturing.
Questions to ask any personal lubricant manufacturer
- Is the formula standard, modified or made only for us?
- Can other brands buy the same product?
- Who owns the brand, the artwork and the finished formula?
- What is the minimum order per product, and does it change with bottling or labeling?
- Where is it made, and which documents will we receive?
- What is the product’s U.S. regulatory status, and what does the label need to say?
- Which condoms and toys is it stated to be compatible with, and on what basis?
Are personal lubricants regulated in the U.S.?
The U.S. Food and Drug Administration (FDA) regulates personal lubricants as Class II medical devices (product code NUC, under 21 CFR 884.5300), and its classification database lists 510(k) premarket notification as the submission type for this device type. This is general information about the product category, not a statement about the regulatory status of any specific product, including TLC’s. Rules depend on the product, so ask your manufacturer about the specific product’s status and get regulatory advice before you launch. Source: FDA Product Classification, “lubricant, personal” (NUC).
How private label works with Tender Lovin’ Care
TLC offers two ways to put your name on intimate care:
- Co-branding: your name alongside TLC.
- Private label: your brand only.
And two packaging routes:
- Private label on TLC bottles: your own labels on our bottles. You choose the label design; TLC supplies the bottles.
- Fully custom: your own bottles and your own labels. TLC works with you from formulation to packaging.
Here’s how it works:
- Discovery call: your goals, audience and product list.
- Choose co-branding (your name alongside TLC) or private label (your brand only).
- Formulation and sample review with our physician advisors.
- Packaging and label design.
- Production and delivery to you or your fulfillment partner.
Our formulas are developed with input from physicians and scientists on our advisory board, then reviewed with you before production. Our products are made in the USA at a laboratory in California.
See every option on our Co-Branding & Private Label page.
What products can I private label with TLC?
Our current products include Regenerate (personal lubricant), a bottled cleanser, The Gentle Scrub, The Water Filter, individual wipes, a 100-count bag of wipes, and lube samples.
What’s the minimum order for private label lube?
At TLC, minimums start at 2,000 units per product. They may vary based on bottling and labeling. Contact sales for a quote.
Who is private label lube for?
Doctors and physician practices, special events, cosmetic and beauty brands, and anyone with a brand idea, for example retailers, wholesalers, influencers and startups. Hotels and resorts can also offer private label intimate care as in-room amenities, gift bag items or event giveaways; see our Services page.
Why the label matters
In our first post, The Future of Intimate Wellness, we wrote that intimate care should be held to a standard of openness. That’s true for your brand too: know what’s in the bottle you’re putting your name on, and make sure the label says it clearly.
FAQ
What is private label lube?
Personal lubricant made by a manufacturer and sold under your brand name only, with your choice of label and packaging.
What is white label lube?
A ready-made personal lubricant that a manufacturer sells to several brands, each adding its own label.
What’s the difference between white label and private label?
White label is a standard product many brands can sell; private label is made for your brand, often with more choices. Suppliers use the terms differently, so confirm exclusivity in writing.
What’s the difference between private label, white label and contract manufacturing?
White label uses the maker’s existing product, private label makes a product for your brand, and contract manufacturing produces your own formula.
What is TLC’s minimum order for private label?
Minimums start at 2,000 units per product and may vary based on bottling and labeling.
Are personal lubricants regulated by the FDA?
In the U.S., the FDA regulates personal lubricants as Class II medical devices (product code NUC). Ask your manufacturer about the specific product’s status.
Can a doctor start their own lube brand?
Yes. Physicians and practices can launch a co-branded or private label line with TLC.
Where are TLC’s products made?
In the USA, at a laboratory in California.
How do I get started?
Email sales@tenderlovincare.co to book a discovery call, or call or text 407-270-0784.
Ready to start your own line?
Email sales@tenderlovincare.co to book a discovery call, call or text 407-270-0784, or see the Co-Branding & Private Label page. Have a quick general question first? Chat with Your Intimate Wellness Guru, TLC’s AI guide, available 24/7. For quotes and partnership details, our sales team will reply by email.
