New to private label? Download our free 20-page guide to launching your first product.
Before your first production run, expect a formula proposal, then physical product samples to test for taste, texture, colour and how the product dissolves or spreads. Most projects need 1 to 3 rounds of changes. Once you approve a sample, it becomes the standard your production batch must match, so test it as your customers will.
The sample stage is where your idea becomes a real product. It’s also where many first-time founders lose time, because they approve too fast or change their minds too late. This guide explains what happens in each step, what to test, and how to sign off with confidence. It applies to supplements, skincare and pet products alike.
Step 1: The formula proposal comes before product samples
For a custom formula, the first deliverable is usually paper, not product. The formulation team sends a proposal that lists:
- Each ingredient, with the amount per serving.
- The reason for each ingredient.
- The format, such as capsule, powder, gummy, cream or soft chew.
- Pricing based on the formula and your requested quantity.
Read the proposal closely. It’s far cheaper to change a dose on paper than after the first product samples arrive. Also check that every ingredient fits your target market. For example, a pet product sold in Canada needs every active ingredient on Health Canada’s List C.
If you choose an existing formula instead, this step is short. You’ll usually receive a sample of the stock product to review.
Step 2: First product samples and what to test
Next, the lab makes small batches for you to test. At Welsdom, prototypes go through sensory testing for taste, texture and user experience. Prototype work also includes analytical testing for potency and purity, a packaging compatibility check and an early look at shelf-life stability.
Your job is to test the product samples the way a customer would. Here is a simple checklist by format:
| Format | What to check |
|---|---|
| Capsules and tablets | Size, ease of swallowing, odour when you open the bottle |
| Powders | Taste, how well it mixes, clumping, scoop size |
| Gummies | Taste, chew, stickiness, how they hold up in a warm room |
| Creams and serums | Texture, scent, how it spreads and absorbs, pump or jar feel |
| Pet soft chews | Whether pets eat them, smell, size for small and large breeds |
Give samples to a few people in your target market, not just friends. Then write the feedback down in one document, so the lab gets clear and consistent notes.
Step 3: Revision rounds
Most projects need 1 to 3 rounds of formula changes before final approval. Each round follows the same loop: you send feedback, the team adjusts the formula, and new product samples arrive.
To keep rounds short and useful:
- Change one thing at a time where you can. If you change the flavour and the dose at once, you won’t know which change fixed the problem.
- Be specific. “Less bitter aftertaste” helps more than “taste is off.”
- Decide who approves. One decision-maker avoids mixed messages.
- Ask the cost of extra rounds before you start, so there are no surprises.
For pet products, a common approach is to test at least two flavour options side by side, such as bacon and salmon. Then you pick the winner with real feedback.
Step 4: Sign-off and the approved sample
When a sample meets your brief, you approve it in writing. That approved sample becomes the reference for production. So your first batch should match it in taste, look, texture and specification.
This is why rushed approvals cause trouble. If you approve product samples you aren’t fully happy with, the factory will reproduce that product faithfully. Changes after sign-off usually mean new samples and, often, new stability work.
For skincare, the sample rounds come first. Then stability and safety testing run on the final formula before it’s locked for production. So a late change to a cream can restart that testing as well.
Also keep a few approved samples yourself, stored as the label directs. They help you compare future batches. Manufacturers keep their own records too. For natural health products in Canada, Health Canada’s GMP guide expects companies to keep samples from each lot of finished product for at least 1 year after expiry, in the original packaging. See the NHP GMP guide for the full wording.
Step 5: From approved sample to first production run
After sign-off, the project moves to production planning. Packaging and labels should already be in progress, because they run alongside the sample rounds. Our startup ranges give a sense of the timing for a first run:
- Collagen powder: 4 to 7 weeks.
- Pet calming chews: 4 to 8 weeks.
- Joint support pet supplement: 5 to 9 weeks.
- Skincare cream: 6 to 10 weeks.
- Functional gummies: 6 to 10 weeks.
These ranges depend on actives, packaging and order size, so confirm them on your quote. For select product types, startup pilots can begin at around 100 units. Then you can test the market before a larger order.
Common mistakes with product samples
- Testing only on yourself. Your taste may not match your customer’s.
- Ignoring packaging. A cream that feels great from a jar may clog a pump. So test the sample in the real container when you can.
- Skipping the label check. Confirm the formula supports the claims you plan to print.
- Changing the brief mid-way. A new benefit or format usually means starting the sample stage again.
- Approving under deadline pressure. A week spent on one more round costs less than a batch customers don’t like.
If you’re still choosing a format, our comparison of capsules, gummies and powders can help before you request your first product samples.
Frequently Asked Questions
How many sample rounds should I expect?
Most projects need 1 to 3 rounds of formula changes before final approval. Existing formulas often need only one review sample.
What should I test in product samples?
Test taste, texture, colour, smell and how the product dissolves, mixes or spreads. Also check it in the real packaging, and get feedback from people in your target market.
What happens after I approve a sample?
The approved sample becomes the reference for production. Your batch should match it, so make all changes before you sign off.
Can I change the formula after approval?
Yes, but it usually means new product samples and may require new stability testing. Changes before sign-off are faster and cheaper.
How small can my first production run be?
For select product types, Welsdom’s startup pilots can begin at around 100 units. The final minimum depends on ingredients, packaging, labels and production setup.
When you’re ready to turn an idea into your first samples, start a project on our startup OEM manufacturing page.