Lulube Group Founder Luciana Coutinho has more than 25 years of experience in skin and hair science. Luluble Group maintains that many indie beauty founders and science-led startups get overwhelmed by process to find a contract manufacturer. To reduce their anxiety, Coutino shared the 7 questions she asks during a CM intro call.

Luciana Coutinho, founder of Lulube told Happi that many indie beauty founders and science-led startups are overwhelmed by the process of finding the right contract manufacturer.

“There are many databases they can use to search for them, but sometimes they don’t ask the right questions at the beginning of the conversation—they don’t know what they don’t know—and get stuck with a less optimal partner,” she explained.

Ask the Right Questions to Get the Right Answers

To get to the heart of the matter, here are the first seven questions Coutinho asks during an intro call with a contract manufacturer:

1. What types of products do you specialize in?
Don’t take “we do everything” as a real answer. Some CMs are better at emulsions, others specialize in surfactant systems, powders or anhydrous blends. You want someone who has deep, proven expertise in your product category. Specialization often equals fewer surprises and better outcomes.

2. Can you walk me through your minimum order quantities (MOQs), and how they change as we scale?
I’m fortunate to work with brands that started small and later scaled significantly. If a CM can’t grow with you, you may eventually need to tech transfer to a larger manufacturer delaying your timeline and requiring extensive re-validation of formulas. It’s better to plan for scale from day one.

3. What certifications and quality standards does your facility follow (cGMP, ISO, FDA-registered)?
Just because you’re a startup doesn’t mean you need to settle. These certifications protect your brand from compliance risks and give retailers and consumers confidence. No certifications? That’s a red flag.

4. Do you offer in-house formulation? Can I bring my own? And who owns the final formula?
I always encourage my clients to own their formulas. It gives you more flexibility and control, not just in manufacturing but in future growth, licensing, or brand expansion. I’ve seen too many ugly IP fights. Let’s avoid that entirely by getting this clear upfront.

5. What are your typical lead times, from sample approval to finished production?
Timelines matter. They impact your ability to coordinate launches, funding, PR, and retailer commitments. I always advise clients to add a buffer and to understand how realistic the CM’s timeline projections really are.

6. Could you send me samples of 2–3 finished products (in my category)? And is it possible to speak with a current or past client?
Any reputable manufacturer should be proud to show their work and connect you with references. If they hesitate, you have your answer.

7. Can you share examples of situations/projects that didn’t go as planned—delays, failed batches, or supply chain issues?
No one has a 100% perfect track record. I always ask how they handled issues, how transparent they were, and how involved clients were in the resolution. Crisis response reveals a lot about how they treat partnerships.

On the Luluble website (https://www.luluble.com/quiz) beauty founders and startups can take a quiz to discover if they are ready to manufacture.

“If they have questions, they can book a 20-min complimentary session with me,” said Coutinho. “This way I can help them on this (sometimes) bumpy journey.”