White Label Product

White label products are created by one company, and marketed and sold by other companies, oftentimes under different brand names. Yes, that means that, if you’re standing in the drugstore trying to decide which product to buy, there’s a chance it’s actually the same exact thing, even made by the same company. Whoever has the best marketing wins.

A common example of white label products are products of retailers with their own brand attached, i.e. “the store brand.” These products are often the exact same products as their more popular (and usually more expensive) brand alternatives. Labels of ingredients can help you determine if that's the case.

This white label product setup exists because it allows companies to specialize. The manufacturers can worry about making the things, and the customer-facing companies can worry about marketing and sales. Multiple customer-facing companies can buy the product from the manufacturers and try to market it to increase their own revenue.