What Is a SKU?
A Quick Guide for First-Time Brands
If you've never worked with a manufacturer before, “SKU” is one of the first terms that will come up, and it affects how your project is structured from the start.
What Is a SKU?
SKU stands for Stock Keeping Unit. In simple terms, a SKU is one distinct product variant. Each unique combination of formula, size, scent, or shade counts as a separate SKU.
Example
A vitamin C serum in one size = 1 SKU
The same serum in two sizes (30ml and 50ml) = 2 SKUs
A lip balm in three scents = 3 SKUs
A cleanser and a toner = 2 SKUs
Why does the number of SKUs matter?
Each SKU is treated as a separate product by the manufacturer. That means:
- Each SKU has its own minimum order quantity (MOQ)
- Each SKU goes through its own sampling and approval process
- More SKUs means more complexity, longer timelines, and higher total cost
A common mistake for first-time brands is launching too many SKUs at once. Starting with 1 or 2 SKUs gives you more control over quality, timing, and budget, making the first project significantly easier to manage.
When filling in the form:
Enter the number of distinct products you want to develop in this project. If you're not sure yet, enter your best estimate. We'll work through the details together.