The quality of a quote, the number of sample rounds and the realism of a timeline all depend on one document: the brief. A two-line enquiry ("ashwagandha capsules, best price") gets a two-line answer. A clear brief gets a formulation approach, a documentation list and a schedule you can plan around.
This guide sets out what to include in a brief to a contract manufacturer for herbal, nutraceutical or personal care products, and why each item matters.
1. The product, in one paragraph
Describe what the product is for, who it is for, and how it will be positioned. "A daily stress-support capsule for adults, positioned as clean-label and vegetarian, sold online in the US and EU" tells a formulator far more than a list of ingredients.
2. Target markets
List every market you intend to sell into in the first two years. Market determines permitted ingredients, contaminant limits, label rules and sometimes the dosage form. A formula built for one market may need changes for another. For example, the EU and the US regulate botanical ingredients and claims differently (see our guide to documentation for importing herbal supplements).
3. Formula status
Say which of these applies:
- You have a complete formula with ingredient grades and suppliers. Share it, with any specifications and historical COAs.
- You have a target ingredient list and amounts but no tested formula.
- You have a concept and want the manufacturer's R&D team to propose a formula.
Be clear about who will own the final formula and data. Put it in the contract.
4. Key ingredients and how they must be specified
For each botanical, state the Latin name and plant part, and whether you need a raw powder or an extract (and, if an extract, the marker and level). Our guide to standardised extracts vs raw herb powders explains why this matters. If a claim depends on a specific branded or studied ingredient, name it.
5. Dosage form and serving
State your preferred format, serving size and servings per pack, but also tell the manufacturer if you are flexible. The dose may make some formats impractical. See choosing a dosage form for a botanical formulation.
6. Must-haves and must-avoids
List requirements such as vegetarian or vegan, no added sugar, allergen-free, no artificial colours, or specific certifications your retailers require. Each one narrows ingredient and excipient choices, so say it up front.
7. Claims you intend to make
State the intended claim wording. It shapes ingredient amounts and may call for studies. Claims rules differ by market; FDA's Dietary Supplement Labeling Guide and the EU's Regulation (EC) No 1924/2006 are starting points. If you need evidence, see planning product studies.
8. Packaging
Pack type, size and material; who supplies printed components; and any sustainability requirements. Packaging often drives lead time and minimum quantities, and the pack affects shelf life.
9. Volumes and timeline
Give realistic first-order and annual volumes, and your launch date. Accurate figures allow the manufacturer to plan batch sizes and confirm whether the timeline is achievable.
10. Documentation you need
List the documents your market, importer or retailer requires: COAs, specifications, safety data sheets, certificate of origin, stability summary, GMP certificate and anything else. Asking at the brief stage avoids delays at shipment.
A brief template
| Section | What to write |
|---|---|
| Product | Purpose, consumer, positioning |
| Markets | Every country in the first two years |
| Formula status | Complete formula / target list / concept |
| Ingredients | Latin name, part, powder or extract, marker and level |
| Format and serving | Preferred format, serving, flexibility |
| Must-haves / avoids | Diet, allergens, certifications, excipients |
| Claims | Exact wording, by market |
| Packaging | Type, size, material, who supplies print |
| Volumes and timeline | First order, annual, launch date |
| Documents | COA, specs, SDS, CoO, stability, certificates |
What happens next
A good manufacturer will respond with questions before it responds with a price. Expect a discussion of feasibility, a proposed formulation approach, a sample plan and a documentation list. Approvals at the points that matter (formula, samples, artwork, first batch) keep both sides aligned.
How we approach this at Amulya Labs
We work business to business only, with a minimum order of 5,000 units. Our R&D team designs formulations on a scientific basis or reviews the formula you bring, and every order is supplied with COAs, MSDS and export documentation. When you are ready, our quote request form walks through the same points as this guide.
This guide is general information, not legal or regulatory advice.