How to Price Your Makeup and Skincare Products to Sell

Part of Glou Beauty’s Guide to Earning Trust & Getting Paid

Selling your beauty stash? Whether you’re decluttering your top shelf or passing along that barely-used serum, pricing is one of the trickiest parts. Price it too high and it sits forever (and risks expiration). Too low? You miss out on cash you could’ve made.

Don’t stress — we’ve got you. We love beauty products as much as we love a good spreadsheet. Let’s walk through how to price your makeup and skincare so it actually sells — without underselling yourself.

💭 Start with the Retail Price

Before anything else, look up the product’s original retail price (MSRP) from the brand’s website or a trusted retailer. Even if it’s discontinued or limited edition, knowing the original price gives you a solid starting point.

🧴 Be Honest About the Condition

Buyers are savvy. If it’s been opened, swatched, or used, that will impact the value. As a general rule, you want the buyer's total price to be way better than retail. Make sure you include any platform fees and shipping costs into the following total:

• Brand new, sealed: 60–80% of retail

• New, unsealed (never used): 50–70%

• Lightly used (1–3 uses): 30–50%

• Less than half: Not ideal for resale unless it’s a super coveted item — and always disclose!

➡️ Example: $68 face cream, brand new in box (aka BNIB)

= $68 * 0.8

= $54.40

^ the buyer's total price should be less than this

$54.40 - $5 for shipping

= $49.40

$49 is now your anchor as what you should use an an anchor as a selling price. Even if you typically list things higher and expect people to send in offers, setting this as your listing price can make you stand out.

💡 Tip: The more detailed and honest your listing, the more buyers trust you — and the more likely it is to sell.

🔍 Check the Competition

Hop onto platforms like Poshmark, Mercari, eBay, and even Reddit beauty exchanges to see what your exact item is currently selling for.

Look for:

• Listings that sold (not just what people are asking)

• Comparable condition

• Recency (from this year — beauty trends move fast!)

Don’t copy the highest price — go for competitive.

📦 Factor in Rarity or Desirability

Some beauty products increase in value over time. Shocking, right? If the product is:

• Limited edition

• Discontinued but still beloved

• A viral fave that’s sold out everywhere

👉 You might be able to price it higher than average. Just be ready to justify it with great photos and a solid description.

💌 Leave Room for Negotiation (If You Want)

Buyers often expect to haggle — especially in resale. If you're open to offers, price just a bit above your bottom line (see example above) so you have wiggle room. But if you're firm, say so in your listing to set expectations.

📉 When to Mark Down

If it’s been sitting for weeks with no bites, it might be time to drop the price:

• Start with a 10–15% markdown

• Update your photos or relist with clearer info

• Consider bundling similar products for a deal

Sometimes a small adjustment makes all the difference.

💅 Your Goal? Trust + Value

At the end of the day, you're not just selling a product — you’re giving someone else a chance to enjoy it. Pricing fairly (and clearly) builds trust, helps you get paid faster, and makes the resale space a better place for everyone.

Ready to start selling smarter?

Check out the full Glou Beauty Seller Guide. We’ve got all the tips you need to earn trust — and extra cash — one beauty listing at a time 💖

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Why You Should Trust Us

At Glou Beauty, we've spent years immersed in the beauty resale space — building the first purpose-built marketplace for secondhand beauty, gathering real-world data, and working closely with buyers and sellers. Our insights aren’t just theory — they’re informed by lived experience, interviews, and behind-the-scenes knowledge from every corner of the industry. We know what works, what doesn’t, and what’s worth your time (and money). Whether you're here to rehome your stash or shop smartly, you can trust that every Glou guide is grounded in honesty, expertise, and a deep love for beauty — minus the waste.