If you’ve ever browsed software options or considered launching your own product line, chances are you’ve come across the terms white label and private label. Many people use them interchangeably — but they actually mean different things.
And that distinction matters. Whether you’re building a brand, offering services to clients, or reselling software or products, choosing the right labeling approach can affect your margins, your control over the product, and your long-term strategy. In this article, we’ll clear up the confusion and give you a practical understanding of white label vs. private label — and how to decide what’s right for your business.
What is White Label?
White label products or services are created by one company and rebranded by another. The white label provider owns the underlying product, but allows resellers to apply their own branding — often limited to a logo, domain name, and color scheme.
This approach is common in industries where time to market and low overhead are priorities. For example, SaaS companies might offer white label versions of their platforms to agencies or consultants, who then present the tool as their own. The key benefit is simplicity — there’s no need to develop the product yourself.
Common White Label Industries
- Software as a Service (SaaS)
- Marketing platforms
- Website builders
- Financial services
- Telecommunications
Related: Best White SaaS Platforms
What is Private Label?
Private label products are also manufactured by a third party, but they are made exclusively for one brand, often with a high degree of customization. In a private label arrangement, the retailer or business has more control over the product specifications, design, and packaging.
Private labeling is popular with physical goods, especially in retail. Think of store-brand groceries, cosmetics, or supplements — these are often private label products created specifically for one retailer under their own brand identity.
Common Private Label Industries
- Cosmetics and skincare
- Health supplements
- Food and beverage
- Apparel and fashion accessories
- Home goods
White Label vs. Private Label
White label and private label are both manufacturing and branding strategies where a third-party manufacturer produces goods that are then sold under a different brand. The key difference lies in the level of ownership, branding control, and customization. White label involves selling generic, pre-made products with a different brand name, while private label involves customizing or even creating a unique product line for a specific retailer.
Ownership
White label products remain under the ownership of the original manufacturer. You are licensing the right to rebrand and resell them. With private label, the product is created exclusively for you — giving you more ownership over the concept and packaging.
Branding Control
White label typically allows limited branding control — you can change the logo and sometimes a few visuals, but the core product stays the same. Private label offers full branding control, including packaging design, messaging, and user experience.
Customization Level
With white label, customization is minimal or nonexistent. You’re using a pre-made product. In contrast, private label products can be tailored to your specifications, from ingredients to features to overall presentation.
Manufacturing Relationship
White label products are sold to many resellers by a single manufacturer. Private label products are made for one brand or retailer, creating a more exclusive manufacturing relationship.
White Label or Private Label – Which One Should You Choose?
Your choice should reflect your business goals and your brand strategy.
- If you’re a service provider or reseller looking to deliver a professional, branded experience without building a product from scratch, white labeling is the way to go.
- If you’re launching a product-first company and want complete control over your offering — down to the ingredients, features, or user interface — private labeling makes more sense.
For most agencies and consultants, a white label client portal like Ahsuite offers the right balance of brand presence and operational ease.
Try Ahsuite White Labeled Client Portals
White label and private label strategies both let you sell products under your own brand, but they differ in how much control you have over the product itself. If you want to create something truly unique, go with private label. But if you’re looking for a cost-effective way to deliver a branded experience to your clients, white label is likely the smarter choice.
If you’re an agency, consultant, or freelancer looking for a white label client portal that’s simple, flexible, and free for up to 10 clients, give Ahsuite a try. You can brand it with your logo and even use your own domain — no complicated setup required.
FAQs About White Label and Private Label
What is an example of a white-label product?
A project management or client portal platform, like Ahsuite, that agencies can rebrand with their own logo and domain.
Is private labeling more expensive than white labeling?
Yes. Private labeling typically requires higher upfront costs for development, customization, and exclusive manufacturing agreements.
Can you switch from white label to private label?
You can — but doing so usually means a complete rebuild or shift to a new manufacturing or development partner. It involves more investment and effort.