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Identify niche opportunities: The whole point of a USP is that it's your brand's unique offering to the market. To find something unique, therefore, you need to identify a gap in the marketplace and tap into it. Then, you can market your private label formulas with this niche in mind.
Conduct some thorough target audience research so that you can uncover their pain points and figure out how your offerings can address them. It'll also help to identify and analyze your competitors, as this will enable you to ascertain what's already out there, what's working well, and what's not.