About Lab Magenta
Who We ARE
At Lab Magenta, we turn bold product ideas into real, sellable products — one formula, one strategy, one partnership at a time.
We’re a boutique formulation lab and contract manufacturer serving indie and emerging brands across categories like natural and premium skincare, men’s grooming, hair care, pet care, and home products. Every formula we create is original — no off-the-shelf bases, no generic shortcuts — just thoughtful, purpose-built products designed to reflect your brand and exceed your market’s expectations.
We develop to a wide range of clean and retailer-specific standards, including Whole Foods, Credo, Sephora Clean, and Ulta Conscious Beauty. Whether you’re aiming for a minimalist INCI or a high-performance hybrid, we can help you meet the benchmarks that matter to your customers.
Lab Magenta is proudly based in Mount Horeb, Wisconsin, on the edge of the scenic Driftless Region — where tradition meets innovation, and where brands come to build something extraordinary from the ground up.
What We Do
Custom Formulation
We develop every product from scratch, using intentional ingredient choices and performance-driven design. Whether you’re after a lightweight serum, a creamy leave-in conditioner, or a gentle pet spray, we formulate with function, feel, and stability in mind — always tailored to your goals. We specialize in clean, active-rich, cruelty-free, and plant-based formulations, and can meet standards set by Whole Foods, Credo, Sephora, and other retailers.
Brand-Driven Product Development
You’re not just launching a formula — you’re building a brand. We help connect product identity with market positioning through fragrance development, ingredient storytelling, claims support, and guidance on everything from texture to label copy. For early-stage brands, we’re often the first true product partner — helping you think through what to launch, why, and how.
Small-Batch Contract Manufacturing
We offer limited-run in-house manufacturing for approved formulas — ideal for pilot launches, seasonal products, or slow-build brands that want to scale responsibly. You don’t need to meet massive MOQs to get quality, lab-grade production. With us, your launch stays personal, intentional, and manageable. lab and contract manufacturer serving indie and emerging brands across categories like natural and premium skincare, men’s grooming, hair care, pet care, and home products. Every formula we create is original — no off-the-shelf bases, no generic shortcuts — just thoughtful, purpose-built products designed to reflect your brand and exceed your market’s expectations.
We develop to a wide range of clean and retailer-specific standards, including Whole Foods, Credo, Sephora Clean, and Ulta Conscious Beauty. Whether you’re aiming for a minimalist INCI or a high-performance hybrid, we can help you meet the benchmarks that matter to your customers.
Lab Magenta is proudly based in Mount Horeb, Wisconsin, on the edge of the scenic Driftless Region — where tradition meets innovation, and where brands come to build something extraordinary from the ground up.
Our Founder
Lab Magenta was founded by David Gobeli, a cosmetic formulator with over a decade of experience developing clean, effective, and emotionally resonant products for indie and emerging brands.
With a background in brand building, formulation and contract manufacturing, David brings technical rigor and brand-savvy thinking to every project. He’s worked across a wide range of product categories — from prestige skincare and men’s grooming to pet care and home goods — helping brands go from concept to launch with confidence and clarity.
David’s approach is rooted in collaboration, transparency, and curiosity. Whether he’s fine-tuning a serum texture or reverse-engineering a cult product, he meets every brief with a clear-eyed respect for both the craft and the customer. His favorite work lives in the sweet spot between creativity and constraint — where smart ingredient choices, intentional formulating, and brand identity come together to make something that actually matters.
David leads Lab Magenta with a clear mission: to give indie founders the tools, insight, and partnership they need to create products they’re proud to stand behind.