How to Start an Adult Coloring Book Company

Part 1 - How to start an Adult Coloring Book Company business - Background

Starting an adult coloring book company isn’t just about creating beautiful designs — it’s about stepping into a niche market that’s seen rapid growth, hit saturation, and now faces changing demand, making it both exciting and challenging to navigate.

While opportunities still exist, this venture comes with significant risks, so it’s important to have the full picture in order to decide whether starting an adult coloring book business is the right choice for you.

In this comprehensive guide, we’ll walk you through all the essential steps you’ll need to take to start your own adult coloring book company, from conducting market research and securing funding to acquiring the right printing and distribution channels, setting up operations, and attracting customers.

Our guide is in 3 parts:

• Part 1 - How to start an Adult Coloring Book business - Background
• Part 2 - Our planner tool to see if this idea is the right fit for you
• Part 3 - Action plan to get started

Industry Overview

The adult coloring book market was valued at $150 million in 2023 and is expected to reach $350 million by 2031, growing at an annual rate of 10% — a surprising figure for a market many would assume had peaked.

This unexpected growth is fueled by a variety of factors, including the demand for stress-relief activities, a stronger focus on mental health, and the rise of art therapy as a therapeutic tool — all of which are perfectly aligned with what adult coloring book companies offer.

Having said that, while these numbers might make the market seem like a goldmine, the reality is more complex. The surge in demand has been matched — and in some cases outpaced — by a flood of new companies jumping in to capitalize on the trend, resulting in a highly saturated market.

This makes it increasingly difficult for new entrants to stand out and capture meaningful market share, especially as competition becomes fierce and consumers are overwhelmed with options.

Looking ahead, the future of the adult coloring book industry could still be promising, but it all comes down to how well companies handle the many challenges in their path.

Some of the more pressing issues include the rise of digital alternatives like coloring apps and e-books, which threaten to pull consumers away from physical books, as well as counterfeiting, which to this day remains a major challenge for companies trying to maintain their competitive edge.

Important Note: It’s clear that while the industry’s potential remains significant, your success will hinge on more than just creating appealing products; in fact, it will require a deep understanding of shifting consumer preferences, proactive strategies to combat digital alternatives, and the ability to establish a distinctive presence in an increasingly crowded space.

Startup Costs

If you’re considering whether an adult coloring book company is right for you, the first thing you’ll need to know is whether it’s a) affordable, and b) worth the investment. I mean, how much can you actually make running your own adult coloring book company?

Well, it depends, and the initial investment needed for an adult coloring book company can vary widely based on factors such as your production choices, design needs, and marketing strategies.

Having said that, the total investment needed in order to launch with three to five titles can be managed for under $50,000, making it a relatively accessible venture compared to many other publishing-related businesses.

We’ve provided a detailed break down of the primary expenses you’ll need to consider when launching your adult coloring book business:

• Design and Artwork Creation ($1,500 – $10,000): You will need to decide whether to hire professional illustrators or create the designs yourself, with professional illustrations typically costing between $30 and $200 per page and most books needing around 30 to 50 pages. Alternatively, if you choose to design the book yourself, you’ll need software like Adobe Illustrator, which costs around $240 per year, and will need to factor in the “cost” of your own time which will be spent creating each page.

• Printing and Production ($0 – $5,000+): You will have to decide between print-on-demand services or bulk printing. Costs typically range between $4 and $10 per book for print-on-demand; bulk printing, on the other hand, can lower costs to $1 to $4 per book, but usually requires a minimum order of 500 to 1,000 copies, resulting in an upfront expense of $1000 to $5,000 or more depending on the print quality and quantity.

• Marketing and Promotion ($500 – $5,000+): You will need a marketing budget to build your brand, which can range from $500 for a small-scale social media campaign to over $5,000 for more comprehensive strategies that include influencer partnerships, digital ads, and PR outreach.

• Website and E-commerce Setup ($500 – $3,000+): You will need to set up a professional website with e-commerce functionality, which typically costs between $1,500 and $5,000 for initial design and setup. Additionally, you should budget $200 to $500 per year for ongoing maintenance, domain registration, and hosting fees to keep your site running smoothly.

• Distribution and Fulfillment ($500 – $2,000): You will need to set up a plan for handling shipping and storage if managing fulfillment yourself, which can cost between $500 and $2,000 for warehousing, shipping supplies, and logistics. Alternatively, using third-party fulfillment services might be more convenient but will typically charge 15% to 30% of your revenue, depending on the provider and service level in question.

• Publishing Fees ($29 – $129): You will need to set up an ISBN, or International Standard Book Number, for each title you publish, as this will be the unique identifier that retailers use to track and sell your book through both online and physical stores. Depending on where you purchase it, a single ISBN can range from $29 to $129, though it’s often more cost-effective to buy them in bulk, which can significantly reduce the per-ISBN price and make it a smarter investment if you plan to publish multiple titles.

• Legal and Licensing Fees ($65 – $2,000+): You will need to secure copyright protection for your artwork, which typically costs around $65 per book, and you may also want to consult with a lawyer to trademark your brand — this can range from $1,000 to $2,000 based on the extent of legal assistance required.

Note: It’s worth noting that, especially in the early stages, most new adult coloring book business owners opt to work from home to save on overhead expenses that would otherwise go toward renting an office space. These savings can be reinvested into producing one or two additional adult coloring books, helping to generate revenue early on and build momentum for the business, rather than tying up funds in office costs.

Earning Potential

At first glance, the profit margins for an adult coloring book business seem quite attractive. For instance, producing a 32-page book might cost around $4.40 per copy, including shipping, and selling for a typical market rate of $9.95 — resulting in a gross profit of $5.55 per book.

While these numbers might look promising on paper, the real challenge lies in turning that potential into actual sales at a marketing cost that still leaves a meaningful profit margin.

This is because the market has become so saturated that many businesses end up spending nearly their entire $5.55 margin just to get noticed — and even then, sales aren’t guaranteed.

After factoring in all marketing and promotional costs, including influencer partnerships, paid ads, and other promotional strategies, the actual net profit can drop to as low as 5-10%, making it hard to achieve sustainable growth.

Realistically, in order to build a profitable adult coloring book company, you will need to either create a strong following around your brand by focusing on a unique niche — such as developing a series centered on specific themes or characters like a “Warhammer-style” world with its own fanbase — or pursue a high-volume sales model by reinvesting nearly all of your earnings to scale up continuously.

The latter approach requires aggressively expanding your reach and capturing larger market segments, which demands a high level of commitment and significant financial resources to succeed.

Day-to-Day and Growth

Do adult coloring books make money?

Yes, adult coloring books can make money, but profitability is challenging due to market saturation and high marketing costs.

To succeed, you’ll need to focus on a unique niche in order to build a dedicated following or invest heavily in marketing for high-volume sales.

Is there a market for adult coloring books?

Yes, there is a market for adult coloring books, with demand primarily driven by stress relief and mental health trends.

Having said that, the market is saturated, making it challenging for new entrants to capture significant market share.

How do I make my own adult coloring book?

To make your own adult coloring book, you can begin by choosing a theme that resonates with your target audience and create or commission high-quality illustrations that fit that theme.

Then, you can compile the illustrations into a cohesive layout, format them properly for printing, and decide whether to use print-on-demand or bulk printing based on your budget and sales strategy.

How many pages should an adult coloring book have?

Most adult coloring books have between 30 and 50 pages, providing enough variety to engage users without overwhelming them.

Keep in mind that the number of pages affects production costs and pricing, so you should aim for a balance that suits both your budget and your audience’s expectations.

Part 2 - Is an Adult Coloring Book Company business the right fit for you?

Part 3 - Action plan to launch your Adult Coloring Book Company business in 90 days