On September 17, 2025, China's National Medical Products Administration (NMPA) announced the rollout of the second phase of its personalized cosmetics pilot program. Starting October 1, designated enterprises in 15 regions will be allowed to provide on-site formulation services for already notified general cosmetics. The program will run for two years.
Under the pilot, approved enterprises may carry out small-batch mixing, repackaging, and other simple services for at least two notified general cosmetics at designated retail locations, based on individual consumer needs. Children's cosmetics, eye-area products, and cosmetics containing new ingredients are excluded. Only enterprises with sound quality management systems, valid production licenses, and a clean compliance record in the past three years are eligible.
The second phase of the program will cover 15 regions: Beijing, Tianjin, Hebei, Heilongjiang, Shanghai, Zhejiang, Shandong, Henan, Hunan, Guangdong, Guangxi, Hainan, Chongqing, Yunnan, and Shaanxi. Among them, Beijing, Shanghai, Zhejiang, Shandong, and Guangdong were the 5 regions selected by the NMPA in 2022 for the first phase of the personalized cosmetics pilot program. Enterprises that participated in the first phase may continue to participate in this stage.
South Korea has established a structured regulatory framework for customized cosmetics, covering enterprise entry requirements, staff qualifications, ingredient control, and labeling standards. Under this system, customized cosmetics are clearly classified into two categories: repackaging and mixing. Companies engaged in the sale of customized cosmetics must complete registration and notification, ensuring a full-chain traceability mechanism.
European Union has not yet introduced a dedicated regulation for customized or personalized cosmetics. However, enterprises are allowed to provide such services as long as they comply with existing requirements on safety assessments, labeling, and technical standards. Under this framework, companies assume full compliance responsibility, ensuring that their products and services meet all requirements under the EU Cosmetics Regulation.
United States also lacks specific regulations for personalized cosmetics, but allows companies to carry out such services independently. Enterprises must comply with basic principles of ingredient safety and truthful labeling to ensure regulatory compliance.
L'Oréal Group: In April 2023, L'Oréal China obtained the country's first license for on-site personalized services. Its SkinCeuticals CUSTOM D.O.S.E serum service launched at IFC Mall in Shanghai.
Estée Lauder Group: In August 2023, Le Labo began offering in-store bespoke fragrance services in Shanghai's Taikoo Li, with live blending and customized labeling.
Bloomage Biotech: Bloomage launched AI-assisted personalized skincare services at its BIOHYALUX store in Qingdao in late 2024. In June 2025, it opened its first dedicated personalized experience store, also supported by a nationwide online customization program.
With regulatory policies advancing and consumer demand continuing to grow, personalized cosmetics are expected to usher in a new wave of opportunities in China. Whether the "customization market" can scale up will depend on ongoing progress in areas such as technological innovation (e.g., flexible manufacturing, precision diagnostics), cost optimization (supply chain integration), and regulatory coordination (notification mechanisms for personalized products). The industry will be closely watching how this sector evolves.
ZMUni Compliance Center provides regulatory services for personalized cosmetics, including:
License Application for On-Site Personalized Cosmetics
Quality Management System Development for Notifying Entities
Notifcation Services for On-Site Personalized Cosmetic Products
For inquiries, please feel free to contact us at info@zmuni.com.
https://www.nmpa.gov.cn/hzhp/hzhpjgdt/20250917113949126.html
