On July 24, 2025, China's National Medical Products Administration (NMPA) issued an official notice announcing that the children's cosmetics sector in China has entered a rapid development phase.
According to the notice, as of the end of June 2025, China has recorded 28,168 notifications for children's general cosmetics (27,219 domestic and 949 imported products), alongside 427 registrations for children's special cosmetics (406 domestic and 21 imported products).
This significant growth highlights not only increasing market demand but also the maturation of China's regulatory framework specifically tailored for children's cosmetic products.
China's children's cosmetics market is entering a mature but highly resilient growth phase, characterized by rising consumer expectations and increasingly strict regulatory oversight.
Although China's birth rate is declining, the demand for high-quality, child-specific personal care products remains strong. According to Mintel, the country's infant personal care market is projected to reach RMB 25.2 billion in 2024, with a compound annual growth rate (CAGR) of 2.3% through 2028.
Local brands have made strong progress by offering safe, skin-friendly products tailored to Chinese families. Well-known players like Red Elephant（红色小象）, Giving（启初）, and Frog Prince（青蛙王子） remain market leaders, while newer brands such as Dexter（戴可思）, Runben（润本）, and Babycare（白贝壳babycare） are quickly gaining ground through innovation, clean-label formulas, and strong e-commerce strategies.
For overseas brands, this is a competitive but rewarding market, where success depends on meeting regulatory standards, building consumer trust, and offering scientifically designed products that align with local preferences and safety expectations.
Children's cosmetics in China are subject to strict, dedicated regulatory oversight, with a strong emphasis on "safety first, functional necessity, and minimalist formulation." Products intended for children aged 12 and under must meet additional requirements beyond those for general cosmetics, covering formula design, safety evaluation, labeling, and manufacturing standards.
Key regulatory highlights include:
It should adhere to the principles of safety priority, essential efficacy, and simplicity. Ingredients with a long history of safe use in cosmetics shall be selected. Ingredients linked to functions like whitening, anti-acne, or hair dyeing are not permitted.
Products must display the official "Little Golden Shield"（小金盾） icon and include clear warning language, such as "Use under adult supervision." Misleading phrases like "food-grade" or "edible" are strictly prohibited.
Formulas must be evaluated specifically for children, with attention to exposure levels and physiological characteristics.
Children's cosmetics are categorized as either general (notification) or special (registration). The correct classification must be determined before market entry.
For more detailed requirements and step-by-step compliance guidance, download our Children's Cosmetics Compliance Guide (PDF).
At ZMUni Compliance Centre, we specialize in helping children's cosmetics brands navigate China's complex regulatory landscape.
Here's what makes us stand out:
End-to-end compliance support covering everything from China Responsible Person, registration and notification, safety assessments, labeling reviews, to customs clearance.
Proven experience working with both local and imported products, including general and special children's cosmetics.
Efficient project management that speeds up your time to market and minimizes risks.
Multilingual support to ensure smooth communication across regions and teams.
Brands We've Helped:
We've had the opportunity to assist a number of children's cosmetics brands—both international and domestic—on their journey to compliance in China. This includes brands such as EVEREDEN, suavınēx, MONGDIES, Lion, KODOMO, YABY and Frog Prince, among others. Whether it's product registration and notification, formula review, or packaging and label review, our team is dedicated to helping brands meet regulatory expectations with confidence.
If you would like to learn more about how we can support your brand's entry and growth in the Chinese market, please feel free to contact us at info@zmuni.com. We look forward to partnering with you.
