The global online cosmetics market is estimated at USD 22.02 billion in 2025 and is expected to reach USD 30.81 billion by 2030, growing at a CAGR of 6.95%. Asia-Pacific is the fastest-growing region, while North America remains the largest market. Most online sales occur through third-party retailer platforms (95% in 2024), though company-owned platforms are also expanding. This growth is fueled by personalization, virtual try-ons, convenience, social media influence, and rising demand for premium and organic products.
Given this rapid expansion, understanding and navigating the regulatory landscape is crucial for brands seeking to sell cosmetics internationally. This article provides a closer look at the rules and requirements for online cosmetic sales in China, the EU, the US, and ASEAN, highlighting what companies need to know to stay compliant. The following sections outline the key regulatory frameworks and recent developments across these major markets, offering a clear guide for online and cross-border cosmetics sales.
Overseas brands selling cosmetics online in China typically through two main channels.
01 General Trade
Cosmetics enter China through general trade and are then sold online and offline. Products must meet NMPA requirements: general cosmetics should complete NMPA notification, while special cosmetics require registration. Key regulations include the Cosmetics Supervision and Administration Regulation (CSAR), the Safety and Technical Standards for Cosmetics (STSC), and the Supervision and Administration Measures on Online Operation of Cosmetics, which cover product dossiers, ingredient compliant, safety assessments, labeling, and adverse reaction monitoring. For detailed requirements, see our China cosmetics services.
02 Cross-Border E-Commerce (CBEC)
CBEC cosmetics are sold through bonded warehouses or direct overseas shipping to Chinese consumers for personal use(online only). Typically, consumers place orders, pay, and receive products via cross-border e-commerce platforms (popular CBEC platforms include Tmall Global, JD Worldwide, and Douyin Overseas), with transaction data matched by customs. CBEC is particularly appealing for cruelty-free or vegan brands, as well as for overseas companies testing the Chinese market before larger investments.
Key regulations guiding CBEC include the E-Commerce Law of the People's Republic of China, the List of Imported Retail Goods for Cross-border E-commerce, Cosmetics Supervision and Administration Regulation (CSAR). Key compliance points for CBEC cosmetics include:
Products must meet regulatory requirements in their country of origin
Products must comply with China's prohibited ingredient restrictions
Claims must be truthful and compliant
Platform pages should provide clear Chinese-language information
Sales cannot target businesses or offline distribution
CBEC taxation rules and personal import limits must be observed
In the EU, online cosmetics sales are primarily governed by Regulation (EC) 1223/2009, supported by the EU General Product Safety Regulation (EU) 2023/988. Key requirements include:
Ensuring product safety and compliance
Designating an EU Responsible Person for non-EU manufacturers
Notifying products via the Cosmetic Product Notification Portal (CPNP)
Maintaining a Product Information File (PIF)
Clear labeling and monitoring of adverse reactions
Regulators are increasingly focusing on cross-border e-commerce, enforcing platform accountability and fair competition, and encouraging digital tools to track product compliance.
In the US, cosmetics are regulated under the FD&C Act and the Modernization of Cosmetics Regulation Act (MoCRA). Key points include:
Responsible parties must submit a Product Listing within 120 days of marketing and update it annually
FDA can detain products suspected of non-compliance; failure to provide evidence of compliance may result in refusal of import or destruction
Online platforms, such as Amazon, are under increasing scrutiny, with enforcement actions targeting unsafe or misbranded products
ASEAN countries follow the ASEAN Cosmetics Directive (ACD), which requires all cosmetics to be notified by a local responsible person before being marketed and ensures that products do not pose health risks under normal or reasonably foreseeable use. While registration processes, ingredient control, and labeling requirements vary among countries, the overarching framework emphasizes pre-market notification, product safety, and compliance with local regulations.
Singapore: Selling unregistered beauty products on Singapore e-commerce or social media platforms is illegal, the Health Sciences Authority (HSA) enforces strict compliance. The HSA collaborates with platforms like Amazon, Carousell, eBay, Facebook, and TikTok to remove illegal listings; in 2024 alone, 7,351 illegal health products were removed, 37% of which were cosmetics.
Thailand: Authorities actively monitor e-commerce platforms and conduct warehouse inspections. In October 2025, Thai FDA held strategic discussions with six major e-commerce platforms (Lazada, Shopee, Grab, LINE MAN, LINE SHOPPING, TikTok Shop) to enhance digital collaboration, strengthen product screening, and promote compliant local products.
Vietnam: The Ministry of Health emphasizes post-market surveillance, product recalls, and compliance with online sales. Companies must maintain proper notifications, update contact information, and keep Product Information Files (PIF). Regulatory actions target unregistered products, false advertising, and non-compliant e-commerce sales.
Indonesia: Regulation No. 31 (2023) requires cross-border SMEs to comply with import/export laws and electronic transaction regulations. Sellers must display proof of compliance (e.g., halal certificates, business licenses, product registration) and ensure labels and advertising are not false, misleading, or inaccurate. Authorities may form inter-agency teams to assess complaints and enforce compliance.
Product safety is the foundation for consumer trust and market success. While regulatory frameworks vary across regions, a clear trend is emerging: online cosmetics sales are under increasing scrutiny worldwide. Brands should ensure compliance, complete necessary notifications, and work with qualified local partners to minimize risks and support sustainable market growth.
If you need support with regulatory compliance for selling cosmetics globally, online or offline, feel free to reach out at info@zmuni.com.
Reference:
[4]https://www.europarl.europa.eu/doceo/document/TA-10-2025-0154_EN.pdf
