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Expanding Your eCommerce Cosmetics Brand into the EU and UK

Here's What You Need to Know:

Thinking about expanding your cosmetics brand into the UK and Europe?

The beauty industry in these regions is thriving, offering a wealth of opportunities for growth and success. However, dipping your toe for the first time in new overseas markets and navigating the regulatory landscape can be a bit daunting. But don’t worry, there’s help to guide you through the process step by step.

Why Expand into the UK and EU Markets?

The cosmetics industry in the UK and EU is booming, making it an excellent opportunity for your brand. Here are some compelling reasons to consider expanding into these markets:

Market Size and Growth:

The UK cosmetics market is projected to reach approximately USD 7.86 billion in 2024 and is expected to grow at a CAGR of 4.1% between 2025 and 2034. Source: UK Cosmetic Products Market Size & Industry Analysis | 2034 The European cosmetics market is even larger, with a market size of  USD 80.64 billion in 2024, and is expected to grow at a CAGR of 3.3% from 2024 to 2031. Europe Cosmetics and Beauty Industry Report 2025 | Market Size 80644.6 USD Million, Share, CAGR (3.3%), Forecast 2031
Cosmetics Brand into the EU and UK
Expandly eCommerce Cosmetics

Diverse Consumer Base:

The European Union comprises over 500 million people, offering a vast and diverse consumer base. This diversity means there’s a high demand for a wide range of beauty products, from skincare to cosmetics.

Consumer Preferences:

British and European consumers have a strong inclination towards beauty and personal care products. In the UK, there is a growing demand for premium and organic products, reflecting a broader trend towards quality and sustainability.

In Europe, women over 55 in particular are significant consumers, using beauty products frequently

Economic Stability:

Both the UK pound and the Euro are strong currencies, making these regions financially rewarding for international trade.

4 Mandatory Steps To Complete:

There are several checks and regulations you will need to comply with to ensure your products confirm to UK and EU standards.

Stage 1: Formula Checking

First things first, you need to make sure your product formulas comply with regulations in the countries you want to sell in. This involves:

  • Checking for banned ingredients: Each country has its own list of prohibited substances, so you’ll need to ensure none of these are in your products.
  • Providing full formulation details: This includes ingredient levels and percentages.
  • Collating correct documentation: Gather all necessary paperwork for your ingredients.

Once your formulas are compliant, you’re ready to move on to the next stage.

Stage 2: Safety Assessment (CPSR)

Next up is the Cosmetic Product Safety Report (CPSR). This is crucial for ensuring your products are safe for consumers. Here’s what it involves:

Product testing: Depending on the type of product (e.g., toothpaste, nail products, eye cream), different tests are required. These can include:

  • Stability testing: Ensures the product maintains its intended physical, chemical, and microbiological quality, as well as functionality and aesthetics, over time.
  • Preservative Efficacy Testing (PET): Assesses the effectiveness of preservatives in preventing microbial growth in the product.
  • Microbiological testing: Checks the product is free from harmful microorganisms.
  • Allergen testing: Identifies potential allergens in the product to make sure it is safe for use by individuals with sensitivities.
  • Compatibility testing: Checks that the product does not react adversely with its packaging.


Once the CPSR is completed and compliant, a safety report is generated.

Stage 3: Label Check 

Now it’s time to make sure your labels are up to scratch. This includes: 

  • Wording and claims: Ensure all claims are accurate and substantiated.
  • Conformity checks: Labels must conform to regulations, including warnings and correct symbols/logos.
  • Matching labels to testing results: Make sure all labels and logos match the testing outcomes.
  • Calculate the period after opening (PAO): Check this is accurate and matches the product’s stability data.

Stage 4: Product Notification

Finally, you’ll need to notify the relevant authorities about your product:

  • Submit a product notification: Use the UK SCPN (Submit Cosmetic Product Notification) portal for the UK and the CPNP (Cosmetic Products Notification Portal) for the EU.
  • Receive a Product Information File (PIF): This file contains everything you need for a license to sell your product. Once you have this, you’re ready to sell your products in any situation, shop, or to any individual who requests it. This is critical for each product, without it your product cannot be sold!

Additional Recommendations and Advice

Understanding Regulatory Differences

While the UK and EU regulations are based on similar principles, there are some differences you should be aware of:

  • Responsible Person (RP): In the UK, you must have a Responsible Person based in the UK who is responsible for compliance. In the EU, the RP can be based in any EU member state.
  • Product Information File (PIF): This must be maintained in English for the UK market and be readily available to market surveillance authorities.
  • Labelling: There is a transition period for including UK Responsible Person details on product labels, provided the EU Responsible Person details are included.

Post-Marketing Surveillance

Once your product is on the market, you must monitor its safety and report any Serious Undesirable Effects (SUEs) to the relevant authorities. This ongoing vigilance helps ensure consumer safety and compliance with regulations.

Seeking Professional Guidance

Navigating cosmetic compliance can be complex, so consider seeking professional guidance. Consulting with experts who specialize in cosmetic regulations can save you time and ensure you meet all requirements efficiently.

Staying Updated

Regulations can change, so it’s important to stay updated with the latest requirements. Regularly check official sources and updates from regulatory bodies to ensure your products remain compliant.

The Benefits of Using Expandly for Your eCommerce Cosmetics Expansion

Expanding your cosmetics brand into the UK and EU markets is a fantastic opportunity to grow your business and reach new customers. However, navigating the regulatory landscape and managing logistics can be challenging. That’s where Expandly comes in, offering a comprehensive, all-in-one SaaS platform designed to simplify your expansion into new markets.

Here are the key benefits of using Expandly for your cosmetic expansion:

  • All-in-one SaaS for Simple Expansion: Expandly provides a seamless platform to manage all aspects of your market expansion, from compliance to logistics.
  • Product compliance, VAT, Label Review, and Responsible Person Service: Ensure your products meet all regulatory requirements with our expert services.
  • Unified eCommerce Management Across Online Marketplaces: Manage your sales on multiple online marketplaces from a single platform.
  • Comprehensive 3PL Services: Benefit from our own warehouses and third-party logistics services to streamline your supply chain.
  • Centralised Order Viewing and Country Sales Reporting: Keep track of your orders and sales performance in one place across different countries with ease.
  • Synchronize Inventory Across All Sales Channels in Real-Time: Avoid stockouts and overselling by keeping your inventory synchronized across all channels.
  • Streamlined Global Shipping, Customs, and Freight Forwarding: Simplify your shipping processes and ensure smooth customs clearance with our global logistics services.
  • Seamless Integration with Accounting Systems: Integrate your sales data with your accounting systems for accurate financial reporting and management.

 

With Expandly, you can focus on what you do best—creating amazing cosmetic products—while we take care of the rest. Our platform is designed to make your expansion journey smooth, efficient, and successful.

Ready to take the next step? Let Expandly be your partner in growth and success. 🌍💄