How to Sell Cosmetics and Makeup Products Online

Are you dreaming of launching your own successful online cosmetics business?

With my experience helping dozens of brands thrive in the digital marketplace, I will share valuable insights and practical strategies to guide you. Whether it is market trends, product development, or marketing strategies, I hope to provide valuable insights and suggestions. Please feel free to ask questions!

Market Size and Growth

Global Beauty Market Potential

The global beauty market exceeded US$600 billion in 2023 and is expected to continue expanding at an average annual compound growth rate of 5.6% by 2027. Online channels have the fastest growth, accounting for more than 30%, and the Asia-Pacific region (especially China and India) and the North American market are the main driving forces.

Core Advantages of Online Sales

Due to the rise of e-commerce, more and more consumers choose to buy beauty products online, which brings huge market opportunities to companies. In the United States, e-commerce platforms account for 41% of beauty and personal care sales.

Consumer Preferences and Trends

Diversified Demands

Clean Beauty: Consumers seek preservative-free, natural ingredients (e.g., Drunk Elephant, Tower 28).

Inclusiveness: Fenty Beauty‘s 40 foundation shades are a benchmark case, covering people of all skin tones.

Sustainability: Eco-friendly packaging (recyclable materials, refills) and cruelty-free certification have become selling points.

Promotion on Social Media

Social commerce is a global trend, and 68% of purchases on these platforms are impulse-driven. TikTok Shop has become the leading e-commerce health and beauty retailer in the United States, reaching $1 billion in beauty sales.

Short videos and KOLs drive purchases: TikTok beauty topics have been played more than 80 billion times, and online celebrities’ “planting grass” directly drives sales (e.g., Glossier’s 200% growth through UGC content).

User decision chain: Consumers rely on reviews (RedNote, YouTube), comments (Amazon ratings), and trial content (Instagram Reels) to make choices.

Online Promotion Channels for Beauty Products

Self-Built Website (Brand Control):

It is necessary to build a brand website of your own. The brand website should have various product displays and prices, and professional makeup artists should be present to offer their skills and interact with netizens.

The brand website should have a good user experience, simple and easy-to-understand page design, and pleasing color schemes.

Shopify: Suitable for small and medium-sized brands, providing theme templates and plug-ins (such as AR makeup trial tool Wannaby).

WooCommerce suits companies with strong technical teams and can be deeply customized (such as customized makeup factories).

Third-Party Platforms:

Amazon’s beauty category has an annual growth rate of more than 20%, but it needs to cope with fierce competition (optimize keywords, A+ pages).

Signing in Sephora and Ulta Beauty can reach precise users, but high commissions (15-30%) are required.

Social Media:

Instagram Shop: Shorten the purchase path through tag shopping and live streaming.

TikTok Shop: Directly jump to purchase in combination with short video content, suitable for explosive product strategy.

Golden Rules for Website Optimization

User Experience (UX)

Mobile first: more than 60% of orders come from mobile phones; ensure that the page loading speed is <3 Seconds (tool: Google PageSpeed Insights).

Simplified navigation: filter by category (skincare/makeup/tools), skin type, and price.

Sensory Stimulation of Product Display

Visual impact: use 4K high-definition pictures and a 360°rotating display (tool: Cinemagraph).

Copy persuasiveness: The efficacy of ingredients needs scientific endorsement (e.g., “1% retinol is clinically proven to fight wrinkles”).

SEO and Iocalization

Long-tail keywords: optimize for precise words such as “sensitive skin foundation” and “vegan lipstick.”

Multi-language support: if expanding into international markets, local payment methods (such as Alipay and Klarna installment) must be adapted.

How to Sell Cosmetics and Makeup Products on Amazon

Sellers who open stores on Amazon should know that the platform has strict control over the categories that can be sold. Today, let’s examine Amazon’s cosmetics sales policy and explore the requirements involved.

Key Requirements for Beauty Products on Amazon

Registered Trademark: Sellers must have a registered trademark in the country where the products are sold.

Certification and Testing: Products and manufacturing facilities must meet certification standards and pass qualification testing.

Amazon Cosmetics Admission Requirements

• Seller Qualification:

Only professional sellers are eligible to sell skincare products on Amazon.

• Documentation During Review:

Sellers must provide the necessary product compliance materials and any other relevant information requested by the Amazon review team during the skincare product evaluation period.

• Product Condition:

All skincare products for sale must be brand new; used or expired products are not permitted.

Compliance Requirements

The requirements can vary significantly across different regions. I will interpret these based on the American, European, and Japanese markets.

Compliance Requirements – U.S. Market

• FDA Cosmetic Ingredient Certification:

Through the Cosmetic Voluntary Registration Program (VCRP), you can access an online account, store your registration and product information online, and receive information updates from the FDA.

• Labeling Regulations:

Cosmetic labels must comply with the Fair Packaging and Labeling Act (FPLA) and other applicable regulations.

• OTC Considerations:

Pay attention to OTC, which is determined by the product’s intended use. The wording of the product function description must be rigorous.

• Restricted Ingredients:

Ensure prohibited substances are not included in beauty products and that color additives are used correctly.

Tips: A California Cosmetic Safety Report Certificate is also required if the product is sold in California.

Compliance Requirements – European Market

CPNP Registration:

Cosmetics must be registered on the Cosmetic Products Notification Portal (CPNP) before being sold in the European market. Once registered, you can sell in all 33 countries of the EU and the European Economic Area.

Declaration of Compliance (DoC):

Ensure compliance with EU directives outlined in EUR-Lex, specifically directive 2002/46/EC.

Compliance Requirements – Japanese Market

• Japanese Labeling:

Cosmetics sold in Japan must have Japanese labels. Products like eyeshadows, nail polish, lotions, and creams require a cosmetic sales license.

• Registration:

This license can be obtained through a Japanese service provider by applying to the Ministry of Health, Labour, and Welfare. Sellers may be required to provide the license/registration number to confirm compliance.

• Import Requirements:

Sellers must obtain a ” Cosmetic Manufacturing and Sales License ” to import and sell cosmetics (including shampoos and soaps) from overseas.

Conclusion

As a startup looking to launch your cosmetics brand online, choosing the right sales platform based on your specific needs is essential. Additionally, understanding the relevant legal regulations in your target market is crucial. Doing so can establish your customer base and set the foundation for your brand’s success.