How do you export cosmetics?

Key Export Markets

The United States recorded approximately $1.8 billion in Korean cosmetics exports as of 2023, making it the largest market, and FDA registration and compliance with MoCRA (Modernization of Cosmetics Regulation Act) are mandatory. China requires NMPA hygiene approval (notification/registration), and the hygiene approval process takes 6 months to 1 year, making advance preparation essential. Japan is entered through the PMDA notification system, and while quality standards are high, consumer preference for K-beauty is very strong. The halal certification is important for Southeast Asian markets, and the EU requires CPNP registration and submission of a Cosmetic Product Safety Report (CPSR).

Essential Certifications and Regulations

For US exports, FDA facility registration and product listing submission are mandatory, and MoCRA enacted in 2023 added requirements for adverse event reporting and GMP compliance. EU CPNP registration requires a CPSR prepared by a Safety Assessor, at a cost of approximately 500,000–2,000,000 KRW per product. China's NMPA hygiene approval is divided into general cosmetics (notification) and special cosmetics (registration), and submission of alternative test data for animal testing exemption is now possible. Halal certification is mandatory for exports to Islamic countries, and separate registration with Indonesia's BPOM and Malaysia's NPRA is also required. Up to 70% of certification acquisition costs can be supported through export vouchers.

Export Procedures and Customs Clearance

Cosmetics exports are classified under HS Codes 3304 (makeup/skincare), 3305 (hair care), 3307 (perfumes/deodorants), etc. When utilizing the Korea-US FTA, duty-free application is possible by issuing a Certificate of Origin (C/O), and the Korea-EU FTA can be utilized similarly. Before export, a Certificate of Free Sale (export use) must be obtained from the Korea Cosmetic Industry Institute, and export inspection can be replaced with self-quality inspection. For exports to China, the NMPA hygiene approval number must be secured before customs clearance, and registration must be done under the local importer's name.

Buyer Discovery Strategy

Participating in global beauty trade shows such as Cosmoprof Bologna and Cosmoprof Asia is the most effective method for buyer discovery. Participation in export consultations through KOTRA trade offices and using the buyKOREA platform are also effective for initial market entry. LinkedIn and Instagram are effective for reaching global beauty buyers, and Instagram in particular is a key overseas marketing channel for K-beauty brands. Direct sales through global e-commerce platforms such as Amazon and iHerb are also growing, and it is common to start with initial clients and then expand into local distribution company partnerships.

Pricing Strategy and Payment Terms

FOB pricing is generally around 25–35% of local consumer prices, with premiums possible depending on brand recognition. Initial transactions commonly use T/T (prepayment or 30% advance + 70% after B/L), and after building a transaction record, transition to D/A 60–90-day terms. Payments of NET 30–60 days may apply when supplying large retailers, and minimum order quantities (MOQ) are generally 5,000–10,000 units for OEM and 1,000–3,000 units for branded products.

Marketing and Branding

Positioning as a K-beauty brand is essential, and innovative ingredients and packaging design are the factors that attract overseas buyers' attention. English/local-language brand stories and ingredient description materials should be prepared, along with high-quality visual content for social media. Local KOL/influencer marketing is highly effective for building initial brand awareness, and it is also good to combine a sampling strategy. ESG-related marketing points such as vegan, clean beauty, and sustainable packaging are also becoming increasingly important.

Logistics and Packaging

Since cosmetics are small in volume relative to weight, air freight is also economical, and for urgent orders air transport (3–5 days) is used, while regular orders use sea freight (15–20 days to the US, 25–30 days to the EU). Packaging must include ingredient listings, expiration dates, and country of origin markings compliant with the labeling regulations of the export country, and the EU mandates PAO (Period After Opening) labeling. Breakage-prevention packaging is important for glass container products, and aerosol products are subject to dangerous goods transport regulations (IATA DGR). Products requiring cold-chain (bio-cosmetics, etc.) require separate temperature-controlled logistics.

Major Trade Shows and Networking

Cosmoprof Bologna (Italy, March) is Europe's largest beauty trade show, visited by more than 250,000 people annually, and the Korean K-beauty pavilion is expanding every year. Cosmoprof Asia (Hong Kong, November) is Asia's largest beauty trade show, and in-cosmetics Global (Europe, April) is a B2B trade show focused on raw materials. Domestically, KOTRA export consultations and events hosted by the Korea Cosmetic Industry Institute are useful, and online video consultations are also actively conducted. Trade show participation costs can be supported through export vouchers, and it is effective to secure buyer pre-meeting schedules starting 3 months before the event.

Buyer Types

Essential Certifications

Key Trade Shows

Frequently Asked Questions