How to Sell Makeup to US Buyers: Import Rules & Certifications

The United States has the biggest cosmetics market in the world. The region has a high disposable income, with a massive influence from social media to take personal and self-care more seriously. According to Forbes, the cosmetics companies have around 4.6 million employees involved, directly and indirectly, in the cosmetics manufacturing, retail, sales, and marketing. International suppliers struggle to make their beauty products meet US safety standards, with no proper INCI ingredient labeling in English and registration to prove their manufacturing facilities with the FDA. Since MoCRA 2022, compliance has become more accountable, which is why the US wholesale buyers increasingly require documentation proving compliance before placing orders. This guide explains what international makeup suppliers who sell cosmetics to USA wholesale need to do to access the US B2B market.

Why the US Market Is Worth the Compliance Effort

The US beauty and personal care market revenue is expected to yield USD 101.59 billion by 2032, showcasing a CAGR of 6.01% during the forecast period. The primary reason behind choosing the US market to export beauty products is that the US buyers have diverse tastes and are open to international brands, rather than sticking to their own.

However, it comes with a cost. The US authorities, such as MoCRA, have made compliance mandatory as it never used to be.  They require every manufacturer to register their factories with the FDA, even if you are not a local producer. The registration also requires renewal every 2 years. You also need a US-based distributor, supplier, or importer to enter the US beauty market.

The US buyers prefer suppliers and international makeup exporters who reduce their risk for business. They look for certification, labeling, MOQs, and lead time. There are various types of US beauty buyers that you can encounter on business platforms online. Distributors, retail chains, e-commerce resellers, salons, and spas are some of the common types of US makeup buyers.

What the FDA Actually Regulates? (And What It Doesn't)

There is a misconception among international suppliers that FDA approval is required to sell cosmetics in the USA, which is not entirely true. There is no need to send your products for approval to the FDA. What is the FDA? The FDA defines cosmetics as products applied to the body to cleanse, beautify, or alter appearance. You are not responsible for submitting your makeup to the FDA, but you are responsible for product safety, cautions for harmful ingredients, and misleading claims.

Even though there is no need for approval, according to FDA cosmetics requirements, it can still take action against exporters if anything you are responsible for goes wrong.  

MoCRA — What Changed for Cosmetics Exporters After 2022

MocRA stands for the Modernization of Cosmetics Regulation Act, signed in December 2022,  the most significant update since 1938. It is the biggest update in the US laws of cosmetics in a decade, which has made compliance mandatory and not optional like before. Back in the day, the rules were loose, but now they are more regulated, strict, and accountable. MoCRA does not focus on making products just FDA-approved.

It requires the manufacturers to register their factories with the FDA within 120 days, which requires renewal every 2 years. Each cosmetic product must come with a proper ingredients and formulation listing. MoCRA has made it mandatory for entering the US beauty industry to be in touch with someone in the USA to take legal responsibility. The product safety must be evident, and all the side effects must be recorded.

According to MoCRA, businesses with <$1M annual US sales may be exempt from registration. However, not from labeling or safety requirements.

Labeling Requirements — What Every US-Bound Cosmetic Product Must Show

Cosmetic labeling is where many manufacturers and international sellers make mistakes. The US-approved products must be

• Labeled in English.

• The product identity must be clear. For example, “matte lipstick, lip plumper, liquid blush.”

• The label must include net quantity in milliliters and ounces.

• The ingredient list means the list of everything used to make the final product must be printed on the final packaging. The US does not allow the use of common names such as Water and glycerine, but follows the INCI format. The International Nomenclature of Cosmetic Ingredients uses the standard name of products. For example, they use Aqua instead of Water, Parfum for fragrance, etc.

• All the ingredients must be listed in descending order of predominance. For instance, if your product has 60% Water, 20% Oil, and 5% Vitamin E, then it must be Water, Oil, Vit E in those ratios.

• The product label must include the manufacturer's and the US-based distributor’s name.

• Claims such as warning labels, organic claims, SPF protection, etc., must meet USDA NOP standards.

• The Fair Packaging and Labeling Act (FPLA) applies to all cosmetics in US commerce.

Color Additives — The Most Common Reason US Customs Rejects Cosmetics

Color additives are ingredients that are used to give color to any product. In cosmetics, color additives are used as lipstick pigments, different shades of eye shadows, blushes, etc. These additives are mentioned in the product listing according to their CL numbers or FDA names according to the INCLI rule.

The reason behind the rejection of the products due to color additives is that the FDA pays more attention to the color additives mentioned. If any color is used that is not approved by the FDA, the product will be rejected. All color additives must be on the FDA's approved list for the specific intended use.

There are some colors that are specially approved by the FDA batch by batch and cannot be self-certified.

Some colors are restricted to apply on certain areas, such as eyes and lips, and are allowed for external use only. US buyers care about color additives compliance as it can cause them greater risks and financial loss.

What US Wholesale Buyers Require From You Before Placing an Order

As international makeup sellers, if you need to close the deal faster, here are some US cosmetic import rules that US buyers follow when working with an international supplier. Many US buyers will ask for these documents before they import makeup into US regulations.

•       COA (Certificate of Analysis) for each batch

•       Safety Data Sheet (SDS) for each product

•       Proof of FDA facility registration (post-MoCRA)

•       Ingredient INCI list (full formulation on request)

•       Third-party lab testing results (microbial, heavy metals, stability)

•       Signed compliance declaration confirming product is not adulterated or misbranded.

Import Process — What Happens When Your Makeup Arrives at US Customs

When your makeup shipment arrives in the US, it first goes through Customs. The entry filing must be submitted within 5 business days as per US regulations. Cosmetics are usually classified under HS code 3307 with duties of around 4.9%–5.8%.

While this is happening, the FDA reviews the shipment details to check if the product meets compliance requirements at the same time. If the product, ingredients, or manufacturer are on the FDA’s import alert list, the shipment can be automatically detained. To avoid delays, it’s important to submit accurate information and keep all compliance documents ready. International suppliers must work with a licensed customs broker. If your products are made in China, additional Section 301 tariffs may apply on top of normal duties, and since these rates change often, it’s best to check the official USTR website for the latest updates.

How to Find and Approach US Wholesale Buyers on B2B Platforms?

Finding genuine US-based wholesale beauty buyers has been streamlined after B2B platforms. These platforms have eliminated the hassle of finding US-based buyers and distributors one by one. There is no need to connect with them through their personal contact information as they are all gathered on one platform.

For US-based wholesale beauty buyers, using BeauteTrade's buyer directory can be highly fruitful, especially for new international makeup sellers. BeauteTrade can help US-based importers and distributors connect with makeup suppliers from China, Japan, South Korea, Turkey, and India to enter the vast US makeup industry.

BeauteTrade has been designed with many options to ease the buyer search. It allows filters by country and product category to identify active US buyers and approach them for business purposes.

When you use platforms like BeauteTrade, you can initiate a conversation with multiple buyers by using the option to message them personally. Your message must look like someone who is genuinely interested in collaborating with them to enter the US market and is willing to trust them with the process. US buyers expect responses within 24 hours. You can show them your products and certifications, including manufacturing and registration details, to convince them about your product’s credibility.

Conclusion

Entering the US cosmetics market is not as complicated as it seems, but it does require careful attention to rules. You don’t need FDA approval, but you do need to follow proper labeling, use approved ingredients, and stay compliant with MoCRA requirements. Most problems happen because of small mistakes like incorrect labels or unapproved color additives. US buyers are not just looking for good products; they want suppliers who understand regulations and reduce their risk. If you prepare your documents, follow the guidelines, and stay transparent, you can build trust and successfully start selling to US wholesale buyers.