Beauty and personal care: selling to European buyers
Cosmetics are one of the most regulated consumer categories in the EU. No cosmetic product can be sold without a responsible person in the EU, a safety assessment and a notification in the CPNP portal. We find drugstore buyers, private-label brands, salons and online sellers for your range, and we show you exactly what must be ready before the first shipment.
How European buyers buy beauty and personal care
The beauty market in Europe has three main routes for a Chinese factory. The first is private label and contract manufacturing: European brands, start-ups and retail chains order their own formulas or packaging and sell under their own name. The second is distribution of finished products through importers who supply drugstores, perfumeries, pharmacies and salons. The third is accessories and devices — brushes, sponges, hair tools, nail products, electric beauty devices — which are sold by wholesalers and marketplaces and follow different rules from cosmetics.
For cosmetics, the key question is who will be the responsible person in the EU. That company holds the product information file (PIF), notifies each product in the CPNP before sale and answers to authorities. Many European buyers want the factory to arrange this; others, especially brands, do it themselves and only need complete data from you: full formula, raw material specifications, stability and preservative tests and microbiological results.
Buying decisions follow the trade calendar. Cosmopack and Cosmoprof in Bologna in spring are the main meeting point for contract manufacturers and packaging; chains plan seasonal ranges — summer sun care, Christmas gift sets — six to twelve months ahead. Gift sets for Christmas are usually fixed by early summer.
A Chinese supplier fails in Europe when ingredients are banned or restricted in the EU, when labels list ingredients without INCI names or without the local language, or when the factory cannot provide the documents a safety assessor needs. It succeeds when its formulas are designed for EU limits from the start, its documentation is complete and it can deliver small first batches for testing.
Who buys beauty and personal care in Europe
Each buyer type has its own MOQ, packaging and document expectations. We qualify them before we introduce them to you.
Private-label brands
Order their own formulas or adapt yours under their name.
- Full formula and raw material data for the PIF
- Small first batch, then scale
- Confidentiality and exclusivity of the formula
Drugstore and retail chains
Own-brand and seasonal ranges.
- Factory audit, GMP for cosmetics (ISO 22716)
- Packaging in several languages
- Strict delivery dates
Importers and distributors
Supply pharmacies, perfumeries and independent shops.
- EU responsible person arranged
- CPNP notification before sale
- Marketing support and samples
Salons and professional suppliers
Hair, nail and skin products for professional use.
- Large professional packs
- Training materials
- Stable quality for years
Accessory and device wholesalers
Brushes, tools, hair dryers, electric devices.
- CE for electrical devices
- Retail packaging and EAN
- Mixed cartons
Online sellers and marketplaces
Allegro, Amazon Europe and local beauty e-shops.
- Responsible person on label and listing
- INCI list and warnings in local languages
- Small, frequent orders from EU stock
EU rules for beauty and personal care
The Cosmetics Regulation applies to every product applied to skin, hair, nails, lips, teeth or oral cavity for cleaning, perfuming, protecting or changing appearance.
| Rule | What it means for you | What we do |
|---|---|---|
| Cosmetics Regulation (EC) 1223/2009 | Lists of banned and restricted substances, allowed colourants, preservatives and UV filters; good manufacturing practice. | We check your formulas against the annexes before buyers see them. |
| EU responsible person | A legal or natural person in the EU must be designated for each product. The name and address appear on the label. | We tell you which buyers will act as responsible person and where you need your own. |
| Product information file and safety assessment | A PIF with a cosmetic product safety report signed by a qualified safety assessor must be kept in the EU. | We list the documents a safety assessor needs and check what is missing in yours. |
| CPNP notification | Each product is notified in the EU Cosmetic Products Notification Portal before it is placed on the market. | We make sure the responsible person has all data needed for the notification. |
| Labelling | INCI ingredient list, nominal content, date of minimum durability or period after opening, batch, function and warnings — in the language required by each country. | We prepare label texts in the languages of your markets and check claims. |
| Microplastics restriction (EU) 2023/2055 | Intentionally added microplastics, including plastic glitter, are restricted, with transition periods for rinse-off and leave-on products. | We check glitter and polymer ingredients and recommend alternatives. |
| Electrical devices and GPSR | Hair dryers, epilators and similar devices are not cosmetics: they follow LVD, EMC, RoHS, WEEE and GPSR. | We check CE files for devices and arrange EPR through verified partners. |
This table explains the requirements. Safety assessment is done by a qualified assessor; final responsibility lies with the responsible person.
What we do for a beauty or personal care factory
- Check formulas and ingredients against EU annexes before buyer contact
- List the documents your products need for the PIF and safety assessment
- Separate cosmetics, accessories and electrical devices — each has its own rules
- Prepare INCI lists and label texts in Polish, German and English
- Contact private-label brands, drugstore buyers, importers and salon suppliers
- Arrange samples and small trial batches for buyers
- Help organise an EU responsible person and CPNP notifications through verified partners
- Report every contact, sample and offer in a monthly CRM report
Best markets to start with beauty and personal care
Poland has a strong private-label and contract cosmetics sector; Germany and Italy have large drugstore and salon channels.
Poland
Our home market: logistics hub of Central Europe, Allegro. Start now
Germany
The largest EU market; demanding buyers, strict rules. Start now
Czech Republic
Industrial buyers and close links with Germany. Start now
Italy
Strong distributors and regional wholesalers. Next
Romania
Fast-growing; eMAG is the leading marketplace. Next
Frequently asked questions
What do cosmetics need to be sold in the EU?
Each cosmetic product needs a responsible person in the EU, a product information file with a safety report by a qualified assessor, and a notification in the CPNP before sale. The formula must comply with the annexes of Regulation (EC) 1223/2009, and the label must be in the local language. There is no CE mark for cosmetics.
Who can be the EU responsible person for cosmetics?
Any company or person established in the EU that accepts the role in writing — often the importer, the brand owner or a specialised service. The responsible person keeps the PIF and answers to authorities. We help you decide whether a buyer or a separate service should take this role.
Is a GPSR responsible person enough for cosmetics?
No. Cosmetics have their own regime under Regulation 1223/2009 with its own responsible person, PIF and CPNP notification. GPSR applies to cosmetic accessories and devices that are not cosmetics, such as brushes or hair dryers.
How do we find cosmetics distributors and private-label clients in Europe?
We search and qualify them for you: private-label brands, drugstore buyers, importers and salon suppliers in Poland, Germany and nearby countries. We check their channels and volumes and introduce only suitable ones. You see every contact in the CRM report.
Can we sell products with glitter?
Plastic glitter is restricted as an intentionally added microplastic, with transition periods: rinse-off products until October 2027 and leave-on products until October 2029. Biodegradable, soluble, natural or mineral glitter is not covered. We check your ingredients and suggest alternatives.
Do electric beauty devices follow the same rules?
No. Devices such as hair dryers, straighteners or facial devices need CE marking under the low voltage, EMC and RoHS directives, WEEE registration and GPSR compliance. We check the technical file for each device.
Ready to sell your beauty products in Europe?
Send us your product list, formulas summary and existing documents. We will tell you what is ready for the EU and what must be done first.
Apply for European sales
Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.
- Reply within 24 hours on working days
- Write in English or Chinese
- No fee until you accept a written proposal
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