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How to Launch Your Cosmetics Brand in Europe: A Complete Guide for Non-EU Manufacturers

Expanding your cosmetics brand into the European market is an exciting opportunity, but it comes with a series of strict regulations that can feel overwhelming for manufacturers unfamiliar with the region. The European cosmetics industry operates under detailed rules to ensure consumer safety, making compliance a non-negotiable aspect of doing business.

At Annel, we specialise in helping brands navigate this complex process, offering services such as Responsible Person representation, safety assessments, testing, registration, and labelling compliance.

This guide provides a step-by-step explanation of what you need to know to successfully launch your cosmetics in Europe.

Navigating Europe’s Complex Regulatory Landscape

The first step to entering the European cosmetics market is understanding its regulatory structure. Europe is not a single unified market for compliance — instead, it comprises several territories with distinct rules.

The European Union (EU), covering 27 countries, follows the EU Cosmetics Regulation (EC) No 1223/2009. This framework outlines requirements for product safety, documentation, labelling, and market notifications. Any product sold in the EU must comply with these standards and must have a designated Responsible Person based in the EU.

The United Kingdom (UK), following Brexit, now operates under a separate framework requiring its own Responsible Person and product registrations through the SCPN portal.

Other regions — Switzerland, Norway, Iceland, Liechtenstein — follow their own variations but maintain high ingredient and safety standards. Knowing these distinctions is essential for ensuring compliance across Europe.

The Role of the Responsible Person

One of the most important requirements for selling cosmetics in Europe is appointing a Responsible Person (RP). This legal entity or individual ensures that your cosmetic products meet all regulatory standards.

The RP oversees:

  • The Cosmetic Product Safety Report (CPSR) — the safety assessment for human health.
  • The Product Information File (PIF) — covering formulation, testing, and packaging.
  • Product notifications through CPNP (EU) or SCPN (UK).
  • Labelling compliance — ensuring all mandatory details are present and accurate.

Labelling mistakes or incomplete documentation can lead to serious delays. Getting this stage right is crucial for a successful market launch.

Ensuring Compliance with Safety Standards

Safety is the foundation of Europe’s cosmetic regulations. Every cosmetic product must undergo microbiological testing, stability testing, and a detailed toxicological evaluation.

The CPSR — a mandatory safety dossier — ensures the product is safe, complies with ingredient restrictions, and meets all legal requirements.

At Annel, we collaborate with certified toxicologists to prepare CPSRs of the highest standard, helping brands enter the market with confidence.

Getting Your Products to Market

Once all assessments and documentation are complete, the final step is product registration. In the EU, this is done through the CPNP, where authorities review product composition and safety. In the UK, registration takes place through the SCPN portal.

With the right support, this process can be straightforward. At Annel, we handle the entire registration workflow to ensure accuracy and full compliance.

Labelling Compliance: The Finishing Touch

Your product labels must include several legally required details, such as:

  • Name and address of the Responsible Person
  • Full INCI ingredient list
  • Net content
  • Usage instructions and applicable warnings
  • A batch number for traceability

Labels must also be translated into the official language(s) of each market. Incorrect labelling can result in fines or product recalls.

How Annel Can Help

Launching your cosmetics in Europe requires expertise, precision, and attention to detail. At Annel, we support non-EU manufacturers by managing:

  • Responsible Person representation
  • Safety assessments and CPSRs
  • Product registrations
  • Labelling compliance

Our mission is to make your entry into the European market smooth and worry-free so you can focus on building your brand.