TruLife DistributionU.S. Retail Commercialization

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Beauty & skincare.

Natural and clean formulations into natural grocery, specialty beauty and e-commerce — under a regulatory regime that changed materially and recently.

What's different here

Four things that decide a launch in this category.

01

The rules changed

The Modernization of Cosmetics Regulation Act introduced facility registration, product listing, a responsible person, safety substantiation and adverse event reporting. Brands working from pre-2023 guidance are working from the wrong map.

02

Safety substantiation is now explicit

Records supporting product safety are expected to exist. A long clean record in another market is not a substantiation file.

03

Claims sit close to the drug line

Anti-ageing, repair and treatment language moves quickly from cosmetic into drug territory, and enforcement does not stop at the package.

04

Presentation is scrutinised

Beauty buyers evaluate the physical unit — finish, closure, secondary packaging — in a way supplement buyers generally do not.

Start here

Guides for this category.

How we help

What an engagement covers in this category.

U.S. Market Assessment

Find out what America would actually take.

Send us your product and your numbers. We come back with a written assessment of what entering U.S. retail would require and what it would realistically return.

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