THE ULTIMATE NEW PRODUCT DEVELOPMENT (npd) PLAYBOOK

31 Aug

Introduction

Launching a cosmetic product in the UK is both an exciting and complex endeavour. With the UK cosmetics and personal care industry valued at approximately £10 billion annually and the explosion of TikTok shop over the past few years the opportunity is huge. Yet the path to market is heavily regulated, and brands must navigate compliance, supplier negotiations, logistics, and more to succeed.

This playbook is your comprehensive step-by-step guide. It covers everything: from ideation, supplier selection, product testing and compliance, to logistics, marketing, and post-launch growth. It’s built for entrepreneurs, startups, and established companies looking to break into or scale within the UK cosmetics market.

This playbook will be a living document. We’re going to keep adding new features and content from time to time.

Overview of the UK Cosmetics Market

The UK is one of Europe’s largest beauty markets, with consumers spending billions annually on skincare, makeup, haircare, and fragrance. The beauty sector thrives on innovation, consumer trust, and regulatory compliance.

Market Snapshot

Size: £10 billion (2024)
Consumer spend: £482 per year on average
Top growth segments: Skincare (+36%), natural cosmetics (+23%), men’s grooming (+18%)
Trends: sustainability, inclusivity, personalised beauty, dermatologist-backed claims

legal overview

Cosmetic products in Great Britain (GB = England, Scotland, Wales) must comply with UK Cosmetics Regulation (SI 2009/1223 as amended by EU Exit Regulations). The situation becomes more complicated when brands want to sell products in Northern Ireland, as this falls under EU jurisdiction for product law due to BREXIT.

All cosmetic products must be represented by a ‘Responsible Person’ or ‘RP’. This is the legal representative of the product, and the party that accepts the obligations to ensure that the product is safe and compliant. The RP can be a natural or a legal person, meaning a human or a business.

If you (i.e the brand) instruct a UK-based manufacturer to produce a product on your behalf, then you’re known as the ‘legal manufacturer’ and you’re automatically assumed to be the RP.

Failure to comply with the obligations can result in enforcement action, fines, and recalls. If you’re not sure how to fuilfill the obligations, or what they are, then you can outsource the role of the RP to a third-party such as COSMESURE®.

Step 1: Market Research & Business Planning

Why Market Research Matters

The UK market is very competitive. Without differentiation, even well-formulated products can fail. Thorough market research and planning can help increase your chance of success.

How to Conduct Market Research

Consumer insights: Gathering robust consumer insights is a foundational step in conducting market research, particularly in the beauty and skincare sector. Utilise reputable market intelligence platforms such as Mintel, Euromonitor, and Statista to access comprehensive industry reports. These resources provide in-depth data on consumer demographics, purchasing habits, market size, growth forecasts, and key trends. Understanding the motivations, preferences, and pain points of your target audience will help you tailor products and marketing strategies to meet real consumer needs and maximise your competitive advantage.
Competitor benchmarking: Analysing the competitive landscape is essential for identifying your market position and areas for differentiation. Study established high-street retailers like Boots and Superdrug, online specialists such as Cult Beauty, as well as smaller, independent direct-to-consumer (D2C) brands. Assess their product ranges, pricing strategies, marketing campaigns, customer reviews, and social media presence. By benchmarking your business against both mainstream and niche competitors, you can pinpoint best practices, discover market gaps, and avoid common pitfalls.
Trend analysis: Staying ahead of industry trends allows your business to remain relevant and appealing to modern consumers. Monitor the rise of “skinfluencers” on platforms like TikTok, who drive viral product recommendations and influence purchasing behaviour, especially among younger audiences. Investigate emerging themes such as sustainability and eco-consciousness, including demand for refillable packaging and environmentally-friendly formulations. Understanding these trends enables you to innovate proactively and communicate values that resonate with today’s consumers.
Human data: In addition to quantitative research, qualitative insights gained from direct human interaction can be invaluable. Engage with friends, family, colleagues, and broader community groups to gather anecdotal feedback on what products people are currently using, what they wish existed, and what unmet needs they experience. These conversations can reveal nuanced consumer attitudes, preferences, and pain points that aren’t always captured in large-scale reports, helping you refine your product concept and positioning.

Build Your Product Brief

Your brief should include as a minimum:

Specify the exact standards your cosmetic product must meet. For example, if you require a vegan formulation, ensure that no animal-derived ingredients or by-products are used, and that suppliers can provide certification or statements to this effect. If you favour “natural” formulations, clarify whether this means a certain percentage of naturally derived ingredients (e.g., 95% plant-based) and whether you’ll exclude particular chemicals (such as parabens, silicones, or sulphates). For a fragrance-free option, confirm with the lab that no synthetic or natural fragrances will be included, catering to consumers with sensitive skin or allergies. Some briefs may request further claims such as “dermatologically tested”, “cruelty-free”, “organic”, or “hypoallergenic”.
Define the intended retail price range for the product (e.g., £15–£20 for a 50ml moisturiser) and the minimum acceptable profit margin. Consider where the product will be sold (e.g., Boots, Superdrug, or your own D2C channel), as this influences both price expectations and margin structures. For example, a premium serum might target a margin of 60%, whereas a mass-market cleanser might accept a slightly lower margin to remain price competitive. Clearly communicating price and margin targets helps the formulator select suitable ingredients and packaging that fit your business model.
Describe the visual and functional aspects of packaging. For instance, should the packaging be minimalist, luxurious, or playful? Specify colours, finishes, and any unique shapes or features. Outline sustainability ambitions: do you require recyclable materials, refillable formats, or packaging made from post-consumer recycled (PCR) plastic? For example, you might request an airless pump bottle made from 50% recycled plastic, with a cardboard outer box certified by the Forest Stewardship Council (FSC). Clearly stating these goals ensures your product aligns with both brand values and consumer expectations for eco-consciousness.
Set the expected shelf-life (e.g., 30 months unopened, 6 months after opening), which impacts preservative system selection and packaging choices. For natural or preservative-free products, shorter shelf-lives may be necessary. Define the minimum shelf-life required for retail partners and regulatory compliance, and consider the impact of factors such as light, temperature, and humidity on product stability.
List the performance or sensory claims you intend to make, such as “intensely hydrating for dry skin”, “reduces redness within two weeks”, or “visibly brightens complexion”. Each claim should be specific and, where possible, supported by evidence such as consumer trials, clinical studies, or instrumental testing. For example, if you want to claim “anti-redness”, you may need to conduct a study with participants who have sensitive or redness-prone skin and measure the reduction in redness over a defined period. Be mindful of the regulatory requirements for substantiating each claim.
Define your target audience with as much detail as possible. This could include age group (e.g., women aged 20–35), skin type (e.g., sensitive, acne-prone, mature), lifestyle (e.g., busy professionals, eco-conscious students), and specific needs or aspirations (e.g., “seeks minimalist routine”, “wants visible results in two weeks”). Consider psychographics, such as values, shopping habits, and brand affinities, to create a vivid picture of your ideal consumer. This “consumer DNA” helps guide every aspect of development, from formulation to packaging and marketing.

Market Stats

61% of UK consumers prefer sustainable brands
74% read ingredients before buying
44% purchase products based on influencer recommendations

Step 2: Finding & Vetting Cosmetic Manufacturers

White label Manufacturing

Definition:
White-label cosmetics are pre-formulated, pre-tested products that a manufacturer produces in bulk and sells to multiple brands. Brands simply add their logo, packaging, and marketing, and then sell under their own name.

Background & Context:

This model emerged from the demand for rapid product launches, particularly in the digital commerce and subscription box space.
Many Amazon FBA sellers and small D2C startups rely on white-label products to test markets at low risk.
Products are often generic but cover fast-moving categories like sheet masks, cleansers, body butters, and serums.

Benefits:

Fastest route to market – as little as 3–6 months from supplier negotiation to launch.
Lower upfront costs – since R&D and testing are already completed.
Compliance handled – many white-label suppliers provide pre-prepared PIFs and CPSRs.

Opportunities:

Excellent for trend-driven launches (e.g., CBD, DPRN, exosomes etc) where speed is crucial.
Suitable for market testing before investing in custom formulations.
Can be paired with innovative branding, packaging, and storytelling to stand out despite similar formulas.

Disadvantages:

Limited uniqueness – competitors will be selling the same base formula.
Lower margins – commoditisation often leads to price wars, especially on platforms like Amazon.
Little control over formulation – changes are minimal or not allowed.
No IP ownership – you don’t own the formula, so long-term defensibility is limited.

Private label Manufacturing

Definition:
Private-label cosmetics involve customised branding applied to standard formulations. The manufacturer offers a library of formulas that can be tailored slightly (fragrance, colour, packaging) but are not fully bespoke.

Background & Context:

Popular with indie brands that want more differentiation than white-label, but without the cost and time of contract manufacturing.
Widely used by retailers (e.g., Boots, Superdrug, Sephora Collection) and boutique brands alike.
Often used as a stepping stone for brands that start with white-label but want greater ownership and brand identity.

Benefits:

Moderate speed to market – usually 6–12 months, as stability and safety testing are often required for custom variations.
Greater brand differentiation – you can adapt fragrance, packaging, and certain formula tweaks.
Better margins than white-label – less direct competition on identical products.
Balanced cost – cheaper than full contract manufacturing but more unique than white-label.
IP ownership - with this route you’ll either have the opportunity to purchase the IP to the formulas that are developed on your behalf, or it will vest in your business at a specific timepoint in the process.

Opportunities:

Allows you to build brand credibility by offering semi-exclusive products that are harder to find elsewhere.
Supports premium positioning with tailored packaging and claims.
Creates the potential to scale into retail (many retailers expect at least private-label level uniqueness).
Good way to build proof of concept before investing in fully bespoke contract manufacturing.

Disadvantages:

Still not fully unique – other brands may use similar or slightly modified base formulas.
Moderate costs – higher than white-label due to customisation and testing.
Longer lead times – customisation requires additional stability and microbiological testing.

Vetting Checklist

GMP certification (ISO 22716)
Testing capabilities: stability, challenge, microbiological
MOQ flexibility
Recall policies
Liability and indemnity
IP ownership agreement (who owns formula rights)
Packaging and filling

Where to Find Suppliers

Trade shows
Industry directories
Referrals from regulatory consultants
Search engines
Generative AI

standards & testing

All cosmetic products sold to consumers in the UK and EU must be manufactured under Good Manufacturing Practices (GMP) for cosmetics. The internationally accepted standard is ISO 22716. Your supplier should be able to readily demonstrate compliance against this standard.

Obtain batch release certificate with CoA and microbial test results
Maintain traceability records and retained samples

Pro Tips: Demand a written recall procedure from your manufacturer. Always carry out a site visit, if not a full audit of your suppliers.

Step 3: Product Sampling, Testing & Approval

Sampling

Before placing a production order, it’s essential to procure and thoroughly evaluate product samples. This stage is not just a formality; it’s your opportunity to determine whether the formulation and packaging meet your expectations in terms of quality, performance, and overall brand fit. Sampling allows you to assess important aspects such as texture, fragrance, skin feel, absorption, packaging functionality, and visual presentation.

Suppliers approach sampling differently. Some may provide a limited number of samples free of charge as part of their business development process, while others will charge a fee to cover production and shipping costs. It’s wise to budget for sampling in advance, as reviewing and revising multiple iterations is often necessary before finalising a product for market.

In the case of private-label suppliers, product samples are a standard part of the development process. Depending on the supplier, this may begin with a paper-based exercise, where you review technical documentation, ingredient lists, and specifications, before physical samples are produced. This helps streamline the process, ensuring that both parties are aligned on formulation choices, packaging options, and compliance considerations before moving into the more resource-intensive stage of manufacturing test batches.

Ultimately, investing time in careful sample review will save you from costly mistakes later. Products that look appealing in a catalogue or on a website can perform very differently in real life. Samples give you the confidence to move forward knowing that your product reflects your brand values and will meet customer expectations once it reaches the shelves.

Microbiological Testing

Cosmetics are often stored in bathrooms, gyms, warm & humid environments that encourage microbial growth.

Inadequate preservation or contamination during production can lead to skin infections, eye irritations, or product spoilage.
Even if a product is initially free from contamination, consumers introduce microbes each time they dip fingers, brushes, or applicators into jars and bottles.
Without an effective preservative system, microorganisms can multiply, leading to unsafe products.

Microbiological testing determines whether a cosmetic product is free from harmful microorganisms such as bacteria, yeast, and mould, which can compromise product safety and consumer health. As a rule of thumb, for products containing more than 15% of water a Challenge Test sometimes known as a Preservative Efficacy Test is required to prove that the preservative system is effective at killing a range of bacteria, yeasts and moulds.

Adds cost and time to product development.
If contamination is detected, it may delay launch or require reformulation.
Expect to pay around £250 per sample tested.

Stability & Compatibility Testing

Laboratory testing that evaluates how a cosmetic product holds up over time under various environmental conditions (temperature, light, humidity) and whether it remains compatible with its packaging.

Cosmetics are shipped worldwide, stored in warehouses, and often endure fluctuating conditions.
Unstable products may separate, discolour, lose fragrance, or degrade in efficacy.
Compatibility with packaging is equally important: some formulations may leach chemicals from containers, or packaging may warp, crack, or fail under stress.

Stability and compatibility testing is mandatory. All cosmetic products must be labelled with a shelf life. There are two ways of doing this, depending on the quality of the stability data. Without stability data, an accurate shelf-life cannot be applied to the product packaging.

Can extend product development timelines (3–12 months, depending on protocol).
Adds laboratory costs (£200–£1000+ depending on scope of testing).
Negative results may force reformulation or packaging changes late in development.

Optional but Valuable Tests

Dermatological testing: clinical testing under dermatologist supervision to ensure products are safe and well tolerated, supporting claims like “dermatologically tested” or “suitable for sensitive skin” and building consumer trust (e.g., patch tests for moisturisers or sunscreens).
Consumer perception studies (for marketing claims): real-world trials with target users to gather feedback on sensory experience and perceived benefits, enabling evidence-based marketing claims such as “softens hair” or “absorbs quickly” while remaining compliant with advertising regulations.

The cost of these tests varies significantly, expect to pay anywhere from £1000 per study. An average study would cost around £3000.

Step 4: Compliance

The formula

The formula that you use must comply with all applicable regulations. Some chemicals are fully prohibited, others restricted and only permitted under certain conditions of use etc.

For example, cosmetic products must not contain more than 1% of the preservative phenoxyethanol.

Product Information File (PIF)

A Product Information File, also known as a PIF, is a dossier of technical and regulatory information for both the raw materials and packaging used in the product and the finished product as a whole.
A key component is the Cosmetic Product Safety Report, known as a CPSR. This is a highly regulated document that must be approved by a qualified toxicologist/safety assessor. It evaluates the toxicological profile, ingredient safety, exposure, margin of safety and more.

NOTIFICATION

Every product must be notified on the OPSS Submit Cosmetic Products Notification portal before sale.
For EU/NI markets, notification via the CPNP portal is required. To do this an EU-based RP must be appointed and included on the packaging.

Step 5: Packaging, Labelling & Barcodes

Legal Labelling Requirements

Be aware and take into account that there are strict rules that control many aspects of your packaging, from font sizes and the size of certain symbols the order of the ingredients list.

Barcode & Retail Readiness

Obtain GS1 UK barcodes for retail and Amazon listings.
Some retailers may also require tamper seals.

RECYCLING

Think about the waste stream your product will enter once it reaches the end of its life.
The UK had planned to introduce a mandatory recycling scheme requiring all cosmetic products to display specific recycling symbols on their packaging, but this was postponed. Some EU member states have introduced their own recycling logo requirements too.

FILL TESTING

Before moving into production, it’s important to check how much of your product your chosen packaging can realistically hold. Different packaging designs can sometimes give the impression of greater capacity than they actually provide, which may result in underfilling or overfilling. Taking the time to verify this in advance helps you avoid costly production delays, compliance issues with declared volumes, and unnecessary waste.

Step 6: Warehousing, Distribution & Fulfilment

When it comes to getting cosmetic products into customers’ hands, brands have several fulfilment pathways to choose from. Each option comes with its own benefits and limitations, and the right choice often depends on the stage of business growth, order volumes, and the customer experience a brand wants to deliver.

In-house fulfilment

Managing fulfilment internally is often the first step for early-stage cosmetic brands. This approach allows maximum control over packaging, personal touches (like handwritten notes or branded tissue paper, including special treats or samples), and tight oversight of stock levels. However, it can quickly become time-consuming as order volumes grow, pulling founders away from higher-value activities such as marketing and product development.

Third-party logistics (3PL) providers

For scaling brands, outsourcing fulfilment to a 3PL can offer significant efficiencies beyond saving time. These providers take on warehousing, order picking, packing, shipping, and even returns management. Many integrate directly with e-commerce platforms such as Shopify and WooCommerce, allowing for real-time stock visibility and order tracking. The trade-off is less direct control over how parcels are packed and shipped, so choosing a 3PL that aligns with your brand standards is crucial. Carry out a site visit to ensure that you’re confident your supplier will treat your products with care.

Marketplace fulfilment

Platforms like Amazon FBA (Fulfilment by Amazon) offer a powerful option for brands that want speed and reach. By storing stock in Amazon’s warehouses, products become eligible for services like Prime delivery, which can significantly influence customer purchase decisions. However, FBA comes with strict packaging and labelling requirements, and brands may lose some ability to differentiate the customer experience once their products are in Amazon’s system. Additionally, Amazon doesn’t currently implement First In First Out (FIFO), which means that it can be difficult to track stock.

When selecting a fulfilment model, cosmetic brands must also weigh operational and compliance factors:

Temperature-sensitive storage: Many natural or preservative-light formulas can degrade if exposed to heat. Warehouses must have appropriate climate controls to ensure product stability and safety.
FIFO inventory management: A “first in, first out” approach reduces waste and ensures that products with limited shelf life are sold and shipped before newer batches. This is especially important for skincare and sun care products with expiry dates.
Adverse event reporting: Cosmetic regulations require that any complaints related to product safety (such as skin reactions) are logged and reported. It’s essential to agree with fulfilment partners on how these will be escalated quickly and accurately.

Consumer behaviour strongly influences fulfilment strategy. Research shows that 67% of UK consumers say fast shipping affects their purchasing decisions. This means fulfilment isn’t just a back-end process, it’s a key part of brand competitiveness. A slower or unreliable delivery experience can lead to basket abandonment, negative reviews, and loss of repeat business.

Step 7: Website Design & Development for Cosmetic brands

Platform Options

Shopify (popular with beauty D2C brands)
WooCommerce (flexibility + WordPress ecosystem)
BigCommerce (scalable enterprise-level)

Best Practices

Device: Optimise for all devices.
SEO: Optimise for SEO so that your target consumer can find your product(s).
Date: Ensure GDPR compliance, maintain a privacy policy and cookie banner.
Security: Ensure you have a secure checkout with SSL and PCI DSS compliance.
Legals: Check that you have appropriate policies including returns, delivery policy, terms and conditions, terms of sale etc.

Step 8: Marketing, Advertising & Influencer Partnerships

Marketing Channels

For cosmetic brands, choosing the right marketing channels is key to building visibility, trust, and ultimately sales. Each channel has unique strengths and can be used to reach consumers at different points in their decision-making journey.

Content Marketing: Educational content plays a critical role in building credibility in the cosmetics space. Skincare blogs, ingredient explainers, and “how-to” guides not only help consumers make informed decisions but also position the brand as a trusted authority. This is particularly important given that beauty buyers often research before purchasing, especially when it comes to claims around skin benefits or active ingredients. Well-crafted content can also improve SEO, driving organic traffic and reducing reliance on paid ads.

Paid Advertising: Digital advertising enables brands to target specific audiences with precision. Google Shopping ads capture consumers actively searching for products, while TikTok and Instagram Reels allow for highly visual, engaging campaigns that tap into trends and social proof. Short-form video, in particular, has become one of the fastest ways to showcase product benefits and connect with younger demographics. However, the competitive nature of ad platforms means that creative testing and careful budgeting are essential to achieve a strong return on ad spend.

Email Automation: Email remains one of the most cost-effective marketing tools, especially when automated. Campaigns such as abandoned cart reminders can recover lost sales, while post-purchase flows can educate customers on how to use products effectively - reducing returns and improving satisfaction. Loyalty campaigns and personalised product recommendations help foster repeat purchases, which is crucial in a sector where lifetime customer value can far outweigh the cost of first acquisition.

Influencer Collaborations

Influencer marketing continues to be a powerful growth driver for cosmetic brands, bridging the gap between peer recommendations and advertising. When executed well, these partnerships can deliver both brand awareness and direct sales impact.

Transparency and Compliance: In the UK, influencer collaborations must follow strict advertising rules. Posts promoting products need to clearly disclose the commercial relationship using tags like #ad or labels such as “Paid Partnership.” Importantly, the Advertising Standards Authority (ASA) holds both the brand and the influencer jointly responsible for ensuring content is compliant. This includes avoiding misleading claims or implying results that cannot be substantiated.

Choosing the Right Influencers: Not every influencer is the right fit. Brands should prioritise partnerships with creators whose audience aligns with their target demographic - whether that’s skincare enthusiasts, sustainable beauty advocates, or luxury buyers. Engagement rates, authenticity, and the influencer’s reputation are often more important than follower count.

The Impact of Influencers: Influencer recommendations carry weight in consumer decision-making. In fact, 44% of UK consumers have purchased a beauty product based on influencer content. This highlights not only the opportunity but also the responsibility that comes with these collaborations: authenticity and compliance must go hand in hand.

Step 9: Post-Launch Monitoring

Cosmetovigilance

Cosmetovigilance refers to the ongoing monitoring and evaluation of the safety of cosmetic products once they are available on the market. While safety assessments are carried out before launch, real-world use can sometimes reveal issues that were not evident during testing. A structured cosmetovigilance process ensures compliance with regulations, protects consumer safety, and builds long-term trust in a brand.

An Undesirable Effect (UE) is any negative health response that a consumer experiences after using a cosmetic product. These can range from mild skin irritation, redness, or itching to more specific allergic reactions. All UEs, no matter how small, should be recorded systematically by the Responsible Person (RP), whether the RP is a third party or not. Proper documentation creates a clear record of product performance in the market and helps identify trends, such as recurring complaints with a specific batch or ingredient.

A Serious Undesirable Effect (SUE) is defined under UK Cosmetic Regulation as an undesirable effect that results in temporary or permanent functional incapacity, disability, hospitalisation, or poses a serious risk to health. When a SUE is identified, it must be reported to the Office for Product Safety and Standards (OPSS) within the specified timeframe by the RP. Rapid reporting not only ensures regulatory compliance but also helps the authorities take timely action if wider risks are suspected - for example, if a contaminated ingredient batch has entered the supply chain.

Advanced Strategies for Scaling a Cosmetic Brand

Building Retail Relationships

Securing retail partnerships remains one of the most important milestones for a cosmetic brand. Getting products on shelves—whether in boutique stores, pharmacy chains, or large beauty retailers—significantly boosts visibility and consumer trust. However, retailers expect brands to meet certain standards before stocking their products.

Evidence of Compliance, Insurance, and Barcodes:
Retailers need reassurance that products are safe, compliant, and legally marketable. Brands must provide confirmations that products are safe and compliant and sometimes proof of Responsible Person (RP) representation, and product liability insurance more. Barcodes (EAN/UPC) are also essential for inventory and checkout systems, so obtaining GS1-approved codes is a standard requirement.
Line Sheets, Sales Forecasts, and Marketing Budgets:
Professional presentation matters. A line sheet (a document showcasing your product range, prices, minimum order quantities, and wholesale terms) helps buyers evaluate your brand at a glance. Retailers also look for sales forecasts and evidence of marketing investment, as they want reassurance that your brand will drive consumer demand. In essence, they are not just buying a product - they’re investing shelf space, and they expect brands to contribute to sell-through.

Funding & Investment

Scaling a cosmetics brand requires capital for production runs, marketing, and expanding into retail. While many startups begin with bootstrapping (self-funding through savings or reinvested revenue), external funding is becoming more accessible.

Angel Investors and Venture Capital (VC)
Investors are increasingly drawn to the beauty sector, particularly brands with strong sustainability narratives or innovative formulations. The clean and green beauty segments are especially attractive as consumer demand continues to rise.
Crowdfunding
Platforms such as Kickstarter, Indiegogo, and Seedrs allow brands to raise capital directly from their future customers. For cosmetics startups, crowdfunding is not only a funding tool but also a way to validate demand, build a loyal community, and generate pre-launch buzz. Success stories often combine compelling storytelling with strong visuals and a clear sustainability or innovation angle.

Investors

Investors are cautious about regulatory risk. In our experience, they’ll fully vet the ‘data room’ searching for a history of non-compliances or potential non-compliances. A single compliance failure can lead to recalls, fines, or reputational damage. Brands that are at risk of non-compliances are inherently more risky investments. To secure funding, brands must prepare an investor deck that includes not only market opportunity and financial projections but also clear evidence of and understanding of the applicable regulators and regulatory risk. This helps demonstrate that the brand can scale responsibly without legal or reputational setbacks.

Final Thoughts

Launching a cosmetic brand in the UK or EU is exciting, but the process to bring a product to market can be tough for those that are new to the industry. Luckily, we’re well connected in the industry and can recommend trusted labs, copywriters, artworkers, testing houses, suppliers, CMOs, warehouses and more.

Consider appointing a Responsible Person - this isn’t just a tick box exercise, a good RP will have a wealth of knowledge and experience that you can learn from. Don’t settle for the cheapest option. Invest in a Responsible Person who brings real scientific knowledge to the table. It’s the smartest move you can make for your brand’s success in the UK and EU markets. Whether you’re launching your first product or expanding into new markets, having expert compliance support is key.

Jordon Sandland