Entering Indonesia's Cosmetic Market In 2025: A Deep Dive Into BPOM Regulations

Indonesia, Southeast Asia’s largest consumer market, continues to experience rapid expansion in the beauty and personal care sector. With a population exceeding 270 million and increasing demand for premium and halal-certified products, the country presents a lucrative opportunity for global cosmetic brands.

However, market entry is tightly regulated by National Agency of Drug and Food Control (BPOM), requiring companies to navigate detailed compliance pathways.

This guide provides a deep dive into Indonesia’s cosmetic regulatory framework in 2025, helping manufacturers streamline approvals and avoid costly delays.

What are BPOM requirements for cosmetics in Indonesia?
Cosmetics in Indonesia must be notified through BPOM before market entry. Manufacturers must comply with ASEAN Cosmetic Directive standards, provide safety and formulation data, ensure Bahasa Indonesia labeling, maintain a Product Information File (PIF), and meet post-market surveillance requirements.

Regulatory Framework Governing Cosmetics in Indonesia

Indonesia enforces a structured legal framework to ensure product safety, efficacy, and consumer transparency.

Key Regulations

• Law No. 36/2009 on Health 
• Government Regulation No. 72/1998 on Cosmetic Safety and Quality 
• BPOM Regulation No. 18/2024 (Labeling, Promotion, Advertising) 

BPOM emphasizes:

• Ingredient safety and restricted substances 
• Accurate product claims 
• Transparent labeling and traceability 

What Qualifies as a Cosmetic?

Under BPOM, cosmetics are defined as substances applied externally to the body for:

• Cleansing 
• Beautifying 
• Protecting 
• Maintaining hygiene 

Examples Include:

• Skincare (creams, lotions, serums) 
• Color cosmetics (lipsticks, foundations) 
• Hair care (shampoos, dyes) 
• Fragrances and deodorants 
• Oral care (toothpaste, mouthwash) 

Important: Products making therapeutic or medical claims may be classified as drugs and require a different regulatory pathway.

Cosmetic Classification in Indonesia

BPOM classifies cosmetics based on risk level:

Low-Risk Products

• Basic formulations (e.g., moisturizers, lip balms) 
• Minimal regulatory scrutiny 

High-Risk Products

• Contain active or functional ingredients (e.g., sunscreens, whitening agents) 
• Require detailed safety and toxicological data 

This classification directly impacts documentation requirements and review timelines.

ASEAN Cosmetic Directive (ACD) Alignment

Indonesia follows the ASEAN Cosmetic Directive (ACD), harmonizing regulations across Southeast Asia.

Benefits for Manufacturers:

• Standardized ingredient restrictions 
• Simplified regional expansion 
• Unified safety and quality requirements 

BPOM Product Notification Process (Notifkos 3.0)

Before commercialization, all cosmetic products must undergo BPOM notification via the Notifkos system.

Key Requirements

1. Local Responsible Party (LRP)

Foreign companies must appoint a local Indonesian entity responsible for:

• Product registration 
• Regulatory compliance 
• Communication with BPOM 

2. Required Documentation

• Product formulation details 
• Certificate of Free Sale (CFS) 
• Good Manufacturing Practice (GMP) certificate 
• Label artwork (Bahasa Indonesia) 
• Safety assessment data 

3. Notifkos 3.0 (2025 Update)

• Faster submission and approval process 
• Integration with OSS (Online Single Submission) 
• Improved lifecycle management for product updates 

Labeling Compliance (BPOM Regulation No. 18/2024)

Labeling is one of the most critical compliance areas in Indonesia.

Mandatory Label Information:

• Product name and function 
• Full ingredient list (INCI format) 
• Directions for use 
• Batch number and expiry date 
• Manufacturer/importer details 
• BPOM notification number 
• 2D barcode 
• Safety warnings 

Language Requirement:
Labels must be in Bahasa Indonesia. Other languages may be included but cannot replace the primary language.

Halal Certification: A Strategic Advantage

Indonesia has the world’s largest Muslim population, making halal compliance increasingly important.

Key Points:

• Governed by BPJPH and evaluated by LPPOM MUI 
• Certification is becoming a strong market differentiator 
• Mandatory requirements are expanding across sectors 

Products with halal certification gain higher consumer trust and market acceptance.

GMP Compliance & Product Information File (PIF)

ASEAN GMP Requirements

Manufacturers must comply with internationally recognized Good Manufacturing Practices.

Product Information File (PIF)

The PIF must be maintained by the LRP and include:

• Product description 
• Safety assessment 
• Manufacturing details 
• Clinical or performance data 
• Claim substantiation 

Retention Period: Minimum 4 years

Post-Market Surveillance (PMS)

BPOM enforces strict post-market monitoring to ensure ongoing compliance.

Activities Include:

• Product testing 
• Facility inspections 
• Advertising review 
• Complaint handling 

Non-Compliance Consequences:

• Product recalls 
• Notification cancellation 
• Financial penalties 
• Legal action 

Key Challenges for Global Brands

Best Practices for Market Entry

1. Partner with a Reliable Local Responsible Party

Ensures smooth regulatory navigation

2. Align Early with ASEAN & BPOM Standards

Reduces rework and delays

3. Invest in Labeling Accuracy

Avoid costly rejections

4. Maintain Robust Documentation (PIF)

Supports both approval and inspections

5. Monitor Post-Market Compliance

Ensures long-term market presence

Why Compliance Matters

• Expertise: Requires regulatory and formulation knowledge 
• Experience: Based on regional compliance strategies 
• Authoritativeness: Driven by BPOM and ASEAN standards 
• Trustworthiness: Ensures consumer safety and brand credibility 

Quick Facts 

• BPOM notification is mandatory before market entry 
• Labels must be in Bahasa Indonesia 
• Halal certification is increasingly important 
• ASEAN Cosmetic Directive ensures regional alignment 
• PIF must be maintained for at least 4 years 

How Maven Regulatory Solutions Supports Indonesia Market Entry

Our Services

• BPOM product notification support 
• Labeling and compliance review 
• GMP and PIF documentation 
• Halal certification guidance 
• Post-market compliance strategy 

Why Choose Maven

• Deep expertise in ASEAN regulations 
• Strong experience with BPOM submissions 
• End-to-end regulatory support 
• Fast-track market entry strategies 

Expand into Indonesia with Confidence

Planning to enter Indonesia’s booming cosmetics market?

Partner with Maven Regulatory Solutions for seamless BPOM compliance and faster approvals.

1. Accelerate product registration
2. Minimize regulatory risks
3. Build long-term market success

Conclusion

Indonesia offers immense growth potential for cosmetic brands, but regulatory compliance is non-negotiable. With evolving BPOM regulations, digital systems like Notifkos 3.0, and increasing emphasis on halal certification, manufacturers must adopt a proactive and well-structured approach.

By aligning with ASEAN standards, ensuring accurate documentation, and leveraging expert regulatory support, companies can unlock sustainable success in one of Asia’s most dynamic beauty markets.

FAQs 

1. Do cosmetics require approval in Indonesia?
Yes, all cosmetics must be notified to BPOM before sale.

2. What is Notifkos?
It is BPOM’s online system for cosmetic product registration.

3. Is halal certification mandatory?
Not always mandatory yet, but highly recommended and increasingly required.

4. Can foreign companies register directly?
No, a Local Responsible Party is required.

5. What is a Product Information File (PIF)?
A regulatory document containing safety, quality, and efficacy data.

6. How long does approval take?
Typically a few weeks, depending on product category and completeness of documentation.