K-Beauty in the U.S.: The New Regulatory Rules Every Brand Must Know
- Provision Consulting Group
- Sep 5
- 2 min read
Updated: Sep 24
When choosing cosmetics, consumers no longer look only at shade, texture, or brand name.
Today’s shoppers carefully examine every ingredient and even the packaging before deciding which brand to trust.
As a result, K-beauty regulations in the U.S. are becoming stricter, focusing more and more on three pillars: transparency, sustainability, and safety.
Let’s explore the three trends that are expected to shape the next wave of cosmetics regulations.
Transparency Is No Longer Optional
Consumers want more than just an ingredient list. They want to know:
Where did the raw materials come from?
How was the product made?
What values does the brand stand for?
Just as food labels now emphasize Non-GMO, Vegan, and Clean Label, the beauty industry is moving toward the same level of honest disclosure and transparency.
Only Sustainable Brands Will Survive
What happens to the jar, the plastic cap, or the packaging once the product is used up?
Regulators are no longer looking only at whether a product is safe for the skin—they also want to know what impact it leaves on the environment.
Moving forward, key questions will include:
Is the packaging recyclable?
Does the production process reduce environmental impact?
Are “eco-friendly” claims backed up by real evidence?
Simply projecting a “green” image will no longer be enough.Authentic ESG practices are becoming a requirement.
Safety Data: Better Sooner Than Later
Any ingredient under controversy—or lacking sufficient safety data—can quickly become a regulatory target.
Brands must secure comprehensive safety data for their formulations and consider how products are actually used by consumers.
For example, with sunscreens, it’s not just about whether they work. Regulators will ask:
Are they safe for long-term use?
Are they suitable for children?
Thorough safety validation is no longer optional—it’s essential.
The future of cosmetics regulations can be summed up in three words: transparency, sustainability, and safety.
Consumers want more information, they prefer brands that care for the planet, and they expect reassurance when it comes to product safety.
This means that beyond being simply a “good product”, the brands that will thrive are those that are honest, sustainable, and safe.
Provision Consulting Group has spent the past decade helping Korean and global brands successfully establish themselves in the U.S. market by providing regulatory support and market strategies.
As new waves of change approach, we remain committed to being a trusted guide for both brands and consumers.
If you have any questions or would like support, please feel free to contact us.
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