Exporting UK Beauty Products to the EU: A Real-World Guide for Growing Brands.
The UK beauty and personal care industry is thriving, contributing £13.5 billion directly to GDP in 2023, and supporting a total of £27.2 billion when including the wider supply chain and employee spending (British Beauty Council).
Behind these numbers are hundreds of innovative brands creating skincare, makeup, and personal care products that delight customers at home and abroad.
At Crossborder Logistics, we know the beauty sector well. Whether you’re exporting your latest cruelty-free lipstick to Paris or importing premium ingredients from Milan, we’ve helped beauty brands of all sizes navigate international trade smoothly. Think of this guide as your roadmap: practical, approachable, and grounded in real-world experience.
You’ll find tips that make exporting feel less like paperwork and more like opportunity, because let’s face it – European customers still love British beauty.
From sustainable skincare to clean, innovative makeup, ‘Made in the UK’ is still a mark of quality. The EU remains one of the most exciting and profitable markets for British brands. With the right logistics and compliance strategy, your business can continue to grow and delight customers across the continent.
Before You Read
This guide is for ambitious beauty entrepreneurs ready to take their brand to the next level.
It is detailed, practical, and based on thousands of real shipments. Grab a coffee, bookmark this page, and let’s make exporting simple and exciting again.
Navigating Today’s EU Export Landscape
Exporting beauty products from the UK to the EU is straightforward when you have the right structure and guidance. UK exporters are classed as ‘third-country’ suppliers, which means a few additional steps and checks, but these are entirely manageable with a clear plan.
The key is knowing the rules, setting up your processes, and partnering with experts who understand the beauty sector. When this is in place, exporting becomes a repeatable, reliable part of your growth strategy rather than a hurdle.
With thousands of successful shipments under our belt, Crossborder Logistics has helped brands turn EU trade into a smooth, profitable experience. From paperwork to compliance to customs clearance, we make the journey simple, so you can focus on creating the products your customers love.
To trade successfully, your products must meet full EU cosmetics regulations, including appointing a Responsible Person (RP), maintaining Product Information Files (PIFs), and ensuring your labelling and packaging are fully compliant.
The brands thriving today are the ones that have formalised their processes, built strong partnerships, and stayed proactive about compliance.
The Responsible Person and Why You Need One
Every UK brand selling in the EU must have a Responsible Person based within an EU member state. Think of your RP as your official representative for EU authorities.
Your RP ensures your products meet EU safety standards, your paperwork is complete, and your labels meet all regulatory requirements. If there is ever an issue, EU authorities contact your RP, not you.
At Crossborder Logistics, we can act as your Responsible Person, taking care of these obligations on your behalf. This makes compliance simple, reliable, and stress-free, so you can focus on growing your brand.
Getting Your Products Registered
Before you send a single item, your cosmetics must be registered on the EU Cosmetic Products Notification Portal (CPNP). This legal requirement involves providing details such as:
- Product formulations
- Safety assessments
- Packaging artwork
- Manufacturing details
When we act as your Responsible Person, we manage the registration process for you, ensuring everything is accurate and submitted correctly. While it might seem detailed at first, once it is done, it becomes a smooth, repeatable part of your export workflow. Hundreds of beauty brands have successfully navigated this process with our support.
Label Like a Pro
Labelling is one of the most common reasons beauty shipments get delayed at customs.
Your EU label must include:
- The name and address of your EU Responsible Person
- The batch or lot number
- An ingredients list (INCI format)
- Net content and country of origin (“Made in the UK”)
- Any warnings or instructions for use
Even small errors, such as a missing address or outdated ingredient terminology, can result in rejection at customs, so our team reviews labels before dispatch to help you avoid these issues entirely.
Logistics Without the Stress
Once compliance is sorted, the logistics side should be straightforward if you have the right partner. At Crossborder Logistics, we manage end-to-end export solutions for beauty brands. We handle customs clearance, freight forwarding by air, sea, or road, and even warehousing and inventory if required.
Most beauty clients choose road freight for EU shipments because it is quick and cost-effective. We also arrange air freight for launches or urgent deliveries that need to reach Paris, Berlin, or Milan immediately, and ocean freight wherever it is applicable and can save you money.
Because beauty products often contain alcohols, oils, or active ingredients, precision in Commodity Codes (HS codes) and customs documentation is essential.
Our specialists make sure every declaration is correct before your shipment moves.
Getting VAT and Duties Right
VAT and duties are a crucial part of exporting to the EU.
You will need to consider whether to register for VAT in one or more EU countries, especially if you sell directly to consumers. You can also use the Import One-Stop Shop (IOSS) for B2C shipments under €150 to simplify VAT reporting. We can help with all of this. Think of us as your own export team, where you only use us when you need us! We often refer to this approach as our ‘white glove service’ – in simple terms it means we treat you with the utmost respect. We answer your calls and emails promptly, we guide without being intrusive and we value old school values such as respect and courtesy in everything we do.
Another good option is offering Delivered Duty Paid (DDP) terms, which means you handle duties upfront, creating a smoother buying experience for your customers.
We work with brands to identify the most efficient setup, so compliance stays tight while margins remain healthy.
Avoiding Common Pitfalls
Even experienced exporters can get caught out by:
- Missing or incomplete Product Information Files (PIFs)
- Not appointing a valid EU Responsible Person
- Incorrect or missing labelling
- Using the wrong HS codes on customs forms
- Confusion about returns and reverse logistics
These are all solvable problems. The key is to catch them before shipping. A few small checks early on can save weeks of delay later.
The Opportunity for British Beauty
Despite the challenges of evolving trade rules, the EU still represents a huge opportunity for British beauty brands. European consumers are loyal to UK-made skincare and cosmetics that focus on sustainability, transparency, and innovation. If your brand fits that description, this is still a market worth pursuing – particularly as UK beauty exports to Europe continue to grow year-on-year, driven by demand for clean formulations, authentic branding, and responsible sourcing.
The EU beauty sector is forecast to exceed €120 billion by 2027, with a growing demand for ethical and results-driven brands. With compliance in place and the right logistics support, exporting to the EU can be smooth, reliable, and profitable for your business.
Why Work with Crossborder Logistics
At Crossborder Logistics, our goal is simple: make international trade easy for our clients.
With over 40 years of combined experience in freight, customs, and compliance, we understand every step of the process.
What makes us different is our personal approach and clear communication. We treat every shipment with the same care, whether you are moving one carton or one hundred containers. Our expertise and quiet confidence means we approach any changes or challenges with a cool, calm focus that always gets the job done.
We build long-term relationships, help our clients grow, and make sure your products reach their destinations efficiently and cost-effectively.
Ready to Grow Your Beauty Brand in the EU?
If you are ready to expand your beauty brand into Europe, we are here to help.
Our team can guide you through compliance, freight, customs, and everything in between, so you can focus on building your brand.
Contact Crossborder Logistics today to discuss your export goals and find out how we can help you expand globally with confidence. hello@crossborder-logistics.com
