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In recent years, e-commerce platforms have tightened their controls over product traceability and regulatory compliance to protect consumers and prevent counterfeit or illegally imported goods from entering the market. Cosmetics are among the most strictly regulated product categories because they have a direct impact on consumer health. When listing products, running advertising campaigns, or managing an online store, sellers may be required to provide relevant documents to verify the legal origin of their cosmetics and ensure that the products are legally authorized for sale in Thailand. Many sellers have encountered situations where their products could not be listed due to missing documentation, high-performing product listings were removed despite having generated hundreds of thousands in sales, or their stores were temporarily restricted because they could not verify product origins. Others have invested heavily in advertising and brand development, only to have their products rejected during platform reviews. As a result, questions

For beauty and skincare brands seeking expansion into Southeast Asia—particularly the Thai market—regulatory compliance serves as the cornerstone for a successful product launch. The Cosmetics and Hazardous Substances Control Bureau under the Thailand Food and Drug Administration (Thai FDA) has published its latest Guidelines for Notification and Claims of Cosmetic Products with Specific Efficacy: Ingredient Claims (Issue No. 1/2569). Addressing two of the market’s most prominent categories—Whitening and Anti-Acne products—this guideline explicitly delineates product notification parameters, authorized active ingredient lists, and permitted versus prohibited claim phrasing. The following is an in-depth analysis of the core requirements from this regulatory update: I. Key Regulatory Requirements for Whitening Products 1. Product Name Notification Guidelines If a product name incorporates terms such as “WHITENING”, “LIGHTENING”, “BRIGHTENING”, or similar expressions, the product formulation must contain one or more of the following designated ingredients: 2. Efficacy Claims Guidelines Examples of Allowed Claims Compliance Conditions Prohibited