The cosmetics industry in Indonesia is expanding rapidly, driven by rising awareness of beauty, health, and personal care. In just three years after the pandemic, the number of businesses in this sector grew by more than 77%, from 726 in 2020 to 1,292 in 2024. This surge is fueled not only by demand from women but also by men, who increasingly view skincare and grooming as essential for health, hygiene, and confidence.

To regulate this growing market and provide legal certainty for businesses, the Indonesian government issued the Ministry of Trade Regulation No. 23/2025 on Policies and Regulation of Consumer Goods Imports (“Permendag 23/2025”). This regulation governs the entry of imported cosmetics into the domestic market and ensures compliance with safety and consumer protection standards.

Key Requirements for Importing Cosmetics

The globalization era has broadened consumer access to information about international cosmetic brands, further stimulating demand for imported products. In response, Permendag 23/2025 introduces a streamlined policy framework for importing consumer goods, including cosmetics, while maintaining strict oversight.

Before cosmetics can be imported and distributed in Indonesia, businesses must secure the necessary permits and comply with regulatory obligations. These requirements include:i:

Business Identification Number (NIB) as Importer Identification Number (API)

Under Article 4 paragraph 1 Government Regulation No. 28/2025 on Risk-Based Business Licensing (“PP 28/2025”), businesses must obtain an NIB as their official registration and identity to operate in Indonesia.

In the context of imports, Article 3 paragraph 1 Permendag 20/2021 mandates that every importer must hold an NIB, which simultaneously serves as an API (Importer Identification Number). Without an NIB, businesses cannot proceed with import-related licensing.

Distribution Permit (Notifikasi Kosmetika)

According to Article 2 paragraph 1 and Article 4 paragraph 1 BPOM Regulation No. 12/ 2020 (“PerBPOM 12/2020”), imported cosmetics must obtain a distribution permit in the form of a notification issued by the Indonesian Food and Drug Authority (BPOM). This ensures that cosmetics meet safety, quality, labeling, and claim standards before being circulated in the domestic market. Exceptions apply only for special-use products as provided by other regulations.

Import Approval Letter at the Border (SKI Border)

SKI Border (Surat Keterangan Impor Borde) is an import approval document required before goods can be released from customs areas. Under Article 3 paragraph 1 BPOM Regulation No. 28/2023 (“PerBPOM 28/2023”), cosmetics may only enter Indonesia with prior approval from the Head of BPOM. The SKI Border is valid for one import transaction only, meaning businesses must apply for a new approval for every subsequent shipment.

Import Realization Reportr

As mandated by Article 19 paragraph 1 Permendag 23/2025, businesses must submit an Import Realization Report, covering both executed and non-executed imports, electronically to the Ministry of Trade. Non-compliance may result in administrative sanctions.

Required Documentation

To facilitate the importation process, businesses must prepare a comprehensive set of documents. These include:

For NIB registration as API

1. business details
2. investment plan
3. labor plan
4. tax identification (NPWP)
5. requested fiscal/customs facilities

For BPOM Notification

Before submitting a notification application for imported cosmetic products, the business owner is required to prepare the following documents:

1. NIB
2. corporate statement of compliance
3. business license
4. tax documents
5. agency appointment letter
6. cooperation agreements with foreign manufacturers
7. Certificate of Free Sale (for non-ASEAN imports),
8. Good Manufacturing Practice certificates.

For SKI Border

1. distribution approval
2. product analysis certificate
3. SNI compliance (if applicable)
4. invoice

Process for Obtaining Cosmetic Distribution Permits

Cosmetics fall under the category of Import Approval (PI) for complementary goods and market-testing goods, as listed in the annex of Permendag 23/2025. The process involves three key steps:

Obtain NIB/API

Apply via the OSS system (https://oss.go.id) to register the business, complete required documents, and receive an NIB that also functions as an API..

Secure BPOM Notification

Register via the Notifkos system (https://registrasi.pom.go.id), complete product data, pay the required fee, and undergo BPOM verification before obtaining a notification number.

Apply for SKI Border

Register via the e-BPOM system (https://e-bpom.pom.go.id), upload required documents, and monitor the application until approval is issued (typically within one business day).

Also read: Regulations on Import Duty Exemptions for Electric Vehicles

Post-Import Obligations and Compliance

Once NIB, BPOM notification, and SKI Border approvals are secured, cosmetics may be imported and distributed within Indonesia. However, businesses remain subject to ongoing obligations, including:

1. Submitting periodic Import Realization Reports to the Ministry of Trade.
2. Ensuring compliance with consumer protection requirements under Law No. 8/ 1999 on Consumer Protection (“UU PK”), especially labeling and advertising standards
3. Undergoing regular inspections by BPOM to verify product safety, quality, and claim

Failure to comply with these obligations can result in sanctions, suspension of licenses, or revocation of import rights.

Importing cosmetics into Indonesia requires strict compliance with regulatory procedures at every stage, namely NIB/API registration, BPOM notification, and SKI Border approval. Each stage is interdependent, and skipping one will prevent businesses from moving forward.

By adhering to Permendag 23/2025, PerBPOM 12/2020, PerBPOM 28/2023, and other relevant regulations, businesses not only secure legal certainty but also contribute to ensuring consumer safety and maintaining product quality in Indonesia’s rapidly growing cosmetics market.***

Also read: Indonesia’s Customs Rules on Passenger-Carried Imported Goods: Duties, Exemptions, and Penalties

Regulations:

Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen (“UU PK”).
Peraturan Pemerintah Nomor 28 Tahun 2025 tentang Penyelenggaraan Perizinan Berusaha Berbasis Risiko (“PP 28/2025”).
Peraturan Menteri Perdagangan Nomor 23 Tahun 2025 tentang Kebijakan dan Pengaturan Impor Barang Konsumsi (“Permendag 23/2025”).
Peraturan Menteri Perdagangan Nomor 20 Tahun 2021 tentang Kebijakan dan Pengaturan Impor (“Permendag 20/2021”)
Peraturan Badan Pengawas Obat dan Makanan Nomor 28 Tahun 2023 tentang Perubahan atas peraturan Badan Pengawas Obat dan Makanan Nomor 27 Tahun 2022 tentang Pengawasan Pemasukan Obat dan Makanan ke dalam Wilayah Indonesia (“PerBPOM 28/2023”)
Peraturan Badan Pengawas Obat dan Makanan Nomor 12 Tahun 2020 tentang Tata Cara Pengajuan Notifikasi Kosmetika (“PerBPOM 12/2020”)

References:

Kemenperin Gadang Potensi Industri Kosmetik Semakin Gemilang. Kementerian Perindustrian. (Diakses pada 18 September 2025 Pukul 10.10 WIB).
Langkah untuk Mendapatkan NIB bagi Pelaku Usaha. Portal Kominfo. (Diakses pada 18 September 2025 Pukul 11.40 WIB).
Cara Mendapatkan NIB dan Mengecek NIB. Hukumonline. (Diakses pada 18 September 2025 Pukul 13.18 WIB).
Petunjuk Teknis Penerbitan Nomor Izin Edar Kosmetik (Nomor Notifikasi Kosmetik). BPOM. (Diakses pada 18 September 2025 Pukul 13.43 WIB).
Tata Cara Permohonan Surat Keterangan Impor (SKI) secara Elektronik di Badan Pengawas Obat dan Makanan. BPOM. (Diakses pada 18 September 2025 Pukul 14.24 WIB).

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