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The first country you choose doesn’t just set your launch date. It sets your logistics footprint, your working capital cycle and your compliance load for everything that follows.
Compliance failures rarely surface at launch. They surface six months later, when cash is tighter, growth has accelerated, and unwinding the mistake costs more than getting it right would have.
Ads don’t kill margin overseas. The supply chain does, longer lead times, more customs exposure, more fulfilment nodes, more currency movement, all multiplying the moment you cross a border.
Most brands launch everywhere at once: Shopify, Amazon, eBay, TikTok, wholesale and retail, all in the same market in the same month. That’s channel chaos, not scale. We stabilise your platform first...
Brands rarely fail to grow. They fail by growing too early, pouring spend and ambition onto governance that isn’t structured, logistics that can’t absorb it, and channels that were never sequenced. Once Explore...
Most brands don’t lose internationally because they picked the wrong market. They lose because they never built a roadmap at all, so expansion becomes a series of launches and reactive fixes...
Amazon handed prep work back to sellers, and the consequences of getting it wrong land on you rather than on them. A carton that arrives wrong gets refused, refused stock sits somewhere earning nothing, and a launch date moves.
FBM keeps the things worth keeping. Your packaging, customer data & margin. It also puts Amazon’s performance metrics directly on your dispatch times, which is a comfortable trade at home and a much harder one from four thousand miles away.
On a marketplace, a slow delivery is the marketplace’s fault. On your own store it is yours. The box that arrives, the day it arrives and how easy it is to send back are all part of what someone bought, and they decide whether a first order becomes a second one.
Treated as a cost, a return is written off twice, once on the refund and again on the unit. Treated as inventory, a lot of it goes back on sale. What decides which of those happens is how quickly the unit gets looked at and how far it had to travel to be looked at.
Stock held inside the market it sells into arrives as a domestic delivery. No customs event on the order, and nothing for your customer to settle before the courier hands the parcel over. Ours sits in the UK, the Netherlands and the US, which covers...
End-to-end playbooks for cross-border growth
Pre/post-event intelligence tied to EU expansion
Supplements and EU health regulations
Cosmetics and personal care expansion
Sports & outdoor brand expansion into Europe
Selling clothing brands into European markets
CE marking, WEEE & compliance in Europe
Amazon, Otto, Zalando & European strategy
Market-by-market guides, incl. size & sector data
VAT, customs & import tax across EU markets
Selling requirements and extended producer responsibility rules
Warehousing, fulfilment & cross-border shipping
The EU Cosmetics INCI Glossary — the official list of ingredient names required on EU cosmetic labels — has been updated with 348 new entries, bringing the total to 30,418. The revised glossary becomes mandatory for all new production from 30 July 2026. That's one day before the fragrance allergen deadline, making the last week of July a critical compliance window for US beauty brands with EU SKUs.
EU Cosmetics Regulation 1223/2009 requires that ingredient declarations on all cosmetic labels use only the INCI names listed in the official EU glossary. From 30 July, the updated glossary is the standard. Any ingredient appearing in the 348 new entries must be declared using the new INCI name, not a trade name, informal name or prior designation. Labels produced after 30 July using non-listed names are non-compliant with Regulation 1223/2009.
For brands producing new EU cosmetic SKUs or updating labels, the practical step is to cross-check the full formulation against the updated glossary before sending artwork to the packaging supplier. This is a pre-production verification step for every new SKU or label revision going to production after 30 July. Packaging produced after that date with non-compliant INCI declarations cannot be placed legally on the EU market.
The timing doubles the pressure. 30 July is the INCI Glossary deadline. 31 July is the fragrance allergen label deadline under Regulation 2023/1545. Both touch the same physical label on the same production run. Brands running separate compliance checks for each deadline are doing twice the work. A single label review cycle covering both updates is the most efficient approach for any EU SKU going into production before Q4.
30 July falls one day before the fragrance allergen deadline. Run both compliance checks against the same new production cycle — they apply to the same label.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
July 30 (INCI Glossary), July 31 (fragrance allergens), August 2 (EU AI Act Article 50). Three distinct compliance obligations land within four days of each other for US beauty brands selling into the EU. The INCI Glossary and allergen updates both touch the same thing: the physical label on new production runs. Brands that run both checks in the same label review cycle save significant time and reduce the risk of a label revision being triggered after packaging has already been produced.
New INCI Entries Added
Added to the EU Cosmetics Ingredient Glossary, bringing the total to 30,418 listed names — all mandatory on EU cosmetic labels from 30 July 2026
348
Source: Cosmeservice
Mandatory From
Updated EU Cosmetics INCI Glossary becomes mandatory for all new cosmetic product label production — one day before the fragrance allergen deadline
30 Jul 2026
Source: EU Cosmetics Regulation 1223/2009
EU Responsible Person, Included
Cosmetics, supplements and electronics sold in the EU require a designated Responsible Person. Expandly provides this designation as part of your compliance setup, with no separate service or third party required.
2,000+
brands expanded with Expandly