How New Zealand Hair & Beauty Brands Can Export to China Without Animal Testing
A new government-backed certification scheme has unlocked access to China’s $200 million cosmetics and skincare market for New Zealand exporters, providing a long-awaited pathway into traditional retail channels without animal testing.
Announced by Prime Minister Christopher Luxon during a trade mission to Shanghai, the initiative gives Kiwi-made products the green light to enter China’s traditional retail channels, which have long been off-limits to cruelty-free brands due to mandatory animal-testing rules.
The scheme, developed with International Accreditation New Zealand (IANZ) and the Ministry of Business, Innovation and Employment (MBIE), provides exporters with a Government-issued Good Manufacturing Practice (GMP) certificate that meets Chinese regulatory requirements.
A game-changer for cruelty-free brands
Until now, most New Zealand cosmetics brands wanting to reach Chinese consumers have been limited to cross-border e-commerce – a workaround that bypasses China’s general trade regulations but restricts access to physical retail stores.
While China began relaxing its rules in 2021, a full, government-recognised solution for New Zealand exporters only came into effect mid-2025.
“This is a smart, practical step that removes a long-standing trade barrier and opens up valuable new channels for our exporters,” said Trade and Investment Minister Todd McClay. “It means more high-quality, innovative New Zealand products on shelves in China – not just online, but in stores across one of the world’s fastest-growing consumer markets.”
How the certification scheme works
To access the traditional Chinese market, New Zealand cosmetic manufacturers must:
1. Obtain a GMP Registration Certificate from IANZ.
2. Apply to MBIE for confirmation. Once MBIE verifies the certificate, it issues an official confirmation letter.
This documentation meets China’s requirement for GMP certification from a competent national authority – a critical step in gaining exemption from the country’s animal-testing mandate for general trade products.
Exemption conditions for animal testing
To qualify for exemption, products must also meet these conditions:
- Full safety must be proven by a product safety assessment.
- Products must not be intended for infants or children.
- All ingredients must be listed in China’s Approved Cosmetics Material Catalogue.
- Manufacturers and intermediaries must have no negative records with Chinese regulators.
Once certified, Kiwi companies can register their products with China’s National Medical Products Administration (NMPA), allowing them to sell through physical retail channels.
Understanding the Chinese regulatory landscape
China’s cosmetics market is regulated by NMPA, under the State Administration for Market Regulation (SAMR). Cosmetics fall into two categories:
Special-use cosmetics: hair-loss products, freckle-removers, hair dyes, hair perms, sunscreens, whitening products, cosmetics for pregnant and breastfeeding mums, and cosmetics claiming new efficacies outside the ‘Approved Cosmetics Efficacy Catalogue’.
General cosmetics: cosmetics other than special-use cosmetics (e.g. general skincare, haircare, body care, nail care, perfume, make-up, etc.).
Registration typically takes 12–16 months, while filing can be completed in 3–5 months. Special-use cosmetics receive a five-year physical license; general-use products get a digital certificate that requires annual reporting but no renewal.
Label and ingredient challenges
Chinese labelling laws require a complete ingredient list in Chinese, with components under 0.1% marked as “other trace ingredients” – a potential hurdle for marketing hero ingredients often used in small amounts.
Experts recommend partnering with trusted Chinese Key Opinion Leaders (KOLs), Key Opinion Consumers (KOCs) or institutions to educate consumers about ingredient efficacy and safety.
A boost for the economy
Commerce and Consumer Affairs Minister Scott Simpson described the scheme as “a strong example of the Government’s commitment to backing New Zealand businesses and removing barriers to growth.”
“With global demand for health and beauty products rising, this gives our exporters the confidence to grow and compete in China quickly, credibly and at scale,” Simpson said.
Importantly, New Zealand’s ban on animal testing remains firmly in place, reinforcing the country’s reputation for high-quality, ethically produced cosmetics.
Key takeaways for Kiwi exporters
Who’s eligible: NZ manufacturers of general-use cosmetics that meet GMP and regulatory requirements.
What it means: Access to China’s general trade market — not just online sales.
How to apply: Via a two-step certification process through IANZ and MBIE.
Next steps: Work with a Chinese ‘responsible person’ to register products and raw materials with NMPA.
With the door now open to a market of 1.4 billion consumers, New Zealand’s beauty power players — and the wider industry — are poised for their biggest expansion yet, blending ethical innovation with global ambition.