Importing Cosmetics for Personal Use | The Guideline of “Up to 24 Units per Item”

Ordering cosmetics you discovered while traveling from an online store in that country after returning home is no longer unusual. Under Japanese law, this is treated as a “personal import,” with guidelines on quantities. Here, we explain how the system works based on information published by the Ministry of Health, Labour and Welfare and Japan Customs.

Importing Cosmetics Generally Requires a License

Importing cosmetics for sale in Japan requires a cosmetics marketing license or other relevant licenses under the Act on Securing Quality, Efficacy and Safety of Products Including Pharmaceuticals and Medical Devices (the types of licenses were covered in What Is a Cosmetics “Marketing Authorization Holder”?). However, when you order cosmetics for your own use, they can be imported without this license because they are not intended for sale.

The “Up to 24 Units per Category” Limit Checked by Customs

According to guidance from the Ministry of Health, Labour and Welfare (Regional Bureaus of Health and Welfare) and Japan Customs, cosmetics for personal use in quantities of up to 24 standard-size units per category can clear customs with only a customs check.

• There is no fixed volume for “standard size”; the sizes generally sold in retail stores serve as a guide.
• For example, Japan Customs explains that lipstick is limited to 24 units regardless of color or brand.
• If you exceed this limit, you must submit documents to a Regional Bureau of Health and Welfare and obtain an Import Confirmation Certificate to verify that the import does not violate the law.

Personal imports must be for your own use. You cannot sell or give the imported cosmetics to anyone else. Ordering items together for family or friends may also fall outside the scope of personal use.

Labels on Imported Products May Differ from Japanese Requirements

Cosmetics sold in Japan must display information on their containers, including the registered product name, the marketing authorization holder’s name and address, and the full ingredient list (What Must Be Written on the Back of the Container). Since personally imported products are not products sold in Japan, this information may not be provided in Japanese.

Many countries use International Nomenclature of Cosmetic Ingredients (INCI) names, so it is possible to look up the corresponding Japanese labeling names from an English ingredient list (Why Are Cosmetic Ingredient Names Written in Katakana?). Also, because standards for permitted ingredients vary by country, a product may contain ingredients that are not allowed under Japan’s Standards for Cosmetics.

What to Check Before Ordering

• Is the quantity within 24 units per category (are you buying too many of the same item at once)?
• Are you ordering only what you will use yourself?
• Can you check the ingredient list in a language you can read, such as English?
• Do you understand that there is no contact point in Japan to consult if the product does not suit your skin?

Quantity limits and procedural requirements may change. If you are unsure, the most reliable approach is to contact Japan Customs or a Regional Bureau of Health and Welfare before importing.

References: Ministry of Health, Labour and Welfare (Regional Bureaus of Health and Welfare), “Personal Imports of Pharmaceuticals and Other Products”; Japan Customs, “Personal Imports of Cosmetics”; Japan External Trade Organization (JETRO)

—The Value Village Editorial Team