Selling beauty products on Amazon is a massive opportunity, but getting approval to do so isn’t always straightforward. Amazon restricts certain beauty products to maintain quality control, safety standards, and brand integrity. Many new and even experienced sellers struggle with the approval process, often facing rejections due to incorrect documentation or non-compliant suppliers.

If you’re looking to sell skincare, makeup, hair care, or professional beauty products, you may need to go through Amazon’s category approval process, commonly referred to as ungating. The good news? It’s completely possible to get approved, as long as you follow the correct steps and provide Amazon with the necessary documentation.

How Amazon Beauty Category Works

Amazon is one of the biggest players, capturing 36% of all beauty product sales in the U.S., making it a lucrative marketplace for sellers.

However, Amazon is extremely cautious about allowing just anyone to sell beauty items due to safety risks, counterfeit concerns, and brand reputation protection.

Subcategories of Beauty on Amazon

Amazon’s beauty category is not a one-size-fits-all space. It is divided into multiple subcategories, each with different approval requirements:

1. General Beauty – This includes everyday personal care items such as skincare, makeup, fragrances, and hair care products. Most products in this category do not require approval, but specific brands or high-risk items may be restricted.
2. Professional Beauty – This subcategory includes salon-grade products such as hair dyes, skin treatments, and specialty tools. Amazon restricts this category to licensed professionals or authorized sellers.
3. Premium Beauty – Luxury beauty brands such as Dior, Chanel, and La Mer fall under this category. Amazon closely controls who can sell these products to protect brand reputation and prevent counterfeits.
4. Beauty Tools & Accessories – Items like makeup brushes, hair straighteners, and razors generally do not require approval, making them an easier entry point for new sellers.

Amazon’s Beauty Category Restrictions

Although many beauty products can be listed freely, Amazon restricts certain brands and high-risk products. For example, sellers often face restrictions when trying to sell established brands like L’Oréal, Estée Lauder, or Clinique. Some products require additional compliance, such as FDA registration for sunscreens or medical-grade skincare.

Before listing any beauty product, always check for restrictions by searching for the item in Amazon Seller Central. If a product is restricted, you’ll see a “Show limitations” button, which will indicate whether you need approval.

Why Amazon Requires Approval to Sell Beauty Products

Amazon enforces these restrictions for several reasons:

Safety & Quality Assurance

Beauty products come into direct contact with the skin, hair, and body, meaning low-quality or counterfeit products can lead to serious health risks. Amazon implements strict approval requirements to ensure that only safe, compliant products are sold.

Compliance with Amazon and FDA Standards

Amazon follows strict compliance guidelines, many of which align with FDA (U.S. Food & Drug Administration) and European cosmetic regulations. For example:

• Certain ingredients are banned, such as methylene glycol and mercury, which are often found in counterfeit cosmetics.
• Sunscreens and acne treatments require FDA registration before they can be sold.
• Misleading product claims, such as “100% wrinkle removal in 24 hours,” can get a listing removed or even lead to account suspension.

Protecting Brand Reputation & Customer Experience

Big brands like Neutrogena, Olay, and Fenty Beauty have strict distribution policies. Amazon works with these brands to block unauthorized sellers, preventing counterfeits and protecting consumer trust.

If you’re selling branded beauty products, you may need a Letter of Authorization (LOA) from the manufacturer. Without this, Amazon may reject your application to sell certain products.

How to Get Approved to Sell Beauty Products on Amazon

Getting approved to sell beauty products on Amazon follows two main paths:

1. Automatic Approval (Ungating Without an Application)
2. Manual Approval (Invoice Submission Process)

Check for Automatic Ungating

Before going through the manual process, check if Amazon automatically approves your account for beauty products:

1. Log in to Seller Central and navigate to “Add a Product.”
2. Search for any restricted beauty product (such as a foundation or skincare product).
3. Click “Show limitations” and then “Apply to sell.”
4. If you get approved instantly, you are automatically ungated and can sell beauty products without further steps.

If Amazon denies your request or asks for additional documents, you’ll need to go through the manual invoice approval process.

Manual Approval Process (Invoice Method)

Step 1: Purchase Products from an Authorized Wholesale Supplier

Amazon requires an invoice from a recognized beauty distributor. Some well-known beauty wholesalers include:

Purchase at least 10 units of a beauty product from one of these suppliers.

Step 2: Prepare Your Invoice for Amazon Submission

Your invoice must be:

• Dated within the last 180 days
• Issued to your registered business name and address
• Include at least 10 units of the product
• Show the supplier’s full business name and contact details

Amazon does not accept retail receipts (e.g., Walmart, Target, or Costco purchases).

Step 3: Take High-Quality Product Photos

Amazon may ask for real photos of the product, showing:

• The front and back of the packaging
• The ingredient list
• Any batch numbers or serial codes

Step 4: Submit Your Application

1. Go to “Add a Product” in Seller Central.
2. Click “Apply to sell” on the restricted beauty product.
3. Upload your invoice and product photos.
4. Submit the application and wait 1-5 business days for Amazon’s response.

If your application is approved, you can start selling. If it’s rejected, don’t panic—you may need to submit a different invoice or clarify your supplier’s legitimacy.

How to Get Approved to Sell Specific Beauty Brands on Amazon

If you plan to sell well-known beauty brands such as L’Oréal, Estée Lauder, or Clinique, you may encounter brand restrictions in addition to category restrictions. Some brands require approval due to trademark protections and strict distribution controls.

How to Check If a Brand is Restricted

1. Log in to Seller Central and go to “Add a Product.”
2. Search for the specific brand name or product you want to sell.
3. If you see a “Listing limitations apply” notice, click “Apply to Sell.”
4. Amazon will either:
   • Approve you instantly (if no additional restrictions apply).
   • Ask for documentation, such as invoices, letters of authorization (LOA), or proof of brand permission.
   • Deny your request if the brand has strict distribution controls.

How to Get Approval to Sell Restricted Beauty Brands

If Amazon requests documentation, you will need one of the following:

1. Invoice from an Authorized Distributor
   • Purchase at least 10 units of the brand’s product from a verified wholesale supplier (not a retail store like Walmart or Target).
   • Ensure the invoice includes:
     • Supplier’s name, address, and contact details
     • Your business name and address (matching your Amazon account)
     • A clear breakdown of the purchased products
2. Letter of Authorization (LOA) from the Brand Owner
   • Some brands require direct permission for third-party sellers.
   • Contact the brand’s official distributor or sales department to request an LOA.
3. Amazon Brand Registry (for Private Label Sellers)
   • If you have your own beauty brand, consider enrolling in Amazon Brand Registry.
   • This helps protect your listings and provides access to A+ Content, Brand Analytics, and Sponsored Brand Ads.
   • To apply, you need a registered trademark (in the U.S. or internationally) for your brand.

Alternative Ways to Sell Beauty Products on Amazon

If you cannot get approval for certain beauty brands, here are other strategies:

1. Sell Private Label Beauty Products

• Develop your own skincare, makeup, or haircare brand and sell under your trademark.
• Work with a certified manufacturer (e.g., through Alibaba, ThomasNet, or local U.S. cosmetic labs).
• Register with Amazon Brand Registry for brand protection.

2. Sell Beauty Accessories (No Approval Needed)

• Some beauty-related products do not require approval, such as:
  • Makeup brushes
  • Hair styling tools (curling irons, flat irons)
  • Reusable face masks
• This is an easier entry point for new sellers.

3. Use Amazon FBA Wholesale Model

• Purchase ungated beauty brands in bulk from distributors like Europa Beauty or Tundra.
• Sell them via Fulfillment by Amazon (FBA) for faster shipping and Prime eligibility.

Common Reasons Amazon Rejects Beauty Category Applications (And How to Fix Them)

If your beauty product application is denied, here are the most common reasons and how to resolve them:

If your application is rejected, fix the issue and reapply. Amazon allows multiple resubmissions if corrections are made.

Need Help Getting Approved to Sell Beauty Products on Amazon?

Navigating Amazon’s approval process can be challenging, but ZonHack makes it easier. Whether you need assistance with category ungating, invoice verification, brand approvals, or compliance requirements, our experts are here to help. We provide step-by-step guidance, supplier recommendations, and tailored strategies to get you approved faster.

Don’t waste time on trial and error—let ZonHack handle the complexities while you focus on growing your business. Contact us today to get started!