Guidelines For Listing Beauty & Personal Care Products

Key takeaways:

• Ensure product titles and attributes are accurate.
• Use clear and non-exaggerated images, and avoid medical or misleading claims in product details.

This guide applies globally to all sellers listing beauty and personal care products on the platform. Following these guidelines can help you build buyer trust. It is important to comply with these rules, as violations may result in consequences such as listing removal, account restrictions, or other actions. The severity of the action may vary depending on the nature of the violation.

• Skin care: cleansing, toner, essence, moisturizer, eye cream, and masks
• Makeup: foundation, concealer, powder compact, blush, eyeshadow, lipstick, and eyebrow pencil
• Personal care and cleaning products: shampoo/conditioner, body wash, body lotion, toothpaste, mouthwash, and hand sanitizer
• Perfumes and Fragrances: perfume, eau de toilette, water, and aromatherapy
• Tools and Instruments: makeup tools, combs, razors, hair dryers, beauty devices, and non-medical devices

Product Title Structure

Recommended title structure for beauty and personal care products:
[Brand] + Core Category + Main Efficacy/Selling Point + Target Audience/Skin Type/Hair Type + Specification

• Example:
  • [X Brand] Cleanser - Gentle Cleansing, Moisturizing without Tightness, Suitable for Sensitive Skin, 150ml
  • [Y Brand] Velvet Matte Lipstick, Long-lasting Color, Non-smudging, Vintage Red, Full-size 3.5g

Best practices

• Brand Name: For branded items, the brand shall be indicated and consistent with the brand attributes. Avoid faking a brand or using a spelling that is similar to well-known brands (such as changing 1 letter). Violations may result in listing removal and account penalties.
• Core category terms: such as facial cleanser, toner, essence, lotion, cream, eye cream, facial mask, lipstick, foundation, shampoo, body wash, and toothpaste
• 1-3 main functions/features: moisturizing, hydrating, waterproofing, and smoothing
• Target audience/skin types/hair types:
  • Sensitive skin
  • Dry
  • Oily
  • Combination
  • Neutral
  • Men
  • Women
  • Use with caution during pregnancy and postpartum/children
• Specifications or Types:
  • Net content (50ml, 100g)
  • Single item/set
  • Sample/travel size
  • Color number

Product Attribute

Attributes are an important basis for buyers to search for products. Detailed product attribute information can help buyers quickly understand product features, thereby increasing your transaction rate. Failure to provide complete and accurate attributes may result in reduced search visibility or listing removal. The following are the general attributes for beauty and personal care products:

• Brand
• Specification/Capacity
  • Net weight, such as 30ml, 100ml, 50g, 10 tablets/box
  • For sets, the specifications of each item must be clearly stated, such as "Cleanser 100ml + Toner 120ml + Lotion 100ml".
  • Gifts are separately released by the gift promotion tool (a platform feature for managing promotional items) and should not be confused with the main product.
• Target Audience/skin types/hair types
  • Skin types:
    • Dry
    • Oily
    • Combination
    • Sensitive
    • Neutral
  • Hair type:
    • Dry
    • Oily
    • Damaged from dyeing and perming
  • Target audience:
    • Men
    • Women
    • Unisex
    • Children
    • Adolescents
    • Use with caution during pregnancy and childbirth
• Country of Origin: Indicate the country/region of production, consistent with the packaging information.
• Validity period / Shelf life: Fill in the attribute with "Shelf Life (Years)" or "Production Batch Description". Also, indicate "How long is the shelf life" on the details page.
• Ingredient-related fields
  • Whether it contains alcohol, fragrance, preservatives, or mineral oil.
  • Avoid falsely labeling "no additives" when there are actually additives.

Product Images

Best practices main product images

• The main body of the product should be centered, and the main body should occupy the majority of the image area (approximately ≥80%).
• Display the core products (bottles, cans, boxes, and so on) that are actually sold. Avoid using separate outer packaging images to replace the actual images of the inner contents. Non-compliant images may result in listing removal.
• If there is a situation where old and new packaging coexist, supplementary explanations are required.

Best practices for other images

• Multi-angle product images:
  • Front, back, and sides
  • Comparison chart of the packaging box and the inner bottle/inner bag
  • Open/Usage State Diagram (Texture Display: Paste/Lotion/Powder)
• Ingredient images:
  • Properly display ingredient lists, production information, usage instructions, and other key information.
  • The key area of the product can be enlarged, but pay attention to clarity after enlargement.
• Usage scenarios:
  • Show application and usage scenarios, but avoid real injection/medical images.
  • Cosmetics can display before/after makeup effect comparisons. Avoid using images that exaggerate the effects, such as promoting heavily retouched images for concealer products or advertising permanent color and 24-hour retention for lipstick. Using exaggerated images may result in listing removal.
  • Shampoo, conditioner, and other hair care products may showcase hair quality improvement before and after use. Avoid exaggerated promotional claims such as "instantly smooth with 1 wash", "100% elimination of frizz", or "complete repair of damaged hair from perming and coloring".
• Texture/Color Number Display Image:
  • Lipsticks, foundations, and eyeshadows should have color swatch charts (such as lip swatches/arm swatches).
  • Pay attention to lighting and post-processing to avoid over-exaggerating colors.

Product Detail Page

The details page should include the following information/section:

Product basic information (required)

• Brand, Category, Specification, Skin/Hair Type, Origin, Core Selling Point, and Key Visual Image

Introduction to Main Ingredients and Efficacy (required)

1. Ingredient description

• Core ingredients can be highlighted.
• Avoid claiming the components as "black technology" without any explanation.
• If emphasizing information such as "no additives" (for example, no alcohol, fragrance, or preservatives), this claim must be consistent with the ingredient list. This helps avoid discrepancies between the product description and the actual ingredients.

2. Efficacy description specification

Best practices

• Expressed as "improve", "assist", or "help to some extent": for example, "help to improve dryness and roughness"
• Reasonable descriptions within the scope of daily care: moisturizing, nourishing, brightening skin tone, oil control, and smoothing
• If displaying comparison effects or test data, the source and sample conditions should be stated. For example, based on self-tests by xx individuals, the actual results may vary.

Practices to Avoid

• Claims such as (Listings with these claims may be removed and could result in account penalties):
  • "Curing/remedying/radically treating diseases"
  • "Eradicating spots"
  • "Treating hair loss"
• Exaggerating quick results and absolute outcomes:
  • "Remove freckles in 1 day"
  • "Whiten by 1 shade in 3 days"
  • "100% acne removal"

Usage method and usage scenario (required)

1. Usage method:
   • Clearly define the steps, frequency, and sequence of use. For example: cleansing → toner → essence → moisturizer.
   • Usage recommendation (for example, 1-2 pumps, soybean-sized)
2. Precautions

• For example, avoid contact with eyes. If it accidentally gets into eyes, rinse immediately with clean water.
• Reminder for products with high-concentration active ingredients:
  • Do a skin test first.
  • Pay attention to sun protection during use.
  • It is not recommended to use with certain ingredients.

Precautions and Applicable/Excluded Population Warnings (required)

• For example, sensitive skin should be tested on a small area first.
• Pregnant women should follow medical advice or use with caution.
• Children's products must clearly indicate the applicable age.

Authentic/standardized effect description (recommended to fill in)

• Describe the effects based on the actual efficacy of skincare products/cosmetics, and avoid exaggerated advertising.