Israel opens up its beauty market to international imports

By Simon Pitman

- Last updated on GMT

Israel opens up its beauty market to international imports

Related tags Personal care products European union

The Israel government’s ministries of Health and Economy have agreed to a solution that will open up the country’s market for beauty and personal care products to international businesses.

The proposal was submitted to the national legislative on Monday after consultation by representatives of the two ministries and confirmed as a regulation amendment in a joint statement.

The agreement was reached based upon the principles for imports currently governed by European Union regulations, which according to a report in the Jerusalem Post, opens up the market to imports from both the European Union and developed countries, including North America.

Following EU import regulations

The necessary changes to the current import system for beauty and personal care products means that import regulation established by the European Union will now be followed by Israeli authorities, while also incorporating safety mechanisms adopted by developed economies worldwide.

The new procedure means that companies wishing to import products into the country will need to have import consignments inspected by an appointed representative of the manufacturer or importer to fulfil the new regulations.

The agreement also specifies that to facilitate the import of fragrances and soaps, the terms of the regulation amendment will be implemented for these product categories with immediate effect.

Competition is about to heat up, lowering prices

Previously Israel’s import authorities had limited the flow of international beauty and personal care products on the grounds that they could pose potential health and safety hazards.

The result of the protectionist stance has created a market in which domestic players have had little outside competition, which has pushed the price of beauty products up.

Government officials have hinted that the new regulations should serve to increase competition, in turn helping to lower prices for the average Israeli consumer.

Currently the market for beauty and personal care is estimated to be valued at around $2.5 billion and is dominated by number one and number two players S Schestowitz and Lilit Cosmetics, respectively.

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