Indonesia’s drug and food authority (BPOM) on May 16, 2025 announced it has revoked the distribution permits (notification numbers) for four cosmetic products that were misleadingly marketed as safe to ingest. BPOM Chief Taruna Ikrar said in a formal statement that the four products – all branded under “Edible Dermo Cosmetica” – were promoted for oral use (“ditelan”), in direct violation of Indonesian cosmetic regulations. Taruna stressed that cosmetics are defined for external use only, citing the new Cosmetics Labelling and Advertising regulation (BPOM Regulation No. 18/2024) which explicitly states that a cosmetic must be formulated for application outside the body, not ingestion.
“One of our latest findings is a cosmetic promotion that deviates from the rules, particularly claims that the product is for oral use or can be consumed by swallowing,” Taruna Ikrar said in the May 16 statement. He noted that such claims conflict with the definition of cosmetics in BPOM Regulation No. 18/2024, which emphasizes that cosmetic products are “diformulasikan untuk penggunaan luar, bukan ditelan” (formulated for external use, not to be swallowed).
Products and Permits Withdrawn
All four products were registered to the same company and now have their distribution permits officially revoked by BPOM. The agency has ordered the importer/marketer to immediately withdraw and destroy remaining stock of these products. BPOM also coordinated with the Indonesian E-Commerce Association (idEA) and the Ministry of Communication to remove all online promotions and listings for these items on digital marketplaces. According to BPOM’s market supervision officials, such takedown efforts occur daily: the agency works with platforms to flag non-compliant cosmetics and health products, recommending thousands of illegal listings for removal each day.
Why Ingesting Cosmetics is Dangerous
BPOM emphasized that cosmetics are not designed to be eaten and can pose serious health risks if swallowed. Taruna Ikrar warned that consuming cosmetic ingredients “berisiko menimbulkan gangguan pencernaan, keracunan, dan risiko kesehatan serius lainnya” – meaning they can cause digestive problems, poisoning, and other serious health hazards. For example, products containing potent actives (like certain acids or skin-lightening agents) might damage internal organs or disrupt the digestive tract when ingested. Indeed, BPOM noted that if these products were meant for oral use, they should have been registered and tested as medicines or supplements, not as cosmetics. Taruna said plainly, “If these products are consumed, they should be registered as drugs (‘obat’), not cosmetics”.
In recent months, BPOM has ramped up its crackdown on unsafe beauty products. In February 2025 the agency recalled 91 cosmetic items found to be illegal or hazardous – many imported and sold online – some of which contained banned substances like mercury and hydroquinone. This underscores BPOM’s message: any product intended to be ingested for health or nutrition must comply with the stricter drug or supplement regulations, and general cosmetic products (for external beautifying use) must never claim oral consumption.
Regulatory Framework: Cosmetics vs. Medicines/Supplements
Under Indonesian law (Health Law No. 17/2023 and implementing regulations), cosmetics, medicines, and health supplements are distinct categories. Cosmetics are defined as products applied to the external human body for cleansing, beautification or alteration of appearance. By law, they are not intended to have pharmacological effects or to be ingested. Conversely, medicines and supplements are ingested products regulated for health purposes: they must meet higher safety and efficacy standards and require full registration as drugs or health supplements.
BPOM Regulation No. 18/2024 (effective late 2024) explicitly enforces this distinction in marketing: cosmetic claims must not imply health effects or internal use. In practice, this means exporters and manufacturers cannot advertise cosmetics as edible, ingestible, or as treating medical conditions. Any product with potential for oral consumption should instead enter the market as a registered drug or “suplemen kesehatan” (dietary supplement) with the appropriate approvals. As Taruna put it, claiming a cosmetic is safe to swallow is simply “keliru” (wrong) and misleading.
Enforcement Actions
To enforce these rules, BPOM took the following steps for the four violative products:
- Permit Revocation: BPOM immediately canceled each product’s notification number (NA-serial) so they are no longer legally distributable.
- Product Withdrawal and Destruction: The distributor was instructed to pull all stock from the market and destroy it under BPOM supervision.
- Online Take-Down: BPOM worked with idEA and Kominfo to remove all online advertisements, listings, and “promotions” of these items from e-commerce sites.
These steps follow standard BPOM procedures for non-compliant products. BPOM officials stress that it continuously monitors social media and online sales for illegal cosmetics, and regularly requests digital platforms to take down ads for products that lack proper BPOM clearance. According to industry observers, the agency has stepped up audits of imported and contract-manufactured cosmetics, and pledges to penalize false claims that could endanger public health.
Implications for the Cosmetic Industry
This incident signals stricter enforcement of Indonesia’s cosmetics laws. Foreign exporters and local companies should take note that BPOM will not tolerate any misbranding or overclaiming. All cosmetics sold in Indonesia must comply with the new Permenkes and BPOM regulations on labeling and promotion and bear a valid BPOM distribution permit. Products lacking permits or making prohibited claims are subject to recall, fines, or other sanctions. BPOM has also publicly urged businesses to “tidak mengeklaim suatu produk yang berpotensi menyesatkan konsumen” (not to make claims that mislead consumers) and to always comply fully with regulatory requirements in their marketing. In short, cosmetic firms operating in Indonesia must ensure their product formulas, labels, and advertisements all align with BPOM rules – especially regarding usage claims – or risk being shut down.
Recommendations for Exporters and Local Companies
To stay compliant with Indonesian regulations, cosmetics exporters and distributors should:
- Classify products correctly. Do not advertise or market a cosmetic for ingestion. If a product is intended to be taken orally (e.g. vitamins, ingestible beauty serums), register it instead as a drug or dietary supplement under BPOM’s pharmaceutical regulations.
- Obtain and display a BPOM permit number. Every cosmetic product must be notified to BPOM and carry a valid distribution permit/notification number before sale. Ensure your Indonesian partner registers the product via BPOM’s official portal and receives the NA/RI label number for printing on packaging.
- Follow labeling and claims rules. Adhere to Peraturan BPOM No. 18/2024: clearly state usage instructions as external-only, and avoid any health or ingestive claims not allowed by law. All product labels and marketing materials should comply with BPOM’s requirements for content and language.
- Work through licensed channels. Exporters must cooperate with a registered Indonesian distributor or importer. BPOM requires that foreign cosmetics firms partner with a local entity (importer or manufacturer) and provide full documentation (e.g. NIB, GMP certificates, technical personnel credentials) as per BPOM’s registration guidelines. Maintain open communication with BPOM and local authorities, and promptly remove any non-compliant ads from online platforms when requested.
Sources: Official BPOM statement (16 May 2025) and Indonesian news reports; BPOM Regulation No. 18/2024.
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