TikTok Shop Updates Beauty Listing Guide: Cross-Border Sellers Must Standardize Product Claims
TikTok Shop requires beauty and personal care product information to be accurate and consistent. Imitation brands, exaggerated claims, and unverified comparative claims are prohibited, and violations may result in delisting or account restrictions.
What are the key facts?
- 1TikTok Shop updated its beauty and personal care listing guide
- 2The guide applies to global sellers in the relevant categories
- 3Product information must be accurate and consistent
- 4Exaggerated and unverified benefit claims are prohibited
- 5Violations may result in delisting or account restrictions
What happened?
TikTok Shop updated its listing guide for beauty and personal care products on September 25, 2026. The guide applies to global sellers of beauty, personal care, cleaning, fragrance, and related tools on the platform. Product titles, attributes, images, ingredients, directions for use, and precautions must remain accurate and consistent. TikTok Shop recommends structuring titles by brand, core category, primary benefit, target user or skin type, and specifications.
Sellers may not counterfeit brands, use similar spellings that could cause confusion, or make exaggerated absolute-effect claims, medical claims, or unverified before-and-after comparisons. Skincare, makeup, hair and body care products, toothpaste, fragrance, razors, and beauty devices are covered. Violations may result in product delisting, account restrictions, or further penalties. Chinese cross-border beauty sellers, white-label personal care sellers, and merchants using creator content for promotion are among those most affected.
What does this mean for cross-border sellers?
Sellers of beauty, personal care, cleaning, fragrance, and related tools must keep titles, attributes, images, ingredients, and usage instructions accurate and consistent. Exaggerated claims, medical claims, and unverified before-and-after comparisons may trigger penalties. Stores relying on high-risk claims or creator content for conversion should prioritize cleaning up product pages and promotional materials to reduce delisting and account-restriction risks.
What should sellers do now?
- 1This week, review the titles, attributes, images, ingredients, directions, and precautions of beauty, personal care, and cleaning listings one by one; remove exaggerated and medical claims and create a completed listing review checklist.Listing Optimizer
- 2This week, review creator content for skincare, makeup, hair and body care products, toothpaste, fragrance, razors, and beauty devices; remove imitation-brand references, similar spellings, and unverified before-and-after comparisons, and complete a compliant-content archive.Creator Outreach