When American cosmetic brands want to expand into European markets, they often hit an unexpected wall. It’s not competition, pricing, or even product quality that stops them – it’s something far more basic that many don’t see coming.
Jamie Cross, Senior Regulatory and Technical Advisor at Rubicon Technical, specialises in helping cosmetic brands navigate international expansion – and he can reveal all!
Working primarily with US companies looking to launch in the UK and EU, he’s become an expert on the regulatory hurdles that can derail even the most promising product launches.
“The main issue brands face is not having a registered address in the market they want to enter,” Jamie explains. “If you want to sell in Europe, you need a European address. If you want to sell in the UK, you need a UK address. It’s a basic requirement, but it’s often the biggest barrier to entry.”
This might sound straightforward, but for brands used to operating domestically, the implications run deeper than just finding office space. Setting up international operations, renting offices and establishing legal entities in foreign markets can be complex, expensive and time-consuming.
“A lot of American brands come to us saying they want to launch in both the UK and EU,” Jamie notes. “They’ve got great products, strong marketing and clear demand – but they’re stuck at the first hurdle.”
Here’s where our solution becomes invaluable: We maintain registered addresses in both the UK and Amsterdam, which can act as the legal base for product launches in both markets. Brands can use these addresses on their packaging, enabling them to enter new markets without the costs of establishing their own international presence.
But this isn’t just a mailbox service. When brands use Rubicon’s address, they get something much more valuable: expert regulatory oversight that protects their market entry.
“We take responsibility for ensuring every product meets local compliance standards, so brands can focus on what they do best – creating great products and building their market presence,” Jamie explains. “It’s not just handing over an address – we understand the laws and regulations of those markets and ensure everything meets the required standards.”
This dual approach – solving the immediate address requirement while ensuring full regulatory compliance – is what makes the difference between a quick market entry and a potential legal nightmare down the line.
The alternative would be for brands to navigate the complex process of establishing their own international presence. This could involve months of legal work, significant upfront costs for office space, and the ongoing significant costs of maintaining operations in multiple countries – all before selling a single product.
“The address is the more annoying part for brands,” Jamie notes. “If they didn’t go through an external company with a registered address already there, they would have to go through the full process of setting that up and renting out office space.”
For cosmetic brands with global ambitions, having partners who can provide both the practical requirements and regulatory expertise for international markets transforms expansion from a complex, risky venture into a manageable growth strategy.
When your biggest barrier to international success is something as fundamental as having the right address, getting expert help is essential. Read about our cosmetic services here.
