拼多多整治化妆品乱象：资质缺失 类目错放成重点打击对象

This article summarizes Pinduoduo’s recent industry-wide crackdown on non-compliant cosmetic products, helping ordinary consumers identify common violations and avoid risky purchases.

1. The campaign targets five major categories of violations that frequently occur across the entire cosmetics sales process: non-compliant qualification, mislabeled product categories, inconsistent disclosure information, non-standard labeling, and misleading marketing.

2. Common violations include missing, expired or fraudulently used qualification documents, misplacing product categories to bypass platform qualification checks, unregistered products marketed as safe for children, missing required "Golden Shield" labels for children’s cosmetics or mislabeling non-child cosmetics, and using medical terminology or exaggerated efficacy claims that exceed the scope of product registration.

3. The platform will remove, delist or block non-compliant products, and impose penalties including restricted operation permissions and security deposit deductions on violators. Pinduoduo will continue long-term inspections, and consumers can cross-reference these violation rules to vet products when shopping.

Pinduoduo’s special cosmetics compliance campaign clarifies platform rules for cosmetics brands, helping brands mitigate operational risks and adjust business strategies to align with both regulatory and platform requirements.

1. The campaign defines five core dimensions of non-compliance, requiring brands to conduct full product line self-inspections against these rules to ensure all product registration and qualification documents are valid and authentic, all product information matches official registration records, and no brand fraudulently uses another party’s qualification.

2. Children’s cosmetics are a key focus of this campaign. The platform requires all children’s cosmetics to legally obtain and display the "Golden Shield" label, and bans false claims about intended user groups. Brands entering the children’s cosmetics segment must prioritize label compliance.

3. Marketing claims may not exceed the scope of product registration, and medical terminology or absolute efficacy claims are prohibited. Brands need to revise their marketing copy to meet both platform and regulatory requirements.

Pinduoduo’s special cosmetics compliance campaign clearly outlines the latest rules for cosmetics sellers on the platform, highlights operational risks, clarifies required corrections, and signals long-term opportunities for compliant operators.

1. The policy explicitly defines five categories of violations including missing qualifications and mislabeled product categories, and requires all sellers to conduct immediate self-inspection and correction. Sellers must verify the authenticity and validity of their cosmetics qualifications, confirm correct category placement, standardize labeling, and ensure all information matches registration records.

2. Penalties for violations are clearly defined: non-compliant products will be removed, delisted or blocked, while violating stores face restrictions on new product listings and operational permissions, plus security deposit deductions. Repeat malicious violations will face harsher penalties, so sellers must correct issues promptly to avoid operational losses.

3. This campaign follows broader industry regulatory tightening and the platform’s upgraded risk control, and Pinduoduo will continue ongoing inspections and governance. In the long run, compliant sellers will benefit from a fairer, healthier operating environment, gain more user trust, and receive greater traffic support.

Pinduoduo’s special cosmetics compliance campaign clarifies market-side compliance requirements for cosmetics manufacturers, and brings new business opportunities and development insights.

1. Manufacturers must complete product registration in strict accordance with regulatory requirements during production, and ensure information including product name, manufacturer, and registration number fully matches official public records, to avoid disrupted downstream sales partnerships due to non-compliant information.

2. Children’s cosmetics are a regulatory priority. Manufacturers must apply for and add the required "Golden Shield" label for children’s cosmetics, and are prohibited from mislabeling non-child cosmetics with the mark. Label compliance must be implemented during the product design and production stage.

3. Upgraded platform compliance requirements push manufacturers to accelerate the development of their own compliance systems, and meet the platform’s digital management requirements by providing accurate, valid compliance information to partners in a timely manner. This not only reduces partners’ risk, but also improves manufacturers’ own market competitiveness and unlocks more cooperation opportunities.

Pinduoduo’s crackdown on non-compliant cosmetics reveals the latest development trends in the cosmetics e-commerce industry, and helps relevant service providers identify customer pain points and new service opportunities.

1. As a heavily regulated product category, cosmetics face continuously tightening regulatory requirements, and e-commerce platforms are upgrading their risk controls in lockstep. Compliance has become an inevitable industry development direction, so service providers need to update their service offerings to align with the latest requirements.

2. Customer pain points are clear: a large number of small and medium-sized sellers and new brands lack clarity on platform compliance rules, and commonly face issues including disorganized qualification management, non-compliant information filling, non-compliant marketing copy, and non-standard labeling for children’s cosmetics, creating strong demand for professional guidance services.

3. Service providers can develop targeted compliance-focused service products, such as supporting merchants with compliance self-inspections, qualification document organization, marketing content review, and guidance on compliance registration and labeling for children’s cosmetics. This allows providers to solve core merchant pain points and capture new market growth opportunities.

Pinduoduo’s special cosmetics compliance campaign provides a reference for other e-commerce platforms on cosmetics category operation and management, and clarifies the core focus and priorities of platform governance.

1. As a heavily regulated product category, cosmetics require platforms to proactively strengthen compliance checks to reduce the platform’s own compliance risk and improve consumer trust. Pinduoduo’s governance approach provides a replicable model for other platforms.

2. Platform governance must focus on core violation points. This campaign identifies five core areas: qualification management, category management, information consistency, labeling standards, and marketing compliance. Labeling non-compliance in children’s cosmetics is the top priority for enforcement.

3. Platforms can adopt the governance model used by Pinduoduo: clear violation definitions, mandatory merchant self-inspection and correction, and ongoing post-campaign inspections and penalties. In addition, platforms should implement qualification checks during the merchant onboarding process to reduce non-compliance at the source, cut long-term governance costs, and sustain healthy platform order.

Pinduoduo’s crackdown on non-compliant cosmetics reflects new industry trends in China’s online cosmetics sector, and provides new cases and research directions for industrial research.

1. On the industry trend side, regulation across the entire cosmetics industry is tightening, and e-commerce platforms are upgrading their risk controls in response. Proactive compliance governance for heavily regulated product categories has become a key development trend for the e-commerce industry, with platforms shifting from passively addressing consumer complaints to proactively intercepting violations before they reach users.

2. The industry now faces prominent new problems: small and medium-sized sellers face low violation costs, and commonly engage in tactics including misplacing categories to bypass qualification checks, fraudulent qualification use, and false advertising. Labeling non-compliance in the children’s cosmetics segment is particularly serious, making it a key unaddressed industry pain point.

3. Pinduoduo’s governance model – clear violation standards, merchant self-inspection and correction, and ongoing inspections and penalties – provides a new case for research on e-commerce platform compliance governance, and offers practical reference for improving future industry regulatory policies and optimizing governance models.