A small NZ brand can start exporting to Southeast Asia by picking one market, checking its ingredients against that market's rules, preparing a basic document pack, setting an export price that leaves room for the importer and retailer, and finding one licensed importer to start with. You do not need an export department or stock held overseas.
Start with one market
Six markets at once is a lot of paperwork for a small team. Pick the one where your product has the clearest fit and a realistic path to an importer. For gentle skincare, Thailand and Singapore are common starting points because buyers there already look for imported products with a clean reputation.
Check your ingredients first
Most Southeast Asian markets follow the ASEAN Cosmetic Directive, which lists prohibited and restricted ingredients. Check your formula against it before you approach anyone. Finding a problem after an importer has said yes costs time and goodwill.
Prepare a simple document pack
Importers will ask for the same things again and again: a full ingredient list with INCI names, product specifications, label artwork, safety information and your company details. Having these ready in one folder makes you look like a supplier who is easy to work with, which matters as much as the product.
Set an export price that works
The shelf price in Asia is usually several times your ex-works price once freight, duty, the importer's margin and the retailer's margin are added. Work backwards from a realistic shelf price in the market. If the numbers do not leave room for everyone, it is better to know now.
Find the right importer, not the biggest
Large distributors carry hundreds of brands and a new small brand can get lost. A smaller importer who is excited about your product will often sell it harder. Look for an importer that already sells to the shops and channels you want, and that holds the licences needed to register your product.
Protect your brand name
Register your trademark in the markets you sell into. Trademark rights are local, and registering early is far cheaper than arguing about ownership later.
How Accio helps
We work with small and independent NZ makers. We check market fit, help you prepare documents, and introduce you to licensed importers in Singapore, Malaysia, Thailand, Cambodia, Vietnam and Taiwan. Goods ship direct from New Zealand to the importer.
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