Breakthrough for Australian cosmetics brands in Israel



July 29, 2022




Men’s grooming brand, Uppercut Deluxe, has made a breakthrough in Australian cosmetics exports to Israel.

In early 2022, Austrade advisers in Israel helped the cosmetics brand obtain local product registration, via an official letter of support from the embassy. An importer immediately placed a large order.

Uppercut Deluxe now exports products such as beard oil and hair pomade to Israel.

This indicates a viable market for Australian cosmetics and beauty products in Israel.

Modern barbershop classic

The Uppercut Deluxe brand is a range of men’s products that takes up the style of barbers from the 1950s. The company is already exporting, particularly to France, Germany and the United Kingdom. However, regulatory barriers have prevented exports to another fast-growing cosmetic market in the region – Israel.

‘Israeli cosmetic regulations require GMP [Good Manufacturing Practices] certification from the country of origin,” says Michael Platt, Team Director of Austrade Israel. “However, Australia does not officially require or recognize GMPs for cosmetics in Australia, so there was no clear way to register Uppercut Deluxe products.”

Austrade Israel has worked with the Israeli Ministry of Health to find a solution.

In the absence of GMP recognition, Austrade has identified the Australian Industrial Chemicals Introduction Scheme (AICIS) as a registration pathway. This is the agency of the Australian Department of Health responsible for regulating chemical ingredients in cosmetics and skin care products.

Austrade supports regulatory clearance

This initiative resulted in an official letter of support from the embassy. The letter explained that the manufacturers of the products were duly registered with AICIS. The letter also confirmed that Uppercut products were manufactured to GMP standards based on appropriate third-party GMP certification and were legally sold in Australia.

“Austrade helped us find the right certification and assurance on documentation that Israeli regulatory teams needed to certify products,” says Kiera Purcell, Founder and CEO of Uppercut Deluxe.

“Austrade was a great resource for us as compliance with Israel was more complex than other markets.”

Israeli importer places order after certification

Following registration, the client received orders from a local importer almost immediately.

“It’s a watershed moment,” Platt says. “Until now it has been a challenge to register Australian cosmetics in Israel – and it was indeed a barrier to market entry.

“The ability to register Uppercut Deluxe creates market potential for other innovative Australian brands.”

Since Uppercut’s success, a handful of Australian cosmetics companies have followed suit and pursued registration in Israel through a similar letter of support from the Australian Embassy.

According to the Austrade Israel team, this reflects the interest of local importers in bringing unique, high-quality, value-added brands to market.

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