International business development specialist Juliana Restrepo presents a practical methodology designed to facilitate regulatory compliance and commercial expansion in the United States.
The cosmetics industry is facing increasingly demanding regulatory, safety, and transparency requirements as brands seek access to the U.S. market. For Latin American manufacturers, adapting to these evolving standards has become a strategic priority for international growth and long-term competitiveness.
In this context, Juliana Restrepo Montoya, a specialist in international business development and regulatory compliance for the cosmetics industry, has positioned herself as a technical reference in helping Latin American brands prepare for the challenges of entering and expanding within the U.S. market.
Concern for consumer safety has intensified in recent years. According to the Food and Drug Administration (FDA), implementation of the Modernization of Cosmetics Regulation Act of 2022 (MoCRA) introduces, for the first time, mandatory requirements for supplier registration, reporting of possible contraindications, and greater traceability in the ingredient supply chain. This change redefines the rules for accessing the U.S. market, the largest beauty market in the world, valued at more than USD 93 billion according to Statista.
Restrepo is one of the few Latin American specialists focused exclusively on the connection between regulatory compliance and commercial strategy for cosmetics in the U.S. Her work centers on translating complex technical frameworks into applicable processes for small and medium-sized companies in the regional ecosystem.
In response to this structural challenge, she presents the "Practical Guide to Entering the U.S. Cosmetics and Beauty Market for Latin American Producers," a methodological tool designed to close information gaps and reduce non-compliance risks. The guide integrates ten modules that address everything from the new MoCRA requirements to the implementation of quality systems, regulatory-compliant labeling, ingredient safety assessment, and audit preparation.
"Access to the U.S. market no longer depends solely on a product's value proposition; today it requires documented systems for safety, traceability, and regulatory compliance from the origin," Restrepo notes.
The guide's approach responds to a critical need: according to data from the Personal Care Products Council, stricter regulation significantly increases entry costs for emerging brands, especially those that do not have internal technical structures. In parallel, McKinsey studies indicate that more than 60% of U.S. consumers actively review labels and ingredients before purchasing, reinforcing the importance of manufacturer transparency.
Restrepo's proposal is not limited to compliance. Her methodology incorporates market analysis, brand building, omnichannel strategies, and cultural adaptation of the product, aligned with a consumer who demands clarity.
Throughout her career, Restrepo has participated in internationalization projects for the Colombian cosmetics sector into the United States, standing out for strengthening relationships with major retail chains such as Walgreens, Dollar General, and Winn-Dixie. Through initiatives such as organizing VIP visits by international buyers to companies and production plants in Colombia, she has helped build trust and open sourcing opportunities. Among the businesses to highlight thanks to her management in 2025 are the negotiation between Recamier and Karamer for USD 94,645 and the sale of hairbrushes by Industrial de Belleza to Turbo Power for USD 19,740. At the same time, she has significantly raised the sector's level of regulatory preparation by delivering specialized seminars and courses on regulations, including MoCRA, FDA requirements, labeling, and packaging, benefiting more than 500 Colombian companies.
Non-compliance with regulations can lead to sanctions, product recalls, or loss of market access. For this reason, Juliana Restrepo's guide provides a structured approach for companies. It is a technical instrument at a time when the industry is redefining its foundations around safety, evidence, and consumer trust.
ABOUT JULIANA RESTREPO
Juliana Restrepo is an international business development specialist with more than 10 years of experience supporting Latin American companies in their expansion into the U.S. market.
She specializes in internationalization strategies, regulatory compliance, market access, and business development for the cosmetics, beauty, textile, and consumer goods sectors.
She is the author of the books Practical Guide to Entering the U.S. Cosmetics and Beauty Market for Latin American Producers and Omnichannel Strategy in the Latin American Textile Sector: A Practical Guide for Startups.
LinkedIn: www.linkedin.com/in/juliana-restrepo-montoya
Books: a.co/d/0aZBncnL, https://a.co/d/03miX72X
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