Quick answer: To get ungated in Health & Beauty on Amazon in 2026, search for the product in Seller Central (Catalog > Add Products), click Apply to sell next to any listing limitation, and submit what Amazon requests: typically invoices from the manufacturer or an authorized distributor, dated within the last 180 days and matching your account details, plus extra documents for some products, such as safety data sheets or certificates of analysis. Many items in Beauty and Health & Personal Care are open to new sellers, but topicals, many big brands and specific ASINs require approval. Amazon alone makes the decision.
What Does Ungating Mean on Amazon?
To explain Getting Ungated in Beauty and Healthcare on Amazon, we should first tell you what “gated” and “ungated” mean in this context. As a new seller on Amazon, you don’t necessarily need permission or a license to sell your products in the “Open” categories. Unlike this, some categories require Amazon approval.
These are “gated” categories. Examples include Fine Art, Jewelry and Grocery & Gourmet, plus many products within Beauty and Health & Personal Care, such as topicals, skincare and well-known brands. Why? Because these products are directly related to the customers’ well-being. This issue is sensitive, and Amazon knows that, so it cares a lot about who sells them and how they are sold.
The good news is you can “Ungate” these categories and start selling them. For example, Getting Ungated in Personal Care means you can provide the documents, follow some steps and persuade Amazon to approve you. After that, you can sell personal care brands and products. Any Professional seller, whether you use FBA or fulfill orders yourself, can apply to ungate a category, brand or product.
Why Amazon Restricts Health & Beauty Category
health and beauty products are potentially sensitive and, if not made through standard processes, can be dangerous. Remember that these are the things people apply on their face and body, so Amazon has to ensure their quality before letting them get listed on the platform.
Another reason these products are gated is for fake items to be completely banned from entering Amazon. This marketplace cares about the buyers’ safety and their health, and that’s why sellers need to go through a process before being able to sell beauty products.
Can I Sell Branded Beauty & Health Products on Amazon?
Many cosmetics and beauty products are restricted on Amazon, especially for newer accounts, and most major beauty brands have their own brand-level approval. If you think about it, this is logical. Beauty, health, and skincare products are very sensitive since we use them on our bodies. Amazon cares a lot about the satisfaction of its customers. No seller wants to face a potential suing situation or a customer with skin rash due to a particular beauty product. Until you get ungated on beauty and health products, you can’t start to sell them on Amazon. Here are some examples of beauty, health, and skincare products:
- Skin Care
- Cosmetics
- Makeup
- Hair Care
- Oral Care
- Fragrance
- Tools & Brushes
- Men’s Grooming
- Luxury Beauty
- Salon & Spa
- Professional Skin Care
Don’t forget that self-care and beauty products may not be restricted entirely, but their subcategories are. For example, you may be able to sell a hairbrush as a newbie, but you will have to get ungated to sell hair serums and oils.
How Do You Get Approved for Amazon Beauty & Health?
Amazon restricts its sellers’ selling ability to limit fake sales and bad experiences. To Get Ungated in Personal Care or cosmetics, you should prove to Amazon that your products provide a pleasant and positive experience for the customer. Ungating Amazon sales in these categories needs work and time. Let’s explain How.
First, you should know that this process is time-consuming and tricky. So, prepare your documents before you apply.
To request approval, you should:
- Open the Seller Central on Amazon
- Go to Catalog > Add Products
- Search for the item you want to sell (by name, UPC or ASIN)
- If the listing shows a limitation, click “Apply to sell” (or “Show limitations” to see why)
- Click “Request approval” and upload the documents Amazon lists
After this, the review starts. Amazon tells you which documents it needs, and the requirements differ by product and brand. Common requests include:
- Purchase invoices from the manufacturer or an authorized distributor, dated within the last 180 days and showing your business name and address exactly as in Seller Central (retail receipts are usually rejected; see how to submit invoices for Amazon ungating)
- Safety Data Sheets (SDS) or exemption sheets for products that contain chemicals
- Certificates of Analysis (COA) or third-party lab test results for some topicals
- Brand authorization letters for brands that restrict resellers
Cosmetics do not need FDA pre-market approval, but under the Modernization of Cosmetics Regulation Act (MoCRA), cosmetic brands and manufacturers must register their facilities and list their products with the FDA. Products that make drug claims, such as sunscreens or acne treatments, are regulated as OTC drugs and face stricter checks (see how to get ungated in OTC on Amazon). Dietary supplements in Health & Personal Care also have their own Amazon testing requirements; read our guide to selling dietary supplements on Amazon.
If you want help preparing a strong application, OABeans leads-list members get free access to our Amazon Ungating Course, The Ungating Sprint, which shows you how to source qualifying invoices and submit applications yourself. Amazon makes the final decision, so no course or service can guarantee approval.
How Long Does It Take to Get Ungated on Amazon?
There isn’t a definite deadline for this. To get Amazon Approval for beauty and health care products, your first step should be sending the complete documents (things like invoices) to prove you are selling the original. Amazon will get back to you in a few days or weeks. Keep in mind that these are the products that are in touch with people’s bodies, so its only natural that the platform is a little strict about them (read how to get ungated in topicals on Amazon)
Although some sellers report that they haven’t gotten their responses in a very long time, most requests are answered. If your request takes too long or is declined, your documents may be incomplete. Check every invoice detail (names, addresses, dates and quantities) before you reapply.
Final Thoughts
Amazon is a large platform with millions of products and thousands of sellers. This website also cares very much about what it sells and what experiences it gives to people. So, if your request is taking a little longer than usual, don’t fret. Focus on providing the invoices, complete contact information, and other documents Amazon requires. Once you’re approved, our online arbitrage leads can help you find profitable beauty and personal care deals, and our guide to Amazon restricted categories and brands shows which related categories and brands need approval.
FAQ
Can you sell Maybelline on Amazon?
Maybelline products are considered cosmetics and require Amazon’s category approval. You must submit an ungating request with the required documents to sell them.
Can I sell salon products on Amazon?
Salon-grade hair products are restricted on Amazon, but you can sell them by submitting an ungating request with valid invoices. Non-restricted items like brushes or hair dryers can be listed freely.
Do I need FDA approval to sell cosmetics on Amazon?
No, the FDA does not require pre-approval for cosmetics sold on Amazon, but you do need Amazon’s own approval through the ungating process.
Can you sell L’Oréal products on Amazon?
Yes, but L’Oréal is part of Amazon’s gated cosmetics category. To sell it, you must provide valid documents and get approval through the ungating process.
Can I sell handmade cosmetics on Amazon?
Yes, handmade cosmetics can be sold on Amazon after you request approval and submit the required documentation under the Beauty or Handmade categories.
Is Amazon the best marketplace to sell beauty products?
Yes, Amazon provides massive exposure and high demand for beauty products, making it one of the best platforms to launch or scale your beauty brand.
What type of cosmetics sell the most on Amazon?
Top-selling beauty items include makeup bundles, skincare kits, lip glosses, eye pencils, and trending seasonal beauty products.
Which country buys the most cosmetics from Amazon?
Amazon does not publish cosmetics sales by country. The United States is Amazon’s largest marketplace overall, which makes Amazon.com the main target for most beauty sellers.
How long does it take to get ungated in the beauty category?
Approval can take anywhere from a few hours to a couple of weeks after you submit proper documents, but delays may occur if your invoices don’t meet Amazon’s requirements.
Do I need brand approval in addition to category ungating?
Yes, many beauty brands like L’Oréal or Maybelline require separate brand approval even after you’re ungated in the category.
