Toothpaste products in China will be regulated under a new set of measures starting from December 1, which a regulatory analyst says is a more rigorous approach that has raised entry thresholds and brought about various challenges for companies.

This comes after China State Administration for Market Regulation (SAMR)’s issuance of the finalised Administrative Measures on Toothpaste in March.

Currently, toothpastes in China are regulated under a straightforward management scheme, where compliance with national and industry standards allows entry into the market.

With the updated measures, toothpaste products will require notification, testing, safety assessment, efficacy evaluation, and new ingredients application.

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