In recent years, Indonesia’s e-commerce platforms have become one of the most dynamic health and beauty marketplaces in Asia. But behind the surge of “imported” products with glossy packaging lies a serious problem: unregistered supplements being sold without BPOM approval.
Our recent regulatory scan uncovered dozens of foreign-branded supplements claiming to be “official imports,” some even displaying fake “FDA-approved” logos. In reality, these products have never been reviewed or authorized for sale in Indonesia.
At first glance, these supplements look professional: sleek packaging, English-language labels, and prominent “US-made” branding. Many listings even include American flags or phrases such as “authentic import.”
However, BPOM’s public database confirms that many of these so-called official products are not registered under any local import license.
Some sellers go further by using fabricated “FDA Certificates” or referencing U.S. regulatory approvals that do not apply to dietary supplements. In the U.S., supplements are not approved by the FDA, only notified. Misusing this label is a form of regulatory misrepresentation that misleads consumers and undermines legitimate companies.
The Real Dangers for Consumers
Without BPOM registration, consumers have no assurance that these products are safe. Unregistered supplements may:
- Contain unlisted or banned ingredients, including steroids or hormonal agents.
- Use dosages exceeding local safety limits.
- Feature incorrect or misleading labeling.
- Be stored or shipped under uncontrolled conditions, degrading product stability.
Several laboratory spot-checks have revealed that certain unregistered imports contain undeclared actives and impurities, posing risks of toxicity, hormonal imbalance, or organ damage.
For esteemed supplement companies, this issue extends beyond mere regulatory adherence; it is intrinsically linked to the integrity of their brand.
When fake or illegal products mimic legitimate foreign brands, consumers lose trust in the entire category. Even worse, if a counterfeit or unauthorized item causes harm, the real brand often faces public backlash.
This erodes years of reputation-building and complicates official entry strategies for compliant manufacturers.
What Global Brands Can Do to Protect Their Market Access
There are legal and low-risk pathways for brands that wish to enter Indonesia properly or secure their name before local launch:
- Register with BPOM through a local license holder
Use a certified regulatory partner such as Product Registration Indonesia to obtain BPOM registration for supplements even before establishing a local subsidiary. - Leverage local compliance and distribution networks
PRI can connect your company with verified distributors already operating within Indonesia’s healthcare, supplement, and retail ecosystem. - Ensure full documentation and Halal readiness
Having Halal certification for supplements in advance supports smoother entry and increases consumer confidence once listed on official e-commerce channels.
By following these steps, brands can legally appear on Indonesia’s leading online marketplaces fully registered, compliant, and trusted.
The same trend is emerging in cosmetics and skincare. Unregistered imported serums, whitening creams, and beauty products are being promoted with misleading claims and unverified ingredients.
These categories will face increased BPOM and Halal enforcement over the coming months by making early registration even more critical.
Indonesia’s digital commerce ecosystem offers immense potential, but opportunity must go hand in hand with responsibility. Consumers deserve safe, traceable products. Regulators demand transparency. And brands that act responsibly will define the market’s future.
The hidden risk behind imported supplements is not just about fake products; it’s about broken trust.
Regulatory compliance is the bridge that connects consumer safety and business integrity. By staying compliant today, brands ensure sustainable growth tomorrow.
