Juliana Restrepo Leads The Internationalization Of Colombian Cosmetics Into The U.S. Market
The cosmetics industry in Latin America is undergoing a structural transformation driven by demand for sustainable products, the use of natural ingredients, and the adoption of technology. Colombia is consolidating its position as one of the region’s most dynamic players, while facing the challenge of establishing international standards for quality, regulation, and market access. Juliana Restrepo, an expert in international business development in cosmetics, is leading the response to these challenges, consolidating herself as an expert in the strategic development of the sector and supporting the internationalization of Latin American brands into high-value markets, particularly the United States.
Restrepo has more than ten years of experience in internationalization processes and has shared her knowledge in her book “Practical Guide to Entering the U.S. Cosmetics and Beauty Market for Latin American Producers,” available on platforms such as Amazon and Barnes & Noble. It is a technical publication aimed at companies seeking to comply with regulatory standards, Food and Drug Administration (FDA) requirements, and consumer trends in the United States.
In addition, entering the U.S. cosmetics market means operating under an increasingly demanding technical framework: with the implementation of the Modernization of Cosmetics Regulation Act (MoCRA), companies must list the ingredients in their products and scientifically demonstrate the safety of their formulations. In addition, labeling requires full transparency regarding ingredients (INCI) and usage warnings, since any unsupported functional claim may reclassify the product as a drug rather than a cosmetic and block its commercialization.
“Access to the U.S. market does not depend solely on product quality; it requires regulatory knowledge and compliance, consistency in the supply chain, and a clear value proposition for increasingly informed consumers,” Restrepo notes.
Juliana has led the strategic support of more than 25 companies in Colombia’s cosmetics sector in their export process to the U.S. market, implementing her methodology that integrates FDA regulatory compliance, the adaptation of labeling and ingredients, and the construction of traceable supply chains from raw material to end consumer, covering production, processing, and distribution processes. In particular, she has supported their participation in trade shows in the United States, such as Cosmoprof (Miami 2024 and 2025; Las Vegas 2024 and 2025) and PLMA (2024 and 2025).
According to the National Business Association of Colombia (ANDI), through its Chamber of the Cosmetics and Personal Care Industry, the Latin American cosmetics market exceeds USD 60 billion annually. Colombia participates with sales exceeding USD 650 million in 2024, exports to more than 80 markets, and average growth close to 8% over the last decade, placing it among the most dynamic countries in the region.
One of Colombia’s differentiating factors is its biodiversity. The country is among the most biodiverse in the world, according to reports from the Alexander von Humboldt Biological Resources Research Institute, which enables the development of inputs based on botanical extracts, essential oils, and natural resources with cosmetic potential. However, international competitiveness depends on the ability to transform these resources into products with traceability, certifications, and scientific support.
Market studies by Euromonitor International show that nearly 70% of Latin American consumers prefer products with natural ingredients, and around 60% are willing to pay more for sustainable alternatives. This trend is driving Colombian companies to incorporate biotechnology, biodegradable packaging, and international standards in order to access new markets.
“The competitive advantage is not only in natural origin, but in the ability to translate it into validated and scalable innovation,” says Juliana Restrepo.
Her participation in internationalization projects and collaboration with companies focused on external markets is especially relevant because it contributes technical knowledge and experience in access to international markets. By structuring strategies that allow Latin American brands to compete under global standards, she contributes to consolidating the presence of Colombian cosmetics in high-value markets within the international industry.
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.
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