On February 26, 2026, the Brazilian Health Regulatory Agency (Anvisa) announced progress in its experimental project focused on personalized personal care, cosmetics, and perfume products. According to Brazil's Proposal No. 18/2025, the project aims to select up to five innovative projects to test the business model of offering personalized products directly at sales points under differentiated and temporary regulatory conditions. The registration phase for interested companies ended in January 2026. Anvisa has established a Working Group (GT) and appointed members to drive this pioneering technical implementation initiative in Brazil.
Strategic Role of the Working Group
The temporary working group will provide essential technical and administrative support for all stages of the pilot project. Its main responsibilities include:
- Conducting Selection: Responsible for all stages of selection, including preliminary analysis of submitted projects, detailed analysis of proposals, and developing regulatory flexibility experimental agreements for selected projects.
- Monitoring and Follow-up: After selection, the group will continuously monitor and follow up on the implementation and execution of the innovative projects.
- Issuing Opinions and Recommendations: Providing technical opinions and recommendations to Anvisa's Board of Directors (Dicol) on the granting, maintenance, adjustment, or revocation of temporary authorizations, as well as suggestions on the continuation, suspension, or termination of projects.
- Summarizing Outcomes: The group will consolidate outcomes, evidence, and regulatory experiences from the pilot projects to provide key references for developing a permanent regulatory framework for the industry in the future.
Next Steps
With the establishment of the working group, the pilot project will proceed to the next stage as planned. Preliminary analysis results of the projects will soon be announced, followed by the submission phase for detailed analysis of proposals from selected companies. Anvisa's initiative in personalized cosmetics regulation is a strategic move to foster innovation, promote regulatory learning, and ensure health safety in an evolving market. The agency reaffirms its commitment to seeking regulatory solutions transparently and flexibly to keep pace with technological advancements for the benefit of Brazilian society.
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