A product produced or marketed in any signatory country and meeting the requirements of AHCRS would be able to enter other signatory countries. The most significant aspect of this harmonized scheme is that all ASEAN Member Countries will move from the traditional and preferred approach of "pre-market approval" to the new approach of "post-market surveillance" for cosmetic products, considered being more effective. The product registration approval in an ASEAN country is recognized in Member Countries, where a mutual recognition arrangement has been agreed upon. In most ASEAN countries, this is a transition from a pre-market approval registration system to post -market surveillance. These have been the result of close collaboration between the ASEAN governments and the cosmetic industry with the objective to harmonize cosmetic technical requirements among ASEAN Member Countries for the marketing of safe and quality cosmetic products. The current ASEAN's illustrative list has been adopted with emphasis that this list is not exhaustive.
Southeast Asia is economically diverse, but consumers in the region share a growing appetite for beauty and personal care. Southeast Asia is a region that has sharp contrasts in economic development, from the wealth of Singapore to countries such as Myanmar, where poverty is endemic and consumer markets are relatively undeveloped. Growth was put at 2. Cosmeceutical products — cosmetics that claim to have medicinal properties, such as anti-ageing creams — are also increasing in popularity in Singapore and are likely to continue to do so up to , according to a Euromonitor note. Singapore: One area that appears to be ripe for development, and perhaps oddly absent from a country that is progressive in many other ways, is the organic sector. This expansion included the Innisfree brand opening three stores in and Sulwhasoo unveiling its first standalone boutique store in the same year — both brands are owned by AmorePacific. Internet sales continue to rise, though Euromonitor says these are far from displacing shop sales.
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In , these countries agreed to harmonize the requirements for cosmetic products in order to facilitate the movement of goods and decrease the trade barriers within the region. The new common cosmetics legislation came into force in It is, however, not a complete copy of the EU legislation.