Before Launch

Beauty products (no medical claims): file a form on the FDA website. About 1 week. No ingredient testing needed.

Beauty products with medical claims (sunscreen, anti-dandruff): full government approval. 3–4 weeks or more.

Food and drinks: register your factory with the FDA. Packaging needs a Nutrition Facts label, full ingredient list, and your company name and address.

Supplements: only certain health claims are allowed. Saying "this cures disease" is not allowed unless you have scientific proof.

Check that all your ingredients are allowed in the U.S. Some ingredients common in Asia are not.

Set up a U.S. company (LLC or C-Corp) and open a U.S. bank account.

Put the benefit first. Write the biggest reason to buy on the front: "gluten-free," "vegan," "high-protein," "no caffeine."

Use English as the main language. Anuko prints all packaging in English, even for Korea, so the product is ready to sell anywhere.

Make your product easy to understand. Onigiri Kororin calls their rice balls a "sushi sandwich." Americans understand that immediately.

Think about the shape and size of your package. Shape decides where the store puts it on the shelf. Talk to the buyer before finalizing.

Reposition your product, not just translate it. Aquatheon calls theirs "sea biotech" instead of "seaweed drink" because "seaweed" has weak associations in the U.S.

EWG Verified (beauty / personal care): shows your ingredients are safe.

PETA Certified: shows your product is not tested on animals.

USDA Organic: required to say your product is organic. Whole Foods checks this.

Where to make your product: most founders keep making it in their home country because quality is better and cost is lower. Rothea makes skincare in Korea and ships to Amazon's warehouse in the U.S. for $4 per item (vs. $10 by regular mail).

How to ship: by boat takes ~2 months. By air takes ~1 week but costs much more. Plan orders 2–3 months ahead.

Who delivers to your customers: Amazon FBA is the cheapest option for most new brands. If you sell through other stores, you need a 3PL (third-party logistics — a company that stores and ships for you).

Keep extra products ready. Everything in the U.S. takes longer than you expect. Keep enough to last 60 days more than you think.

Start with a small test order (100–500 units). Keep most products in your home country until you know there is real demand in the U.S.

Talk to 20 American customers and ask: How much would you pay? What do you currently buy instead?

Look at 5–8 similar products already sold in U.S. stores. See what they charge.

Set your U.S. price based on what American competitors charge — NOT based on your home price. If unsure, set it higher. You can always have a sale later. It is very hard to raise your price.

Add up all your costs: making the product + shipping + import taxes + warehouse fees + the store's share + your profit. This tells you the lowest price you can charge.

Write your brand story in simple English. One short paragraph. If an American college student cannot understand it right away, rewrite it.

Find someone in the U.S. who can help you — a part-time helper, a marketing person, or a full-time employee. They must understand American culture, not just speak English.

Set up your website for American customers, U.S. social media accounts, and email marketing.

Make a sell sheet: one page with your story, products, prices (both wholesale and shelf), and why customers will want your product.

Amazon — good for: beauty, health, packaged food. Builds a sales record buyers want to see. Be careful: with no brand awareness yet, you'll get few sales and waste money on ads.

Your own website — good for: expensive or gift products above $25. Tells your brand story. Be careful: very expensive to drive visitors. One founder spent $200 in ads to make $1 in sales.

Physical stores — good for: products people need to taste, smell, or try. Builds local trust. Be careful: stores want proof you sell. Start with small independent stores, not big chains.

TikTok Shop — good for: beauty and wellness that look good on video. The fastest-growing way Americans discover new products. Be careful: you need creators to promote, and FDA registration first.

Farmers markets — good for: fresh food. Cash right away, face-to-face feedback. Be careful: only reaches one neighborhood, takes a lot of time.