BPOM Revokes Distribution Permits for 8 Women's Cosmetics Violating Decency Standards
Jakarta — Indonesia’s drug and food regulator, the National Agency of Drug and Food Control (BPOM), has discovered eight women’s cosmetic products promoted with misleading health claims that violate decency standards, and has revoked the distribution permits for all eight products.
BPOM Head Taruna Ikrar announced in Jakarta on Tuesday that the products were identified during intensive supervision throughout the second semester of 2025. The products violated BPOM Regulation Number 18 of 2024 regarding the labelling, promotion, and advertising of cosmetics.
“From our monitoring, BPOM found cosmetics promoted with claims such as ‘tightening the breasts’, ‘enlarging the breasts’, ‘preventing vaginal discharge’, and ‘tightening intimate organs’. These claims are sensational, cannot be proven scientifically, are misleading to consumers, and do not conform to decency standards,” Ikrar stated.
The revoked products are:
VIOLLA Sweet Breast Cream
DOHWA QUEEN Feminine Hygiene
XBS CREAM Zeeya Breast Care Oil
VAMELLA Ultimate Breast Serum
RORO MENDUT Adas Delima Breast Serum
NATURWISH Breast Serum
MIREYA Premium Breast Cream
BIOAQUA Bust Cream
“This supervision is part of BPOM’s ongoing efforts to respond to the surge in excessive cosmetic promotion in digital spaces, particularly on marketplace platforms and social media,” Ikrar said.
Beyond contradicting the principle of truthful information, the claims also point to changes or improvements in bodily organ functions that fall outside the definition of cosmetics. This violates Article 2, paragraph (3) of BPOM Regulation 18/2024.
As a form of law enforcement and consumer protection, BPOM has revoked the distribution permits for eight cosmetic items proven to have engaged in promotion that violates decency standards and relevant regulations.
“BPOM will not tolerate business operators who deliberately exploit sensitive issues and consumer vulnerabilities through misleading cosmetic promotion and violations of decency standards. Such practices not only breach the law but also potentially endanger public health and cause widespread harm to society,” Ikrar stated.
BPOM has instructed the relevant business operators to immediately withdraw and destroy all products from circulation. BPOM has also ordered businesses to halt all promotional activities across all media, both conventional and digital.
“This instruction is mandatory and forms part of prevention efforts to ensure similar products do not return to the market,” he said.
BPOM has reminded all cosmetic businesses to comply with applicable regulations, including provisions on labelling, promotion, and advertising of products. Cosmetic promotion must be conducted ethically, honestly, responsibly, and based on accurate and verifiable information.
BPOM has also called on consumers to act as discerning and critical consumers, emphasising the importance of vigilance against excessive and unrealistic cosmetic promotion.