When stocking up on wholesale branded cosmetics, understanding the shelf life of products is crucial for maintaining quality, ensuring customer safety, and protecting your reputation as a reseller. At Factory Makeup Wholesale, we supply only new, sealed, and authentic cosmetics — but it’s still important to know how long different types of beauty products last once manufactured or opened.
Here’s a complete guide on the average lifespan of wholesale cosmetics, how to store them properly, and how to avoid expired inventory.
Understanding Cosmetic Expiry Dates
Unlike food, most cosmetics don’t have a printed expiration date. Instead, they include a PAO symbol (Period After Opening) — usually marked as “6M,” “12M,” or “24M” — indicating how many months the product is safe to use after opening.
However, wholesale buyers should also pay attention to:
- Manufacturing date (especially for skincare and liquid-based makeup)
- Batch codes (used to check age and freshness)
- Storage and handling (heat and light exposure can reduce shelf life)
Shelf Life by Product Category
Here are the general shelf life guidelines for unopened, brand-new wholesale cosmetics stored correctly:
Face Makeup:
- Foundation, BB Cream, Concealer: 18–24 months
- Powders (blush, highlighter, setting powder): 24–36 months
Eye Makeup:
- Mascara: 6–12 months (once opened)
- Eyeliner (liquid/gel): 12 months
- Eyeshadow (powder): 24 months
Lip Products:
- Lipsticks: 24 months
- Gloss & liquid lipsticks: 18–24 months
- Lip liners: 24–36 months
Skincare:
- Moisturizers, serums, cleansers: 12–24 months
- SPF products: 12 months (check expiration date!)
- Sheet masks: 12–18 months (unopened)
Tips for Managing Inventory as a Cosmetics Reseller
As a wholesale buyer or retailer, you need to:
- Buy from verified sources to ensure fresh inventory
- Check manufacturing or batch codes when placing large orders
- Use FIFO (First In, First Out) to sell older stock first
- Store products in a cool, dry, shaded place to prevent deterioration
- Avoid overstocking sensitive items like mascara or SPF that have shorter lifespans
At Overflow Cosmetics Wholesale, we ensure every product is new, unused, and sourced directly from authorized distributors, so you can rest assured you’re getting cosmetics with a long shelf life.
Why Product Lifespan Matters
Selling expired or near-expiry cosmetics can lead to:
- Negative customer reviews
- Refund requests or returns
- Safety issues (especially with eye and skincare products)
- Legal risks in regulated markets
Being informed about product shelf life protects both your business and your customers.