Johnny Johan Sompotan, Jakarta – Indonesia's Food and Drug Authority (BPOM) has revoked the distribution permits of eight cosmetic products found to be promoted with misleading and indecent claims, following intensified surveillance in the second half of 2025.
BPOM head Taruna Ikrar said the products violated BPOM Regulation No. 18/2024 on cosmetic labeling, promotion, and advertising.
The agency found cosmetics marketed with claims such as "tightening breasts," "enlarging breasts," "preventing vaginal discharge," and "tightening intimate organs." He said such claims are sensational, lack scientific basis, mislead consumers, and breach public decency standards.
"These claims not only violate the principle of truthful information but also fall outside the definition of cosmetics, which are strictly for external use," Taruna said, as quoted from BPOM's official website on Tuesday.
Under the regulation, cosmetics are intended only to cleanse, perfume, alter appearance, correct body odor, and protect or maintain the body. They must not be used for therapeutic purposes or to affect the function of body organs.
Taruna added that the crackdown is part of BPOM's ongoing efforts to address the surge of excessive cosmetic promotions in digital spaces, particularly across e-commerce platforms and social media.
As part of enforcement measures, BPOM has revoked the permits of all violating products and ordered businesses to withdraw and destroy them from circulation.
"BPOM will not tolerate business actors who deliberately exploit sensitive issues and consumer vulnerabilities through misleading cosmetic promotions that violate decency norms," he said.
The agency also requires companies to cease all forms of promotion, both online and offline, to prevent the products from re-entering the market.
Consumers, meanwhile, are urged to be more cautious when purchasing cosmetics, especially online.
"The public must be more selective and not easily tempted by sensational claims. Always perform the 'Cek KLIK' – check packaging, labeling, distribution permit, and expiration date – before buying or using cosmetic products," Taruna said.
The eight products with revoked permits 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
Source: https://jakartaglobe.id/lifestyle/bpom-strips-licenses-of-8-cosmetics-for-false-sexualized-claim