Given its size, dynamism, appetite for premium international products and strong retail infrastructure, the US is one of the most lucrative markets for British beauty brands. However, businesses wishing to explore their US prospects should be aware of key recent regulatory and trade changes. The chief amongst these is Modernization of Cosmetics Regulation Act 2022 (MoCRA), which constituted a significant overhaul to the way imported cosmetics are treated. Prospective exporters need to remain aware of the evolving tariff environment under the current Trump presidency.