The “Best Before Date” and “Period After Opening (PAO)” are labelling terms used on cosmetic products to provide information about the product’s shelf life and usage recommendations. What is the difference between the two?
Best Before End (BBE):
Used for products that are not confirmed stable for 30 months.
- This is a date that indicates the period during which the cosmetic product is expected to remain at its best quality in terms of texture, colour, scent, and overall effectiveness.
- The date is determined based on the stability and longevity of the ingredients in the formulation.
- It is particularly important for products where the effectiveness or quality might decline over time, even if the product remains sealed and unopened.
- After the “Best Before Date,” the product may still be safe to use, but its quality may not be guaranteed.
- Specifically, the product is stable until the end of the month listed, hence BBE
Period After Opening (PAO):
Used for products that are stable for at least 30 months.
- PAO is represented by a symbol of an open jar with a number and the letter ‘M’ (months) on the product packaging. This is a legal EU symbol with defined meaning.
- It indicates the recommended period for which the product is considered safe for use after it has been opened and exposed to air.
- PAO helps consumers understand how long they can continue to use a product once it has been opened, taking into account factors like potential oxidation or contamination.
- The count of months typically starts from the moment the product is first opened.
These two descriptors should NOT be used together – either BBE or period after opening should be used, not both.
How long will a Product Typically Last?
Un-opened, most cosmetic products would be expected to be OK for three years but if your product contains plant-based ingredients they may only last 1-2 years in their packaging.
Retinol and vitamin C containing cosmetic products may also have a shorter shelf life such as 1 year.
Typical period after opening are listed below, but all shelf life should be justified for each product:
| Alcohol-based perfumes (see note 1) | >3 years |
| Bar soaps | 6-12 months |
| Nail polish | 1 year |
| Sun protection products | 1 year / 1 season |
| Powders (including blush, eyeshadow) | 1 to 3 years |
| Foundation in a jar or a creamy powder | 1 to 3 years |
| Skin care products with actives – in a sealed packet with the pump | 1 year |
| Skin care products with actives – in a jar | 6-10 months |
| Lipstick, lip gloss | 1 year |
| Pencil lipliner | 1 year |
| Pencil eyeliner | 1 year |
| Mascara | 3-6 months |
| Liquid eyeliner | 3-6 months |
Note 1: For any product that can be shown to be stable for more than 30 months unopened plus 36 months (3 years) once open, no expiry date or shelf life has to be included on the label. This is a common situation for alcohol-based perfumes.
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