End-to-End Timeline: From Brief to Shelf in UAE & KSA (12 Weeks)

How to fit a launch into 3 months

In the GCC, brand owners often think launches take half a year. With careful parallel planning—especially ordering packaging early—you can launch within 12 weeks. The bottleneck is usually packaging imports (≈60 days), but with overlapping formulation, regulatory, and testing work, you can land products on shelves at the 3-month mark.

Compressed 8-Stage Timeline

1) Brand Brief & Packaging Order (Week 1)

• Finalize brand concept and SKUs quickly.
• Place packaging order overseas immediately (lead time: ~60 days).
• Deliverables: Locked-in packaging specs, POs sent to suppliers.

2) Formulation & Sampling (Week 1–4)

• Select base formulations and customize actives.
• Approve lab samples in parallel with packaging production.
• Deliverables: Approved samples ready for testing & dossier prep.

3) Regulatory File Prep (Week 2–6, parallel)

• Collect COAs, SDS, ingredient lists.
• Translate labels into Arabic (draft layout based on packaging dielines).
• Build Montaji dossier (UAE) and PIF (KSA).
• Deliverables: Complete files ready for submission.

4) Stability & Micro Testing (Week 3–8, parallel)

• Begin accelerated stability testing on approved samples.
• Conduct microbiology/challenge tests as required.
• Deliverables: Reports to insert into Montaji & PIF.

5) Montaji Registration (UAE) (Week 5–8)

• Submit files to Dubai Municipality.
• Typical approvals: 2–3 weeks with correct documents.
• Deliverables: Montaji certificates ready before production finishes.

6) SFDA eCosma Notification (KSA) (Week 6–9)

• Upload dossier to eCosma with Arabic label + PIF.
• Deliverables: Notification confirmation for import.

7) Packaging Arrival & Production (Week 9–11)

• Packaging (ordered in Week 1) arrives ~Week 9.
• Production begins immediately under ISO 22716 GMP.
• Deliverables: Finished goods, QC batch release.

8) Shipping & Shelf Placement (Week 11–12)

• UAE: distribute once Montaji is cleared.
• KSA: ship with CoC via FASEH + eCosma notification.
• Retailers typically take 1–2 weeks for shelf stocking.

Compressed Launch Checklist

✅ Place packaging orders in Week 1
✅ Approve samples within 3–4 weeks
✅ Prepare dossiers while packaging is in transit
✅ Start stability & micro tests early
✅ Submit Montaji by Week 5
✅ Submit eCosma by Week 6
✅ Receive packaging by Week 9
✅ Start production immediately
✅ Ship by Week 11–12

Final word

Yes, a 3-month launch in GCC is achievable—but only if packaging is ordered immediately and compliance tasks run in parallel. Brands that wait until packaging arrives to start registration often lose 2–3 extra months.

At Lab 03, we build your launch around this compressed critical path, managing suppliers, regulators, and QC so your brand can move at GCC retail speed.