In today's era of increased standards of lifestyle and life expectancy, there has been a constant demand for supplements by consumers. Nutraceuticals are among the supplements in demand. Although there is a big opportunity for the nutraceutical business, there are no uniform regulatory requirements in different regions. Nations are looking to the nutraceutical sector to help keep their populations healthy and safe by introducing certain rules and regulations. Generally, developed countries have regulations in place, but there are some countries, such as those in the Asia Pacific regions or in Association of Southeast Asian Nations (ASEAN) countries, that have not yet fine-tuned their regulations for nutraceutical products. The ASEAN countries involve highly commercialized markets such as Singapore, Thailand, Malaysia, and the Philippines. The overall nutraceutical market of ASEAN countries is growing at a compound annual growth rate of ∼8.4%. About 40% of the ASEAN population consumes nutraceuticals on a daily basis. ASEAN countries are forming harmonized regulations for dietary supplements. This could be a big opportunity for manufacturers to introduce their products into the ASEAN market. A special unit of the Traditional Medicine and Health Supplements Product Working Group (TMHA PWG) helps manufacturers understand the regulatory procedures of these countries. Despite countries' own special requirements, manufacturers can follow the standards and harmonized guidelines put forth by TMHA PWG. The aim of this review is to introduce the regulatory procedure and requirements for international business developers to launch any new nutraceutical products into the ASEAN market.