In the wake of the COVID-19 pandemic, heightened health consciousness has fueled a global surge in demand for nutrition and well-being products. Southeast Asia (SEA), boasting stable GDP growth and a thriving e-commerce landscape, presents a lucrative market for health products, where both local and international brands stand to thrive. However, intensified competition, new technologies and the complicated regulatory barriers pose challenges. This article delves into the flourishing e-commerce market for health supplements in Southeast Asia while highlighting the recent significant regulatory developments that are reshaping the industry.