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General Liability Insurance for Supplement, Beauty & Ingestible Brands

The $1M / $2M general liability policy structure Amazon, TikTok Shop, Walmart Marketplace, Sephora, and most major retailers require, with the additional insured language that actually works.

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What It Covers

The everyday business risks general liability is built to handle.

General liability covers the things that happen during your business operations. Bodily injury and property damage on premises. Advertising injury claims from your marketing. Personal injury claims from your business activities.

Defends you against

  • Bodily injury claims (slips, falls, accidents on your premises)
  • Property damage claims from your business operations
  • Advertising injury claims (libel, slander, misleading advertising)
  • Personal injury claims tied to your business activities
  • Damage to property of others while in your care

Pays for

  • Legal defense costs from the day a claim is filed
  • Settlement amounts within your policy limits
  • Court-ordered damages and judgments
  • Medical expense payments for minor incidents
  • Investigation and discovery costs
Platform Requirements

The platforms that require GL coverage and what they expect from your COI.

Every major marketplace and retailer requires general liability coverage with specific minimum limits and additional insured language. Most generic policies don't satisfy the requirements without specific endorsements.

Amazon
$1M / $1M

Required at $10K monthly gross. Amazon.com, Inc. and affiliates as additional insureds.

TikTok Shop
$1M / $2M

TikTok Inc. and affiliated entities as additional insureds. Specific endorsement language required.

Walmart Marketplace
$1M / $2M

Walmart.com and parent entities as additional insureds. Aggregate limits inspected at COI submission.

Sephora Squad
$1M / $2M

Sephora USA and affiliates. Beauty-specific. Increased limits for higher revenue brands.

Common Questions

General Liability, Plain English

Isn't general liability the same as product liability?
No. General liability covers your business OPERATIONS (premises, advertising, your work). Product liability covers harm caused BY your product. Most ecom brands need both. Many policies bundle them but the two coverage triggers are separate. We make sure both are in place and properly limited.
What limits do I need?
$1M per occurrence / $2M aggregate is the typical minimum for marketplace and retail requirements. Many of our larger clients carry $1M GL plus an excess/umbrella policy stacking $5M+ on top. We size limits to your revenue, your channels, and your downstream contracts.
What's an "additional insured" and why does it matter?
Additional insured is a contractual designation that extends your policy coverage to another party. Amazon, TikTok Shop, Walmart, Sephora, Target, and most retailers REQUIRE you to name them as additional insureds on your GL policy. The wording matters. Generic endorsements often don't satisfy specific platform requirements. We add the right endorsements at policy issuance.
Does GL cover my customer slipping in my office?
Yes. That's exactly what GL is built for. Bodily injury on your premises is the most common GL claim across all industries.
Does GL cover advertising claims?
Yes, with limits. GL's "advertising injury" coverage protects against libel, slander, copyright infringement, misappropriation of advertising ideas, and similar claims tied to your marketing. Note: this does not cover false advertising or product misrepresentation, which are different exposures.
What does GL typically cost?
Significantly less than product liability. GL alone for an emerging ecom brand can run a few hundred to a couple thousand dollars annually. Most brands bundle GL with product liability for a unified premium.

Get general liability that satisfies every platform you sell on.

Send us your products, your channels, and your contracts. We come back with a GL policy that includes the right endorsements from day one.

Start my quoteOr call (765) 432-8989