In the cosmetics industry, bold claims can determine a product’s fate. Phrases such as “Clinically proven,” “dermatologist-tested,” and “science-backed” are common, yet today they often serve more as marketing tools than as genuine indicators of scientific rigour. The problem isn’t a lack of science but the tendency to alter claims to meet commercial goals, sometimes at the expense of integrity.
Over the past twenty years, cosmetics have evolved from craft-driven expertise into a fast-growing sector. As brands rushed to launch new products, claims became a means of attracting attention rather than reflecting rigorous research. Social media has accelerated this trend, favouring certainty over nuance and quick results over verified evidence…