As 2024 dawns among a flurry of new EU regulations designed to make our industry more sustainable, it’s clear that the topic of how to avoid greenwashing claims should be top of every business agenda.
Australian skin care brand E.S.K says that the market is rife with products with false or unsubstantiated claims and unbefitting prices, which capitalise on people’s insecurities about their skin.
Beauty-from-within remains the number-one reason women and men take collagen supplements, according to a fresh five nation survey, and so science-backed claims substantiation will be key moving forward, says an expert.
Consumer interest in skin-friendly beauty products continues its rise, prompting an acceleration in microbiome claims validation and product testing both in vitro and in vivo, say testing experts.
Green beauty’s insatiable rise is now subject to additional scrutiny in the UK under the Green Claims Code, and industry ought to carefully consider the guidance, says the head of the UK’s Cosmetic, Toiletry and Perfumery Association (CTPA).
Beauty and personal care brands can innovate further with fragrances, bringing scent to the centre of a product and highlighting health and wellbeing benefits it can bring, says a Mintel analyst.
Claims development must happen simultaneously with new product development to ensure beauty products stand up to scrutiny under EU law, says an expert cosmetic claims consultant.
The social media boom has created an architecture of misinformation that, if left unchallenged, will have damaging long-term effects on the beauty industry, warns a cosmetic claims consultant.
Communicating the concept and credentials of clean and ethical beauty in a market without any unanimous industry or consumer definition remains a big challenge, but there are plenty of clear opportunities when navigating this space. Scroll down to watch...
![E.S.K is set on developing products that are supported by science, rather than following trends, fads or even demands. [E.S.K]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/brand-innovation/aussie-skin-care-brand-calls-out-dubious-claims-and-inflated-prices-preying-on-consumers-insecurities/16661513-1-eng-GB/Aussie-skin-care-brand-calls-out-dubious-claims-and-inflated-prices-preying-on-consumers-insecurities.jpg)
![Both men and women take collagen supplements primarily for beauty reasons, way ahead of protein power and joint health [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/08/10/collagen-supplements-for-beauty-still-primary-use-among-women-and-men-finds-trust-transparency-center/15672438-1-eng-GB/Collagen-supplements-for-beauty-still-primary-use-among-women-and-men-finds-Trust-Transparency-Center.jpg)
![Industry must ensure microbiome claims are backed by sound science, particularly as the movement continued its rise with interest in categories like scalp care, ageing skin and baby care [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/24/microbiome-friendly-beauty-on-the-rise-but-data-must-be-validated-and-meaningful-says-mymicrobiome/15442174-1-eng-GB/Microbiome-friendly-beauty-on-the-rise-but-data-must-be-validated-and-meaningful-says-MyMicrobiome.jpg)
![Interest in human studies was rising especially fast as brands and manufacturers seek real-life efficacy and claims data [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/skin-microbiome-claims-testing-rising-fast-in-vivo-and-in-vitro-says-atlantia-clinical-trials-and-labskin/15258649-1-eng-GB/Skin-microbiome-claims-testing-rising-fast-in-vivo-and-in-vitro-says-Atlantia-Clinical-Trials-and-Labskin.jpg)
![Under the UK's new Green Claims Code, all businesses, products and services must ensure environmental claims are not misleading and are 'genuinely green' [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/02/04/green-claims-code-uk-competition-markets-authority-impact-on-beauty-analysis-from-ctpa/13216658-1-eng-GB/Green-Claims-Code-UK-Competition-Markets-Authority-impact-on-beauty-analysis-from-CTPA.jpg)
![Scent can be positioned centrally with its wellbeing benefits highlighted in beauty and personal care products, though any claims made will need to be backed by sound science [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/10/19/fragrance-innovation-in-beauty-and-personal-care-targeting-wellbeing-holds-growth-promise-says-mintel/12937250-1-eng-GB/Fragrance-innovation-in-beauty-and-personal-care-targeting-wellbeing-holds-growth-promise-says-Mintel.jpg)
