CosmeticsDesign US attended cosmetics science education platform The Eco Well’s recent Beauty Claims e-Summit, which delivered sharp insights on the complexities of claims in the cosmetics and personal care sector. Moderated by The Eco-Well founder Jen Novakovich, the summit emphasized that well-crafted claims can build consumer trust and counter misinformation, but when poorly executed, they pose serious regulatory and reputational risks.
“Claims is a deceptively challenging topic that I think the whole sector would be better off if everyone knew a little more about,” Novakovich told CosmeticsDesign US. “A well-crafted claim can build trust, shape consumer understanding, and even counter the misinformation that continues to plague the sector.”
We spoke to several of the e-summit’s speakers for deeper insights into their key takeaways for industry stakeholders.
Common pitfalls: Where brands and suppliers go wrong
Across the summit, e-summit speakers highlighted some of the most common and insidious traps beauty brands can fall into as they presented on topics like “A 101 on Green Claims,“ ”A 101 on Clinical Claims & Their Substantiation,“ ”A 101 on Claims Development,” and “A 101 on Hair Care Claims.“
For example, Allyn Stern, managing prinicpal at environmental law firm Beveridge & Diamond, flagged the growing scrutiny around popular but vague terms like “anti-aging,” “clean,” and “plant-based,” and noted that “understanding how to tailor a claim to the supporting scientific evidence or third-party certification is a high priority for training.”
Rania Ibrahim, PhD, founder of SkinScience Analytics, similarly warned against overpromising or stretching supplier data. “Brands have a dual responsibility: not only to conduct scientifically rigorous studies to support their claims, but also to communicate the resulting data accurately and ethically,” she said.
Biochemist Theresa Callaghan, PhD, added that many brands misunderstand the scientific validation required for claims such as “hypoallergenic,” “vegan,” or “sustainable.” Her advice: “Internal education should focus on scientific validation of claims.”
Additionally, Crystal Porter, PhD, hair scientist and owner of Mane Insights, Inc., zeroed in on the issue of exaggerated efficacy claims, particularly in hair care. “Brands should prioritize transparency… where methods, hair types, and relevant environmental testing conditions are given for the final formulation,” she advised.
Best practices: Building stronger, safer claims
Some speakers also shared actionable solutions to these pitfalls and other challenges concerning beauty claims. For example, in her presentation “A 101 for Groundwork on Navigating Cosmetic Claims and Social Media Marketing,” Annkia Lagut, PhD, independent cosmetic science consultant at Coherent Beauty, urged attendees and industry stakeholders to rethink their approach by blending scientific and creative teams and by investing in consumer testing.
“Consumer testing is essential to see how instrumental results translate to real life,” she emphasized.
Denise Herich, co-Founder and Managing Partner of The Benchmarking Company, presented on “A 101 on Subjective Claims & Their Substantiation,” and in her talk, she reinforced the importance of robust in-home use tests (IHUTs) as an alternative solution and advised brands to use national, representative panels of at least 35-100 people.
Additionally, Lanesa Mahon, a cosmetic chemist and 3rd-year PhD student in Pharmaceutical Sciences from the University of Cincinnati, called for greater transparency from suppliers and cautioned brands against directly copying supplier claims in her presentation “A 101 on Navigating Ingredient Supplier Claims.”
“Brands must collaborate closely with regulatory teams and suppliers to ensure compliance,” Mahon urged.
The misinformation loop: How consumer demands shape claims
The e-summit specifically shone a light on the feedback loop between consumer misinformation and marketing. Michelle Wong, PhD, science educator, cosmetic chemist, and creator of the Lab Muffin Beauty Science educational platform, explored this topic thoroughly in her presentation “A 101 on the Claims to Consumer Feedback Loop” with co-presenter, influencer James Welsh.
“Consumers demand things based on misinformation,” Wong illustrated, “and then brands deliver those things to meet the demand, even if the products are worse.”
Novakovich echoed that the problem extends beyond consumers: “Consumers are misinformed—but legislators are also consumers,” she clarified, adding that “they’re not usually technical experts, and they’re being bombarded with all sorts of causes.”
From a legal perspective, Ronie Schmelz, partner at K&L Gates’s Commercial Disputes practice, reminded brands that they are accountable for all claims, even those made by influencers or in customer reviews. “Make sure all your claims are truthful and can be substantiated,” she warned, adding that claims include “what you’re saying as a brand, what your influencers are saying, and even what consumer reviews are saying.
Further, Schmelz emphasized that as brands are responsible for the truthfulness of marketing claims under the FTC Act, “and the FTC, or NAD, or even class action lawyers can come and challenge you…If you can’t prove the truth of your claim, you’re in trouble.”
Similary, Avril Love, who is also counsel for K&L Gates’s Commercial Disputes paractice group, pointed out that compliance in influencer marketing is no longer optional: “Complying with these regulations is essential to mitigate legal risks, build consumer trust, and sustain long-term brand reputation.”
Beyond individual best practices, the summit made a case for collective action to raise standards across the sector. Novakovich underscored the need to democratize access to reliable information, especially for smaller brands. “Pushing the cosmetics sector to do better requires us to all be collectively rowing in the right direction,” she concluded, as “collaboration is key.”