Cosmetic claims are more than marketing statements
In Europe, they are strictly regulated under Commission Regulation (EU) No 655/2013, which sets out the common criteria for cosmetic claims and requires that all claims are truthful, honest, and supported by appropriate evidence.
Claims directly influence consumer purchasing decisions. For this reason, consumers have the right to make conscious and informed choices, based on clear and reliable information rather than exaggeration or misleading language. This places a responsibility on brands to act with integrity and transparency in how products are presented and promoted.
Every claim made for a cosmetic product — whether related to performance, efficacy, ingredients, or user perception — must be substantiated by data. This may include scientific literature, test results, or structured consumer studies, provided they are relevant, robust, and correctly interpreted in line with regulatory expectations.
Services
Claims Audit
Our cosmetic safety assessor reviews your existing product claims and their supporting documentation to assess compliance with current EU cosmetic claims requirements.
Claims Substantiation Strategy
A claims substantiation strategy is most effective when created at the earliest stages of product development — ideally before formulation begins.
Claims Audit
Our cosmetic safety assessor reviews your existing product claims and their supporting documentation to assess compliance with current EU cosmetic claims requirements.
The audit evaluates whether claims are adequately substantiated, appropriately worded, and suitable for the product’s formulation, category, and intended use. You will receive a clear written report identifying problematic, high-risk, or unsupported claims, along with practical recommendations on how to correct, adjust, or replace them.
This service is ideal for existing products, portfolio reviews, rebranding projects, or before market expansion.
Claims Substantiation Strategy
A claims substantiation strategy is most effective when created at the earliest stages of product development — ideally before formulation begins.
This strategic approach helps define which claims you want to make, how they can be substantiated, and what type of data or testing will be required to support them. It provides a clear framework for selecting appropriate evidence, whether scientific literature, ingredient data, or product testing.
A well-defined strategy also supports formulators in choosing raw materials and active ingredients that align with your product vision, ensuring that claims, formulation, and substantiation are built together.
Claims Substantiation Testing
Claims substantiation testing provides objective data to support cosmetic product claims where documentary evidence alone is not sufficient.
Depending on the type of claim, target audience, and product category, different testing approaches may be required. Skin Safe, in collaboration with accredited testing laboratories, supports brands in selecting appropriate testing methods and in reviewing test protocols and results to ensure they are suitable for regulatory substantiation.
Common types of claims testing include:
- Dermatological Testing (Patch Testing)
Used to assess skin compatibility and tolerability under controlled conditions. This type of testing supports claims related to skin tolerance, such as dermatologically tested or suitable for sensitive skin, when correctly designed and interpreted. - Clinical Efficacy Testing
Instrumental or clinical studies conducted under controlled conditions to evaluate measurable product effects on the skin. These tests are used to support performance and efficacy claims, such as hydration, smoothing, or visible improvement of skin appearance. - Consumer Perception Testing
Structured consumer studies that assess user experience and perceived product benefits. These tests support claims related to sensory attributes, satisfaction, or perceived effects, provided that study design and data analysis meet regulatory expectations.
Skin Safe helps ensure that testing is fit for purpose, correctly interpreted, and aligned with EU cosmetic claims requirements.