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.
The founders of a newly launched skin care brand 5 to 5 is expecting the clean beauty trend to decline in the coming years and be replaced by brands that are based on solid science.
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.
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]](/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)
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![ATTIA is doing its best to challenge the proposed classification of tea tree oil as a reproductive toxin. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/regulation-safety/tea-tree-oil-regulation-challenge-against-reprotoxin-classification-is-under-control-attia-president/16769894-1-eng-GB/Tea-tree-oil-regulation-Challenge-against-reprotoxin-classification-is-under-control-ATTIA-President.jpg)
![IRÉN Shizen has relaunched its brand after discovering what it claims are the unique properties of a plant-derived moor hot spring. [IRÉN Shizen]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/brand-innovation/iren-shizen-refreshes-brand-on-the-back-of-new-onsen-inspired-complex/16744526-1-eng-GB/IREN-Shizen-refreshes-brand-on-the-back-of-new-onsen-inspired-complex.jpg)
![SK-II’s latest research into skin ageing has revealed data that it claims enhances the relevance of its hero ingredient, PITERA, to a younger demographic of skin care consumers. [SK-II]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/article/2023/09/20/sk-ii-s-latest-breakthrough-boosts-pitera-relevance-to-younger-consumers/16721360-3-eng-GB/SK-II-s-latest-breakthrough-boosts-PITERA-relevance-to-younger-consumers.jpg)
![An extensive network of brick-and-mortar stores will be crucial in attracting global brands to India. [Nykaa]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/nykaa-beauty-chief-says-extensive-physical-store-network-crucial-in-attracting-global-beauty-to-india/16757597-1-eng-GB/Nykaa-beauty-chief-says-extensive-physical-store-network-crucial-in-attracting-global-beauty-to-India.jpg)
