| You will not see | Because | You will see instead |
|---|---|---|
| "Botox in a bottle", "needle-free filler" | Cosmetics do not change muscle or structure. The comparison is untrue and unlawful in most markets. | "Softens the look of expression lines." |
| "Boosts collagen production by X%" | That is a physiological claim requiring drug-level evidence. In-vitro numbers from a petri dish do not transfer to your face. | "Supports the look of firmness." Plus the supplier study, labelled as such. |
| "Clinically proven" with no panel size | A claim without n and duration is decoration. | The study, n, weeks, and a link, every time. |
| "Repairs", "heals", "treats", "cures", "anti-inflammatory" | Those are medicinal claims. Our products are cosmetics and we like it that way. | "Calms the feel of", "supports the skin barrier", "improves the appearance of". |
| "Penetrates 10 layers deep" | We have not measured it, and neither has almost anyone who says it. | Nothing. Depth claims add nothing you can verify. |
| "Chemical-free", "toxin-free", "clean" | Water is a chemical. Fear marketing is beneath the customer. | The full INCI list and why each ingredient is there. |
| "97% saw results" from our own product before we have run a study | We have not run one yet. When we do, it goes on the evidence page in full. | Supplier data, clearly attributed, until our own data exists. |
| Before-and-after photos with different lighting, angles or make-up | They are the oldest trick in the category. | Standardised photos from our own study, or none. |
Regulators we write for
Our copy is written to satisfy, at the same time, the Drug Regulatory Authority of Pakistan and the General Cosmetics Act 2023, the UAE's MOHAP and Dubai Municipality, Saudi Arabia's SFDA, the US FDA and FTC, and EU and UK cosmetic regulation. The lowest common denominator of those is a good rule for talking to anyone.
If we get it wrong
Tell us at [email protected]. We will correct the page and say what changed.