The Truth About Cosmetic Product Claims: How to Use Them Correctly and Stay Compliant

When choosing a cosmetic product, claims often make the difference. They catch consumers’ attention, position a formula as more attractive and can turn two similar products into very different commercial results. This is why defining and justifying cosmetic product claims has become a strategic part of product development and regulatory compliance.

Commission Regulation No. 665/2013 establishes the common criteria that govern claims in the EU. These criteria set clear limits on what brands can communicate and ensure that every cosmetic product claim is truthful, responsible and aligned with Regulation No. 1223/2009. As this Regulation already guarantees product safety, brands should not use claims that merely restate legal obligations. Nor should they communicate the absence of prohibited ingredients, since no product containing them would pass the safety assessment.

Truthfulness and Ingredient Accuracy

A core principle of compliant cosmetic product claims is veracity. If a product claims to contain a specific ingredient, that ingredient must actually be present in the formula. For example, a claim such as “Contains Lavender” requires real lavender material, whether as an extract, essential oil or another identifiable part of the plant. A fragrance that imitates lavender is not enough. The same applies to performance claims. If a product states that it lasts for 24 hours, a study must support that duration. Anything else would mislead the consumer and compromise compliance.

Evidence and Justification

Every explicit or implicit claim must be backed by reliable evidence. Tests, consumer studies or performance evaluations are essential to demonstrate that a cosmetic product claim is justified. The Responsible Person has the duty to verify that each claim is supported before the product is placed on the market. Once justified, claims should focus on the real effects of the product without exaggeration or overstatement.

Objectivity and Fairness

Claims must also remain objective and fair. They cannot be used to discredit ingredients or practices that are legally permitted for other manufacturers. Expressions such as “parabens free”, “alcohol free”, “free of silicones”, “free of preservatives” or “free of colourants” can be considered non objective if they imply that other compliant products are unsafe or inferior. The purpose of a claim is to inform the consumer honestly, not to attack competitors.

Clarity and Consumer Understanding

Above all, cosmetic product claims must be clear, easy to understand and not open to misinterpretation. Consumers should not be led to believe that a product provides effects or benefits that it does not have. Transparent communication builds trust and strengthens long term brand credibility.

How Cosmeservice Supports You

At Cosmeservice, we recommend defining claims from the very beginning of product development. Selecting raw materials with robust documentation can support your claim strategy from the start. Labelling should progress alongside formulation, and no claim should be finalised until the Safety Assessment is complete.

If you want to ensure that your cosmetic product claims are compliant, well justified and ready for international markets, our team can help you review evidence, adjust wording and strengthen your regulatory documentation.

Contact our experts at info@cosmeservice.com to develop strong, compliant and market ready cosmetic product claims.