Share on socials

What are claims?

While researching for your next beauty product you may notice that a lot of vitamins and minerals come equipped with EFSA approved health claims that can be placed on pack. However, unlike health claims, a beauty from within claim regulates what you can say from a visual perspective, allowing you to be more creative with marketing and really drive a product into the centre of the beauty market.

Glossy hair, reducing the appearance of fine lines and wrinkles, radiant skin. How can brands make aesthetic claims? What scientific backing is demanded to prove efficacy?

Beauty claims differ from regular EFSA claims, which require a demonstration of a beneficial physiological effect. EFSA do recognise that maintenance of normal structure, hydration, elasticity or appearance of the skin and anti-ageing effects, relating to the improvement of skin structure/hydration and elasticity, but because beauty does not fall with the remit, EFSA have no official guidelines on them.

Instead, nutricosmetics come under cosmetic law and are evaluated case by case by advertising authorities. While brands must register the products with the relevant national agencies and have clinical studies to back up any of the claims stated, they will only need to provide this information if challenged by the authorities. The market is monitored once the product is already out there, rather than having a pre-market approval by compliance teams and manufacturers, as well as EFSA.


Beauty Claim Examples


SkinAx² is a beauty ingredient made up of champagne grape, melon extracts, zinc and vitamin c. The recommended dose to achieve all health and beauty claims is 150mg per serving, making it a fantastic addition to beauty complex capsules.

The traditional health claims that provide efficacy to the product include:

  • Vitamin C contributes to normal collagen formation and the normal function of bones, teeth, cartilage, bones, skin and blood vessels
  • Zinc contributes to normal protein synthesis
  • Zinc contributes to the maintenance of normal hair
  • Zinc contributes to the maintenance of normal nails
  • Zinc contributes to a normal function of the immune system


However, unlike other food supplements, SkinAx² also comes equipped with the below beauty claims:

  • Skin Ax² increases skin luminosity
  • Skin Ax² reduces skin redness and decreases dark circles
  • Skin Ax² increases skin elasticity & firmness
  • 82% of women are satisfied by the efficacy of Skin Ax² on skin radiance
  • 2 out of 3 women feel that they look better after taking Skin Ax²


To prove its beauty claims, SkinAx² goes through 3 levels of evaluation before being available to use in nutricosmetics; a self-assessment questionnaire filled out by all participants of studies, a global evaluation carried out according to a CLBT test and a physical measurement by an electronic device called a cutometer.


Another key example is Peptan marine collagen. Peptan collagen peptides are type 1 collagen peptides. This means that the structure is identical to the collagen found in human bones and skin.


Peptan splits its benefits between four key categories, with the key category being beauty. Its beauty claims include:

  • Increased skin moisture
  • Collagen restructuring
  • Smooth supple skin
  • Reduced wrinkle appearance


Each branded ingredient supplier will be able to provide the relevant data to back up all beauty claims, as well as the option to use the branded ingredient logo on pack.

Are you looking to use a beauty ingredient and take advantage of their beauty claims? Contact us today to see how we can help.