62 CLAIMS
consistent regulatory approach. Looking ahead, social responsibility is
becoming a key driver of cosmetic claims. Beyond environmental concerns, today’s consumers seek alignment with broader values such as diversity, inclusion, and equity. This is reflected in the rise of inclusive
beauty brands whose claims extend beyond function to emphasise identity and representation - for example, ‘formulated for all skin tones’ or ‘tested across a diverse panel’. For regulators, this signifies a paradigm shift: claims must now be evaluated not only for scientific accuracy but also for their societal relevance and ethical grounding. Developing guidelines that accommodate these layered dimensions of truth and responsibility will be essential for future-proofing cosmetic regulation.
The ethics of enhancement and the truth of imperfection The growing scepticism surrounding cosmetic claims is not merely a reflection of disappointed consumers; it represents a philosophical reckoning. What does it mean to promise perfection when perfection is subjective? What does it reveal about our society that beauty products are marketed as the ultimate path to self-fulfilment, even when the results they offer are fleeting or, in many cases, unattainable? The ethical implications here are profound.
At its most basic level, the beauty industry is built on the premise that people can - and should - always strive to look younger, smoother, and more symmetrical. However, this creates a deeper existential
tension: in pursuing a vision of beauty that is often manufactured and unattainable, do we lose sight of the very thing that makes us human - our authenticity, our flaws, and the unique marks of our lived experiences? We have entered a grey area where the
line between science and ethics must be consciously managed. Claims surrounding the microbiome, neurocosmetics, and mental wellness are particularly sensitive. There is a risk of overpromising in areas
that are not yet fully understood. Scientists, marketers, and regulators all have a continued duty to maintain integrity, avoid greenwashing, and ensure consumers are not misled. Consumers are no longer passive recipients
of beauty ideals; they are becoming more aware, empowered, and perhaps more questioning. They assess the glossy ad campaigns and sleek product descriptions, asking themselves whether this reflects the best version of themselves or merely the best version of a brand’s narrative.
A future defined by authenticity and transparency As we peer into the future of beauty, the questions grow even more urgent. What would an industry look like that fully embraced transparency, not only in terms of ingredients and sourcing but also in its claims and
PERSONAL CARE August 2025
messaging? What if beauty brands shifted their focus from perfection to authenticity, from the pursuit of agelessness to the celebration of the natural progression of time? In this new world, we could see a beauty
industry that no longer equates worth with flawless skin or wrinkle-free faces. Instead, it could transform into an industry that encourages self-expression, individuality, and the celebration of imperfection. Beauty could serve as a reflection of diversity - not just in skin tones, body shapes, and gender identities - but in the very ways we perceive and embrace ourselves. Imagine a beauty industry that
acknowledges what we already know to be true: that no product can fundamentally change the way we age or how we look. What if cosmetics were marketed not as transformative but as tools to enhance the beauty we already possess in all its complex and unique forms? This is not to suggest that the industry must
reject innovation or deny the power of skin care and makeup to improve self-esteem. Instead, it is about recalibrating the relationship between the consumer and the product. Beauty products could become more like companions, helping individuals feel confident and comfortable in their skin, rather than promising to erase the very things that make them who they are.
Reckoning with the future: will the industry evolve or perish? The beauty industry’s struggle with truth is not just a passing trend - it is an inevitable part of its evolution. The growing demand for
authenticity and transparency may very well dictate the direction in which the industry moves. As more consumers demand honest marketing, genuine science, and ethical practices, companies will either have to adapt or risk being left behind in a world that values truth over illusion. However, can the industry, which has long
thrived on deception and aspiration, truly transform itself? It seems unlikely that the sector will abandon the allure of transformation altogether. The desire for a quick fix, for instant gratification, and the elusive dream of perfect beauty are deeply ingrained in human nature. Yet there is a growing possibility that the
future of beauty lies in an integration of the realistic and the aspirational - a balance where products enhance our natural selves rather than promise a false sense of perfection. Ultimately, the question is not whether the
beauty industry can continue to exist in its current form, but whether it can evolve into something that aligns more closely with the values of a modern, conscious consumer base. A beauty industry that reconciles its claims
with its practices, tells consumers the truth about what its products can and cannot do, and champions the beauty of imperfection might be the future we need. Perhaps, in doing so, it will find peace
with itself - no longer caught in the tension between what it promises and what it delivers, but instead grounded in a more honest understanding of the role it plays in shaping our perceptions of beauty. After all, the skin is not a fashion item.
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