Beauty claims aren't just clever marketing copy – they're legally regulated statements that can impact your brand’s reputation.
Every claim you make about your cosmetics and personal care products in the UK must comply with strict advertising standards. Get it wrong, and you could face legal investigations, product recalls and damage to consumer trust.
To help you meet advertising requirements, here's our straightforward guide to making compliant beauty and cosmetics claims for the UK market.
Why compliant beauty claims matter
The UK beauty market is worth £13.5 billion, but with opportunity comes responsibility. The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) actively monitor beauty claims, and non-compliance can result in:
- Mandatory withdrawal of advertising campaigns
- Reputational damage from published rulings
- Lost investment in marketing materials
- Consumer mistrust and negative reviews
- Potential referral to Trading Standards
Getting your beauty product claims compliant from the start protects both your brand and your customers, building trust that may translate into long-term sales success.
The golden rule: evidence before claims
Before making any beauty claim, you must hold robust documentary evidence. This isn't negotiable; it's required under CAP Code rules 3.7 and 12.1.
For beauty products, this typically means:
- Controlled human studies (not just lab tests)
- Clear methodology and measurable results
- Evidence that matches your specific claims
- Tests on the actual product being marketed
The ASA consistently requires human trials to support efficacy claims for beauty products, and in-vitro studies alone rarely suffice.
What claims can you make in your beauty marketing?
The beauty and personal care industry spans everything from lipsticks to sunscreens, and each product category comes with its own marketing claim considerations.
Currently, the ASA recognises three types of beauty claims:
Sensory claims: Subjective statements about how a product feels or consumer opinions that can't be proved objectively, like "leaves skin feeling softer." These are relatively low-risk and may require consumer research to support them.
Established objective claims: Widely accepted benefits based on established facts that need some evidence but aren't controversial. These require less significant substantiation than novel claims.
New or breakthrough claims: Novel statements about product efficacy that require the most rigorous proof, including clinical trials, peer-reviewed studies and a comprehensive body of evidence. The more dramatic your claim, the stronger your evidence must be.
While some marketing statements work across the board, others depend entirely on what you're selling. Let's break down what beauty claims are permitted – and which claims are not permitted – for major product types.
Anti-ageing and wrinkle creams claims
Example acceptable claims:
- "Reduces the appearance of fine lines"
- "Skin looks smoother and more radiant"
- "X% of users felt their skin looked younger"
- "Anti-ageing cream" (as a product description)
- "Helps skin feel firmer"
Example unacceptable claims:
- "Reverses ageing"
- "Eliminates wrinkles"
- "Turns back the clock 10 years"
- "Restructures skin at a cellular level"
- "Permanent anti-ageing effects"
The key distinction? Claims related to temporary appearance improvements are fine; claims about permanent physiological changes are not.
Moisturisers and hydration product claims
Example acceptable claims:
- "Provides 24-hour hydration"
- "Helps maintain skin's moisture barrier"
- "Clinically proven to increase skin hydration by X%"
- "For dry, dehydrated skin"
Example unacceptable claims:
- "Permanently changes skin structure"
- "Cures eczema or dermatitis"
- "Penetrates deep into the bloodstream"
- "Repairs DNA damage"
Sun protection and SPF product claims
Example acceptable claims:
- Specific SPF ratings (when properly tested)
- "Broad spectrum protection"
- "Water-resistant for X minutes"
- "Helps protect against UVA/UVB rays"
Example unacceptable claims:
- "Complete sun protection"
- "Prevents skin cancer"
- "All-day protection" (without reapplication guidance)
- "100% UV blocking"
Some SPF brands also choose to include claims about reef-safe sunscreen products.
Beauty supplement claims
Example acceptable claims:
- "Contains vitamin C which contributes to normal collagen formation"
- "Biotin contributes to maintenance of normal hair"
- "Zinc contributes to maintenance of normal skin"
Example unacceptable claims:
- "Transforms your skin from within"
- "Anti-ageing pill"
- "Prevents hair loss"
- "Detoxifies your body"
Remember: beauty supplements are regulated as foods, so any health claims you make must be authorised under UK nutrition and health claims legislation.
Hair care product claims
Example acceptable claims:
- "Reduces the appearance of split ends"
- "Hair feels stronger and looks healthier"
- "Helps prevent breakage"
Example unacceptable claims:
- "Repairs damaged hair" (hair is dead tissue)
- "Stimulates hair growth"
- "Prevents grey hair"
- "Cures dandruff" (only acceptable as a medicinal claim)
Beauty product claims to avoid
Some phrases might sound great for your marketing campaign, but they're regulatory red flags. These terms aren't necessarily banned, but using them means you need rock-solid evidence ready to validate your product claim.
Here are the claims that most often trigger regulatory scrutiny, which you may want to avoid:
Visual beauty product claims
Your images make claims too. The ASA has repeatedly ruled against brands who use before/after photos or advertising visuals exaggerate product effects through:
- Excessive retouching or airbrushing
- Favourable lighting that masks imperfections
- Professional makeup that creates unrealistic results
- Models who aren't representative of typical results
- Social media filters that enhance appearance
So keep your visual claims as honest as your written ones.
Medicinal claims for beauty products
One of the most important distinctions in beauty marketing is when a cosmetic claim becomes a medicinal one.
The ASA defines a medicinal claim as one suggesting a product can diagnose, treat or prevent disease, or restore, correct or modify physiological function. If your product makes medicinal claims, it's no longer classified as a cosmetic and requires a medicines licence from the MHRA before it can be sold in the UK.
This definition means cosmetics must avoid crossing into medical territory. For example, you cannot claim your moisturiser "cures eczema”.
However, cosmetics can make limited secondary medicinal claims about prevention only - never treatment. For example, "helps prevent moisture loss" might be acceptable with evidence, but "heals dry skin conditions" would not.
The line between cosmetic and medicinal claims can be fine. "Reduces the appearance of dark circles" describes a cosmetic effect, while "eliminates dark circles by improving circulation" suggests a physiological change requiring medical authorisation.
If you're unsure whether your personal care product claim is medicinal, the MHRA can advise.
Can you make environmental claims for beauty products?
Sustainability is important to 91% of beauty consumers, and 83% want more transparent information about the eco-credentials of their cosmetics products. However, green beauty claims come with their own compliance challenges.
The ASA takes environmental statements seriously, and vague promises about being "kind to the planet" won't meet their standards. Amid fears of greenwashing in the beauty industry, sustainability statements need evidence covering the entire product lifecycle from manufacture to disposal.
You might want to consider whether a specific claim (for example, "recyclable packaging") is more appropriate than general environmental statements.
How to evidence beauty product claims
The ASA expects different levels of evidence depending on your claim type. For example, sensory claims like "feels luxurious" might need consumer research to validate the point.
For objective beauty claims, you'll need documentary evidence before your product marketing goes live. This means providing real data from real trials on real people. Lab tests alone won't cut it; the ASA wants to see how your product performs on human skin, hair or nails.
Here are some of the key factors that may determine whether your evidence will stand up to scrutiny:
- Study design: Placebo-controlled, double-blind studies carry the most weight
- Sample size: Larger groups provide more reliable results
- Duration: Match test length to your claims
- Measurements: Use objective, instrumental measurements where possible
- Real-world conditions: Test under normal use conditions
When to work with a cosmetics compliance specialist
Beauty claims compliance isn't just about avoiding trouble; it's about maximising your marketing impact within regulatory boundaries. Professional support helps you:
Push boundaries safely: Expert guidance confirms what claims you can make with proper evidence.
Streamline launches: Avoid costly delays from non-compliant packaging or marketing.
Build stronger evidence: Understand what studies will support your desired claims.
Navigate complexity: Manage different requirements across product categories.
Protect your investment: Get it right first time, avoiding reprints and revisions.
Hooley Brown: Expert compliance support for your beauty brand
At Hooley Brown, we help beauty and personal care brands launching in the UK create powerful, compliant product claims that resonate with consumers while meeting regulatory standards.
Our team can provide:
- Claims substantiation review and guidance
- Evidence evaluation for new product launches
- Marketing copy compliance checks
- ASA challenge support and defence
- Training for your marketing teams
- Ongoing compliance monitoring
Book a discovery call with our Director, Clare Daley, for practical support with your beauty and cosmetics product claims.
This article was published in July 2025. Regulations can change. Always verify current requirements with the ASA and CAP, and seek professional advice for your specific situation.
