In Support of Colleagues Combatting Misinformation

In a couple of recent postings on LinkedIn, two colleagues in particular, were tearing their hair out (I thought only I did that!), and feeling hopeless against the never ending tide of misinformation with a particular focus on pseudo scientists promoting, in particular ingredients apps. In support of them I still have confidence in Hope, and would like to offer my support here. I hope you will offer yours…

Combatting misinformation in the cosmetics industry, especially that propagated by “armchair toxicologists” and certain ingredient-checking apps, is an ongoing challenge that requires a multi-pronged, proactive approach. The rise of apps and online platforms that assess the safety of cosmetic ingredients has democratized information, but unfortunately, much of it is oversimplified or outright inaccurate. To tackle this issue and maintain consumer safety, the cosmetics industry might consider taking several key actions:

1. Education and Transparency – We hear this a lot and we really need to nail it down.

Clear Communication – The industry must work out once and for all how to demystify ingredient labels and provide accurate, accessible information to consumers. This can be done through well-crafted educational materials, FAQs, and even brand transparency reports that detail ingredient sourcing, formulation processes, and safety testing protocols.

Consumer Awareness Campaigns – Brands and professional organizations could invest in campaigns that explain how cosmetics ingredients are tested for safety and debunk myths propagated by apps. This could include social media campaigns, workshops, or partnerships with trusted influencers or experts in dermatology, toxicology, and safety.

Educational Partnerships – Collaboration with dermatologists, toxicologists, and other experts to develop content that explains the actual safety profiles of cosmetic ingredients can go a long way. For example, creating explainer videos or articles that directly counter popular misconceptions.

2. Scientific Rigour – This continuous requirement of our industry needs to be made more apparent.

Highlighting Peer-Reviewed Research – Brands could emphasize more strongly the importance of peer-reviewed scientific studies in ingredient safety rather than relying on anecdotal evidence or non-expert opinions. Pointing to the robust body of scientific evidence behind the formulation of products can lend credibility to the industry

Third-Party Testing and Certifications – Independent testing organizations that specialize in cosmetic safety can help provide additional confidence in the ingredients and formulations used by brands. However if these Certifications and seals of approval are not from reputable organizations they will be an effective tools in counteracting fear-based marketing.

3. Engaging with the Consumer Directly – while metaphorical crash helmets may be needed, a concerted combined industry effort should help address some of the issues we face head-on.

Addressing Misinformation Head-On – Rather than simply ignoring or dismissing misinformation, brands and industry organizations could proactively address it. This could be through clear, accessible responses to common myths. For example, if an app falsely claims that a particular ingredient is carcinogenic, the brand could publish a fact sheet citing credible sources that explain why that’s not the case.

Customer Education via Apps and Platforms – Many consumers now turn to apps for ingredient safety information. The industry could collaborate better with these platforms to provide accurate, evidence-based data or create more of their own apps that offer scientific, well-researched information to counteract misleading claims. We have begun well with Cosmile.

4. Stronger Regulation and Industry Standards – maybe we need more or at least expand the regulation to clearly draw lines for misinformers?

Advocating for Industry Standards – The cosmetics industry should push for clear, uniform regulations around ingredient safety and labelling, ensuring that companies adhere to stringent testing standards. Stronger enforcement of existing regulations can help prevent unsubstantiated claims from being made. Let’s see what 2025/26 brings here in the EU.

Combatting the Wild West of Ingredient Apps – Many ingredient-checking apps are based on minimal or inaccurate information. The cosmetics industry could work with regulatory bodies like the FDA (in the U.S.) or the European Medicines Agency (EMA) to create more rigorous guidelines/rules for these platforms. In addition, consumer protection agencies, working in collaboration with the industry/experts, can help educate the public about which apps they can trust and which are less reliable.

5. Promoting Critical Thinking – This is a difficult one in the era of fast information demanded at the fingertip level.

Empowering Consumers to Ask the Right Questions – Rather than relying on a single source of truth (like an app), consumers should be encouraged to think critically about where they’re getting their information and whether that source has a scientific or expert basis. Teaching consumers how to evaluate sources—whether it’s the app they’re using or the brand they’re buying from—can help them make more informed decisions.

Challenging the Fear Culture – There’s a pervasive culture of fear in the beauty industry, where consumers are led to believe that many common ingredients are inherently “toxic.” Industry stakeholders—brands, influencers, regulators—must work to change this narrative. We all have a responsibility here. It’s about moving from a culture of fear to one of informed choice, where consumers understand not just the ingredients, but also the safety testing and regulatory processes behind them.

6. Engage with Experts to Counter Pseudoscience – We need to work faster, collaboratively, and more loudly with this one!

Leverage Professional Expertise – By featuring scientists, common-sense dermatologists, toxicologists, and even regulatory experts in campaigns, brands can directly counter the influence of non-experts who may be spreading misinformation. Collaborating with professionals who have the qualifications to speak on ingredient safety can help elevate the conversation and provide consumers with reliable, trustworthy sources.

Public Statements and Clear Rebuttals – Companies can take a more active role in responding to misinformation, especially if it’s based on pseudoscience. Publicly debunking myths using expert testimony and scientific data is important for maintaining trust with consumers.

7. Accountability for App Developers and Influencers. Social media ‘democracy’ should no longer ‘protect’ these individuals, yet we need to help them too.

Holding Platforms to Account – The industry can advocate for stricter guidelines for apps and platforms that review ingredients. If apps are spreading harmful misinformation, there should be mechanisms for accountability, whether that’s through collaboration with regulatory bodies, better standards, or even public campaigns to highlight the inaccuracies in those platforms.

Responsible Marketing – Influencers who promote these apps or promote “clean beauty” or fear-based messaging should be educated on the importance of providing scientifically-backed information. Influencers should be seen as partners in educating consumers, rather than perpetuating baseless fears.

8. Fostering Collaboration and Community. We have a wealth of industry groups, and we need to consider how we can collaborate at a faster global pace to create collaborative frameworks for sharing information and resources that help educate both consumers and professionals about ingredient safety. Time to get out of our comfort zones? The cosmetic industry could also consider developing further communities of trusted experts—scientists, dermatologists, toxicologists, regulatory—who can speak directly to consumers through live chats, webinars, and Q&A sessions. This might help combat/reduce misinformation in real-time, and creates a direct dialogue between experts and the public.

In closing, it all about Restoring Trust – The fight against misinformation in the cosmetics industry is a long-term endeavor that requires consistent action from all stakeholders, and we will need to be ‘fit for the long slog’ – brands, regulatory bodies, professionals, and consumers. While the rise of apps and “armchair toxicologists” is a challenge, it also offers an opportunity to educate and engage consumers in a more informed dialogue about ingredient safety. By prioritizing transparency, collaboration, and scientific rigor, the cosmetics industry can help restore consumer confidence and push back against the tide of misinformation. There is still Hope!

Why not take a read of the posts I have linked at the beginning of this column and lend your support and thoughts to the threads. Perhaps in light of the review of the EU Regulation next year, we could lobby for more guidance/regulation/support at the international level to combat misinformation?