
As we see reported almost daily here on LinkedIn, Misinformation is a formidable and persistent challenge for the cosmetics industry. Whether it’s claims about “miracle” ingredients, exaggerated product benefits, or misleading buzzwords, misinformation can severely erode consumer trust, lead to regulatory scrutiny, and stifle genuine scientific progress.
How Much Do We Understand?
For cosmetic scientists, marketing, and regulatory affairs professionals, the most important first step in addressing this issue is not simply countering falsehoods, but truly understanding what misinformation actually is, how misinformation takes root, spreads, and influences behavior in today’s beauty landscape. In this complex battle, it’s not enough to fight misinformation with facts alone; we must also understand why it spreads so easily and how we can disrupt its cycle in a way that restores trust and reinforces accuracy. By recognizing the nuances of misinformation, industry professionals can build stronger, more resilient systems that support truth in marketing and product development.
The Beauty Industry’s Double-Edged Sword
Misinformation in the beauty sector is rarely a simple case of outright lies. It’s often a combination of oversimplifications, misinterpretations, cherry-picked facts, and unintentional errors that build into narratives that are accepted as truth. For example, the ongoing skepticism surrounding ingredients like parabens, sulphates, or silicones. Despite decades of research proving their safety, these ingredients continue to be vilified because misleading narratives often frame them as “toxic” or “harmful” without context or evidence.
Understanding misinformation in this context requires a deep dive into how and why such ideas gain traction. One of the core reasons misinformation flourishes in the beauty industry is due to the complexity of scientific knowledge itself. Skincare products and their ingredients often involve intricate chemical processes that can be difficult to explain concisely. Without careful communication, it’s easy for consumers, media, or even influencers to misinterpret, oversimplify, or distort the facts. This is where misinformation is born.
Another key factor is the rise of digital platforms, where “viral” content often spreads much faster than fact-checked, evidence-based information. On platforms like Instagram, TikTok, and YouTube, an influencer or celebrity endorsement can instantly legitimise a product or ingredient, regardless of its actual scientific merit. A single misleading post can sway millions, even in the face of established facts. The speed and scale at which misinformation spreads online is a powerful force—one that cosmetic scientists, marketing, and regulators need to fully understand in order to respond effectively.
Cosmetic Scientists: Understanding the Science of Misinformation
For cosmetic scientists, combating misinformation requires a two-pronged approach: rigorous scientific validation and effective communication. The first step is being acutely aware of how misinformation distorts scientific facts. As experts in formulating and testing products, scientists understand that a single study or data point can be misinterpreted, taken out of context, or amplified to create a misleading narrative.
To combat this, as cosmetic scientists we must take an even more active role in educating the public and industry peers about the broader context in which their findings exist. This might involve publishing more accessible reports, engaging with social media influencers directly to clarify misconceptions, and working more closely with marketing teams to ensure that product claims are based on thorough and balanced evidence, and also remain vigilant in debunking myths that arise from poorly understood or misrepresented research.
But combating misinformation isn’t just about counteracting specific false claims—it’s about fostering a culture of scientific literacy. By helping the public understand how scientific conclusions are drawn, cosmetic scientists can empower consumers to question misleading headlines and social media posts, and to seek out evidence-based answers. This can go a long way in countering the rise of beauty-related misinformation. While we as an industry are doing are part, more collaborative efforts will be needed, because as we know we are fighting an uphill battle!
Marketing: Mastering the Messaging of Truth
For marketing, understanding misinformation involves a deep awareness of why consumers fall for false or exaggerated claims in the first place. Marketing is about trust, but it’s also about perception. Consumers are often attracted to simple, bold statements: “No parabens! No sulphates! All-natural!” These types of messages can be alluring because they promise a cleaner, healthier product, but marketing must also recognize that in today’s climate, these oversimplifications can perpetuate misinformation.
Marketing need to challenge their own temptation to lean into shortcuts and embrace a more responsible, transparent approach. For example, instead of simply claiming that a product is “free from toxins,” marketing should educate consumers about what exactly that means, providing clear definitions and substantiating those claims with evidence. This approach combats the misinformation that surrounds “toxic” ingredients and prevents the spread of fear-based messaging.
Marketing could also actively monitor the landscape for emerging trends and immediately address common myths before they gain significant traction. Collaborating with scientists to create content that explains the safety and efficacy of ingredients, or even discussing the ethical considerations behind formulation processes, can help correct misconceptions before they become widespread.
Regulatory Affairs: Enforcing Clarity and Accountability
In regulatory affairs, the understanding of misinformation is critical for creating a framework that encourages truthfulness and transparency, while also protecting consumers from harm. As misinformation often plays a central role in the public perception of cosmetic products, regulators could be more proactive in establishing clear, comprehensive guidelines around claims substantiation, ingredient safety, and labeling.
Regulatory bodies are already tasked with overseeing compliance with safety standards, but as misinformation grows, it is essential for regulators to actively stay ahead of new trends, products, and claims that may be deceptive or unsupported. In this digital age, regulators must adapt to the speed at which misinformation spreads, keeping up with rapidly evolving platforms and the ways brands communicate with their audiences. The role of regulatory professionals, then, is not just to enforce existing standards but to help shape an environment in which accurate, truthful information can thrive.
Additionally, key regulators could focus on public education campaigns to raise awareness of common misinformation tropes in the beauty industry. By equipping consumers with the knowledge to recognize misleading claims or understand ingredient safety, regulatory bodies can play a key role in combating misinformation at its roots. Again, a hard task!
A Unified Approach
As I’ve mentioned in various articles before, ultimately, the key to combating misinformation in the cosmetics industry lies in collaboration. Scientists, marketing, and regulatory professionals must not only respond to misinformation but actively understand how and why it spreads. By doing so, we can develop strategies that are both reactive and preventative, ensuring that consumers have access to the truth.
For cosmetic scientists, marketing, and regulators, this means understanding the psychology behind misinformation, knowing the platforms where it proliferates, and working together to ensure that claims made about products are clear, substantiated, and scientifically accurate. Only through a united, informed global effort can we ensure that the cosmetics industry thrives on truth and trust, rather than misinformation and misunderstanding.
Understanding misinformation is not just about identifying false claims but about unraveling the complex forces that allow them to spread. By fostering a deeper awareness of how misinformation takes root, cosmetic scientists, marketing, and regulators can work together to counteract it at every level—building a future where informed consumers can trust that the beauty industry delivers on its promises, grounded in both science and integrity.
Looking Ahead to 2025: What We Need to Watch For
As we enter 2025, the cosmetics industry must be prepared for the rapid acceleration of misinformation, driven by emerging technologies and evolving consumer behaviors. The rise of artificial intelligence (AI) and deep-fake technology, for example, could lead to hyper-realistic fake product reviews or influencer endorsements that seem completely genuine (see my article in January from Personal care Magazine). Brands will need to be vigilant in identifying and addressing these risks, ensuring that AI-generated content is clearly labeled and does not mislead consumers.
Additionally, the growing influence of consumer-generated content (CGC) and the decentralized nature of online communities will make it harder to control narratives. “Micro-influencers” and everyday consumers can easily spread misinformation without the accountability that comes with traditional marketing channels. Monitoring these decentralized platforms and establishing clear community guidelines will be crucial in maintaining trust.
As regulatory bodies work to adapt to these new challenges, I would personally like to see a sharp rise in the demand for global standardization of cosmetic claims. Misinformation is a global issue, and as cross-border e-commerce grows, the need for harmonized guidelines across regions will be essential in ensuring that product claims remain consistent and truthful on a global scale.
2025 will require us cosmetic professionals to stay ahead of these trends by continuously evolving our strategies for combating misinformation, using advanced technology, and fostering greater transparency with consumers. By working together and anticipating these changes, we can perhaps, help the cosmetics industry navigate the digital age with greater integrity and accuracy.

Theresa Callaghan
Theresa Callaghan, a PhD biochemist with over 35 years of experience in corporate skin care research, has held key R&D senior roles for companies including LVMH, Unilever, Marks & Spencer, J&J, Evonik, Hill-Top Research, and proDERM. In 2008, she created Callaghan Consulting International, focusing on cosmetic claims development with brands and ingredient suppliers. She is a widely published author, frequent speaker, and contributor to peer-reviewed journals. Her acclaimed book, 'Help! I'm Covered in Adjectives: Cosmetic Claims & The Consumer', is now in its second edition and translated. She is a member of the Society of Cosmetic Scientists (SCANCOS) and British Herbal Medicine Association. Theresa serves on the editorial peer review board of the International Journal of Cosmetic Science. She also mentors, and has her own Cosmetic Claims Insights Column with Euro Cosmetics.