As consumers become more concerned about product composition and environmental impact, cosmetic brands are making various claims, some of which can be misleading or unregulated. The rising trend of “Clean Beauty” encourages transparency but lacks formal regulation, often leading to ambiguous messaging. Recent efforts to combat greenwashing include new directives aimed at ensuring truthful environmental claims, with stricter rules coming into effect in the next years. Cosmed deciphers 5 trendy claims.

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