Claims and compliance
What clean and natural actually mean, the advertising rules this category breaks, the medicinal borderline, green claims, and results imagery as evidence.
This is the section most likely to save a reader money. Beauty and wellness marketing breaks the same small set of rules repeatedly, and almost never on purpose: a caption written at the end of a long day, a word borrowed from medicine, a savings claim against a price that was never really charged.
The pieces here set out where the lines sit, using the published codes and guidance rather than trade folklore. They are explanatory rather than legal advice, and each one links to the primary source so that you can check it yourself before making a decision that goes on a pack.
What clean and natural actually mean in UK cosmetics
Neither term has a fixed legal definition in UK cosmetics. What that means for a brand using them, and what the regulator will look at instead.
Claims · 9 min readThe advertising rules this category routinely breaks
The same handful of problems appear again and again in beauty and wellness advertising. What they are, why they happen, and the check that catches them.
Claims · 9 min readWhen a cosmetic claim becomes a medicinal one
Presentation can move a product from cosmetic to medicine. What tips it, why the product name counts, and why this matters more than an advertising complaint.
Claims · 9 min readGreen claims and sustainability language that survives scrutiny
Environmental claims are held to a high standard, and beauty packaging invites them. Make specific claims you can evidence, not general ones you cannot.
Claims · 9 min readReviews, testimonials and before and after images
The three most persuasive assets in this category are also the three most heavily scrutinised. How to gather and use them so they stand up.
Claims · 9 min readThe trade newsletter
For people who build beauty and wellness brands. Sent when there is something worth sending, not when the calendar says so.
One email when something changes that affects a pricing, packaging or claims decision. No schedule, no third party advertising, no sharing of your address.