The beauty and personal care industry must acknowledge weaknesses and address them, because the gap between industry and consumers continues to widen, plagued by poorly backed claims and a raft of misinformation online, warns a cosmetic claims consultant.

Back in 2020, Dr Theresa Callaghan, cosmetic claims, beauty R&D specialist and owner of Callaghan Consulting International, said the social media boom had created an architecture of misinformation​ that, if left unchallenged, would have damaging long-term effects on the beauty industry.

She also called on industry to integrate EU compliant cosmetic claims early on in product development​ efforts.

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