How to identify real vs bogus claims?Updated a year ago
A good place to start is by judging the claims a brand makes about its products - especially if the claims are the thing that attracted you to the product in the first place.
Claims are the main benefits that a brand promotes on the product page or in the product description.
Some brands don’t make any grand claims - they’ll tell you that their moisturizer moisturizes, and that’s about it. We’re actually huge fans of this approach, especially when it comes to basic products like cleansers or moisturizers.
Many well-known brands make ludicrous claims that they often tie to specific ingredients (marketers call these ingredients “hero” ingredients). For example, a brand might suggest that peptides will replace Botox or that orchid stem cell extract will reverse skin aging. Make a mental note of these “hero ingredients” and the claims tied to them, since you’ll want to investigate what’s behind them.