How to build credible, defensible cosmetic claims supported by robust scientific evidence in the PIF.
On 10 September 2026, Etichub took part in the 2026 European Forum on Cosmetic Claims, Substantiation & Certifications, “From Claims to Proof: What Stands Up to Scrutiny”, held in Brussels. The event was entirely dedicated to the development, substantiation and defensibility of cosmetic claims.
Prof. Paola Perugini, Scientific Director of Etichub and Professor at the University of Pavia, presented “What Evidence Is Enough? Next-Generation Evidence for Cosmetic Claims”. Her contribution addressed the transition from claims to proof: which data, methods and documentation are needed for a claim to withstand scrutiny from authorities, competitors and increasingly informed consumers.
Claim credibility and the role of the PIF
The central theme of the presentation was the scientific credibility of cosmetic claims. Under Regulation (EU) No 655/2013, every claim must be supported by adequate, truthful, relevant evidence consistent with the product and the benefit communicated.
Supporting documentation should make it possible to clearly and traceably reconstruct the scientific reasoning linking the claim to the product, selected endpoints, methods and results. For this reason, a defensible evidence dossier must form an integral part of the Product Information File (PIF).
A dossier may contain a significant amount of data and still be insufficient. What matters is not only the quantity of information, but its relevance to the meaning consumers attribute to the claim.
This principle also applies to claims relating to sustainability. Any sustainability-related statement must be truthful, appropriately supported and consistent with the overall communication. The evidence and rationale supporting the claim should be documented and traceable within the PIF, alongside the other elements used to substantiate the product’s claims.
An integrated evidence approach
During her presentation, Prof. Perugini highlighted that the strength of a claim depends on the ability to integrate different sources of evidence into a coherent and traceable framework.
Scientific credibility emerges from the convergence of complementary information, the quality of the study design and the possibility of clearly reconstructing the path connecting the claim to the product, selected endpoints, methods and results.
From this perspective, no single approach can automatically be considered the “gold standard”. It is the combination of methodological choices and supporting documentation that makes a claim defensible before authorities, competitors and increasingly informed consumers.
Skin barrier and environmental exposure
The growing focus on cosmetic claims reflects the intrinsic complexity of the benefits being communicated. The skin barrier, for example, should be understood as a dynamic ecosystem in which biological, environmental and lifestyle-related factors interact to influence skin function.
Similarly, anti-pollution claims require careful consideration. Evidence generated for an ingredient or in a laboratory model cannot automatically be transferred to the finished product. The substantiation must remain relevant to the specific product, its intended use and the benefit communicated to consumers.
In both cases, the evidence must match the complexity of the claim. Only then can scientific substantiation be truly relevant, measurable and consistent with the overall consumer message.
Applied research and innovative tools
Etichub’s participation in CCSC 2026 confirmed the company’s commitment to developing advanced scientific approaches for the evaluation of cosmetic efficacy.
The expertise gained through years of applied research supports the design and integration of innovative skin evaluation tools, intended to make claim-supporting documentation more objective, contextualised and consistent with real-life conditions of use.
Cosmetic claims: data alone is not enough
A claim is truly defensible when the available evidence is relevant to the product, the communicated benefit and the intended conditions of use. The documentation collected in the PIF should clearly connect the claim, the tests performed and the scientific conclusions supporting its use in communication.
Would you like to develop cosmetic claims that are more robust, defensible and consistent with real-life conditions of use? Etichub can support your projects through advanced testing methodologies and integrated scientific documentation for the PIF.