What is a cosmetics marketing claims audit?

A marketing claims audit is a review of the claims on your cosmetic product - on packaging, on your website, and in your marketing - checked against what your product can legally and technically support. It's the difference between a claim that sounds good and a claim you can actually stand behind if challenged.

Why do cosmetic brands need a claims audit?

UK and EU cosmetics regulation requires that every marketing claim be substantiated - meaning you need evidence behind it, not just confidence in it. Claims like "clinically proven," "anti-ageing," or "chemical-free" carry specific regulatory meaning and specific risk if used loosely.

Getting this wrong doesn't just risk a Trading Standards or ASA complaint. It risks a product recall, a damaged relationship with retailers, or a claim that quietly undersells what your product actually does.

What does a marketing claims audit check?

We review your claims against the substantiation you currently hold, the regulatory framework for cosmetic claims (UK CPR, ASA/CAP guidance, and CLP labelling rules), and how the claim reads next to your CPSR and product function. Where a claim can't currently be supported, we tell you what evidence would be needed, or how to reword it without weakening its appeal.

We don't just flag problems - we tell you what's working, what's exposed, and what's being left on the table.

Who is this for?

This is for founders and small brand teams who've already written their marketing copy, packaging text, or website claims and want a second set of expert eyes before launch, before a reprint, or before a retailer or platform asks harder questions than you'd like.

It's especially useful if you've written claims yourself, inherited them from a previous agency or supplier, or expanded into new markets with different claims rules.

How is this different from CPSR or Responsible Person sign-off?

CPSR and RP sign-off, provided through our regulatory partner, cover the safety assessment and legal compliance of the product itself. A marketing claims audit is a separate, commercial-facing review of the words you're using to sell it - the two work together, but one doesn't replace the other.

How do I get a marketing claims audit?

Contact us below for a quote.