Fake news in cosmetics: how to recognize them

07 January 2025

The cosmetics industry in Italy is a key pillar of the economy, with a market value estimated at over 12 billion euros in 2023, around 35,000 direct employees, and a significant supply chain. The sector is also a leader in exports, with “Made in Italy” products appreciated worldwide. In cosmetics, science and innovation come together to create high-performance and safe products, but it is also an industry frequently exposed to misinformation. Fake news about ingredients, risks, and supposed miraculous effects spreads quickly, fueled by social media and unverified sources. This phenomenon not only confuses consumers but also risks damaging the reputation of companies that invest in scientific research, safety, and transparency. Navigating this landscape to use cosmetic products consciously is complex and full of pitfalls, in a society where personal image is considered a key calling card, often generating social pressures, personal insecurities, and discrimination. It is therefore necessary to learn to assess sources which should be the foundation of any scientific article in a trade journal, thesis, blog post, or Instagram story.
Here are some of the most common myths about cosmetics and what science says about them.

Anti-aging cosmetics: unrealistic promises

Many anti-aging products promise miraculous results, such as the complete elimination of wrinkles or the restoration of youthful skin elasticity. In reality, no cosmetic can stop the aging process: the best possible outcome is to reduce its visible signs. It is better to be wary of exaggerated claims and rely on products with proven active ingredients, such as retinol or vitamin C.

Ingredients: natural or synthetic?

There is a widespread belief that natural ingredients are always better and safer than synthetic ones. However, natural substances can also cause allergies or irritation. What matters is the safety and effectiveness of the ingredient, regardless of its origin: a product with synthetic ingredients from a reliable company is preferable to a “natural” cosmetic of dubious origin.

INCI: knowing how to read it

The INCI (International Nomenclature of Cosmetic Ingredients) lists the ingredients in a product. However, without proper knowledge, it is easy to draw incorrect conclusions about the safety or effectiveness of a product based solely on the INCI. It is important to consult reliable sources or industry professionals for accurate interpretation.

Anti-cellulite creams: expectations vs. reality

Anti-cellulite creams often promise quick and lasting results. In reality, they may help improve the appearance of the skin temporarily but never eliminate cellulite. The only way to address this issue effectively is through lifestyle changes: a balanced diet and regular exercise are the real keys to success.

Preservatives in cosmetics: the paraben controversy

Parabens are often demonized as harmful preservatives. However, scientific studies have shown that at the concentrations used in cosmetics, they are safe for human use. In fact, it is better to use products with parabens (at the right concentrations) than without: the absence of adequate preservatives can lead to microbial contamination, making the cosmetic potentially harmful to health.

The misleading “free-from” marketing

The “free-from” claim (e.g., free from silicones, free from parabens) is often used as a marketing strategy to suggest that a product is safer or more natural. However, the absence of an ingredient does not necessarily make a product better or safer and is often just a marketing gimmick. It is essential to evaluate the entire formulation and its effectiveness.