Cosmetic or supplement?
A cream is a cosmetic, a collagen drink is a food. In the EU, cosmetics fall under the Cosmetics Regulation, with criteria for claims: truthful, supported by evidence, honest and fair. Beauty supplements fall under the health claims regulation, where the rules are stricter. A phrase like “for firmer skin” can be backed by studies for a cream and be impermissible for a capsule.
Who buys beauty products
- The routine lover: has fixed morning and evening routines and enjoys trying new things.
- The minimalist: wants fewer products that do more.
- The ingredient reader: knows active ingredients and compares concentrations.
- The 40-plus buyer: looks for products that suit her skin, without the obsession with youth.
Angles that work
- Up close, no filter: real skin texture, real light, no soft focus.
- Your glow in 30 seconds a day: how simple the routine is.
- This replaced three things in my bathroom: for minimalists.
- What's really inside: active ingredients, concentration and why.
- Unboxing: packaging, scent, texture.
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Hook examples
- “Okay, I'm going to show you my skin without a filter, and then what I do every morning.”
- “I cleared out my bathroom and only kept three products.”
- “The reason your serum isn't doing anything is printed on the back.”
- “This is what the texture looks like when there's nothing unnecessary inside.”
What's legally tricky
- Exaggeration: “Wrinkle-free in 7 days” won't hold up to scrutiny.
- Drifting into drug territory: Claims about acne as a medical condition, eczema or healing don't belong in cosmetics advertising.
- Beauty supplements: Only authorized claims, for example about biotin and zinc for normal hair and skin, or about vitamin C and collagen formation.
- Retouching: Retouched skin images that fake an effect are misleading.
Not legal advice. When you make efficacy claims, a review by a specialized lawyer helps.
Formats for beauty
- UGC close-up with texture and real skin
- “How it works” in three steps
- What's in the starter kit, as an unboxing static
- Testimonial with a real review
Why real skin texture matters so much in AI creatives is explained in AI UGC videos and AI creators.
Frequently asked questions
What rules apply to cosmetics advertising?
In the EU, the Cosmetics Regulation applies, and claims must meet common criteria: they have to be truthful, supported by evidence, honest and fair, and must not promise more than the product actually does. In the US, claims that a product treats a condition or changes the structure of the skin can turn a cosmetic into a drug in the eyes of the FDA.
What can I say about collagen drinks?
Ingestible collagen products are foods, so in the EU the health claims regulation applies. There is no authorized claim for collagen itself. Claims about nutrients are authorized, though, such as vitamin C contributing to normal collagen formation for the normal function of skin, provided the product contains enough of it.
Are before-and-after images allowed for skincare?
They aren't banned outright, but they have to be genuine, unretouched and representative. On Meta, before-and-after content around health and body topics is restricted. Check the current policies before you launch.