Hair care claims are getting bolder. Putting aside hair regrowth claims, hair care claims have begun to mirror skin care claims, transitioning from cosmetic to structure-function. Claims such as protects against future damage, hair repair, thickening, strengthening and moisturization have become the norm, but can they be substantiated? Cosmetic companies will need to support these claims, in light of increased claims scrutiny, especially in the EU, with strong scientific substantiation.
