Claims in Skincare

Beautiful ladies cosmetic routine Anbiome Claims in Skincare

When we’re first introduced to a new skincare product, many of us aren’t as concerned with the ingredients inside but with what the product can do for us, we instinctively look for claims in skincare.

We scan the label for keywords such as hydrating, moisturizing, or rejuvenating. Some of us are more attracted to sustainable, natural, organic, or cruelty-free markings.

Generally, there is too much marketing and non-relevant information on cosmetic packaging that even the most experienced professional can become confused. So, let’s straighten out some common misconceptions.

Popular Claims in Skincare Explained

First of all, cosmetics, including skincare, are products that can’t have any physiological effect. They are, by the simplest definition, considered medicines.

Second, all claims that are made are not regulated or supported by any relevant authority (for example, the FDA, EU Commission, and others).

Third, some claims make no sense. Revitalizing, hydro boosting, and ultra-mega hydration are just some terms that sound and truly are made up.

Furthermore, some claims are there simply because they are trendy. Cruelty-free is a very popular claim in the US; however, in Europe, it is not allowed because it is misleading. For over a decade and more, animal testing for cosmetic purposes (unless in some very rare or specific cases) has been banned. So, the claim “not tested on animals” is quite obsolete.

Sustainability Claims in Skincare

“Sustainable product” is also a very popular claim, but how sustainable is the product actually, and in what terms? Does it have a low carbon footprint, and if so, what is the exact value? “Recyclable” also sounds wonderful, but taken into full consideration, a minimal amount of consumer plastics is recyclable, it would be nice to emphasize how much of the product is truly recyclable.

Paraben, Silicone and Sulfate Free Claims

Paraben, silicone, and sulfate-free claims are also questionable, since companies are not allowed to claim a product is free of ingredients that are permitted to be used in cosmetics. However unwanted these ingredients might be, consumers need to be educated to read labels correctly. Instead of being misguided by claims, they need to learn to understand how to choose the correct product.

The reality is that in such a competitive market, brands turn to all kinds of means to attract more attention. In many cases they will lose their moral compasses to make a sale.

About author

Selma Durmo M. Pharm

“As far as I can remember I have always struggled with sensitive skin. The issues culminated in my mid-twenties when I started having rosacea flares and redness. My personal quest for effective, safe solutions took a professional turn, and I was given the opportunity to apply my (Pharma) background in developing a new skin friendly product line. My goal was to create something new, a clinically proven sustainable skincare brand. This science backed probiotic skincare derived technology is a product of years of research and innovation in personal care products. Metabiotics contain naturally produced hyaluronic acid, lactic acid, SMase, lipoteichoic acid, over 40 peptides and enzymes. All assigned with specific tasks for activating the skins native repair mechanisms.” 

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Following the principles of Clean Beauty, we have joined the dedicated stream of safe, non-toxic beauty enthusiasts.

Our products contain carefully selected hypoallergenic ingredients suitable for sensitive and reactive skin.

We’re committed to formulating with natural, organically-derived, and skin-friendly synthetics while excluding popular “good feeling” and potentially harmful compounds to provide the best skincare solutions.

“It is easy to get hooked on conventional products, with inviting perfumes and the instantly pleasant skin feeling. The sooner you understand that those sensations are short-lived the better! Choose Clean Beauty and allow the science backed ingredients time to work wonders on your skin.”

Cinically proven

Our products’ superiority has been proven in a controlled study on 50 volunteers where it was shown that four-week product use leads to a significant increase in skin moisture levels (39%), increased skin elasticity (50%), and a decrease in the appearance of wrinkles (23%).

Other beneficial effects include decrease in skin sensitivity, increase in skin cleanliness, evenness of the skin tone, decrease in acne formation.

This study serves as proof of the skin’s gradual return of its protective layer, integrity, and balance. All study results have been published in a peer reviewed journal as well as the full study report.

“Putting all science aside, we are most proud of our users’ testimonials. All tested volunteers claimed visible and tangible improvement in skin feel and appearance.”


The greatest breakthrough discovery we stumbled upon is that skincare and cosmetics should not be sensational.

Personal care should be comprehensive, accessible, and efficient, just as all solutions that come from nature are.

We are often faced with labels such as anti aging skin care, organic skin care, natural skincare products, which lack the necessary explanation… What do these phrases actually mean?

“Grown tired of all the misleading, incomprehensive, irrelevant information used in the beauty industry we decided to stick to a no-nonsense approach. It is what it is, and skin care is not magic! It requires commitment, patience and understanding your skins’ needs.”


We are dedicated to neutralizing our negative impact on the environment as much as possible and have joined the stream of sustainable skincare brands. We’re taking you on for the ride (we’ve even packed the goodies)!

To help minimize our carbon footprint, for every product order a tree will be planted thanks to our amazing planters at One Tree Planted. It’s estimated that a mature tree nullifies around 20lbs of CO2 a year.

We’re doing our best to reuse, reduce and recycle. Wishing to inspire a circular economy we have partnered up, to create a customized recycling program. Collect three empty plastic packages to receive your Anbiome Recycling Envelope and follow the instructions on how to take part in our recycling mission. 

Your good deed shall be rewarded. For every three products recycled you receive one product gift!


Today’s trends in skincare require the use of synthetic active ingredients which interact with the skin. Our approach is to distinguish natural alternatives, which mimic the skins native repair mechanism and are more efficient and ecologically sound.

Translating solutions from nature into industrial settings is hardly an easy task, but it’s one we enjoy undertaking.

We have screened 500+ different wild probiotic strains from the nature, to find the most powerful ones.

Special fermentation process was developed to harvest powerful molecules (HA, LTA, SMase, LA and 40 peptides).

Result is the composition of native signal components and molecules that keep the skin balanced, healthy and protected.