M11 Labs Study Reveals Half of Skincare Claims Lack Verifiable Evidence

By Rachel Brown · Beauty Independent · 2026-09-21

Beauty Independent reports that a new audit of 633 skincare brands found 47% of high-impact marketing claims cannot be substantiated by independent data. Using AI agents to analyze thousands of product pages, M11 Labs identified significant evidence gaps in categories ranging fro

Beauty Independent reports that a new audit of 633 skincare brands found 47% of high-impact marketing claims cannot be substantiated by independent data. Using AI agents to analyze thousands of product pages, M11 Labs identified significant evidence gaps in categories ranging fro