Fashion Friday: Are Probiotics Promising Cosmetic Ingredients or Marketing Tools?

More consumers are basing purchasing decisions on wellness priorities, giving greater attention to the functional aspect of a product formulation. Probiotic-based beauty leverages this trend, exhibited in a recent wave of innovative start-ups focused on probiotics. This development, however, comes with challenges attributed to technical barriers in making probiotic-based beauty viable, and rivals claiming to use probiotics, but formulate with dead bacteria that render the product less effective.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.