Consumer & retail
Every claim on pack, site and creator post links to its evidence.
We build brand systems, claims libraries and creator programmes for skincare, make-up, haircare and fragrance brands. Each is built to the Cosmetics Rules and ASCI guidelines, and measured on creator posts approved first time.
Where rules matter mostMap of all forty-one industries
What is shifting
Shoppers meet a product in a creator’s routine, a try-on filter and a comment thread before they meet it on a shelf. Each shift names what it demands, with a fact you can check.
What it needsCreator briefs with the approved claim and the disclosure built in.
EvidenceASCI’s influencer guidelines require a clear disclosure label on every paid or brand-connected post.
What it needsEnvironmental and ethical claims that are specific and backed by evidence or certification.
EvidenceThe CCPA’s 2024 greenwashing guidelines list clean, natural, organic and cruelty-free among the terms that need adequate substantiation.
What it needsCampaigns that never present darker skin as a problem to be fixed.
EvidenceASCI’s guidelines for fairness and skin-lightening products bar advertising that shows people with darker skin as unhappy, unattractive or at a disadvantage.
What it needsTry-on and skin tools that ask consent before using a face image, and never diagnose.
EvidenceUnder the DPDP Act, 2023, a face image is personal data, used only for the purposes a person has agreed to.
The rulebook
The cosmetics rules, the advertising codes, the greenwashing guidelines and the data law, read for a beauty portfolio. Your regulatory team keeps sign-off; we design so their review is faster.
Standards we build to
We design and build to these standards. This does not mean we are certified.
Shapes most of the work
Advertising Standards Council of India
Paid and brand-connected posts carry a clear disclosure label. Creators are expected to check the technical and performance claims they make.
We designCreator briefs carry the label and the approved claims, with the evidence behind each one.
ASCI · Guidelines for Influencer Advertising in Digital Media Official text: ASCI influencer guidelines
Advertising Standards Council of India
No advertising that shows people with darker skin as unhappy or unattractive, or links skin colour to status, caste, community or success.
We designCasting, before-and-after frames and copy are reviewed against the guideline at concept stage.
ASCI · Guidelines for Advertising of Skin Lightening or Fairness Improvement Products, 2014
Central Consumer Protection Authority
Environmental claims must be specific and substantiated; terms such as clean, natural, organic, cruelty-free and sustainable may not be used without adequate evidence.
We designEach environmental or ethical claim names what it covers and links to its evidence.
CCPA · Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 15 October 2024 Official text: CCPA greenwashing guidelines, 2024
Shapes most of the work
CDSCO, Ministry of Health
No cosmetic may make a claim, or convey an idea, that is false or misleading to its user. Labels carry the declarations the rules set out.
We designPack, listing and creator copy is checked against what the product is registered and tested for.
Cosmetics Rules, 2020 · rule 36 Official text: Cosmetics Rules, 2020 · claims and labelling
Ministry of Health and Family Welfare
Cosmetics may not be tested on animals in India, and cosmetics tested on animals after the November 2014 amendment may not be imported.
We designCruelty-free claims cite the supplier and testing evidence behind them, product by product.
Drugs and Cosmetics Rules, 1945 · rules 148-C and 135-B (2014), carried into the Cosmetics Rules, 2020
Department of Consumer Affairs
Retail sale price, net quantity and consumer-care details on every pack, and the same declarations on every e-commerce listing.
We designShade and size variants inherit their declarations from one product record.
LMPC Rules, 2011 · rule 6, including rule 6(10) for e-commerce
Often shapes the work
Ministry of Electronics and IT
Consent for each purpose, including face images used by try-on and skin tools; withdrawal as easy as consent; verifiable parental consent for under-18s.
We designTry-on tools ask before using the camera, keep images only as long as needed and never use them for advertising.
DPDP Act, 2023 · DPDP Rules, 2025 (core obligations from 13 May 2027) Official text: DPDP Act, 2023 and DPDP Rules, 2025
Updated 3 October 2026. Our reading of typical projects, not legal advice. Rules change, so your lawyer confirms how each applies to you.
Challenges
What comes up first when we talk to beauty & personal care teams, from the screens customers use to your back office.
Finding a shade and formula that suits, without a counter to try it at.
Clinical, natural and cruelty-free claims that hold up in a sceptical comment section.
Routines and recommendations that help without treating a skin condition.
What we build
Brand systems and creator programmes lead a beauty programme; product and AI tools help shoppers find the right shade. Every line links to the capability that does the work.
Identity and pack design that carries every shade, claim and declaration and stays recognisable.
Creator programmes and campaign design systems with the disclosure label and approved claims in every brief.
Product images and copy drafted from approved claims, and try-on tools that ask before using the camera.
Shade finders, routine builders and try-on journeys tested with shoppers.
CRM and replenishment reminders, sent with consent when a product runs out.
Fast D2C stores and product data that search engines and AI assistants can read.
Projects
Each project shows its plan, typical length and main measure. Lengths are typical. We agree yours on the first call.
First project
We map every claim on pack, site and creator posts against its evidence, and show where disclosure and consent fall short.
What you get
02Project · 8–12 weeks
A finder that matches shades and routines to each shopper’s answers, tested across skin tones and asking before it uses the camera.
MeasureReturns for shade or fit
Services: Complete UX & UI design · AI feature design & build · User research & usability testing
Enquire about Shade and routine finder03Retainer · Ongoing
Creators briefed, checked and measured every month, with every post labelled and every claim approved.
MeasureCreator posts approved without rework
Services: Year-round creator roster · Ongoing social media management · Brand check
Enquire about Always-on creator programme04Milestone · 4–8 months
One design system for packs, swatches and screens, rolled out range by range with the claims each range can carry.
MeasurePack and shelf recognition in testing
Services: Brand refresh · Packaging design · Brand guidelines
Enquire about Brand system and pack refreshHow success is measured
Main measureCreator content approved first time
How we use AI
Each job runs inside automatic checks. A named person approves what goes live. A log records each step.
AI job 01
Measured byCreator posts approved without rework
Tested forOWASP LLM05 · Improper output handling
Goes live only after testing, with safety checks and a named owner
AI job 02
Measured byRecommendation acceptance and returns
Tested forOWASP LLM02 · Sensitive information disclosure
Goes live only after testing, with safety checks and a named owner
AI job 03
Measured byCopy approved first time
Tested forOWASP LLM09 · Misinformation
Goes live only after testing, with safety checks and a named owner
Work and insights
No beauty & personal care client is named or described without written approval. Here is what we have written on related topics.
A typical project · example
A skincare brand moved its creator programme onto one approved-claims library and a disclosure check, so every post goes live labelled, using approved claims only.
An example of the shape a project takes, without client names.
Questions
Something else on your mind? Ask us directly
Yes, if the evidence supports it. We word the claim and gather its proof (supplier declarations, certifications, testing policy) for your regulatory team to approve. The CCPA requires such terms to be substantiated.
Yes, with the disclosure label and the approved claims built into every brief, and a check before anything is posted.
Often, where shade or fit drives returns. We design it to ask before using the camera, keep face images only as long as needed and recommend rather than diagnose.
Yes: education content, trade portals and loyalty programmes for professionals, alongside the consumer brand.
Keep exploring
You will talk to the lead who would run your work.
01About 2 minutes
You get A reply from a named lead
02About 8 minutesRecommended
You get Options and prices after one call
03About 15 minutes
You get Confirmation and a named lead
We always agree a written scope and price before work begins. How each plan is priced
