Consumer & retail
Once in the lab, and once in the comments.
Skincare, make-up, haircare and fragrance brands, where a claim travels from a formulation sheet to a creator’s reel in a day. We build the brand systems, claims libraries and creator programmes that let a portfolio say what its products do — and nothing they do not.
Where the rules biteMap 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.
It demandsCreator briefs with the approved claim and the disclosure built in.
SignalASCI’s influencer guidelines require a clear disclosure label on every paid or brand-connected post.
It demandsEvery environmental or ethical claim specific, and backed by evidence or certification.
SignalThe CCPA’s 2024 greenwashing guidelines list clean, natural, organic and cruelty-free among the terms that need adequate substantiation.
It demandsCampaigns that never present darker skin as a problem to be fixed.
SignalASCI’s guidelines for fairness and skin-lightening products bar advertising that shows people with darker skin as unhappy, unattractive or at a disadvantage.
It demandsTry-on and skin tools that ask before they use a face, and never diagnose.
SignalUnder 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.
Frameworks we build to
Frameworks we design and build to — not a claim of certification.
Shapes most of the work
Advertising Standards Council of India
Paid and brand-connected posts carry a clear disclosure label, and creators are expected to do due diligence on 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 claim, or convey any idea, that is false or misleading to the person who uses it; 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 feed them to advertising.
DPDP Act, 2023 · DPDP Rules, 2025 (core obligations from 13 May 2027) Official text: DPDP Act, 2023 and DPDP Rules, 2025
Compiled 3 October 2026. Our reading of typical programmes, not legal advice. Rules change; your counsel confirms how each one applies to you.
Challenges
What comes up first in most beauty & personal care conversations — outside, at the screen, and inside, in the operation.
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.
Brand and pack systems that hold shade ranges, claims and declarations without losing the brand.
Creator programmes and campaign systems with the disclosure and the claim built into every brief.
Product imagery and copy at scale from approved claims, and try-on tools that ask before they look.
Shade finders, routine builders and try-on journeys tested with real shoppers.
Consented CRM and replenishment journeys for routines that run out.
Fast D2C stores and product data that search engines and AI assistants can read.
Programmes
Each programme is a real engagement shape: a package, a typical length and the number it moves. Lengths are typical, never promised — the first conversation sets yours.
The way in
We map every claim you make — on pack, on site and in creator posts — with the evidence behind it, and show where disclosure and consent fall short.
What it hands over
02Project · 8–12 weeks
A finder that matches shades and routines to the shopper’s answers, tested with real skin tones and asking before it uses a camera.
MovesReturns for shade or fit
Services: End-to-end 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.
MovesCreator posts approved without rework
Services: Always-on creator programme · Always-on social media management · Brand check
Enquire about Always-on creator programme04Milestone · 4–8 months
One system for packs, swatches and screens, rolled out range by range with the claims each range can carry.
MovesPack and shelf recognition in testing
Services: Identity refresh · Packaging design · Brand guidelines
Enquire about Brand system and pack refreshHow success is measured
The number we moveCreator content approved first time
AI, under the rules
Every use case runs inside a guardrail, with a person approving what matters and a log a supervisor could read.
Use case 01
Measured byCreator posts approved without rework
Tested forOWASP LLM05 · Improper output handling
Ships only with its evaluation set, its guardrail and an owner
Use case 02
Measured byRecommendation acceptance and returns
Tested forOWASP LLM02 · Sensitive information disclosure
Ships only with its evaluation set, its guardrail and an owner
Use case 03
Measured byCopy approved first time
Tested forOWASP LLM09 · Misinformation
Ships only with its evaluation set, its guardrail and an owner
Work and insights
No beauty & personal care client is named or described without written approval. Here is what we have written that bears on the industry.
A typical programme · composite
A skincare brand moved its creator programme onto one approved-claims library and a disclosure check, so every post ships labelled and on-claim.
Anonymised and illustrative: the shape a programme takes, never a named client.
Questions
Something else on your mind? Ask us directly
We design the claim and the evidence trail behind it — supplier declarations, certifications, testing policy — so your regulatory team can approve it. The CCPA treats such terms as claims that need substantiation.
Yes, with the disclosure label and the approved claims built into every brief, and a check before anything is posted.
Where shade or fit drives returns, often. We design it to ask before it uses the camera, to keep face images only as long as needed, and to recommend rather than diagnose.
Yes: education content, trade portals and loyalty programmes for professionals, alongside the consumer brand.
Keep exploring
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Tell us what you’re building. We’ll answer straight.
01About 2 minutes
You get A reply from a lead, not a sales queue
02About 8 minutesMost useful
You get Options and a first scope after one call
03About 15 minutes
You get Receipt confirmed and a named bid lead
Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced
