Your label is the first thing your customer reads, and the first thing a regulator reads too. The claims you put on your product can make or break a sale, but they can also get your product pulled from shelves if they cross a line.
Here is how to write claims that sell without getting you into trouble.
The basic rule
In the US, the FDA draws a hard line between cosmetics and drugs. A cosmetic "cleanses, beautifies, or alters appearance." A drug "treats, prevents, or cures a disease." If your skincare product crosses into drug territory with its claims, it legally becomes a drug, and that means a completely different (and much more expensive) regulatory process.
The same principle applies to supplements. You can describe what a supplement does for general wellness, but you cannot claim it treats or cures a specific condition.
Claims that work
Structure claims. These describe what the product does physically: "Hydrates skin for up to 24 hours." "Reduces the appearance of fine lines." "Smooths and softens." These are cosmetic claims and they are generally safe.
Ingredient callouts. "Made with hyaluronic acid." "Contains 10% niacinamide." Stating what is in the product is factual, not a drug claim. Just make sure the percentages are accurate.
Sensory claims. "Lightweight feel." "Fast absorbing." "Fresh citrus scent." These describe the user experience and do not cross regulatory lines.
Claims that get flagged
Disease claims are the biggest risk. "Cures acne." "Treats eczema." "Reduces inflammation." These turn your cosmetic into a drug in the eyes of the FDA. The word "treats" is almost always a problem.
"Anti aging" is a gray area. "Reduces the appearance of wrinkles" is cosmetic. "Reverses aging" is a drug claim. The difference sounds subtle, but regulators do not see it that way.
Absolute claims are risky too. "Eliminates dark spots" implies a guaranteed result. "Helps brighten the appearance of dark spots" is safer because it describes a cosmetic effect.
Supplement specific rules
Supplements must include a structure/function disclaimer: "These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."
You can say "supports immune health" but not "boosts your immune system to fight colds." The first is a general wellness claim. The second implies treatment of a specific condition.
"Clean," "natural," and "organic"
These terms are not regulated by the FDA for cosmetics, which means you can technically use them, but customers and retailers are paying close attention. If you call your product "natural" and it contains synthetic preservatives, you will lose trust fast.
"Organic" is regulated by the USDA if you want the official certification. Without the certification, saying "made with organic ingredients" is safer than calling the entire product organic.
Our advice: say exactly what is true. "Made with plant derived ingredients" is honest and clear. Do not stretch.
Your next step
When you work with us, compliance review is part of the process. We review every label before production. If you want to talk through your product claims, fill out the Start Your Brand form and we will take a look.