As AI becomes an increasingly common part of everyday life, it is also changing the way consumers research and purchase skincare products.

Rather than relying solely on advertising, packaging, or recommendations from friends and family, many consumers are now using AI tools, search engines, ingredient databases, and review platforms to better understand the products they are considering purchasing.

According to British skincare brand Eternal Skincare, this shift represents a positive development for both consumers and businesses, encouraging greater transparency and stronger evidence behind the claims brands make.

The growing use of AI tools is leading consumers to ask more detailed questions about the products they use. Questions that may once have been reserved for industry professionals are becoming increasingly common among everyday shoppers.

Consumers are now seeking greater clarity around areas such as:

• What testing has been carried out?

• Who conducted the testing?

• Is it a claim based on an individual ingredient or the finished formulation?

• What evidence supports claims relating to sensitive skin?

• How has the product been assessed for safety?

In response to this growing demand for information, Eternal Skincare recently published details of the independent testing and safety assessments conducted on products in its range, including dermatological patch testing, sensitive-skin studies, and Cosmetic Product Safety Assessments.

The company believes that providing greater access to this information helps consumers make more informed decisions about the skincare products they choose.

"We carefully select our ingredients, but we also believe it is important to assess the finished product rather than relying solely on the reputation of individual ingredients," said Fay.

"Consumers deserve access to clear, accurate information that helps them make informed decisions about the products they choose to use."

Many skincare conversations focus heavily on ingredients.

However, consumers are increasingly interested in understanding how finished products have been assessed and what evidence sits behind claims relating to skin compatibility, sensitive skin, and product safety.

This growing focus on evidence is encouraging brands to provide clearer information about testing, safety assessments, and product evaluation.

Many skincare conversations focus heavily on ingredients.

However, consumers are increasingly interested in understanding how finished products have been assessed and what evidence sits behind claims relating to skin compatibility, sensitive skin, and product safety.

This growing focus on evidence is encouraging brands to provide clearer information about testing, safety assessments, and product evaluation.

As AI continues to change how consumers discover, compare, and evaluate skincare products, Eternal Skincare believes the ability to substantiate claims will become increasingly important for both brands and consumers.

For consumers, greater access to information can help them make more informed purchasing decisions and better understand the products they are using.

For brands, the increasing use of AI means claims are likely to face greater scrutiny than ever before, making transparency, evidence, and accountability increasingly important.

Eternal Skincare believes this is ultimately a positive step for the industry, encouraging businesses to provide clearer information and helping consumers make decisions based on evidence rather than marketing alone.

Discover the independent dermatological testing, sensitive-skin studies, and safety assessments that help support our product claims.