THE TAKEAWAY: Unsubstantiated "free-from" marketing is yielding to standardized ingredient transparency and safety testing.
For years, the term "clean beauty" operated without a legal definition, allowing brands to use fear-based marketing around safe ingredients. Modern regulatory frameworks (such as MoCRA) now mandate adverse event reporting, facility registration, and safety substantiation. This transition forces brands to compete on clinical proof, physiological efficacy, and supply chain integrity rather than vague buzzwords.
