Beauty thrives on adjectives – and the cosmetics industry knows exactly how to use them.

Walk into any beauty store and you’ll see words like “nourish”, “revitalise”, “transform” and “illuminate” designed to spark emotional reactions. But more often than not, that reaction is insecurity.

In this episode of Green Beauty Conversations, host Lorraine Dallmeier argues that it’s time for a radical rethink. What if we legislated cosmetic claims not just for truthfulness and fairness, but also for human dignity?

Last week on the podcast, Lorraine spoke with Dr Theresa Callaghan, author of Help! I’m Covered in Adjectiveswho revealed how far brands go with language that overpromises.

This week, Lorraine builds on that conversation with a bold proposal: adding a seventh criterion to Europe’s cosmetic claims regulations – one that ensures beauty marketing respects our self-worth. Without it, the industry will continue to thrive on fuelling feelings of inadequacy.

If you’ve ever felt uneasy about how the beauty industry shapes the way we see ourselves, this episode is a must-listen.

“Let’s keep the six criteria for assessing cosmetic claims because they matter. But let’s add a seventh that forces us to look in the mirror and ask: are we respecting the people we serve?” — Lorraine Dallmeier

Key takeaways:

• Why current laws fall short: Cosmetic claims may comply with existing regulations, but they often still prey on consumer insecurities. Lorraine argues that while truthfulness, evidence, and fairness are essential, none of these safeguards actually prevent the industry from undermining human dignity.
• The culture of inadequacy: Many of the most common cosmetic claims – such as anti-ageing or pore-refining – rely on creating or amplifying feelings of inadequacy. These messages don’t just sell products; they shape how we see ourselves and each other, and they even influence the self-perception of younger generations exposed to beauty marketing online.
• A seventh criterion for dignity: Lorraine calls for a seventh regulatory criterion to be added to the existing six in European law: cosmetic claims must not cause harm to human dignity. While this would raise challenging questions around definition and enforcement, similar protections already exist in advertising standards, making it both possible and necessary.
• The myth of consumer demand: The beauty industry often defends its approach by insisting it simply responds to consumer demand. But Lorraine highlights that these desires are manufactured over decades of messaging. Far from being organic, demand for collagen-boosting creams or pore-blurring serums has been strategically planted and reinforced.
• The opportunity for change: Change could bring opportunity. Stripping back inflated language and focusing on genuine product performance can build stronger trust with consumers. If brands could no longer prey on insecurity, the industry might face a reset – one that could lead to a more honest, transparent, and ultimately healthier beauty landscape.

Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.

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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.