Six anti wrinkle promises that are not true
We sell a serum, so read this with that in mind. It is also why the list is worth reading: these are the six things our own category says most often, and not one of them survives being looked at properly.
It removes wrinkles
A cream or a serum works on the outermost layer of skin. A set wrinkle is not a surface feature, it is the structure underneath, and nothing you apply on top reaches it. A product may honestly say skin looks smoother. Removes is a different word doing a different job, and it is not one a cosmetic gets to use.
You will look a stated number of years younger
The number is there because it works on the reader, not because anybody measured it. Under the Fair Trading Act a seller has to hold evidence for a claim before making it, and a specific span of years is about the hardest claim in skincare to hold evidence for. Treat any number attached to an outcome as the clearest sign a page is selling past its product.
The collagen in it rebuilds your collagen
Collagen is a large molecule and the outer layer of skin is extremely good at keeping large molecules out. That barrier is its entire purpose. So collagen in a cream stays on the surface and holds water there, which is genuinely useful and is also exactly what glycerin does for less money. It does not travel down and join the collagen already in you.
Results in seven days, and they last
Half true, which is what makes it effective. The hydration part does show up within days, because it is about the state of the surface. It also stops when you stop, the same way a moisturiser does. A quick result and a permanent one are being quietly rolled into one sentence, and only the first half is real.
Clinically proven
It sounds like an approval and it is not one. There is no clinic that certifies cosmetics, so in practice the phrase means somebody ran a study, and the study is often a small group asked how their skin felt. Worth asking what was tested, on how many people, and who paid. Usually that question is the end of the conversation.
Natural, therefore gentle
Unrelated things. Plenty of plant extracts are common irritants and plenty of laboratory made ingredients are among the best tolerated in skincare. Glycerin and niacinamide are boring, made in a factory, and gentler on most faces than a great many botanical blends. Judge an ingredient by how it behaves, not by where it came from.