When beauty brands expand internationally, translation is usually the final step. The text is written, approved, and then “adapted” into other languages, often under the assumption that cosmetics translation is simply about finding the right words.
In reality, this is where many problems begin.
In the EU, cosmetic communication is tightly regulated. Claims that may sound harmless — hypoallergenic, free from — are not just marketing choices. They are legal statements, and each one is expected to meet very specific criteria.
This means that a translation can be linguistically correct and still be risky, misleading or non-compliant in its new market.
Why Translation Alone Isn’t Enough
That’s why professional cosmetics translation is not about converting words. It’s about making sure that what you say:
- makes sense culturally,
- reflects your brand voice,
- and stays within the boundaries of local regulation.
At this stage, language, marketing strategy and regulatory awareness are inseparable. A solid approach to expand internationally should combine careful localisation, accurate translation, and close collaboration with legal or regulatory experts.
The Regulatory Framework Behind EU Cosmetic Claims
Cosmetic claims in the EU are primarily governed by two key regulations:
Together, they establish that claims must be:
Truthful and not misleading: Consumers must clearly understand what the product does and doesn’t do.
Evidence-based: Claims need to be backed by test results or scientific data.
Clear and unambiguous: Vague or exaggerated wording can easily be interpreted as misleading.
Consistent across channels: Packaging, websites, ads and social media should all communicate the same message.
With this in mind, it’s easy to see why literal translation often falls short. A claim that works in one language may have different legal or cultural implications in another, even if the words themselves seem equivalent.
High-Risk Claims: Where You Can Run Into Trouble
Some marketing phrases are especially problematic under EU cosmetics regulations, even if they are commonly used elsewhere.
Examples of claims that are prohibited or high-risk include:
❌ “Chemical-free cosmetic” — scientifically inaccurate (even water is chemistry per se).
❌ “Eliminates psoriasis” — a medical claim that cosmetics cannot make.
❌ “100% safe” or “no side effects” — absolute guarantees are not acceptable.
❌ “Toxin-free” — implicitly suggests that other legal products are unsafe.
Another type of claims you should be careful with are those that state “free from […]”. While they may seem reassuring, they tend to be misleading:
- Saying a product is “free from corticosteroids” or “free from hydroquinone” is not allowed, as these substances are already banned. Highlighting their absence creates a false sense of added safety.
- “Free from parabens” can indirectly denigrate ingredients that are legally approved and considered safe.
- “Free from formaldehyde” is misleading if the formula includes formaldehyde-releasing preservatives.
So be on the lookout — regulatory authorities in countries such as Spain and France are increasingly scrutinising these claims during inspections, especially when they create unjustified alarm or confusion for consumers.
Why Coordination Matters More Than You Think
In many projects, the real issue is not translation quality — it’s lack of alignment. Problems tend to arise when:
- Global marketing defines a brand voice, but local teams are not fully briefed on it.
- Claims are approved centrally, then interpreted differently in each market.
- Local reviewers focus on what “sounds right” linguistically, without considering regulatory or brand positioning criteria.
This is where professional cosmetics translation plays a connecting role. Not as a legal authority — that responsibility always lies with regulatory specialists — but as a linguistic and strategic bridge between:
- marketing teams, who define tone and positioning,
- legal and regulatory teams, who define what can be said,
- and local markets, where the message must feel natural and trustworthy.
Best Practices for Cosmetic Claims in the EU
Brands that manage this well tend to follow a few common principles:
Coordinate early
Involve translation and regulatory perspectives before finalising content.
Document your claims
Keep clear evidence for every statement, from clinical studies to formulation data.
Localise, don’t replicate
Avoid word-for-word translation; adapt claims while having the cultural and legal context in mind.
Protect your brand voice
Consistency matters, even when wording changes to meet local requirements. The priority is to keep your tone and style.
Review regularly
Regulations evolve, and so do consumer expectations.
The Role of Cosmetics Translation Services
When done properly, cosmetics translation services add value far beyond language:
They help adapt claims to EU requirements without flattening your brand’s personality.
They ensure consistency across languages and markets.
They reduce the risk of misinterpretation by consumers.
They flag potential issues early, before content reaches the market.
Bear in mind that translation professionals do not replace legal advisors, but they work alongside them, helping ensure that compliant claims are also clear, credible and on brand.
Final Thoughts
Cosmetic claims carry legal, financial and reputational weight. When expanding into other countries (particularly in the EU), brands can benefit from cosmetics translation services that understand how language, regulation and brand identity intersect.
If you value careful work from the outset — and prefer not to fix avoidable localisation issues later — working with a specialist can make your brand’s international growth clearer, smoother and far more consistent.
Yours,
Almudena
