Beauty brands increasingly claim their solutions positively affect the brain as the neurocosmetic trend gathers pace. However, some of these marketing claims are made without scientific evidence, causing skepticism in consumers. At In-cosmetics Global 2025, Brain Impact demonstrated how it uses MRI (magnetic resonance imaging) scanners to provide companies with scientifically backed data to support their brain-boosting claims. “There is more and more controversy about the effectiveness of some claims, and people are challenging that. The cosmetic industry needs more proof, neuro proof, scientific proof, to be sure that there is no contestation, that there is no fight against the benefits they want to claim,” Arnaud Petre, founder and neurostrategist at Brain Impact, tells Personal Care Insights on the trade show floor.
