In this opinion podcast, Formula Botanica CEO and podcast host Lorraine Dallmeier asks us to look back and laugh – or else we'll cry with despair – at her chart-topping ten most ridiculous claims that the beauty industry has made. In the previous episode, Lorraine and colleague Ana Green unpacked the facts behind one of the latest claims in cosmetics' marketing – fossil fuel-free beauty. It proved to be yet another misleading term.

As a follow up, Lorraine takes us through her choice of most ridiculous claims starting over a hundred years ago at the beginning of the modern cosmetics industry. While today, most of those historic claims could not be made, Lorraine notes that we still find similar, if subtler messaging circulating in the beauty industry.

Look back and laugh or look back and be angry about what many global beauty firms are communicating today. We leave it up to you to decide. Listen in to an astounding round-up of ridiculous claims. You won't believe what makes Lorraine's top three.