MIL Research Programme — Paper 3 of 3 · newly launched
Not everything that shines is gold.
How often does the claim exceed what the formula can deliver? We measure the claim-to-formula gap at category level — how common it is, where it concentrates, and how it varies by price tier. The unit of finding is the category, never the company.
01 · Fair by design
No brand ever named
Findings by category and price tier only. Patterns, not companies — legally sound, scientifically more useful.
Only public data
Declared INCI lists, published claims, retail prices. Nothing obtained improperly.
Pre-registered criteria
Effectiveness thresholds fixed before assessment — no result can be tuned after the fact.
Indeterminate allowed
Where disclosure is insufficient, the verdict is indeterminate — never forced.
02 · Why it matters
For consumers, a number on a suspicion everyone has. For honest manufacturers, a benchmark — a category with a wide gap is where a substantiated product wins on truth. For us, the applied expression of one belief: a claim should be earned by the formula, not the marketing budget.
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