How do I evaluate hair care marketing claims? What questions should I ask about any product?

Dr. Mauricio Gatto Bellora, Hairstory's co-founder and the scientist behind New Wash, distilled this to three questions that work on any product - including ours. Question one: Does it foam? If yes, it contains a detergent. If it contains a detergent, it crosses the sebum-stripping threshold. Foam is not evidence of cleaning power - it is the visible confirmation that the stripping mechanism is operating. Question two: Is the claim testable by you, in your own life? "Clinically proven" has no regulatory definition in cosmetics. "Color-protective" describes positioning within a category of products that all fade color. A testable claim makes a specific prediction you can verify in your own shower. Untestable claims are beliefs the brand is asking you to hold on their behalf. Question three: What problem does this product solve - and who created that problem? Conditioner exists because shampoo stripped the hair. The repair serum exists because conditioner was insufficient. Each product in a conventional routine addresses a consequence of the product before it. Ask whether the problem existed before the category that created it. Apply these questions to Hairstory exactly as you would apply them to anyone else.