Makeup & Color Cosmetics Product Testing

Color is Queen - Cosmetics Claims Substantiation

From brows and lashes, to lids and lips, an IHUT, or In-Home Use Test is a cost effective way to test your color cosmetics and makeup with your target consumers and substantiate and validate product claims. Want to claim long-wear, color-stay, color match or gauge the consumer's desire for a specific shade? Following a clearly defined testing protocol, a relevant population of consumers from across the country are given a set of your products to use at home, and then at regular intervals, are asked to assess your products based on their perception of performance, efficacy and overall liking of the product. Tests can explore a number of elements from use up rates, to sensorial attributes, to competitive product preferences, and perhaps most importantly—the results they see and that you want to claim. IHUTs (In-Home Use Tests) are tailor-made to satisfy the consumers' desire for proof-before-buying while also substantiating your product claims, mitigating regulatory and legal risk for your brand. IHUTs provide the substantiation to make claims for cosmetics products such as:

"96% of women state lashes appear fuller and longer."
THAT's proof-positive and the power of an IHUT

TBC's proprietary IHUT methodology follows ASTM standards for consumer perception studies.

The Importance of Testing Your Brand's Color Cosmetics

Our Proven Methodology For 5-Star Claims

In-home use testing (IHUT) involves sending either a prototype or a product that is conditionally approved for in-market commercialization and has undergone appropriate safety and stability testing to a defined panel of target consumers. This panel uses the product(s) – according to specific usage instructions – for a given time period, and then assesses their experiences with the product at various intervals throughout the trial. This type of testing reveals hero claims as well as emotional connections to products and brands which is a valuable tool for any marketing team. IHUTs also provides the brand with verified user testimonials and claims that may be used in the brand's marketing efforts - in social, on packaging, online advertising, on-air, at point-of-sale and in other marketing initiatives. Ask us today about video testimonials and Before & Afters.
  • Select the right panelists from skin tone, texture and Fitzpatrick scale to desired outcomes such as longer lashes, thicker brows and full-coverage foundation
  • Consumers use and test the products from the comfort of their own homes
  • Cost-effective alternative to expensive clinical testing
  • Mitigates legal and regulatory risk of false advertising claims
  • Meets claims substantiation requirements for major retailers including QVC/HSN
  • Large or small scale customizable studies with data-driven consumer relevant panels
  • Follows industry best practices and standards for market research
  • Recruit from TBC's proprietary database of 275K+ vetted beauty and personal care buyers
  • Male panel of 7K+ personal care buyers also available
  • Sample a geographically dispersed nationwide population
  • Work with a research team that lives, breathes and sleeps beauty, personal care and wellness
  • Benchmark results against other color cosmetic brands and products
  • Increase reviews and testimonials

Claims Are Important When Marketing To Women


of women actively look for strong consumer claims before buying a prestige beauty or personal care product


would trust a brand that allows an unbiased, independent research firm to test its products and provide results

Types Of Color Cosmetics Tests

IHUT testing is a powerful research tool that brands leverage to conduct efficacy testing, prototype testing, performance and preference testing, sensorial testing, competitive product preference testing, and use-up studies to name a few. TBC conducts IHUT testing on a plethora of beauty, personal care and wellness products, from hair care products, to skincare to body care.
  • Mascara
  • Brow and lash products
  • Concealer
  • Foundation
  • Primer
  • Blush
  • Lip liners
  • Lipstick
  • Lip tint
  • Eye shadow
  • Eye liner
  • Contouring products
  • Brushes and applicators
  • Color cosmetics with skincare benefits
  • Color cosmetics with SPF

Consumer Claims Help Brands Sell-In & Sell-Through

What Makes TBC's Approach Different?

TBC has conducted testing for the largest brands in the business, as well as scores of Indie startups. Our unsurpassed knowledge of beauty and personal care consumers the claims that resonate with them, and our understanding of current cosmetics advertising regulations coupled with our proprietary methodologies and our renowned panel of 275K+ beauty and personal care buyers, are reasons why brands come back to us time and again. Interested in becoming a tester? Click Here


We work with you to develop the right beauty product testing strategy, matching your product with the right potential buyer.


We send your products to our panelists all over the country.


Our panelists test and provide valuable feedback by completing customized online self-assessment claims surveys. The brand gets validated reviews and testimonials.

Substantiated Consumer Claims And Their Many Uses