Hair Care Product Testing

Hair Care Product Claims Validation & Substantiation

Whether their hair is straight, wavy, curly, coily or kinky, hair care buyers of all ethnicities and generations want to know with certainty that your products will deliver shine, end frizz, strengthen, fortify and solve their hair issues to help them look their very best.

From hair care tools to styling sprays and scalp treatments, an IHUT, or In-Home Use Test is a cost effective way to test your hair care products with your target consumers and substantiate your product claims. TBC's proprietary IHUT methodology follows ASTM standards for consumer perception studies. Following a clearly defined 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. IHUT tests are a powerful way to substantiate claims needed to mitigate regulatory and legal risk and a critical tool in providing your consumer with proof your products work.


Why Claims Are Important

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.


  • Customized panels by hair type, hair concerns, hair texture and hair thickness
  • 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
  • QVC / HSN preferred vendor for consumer perception claims studies
  • Large or small scale customizable studies with 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
  • Sample a geographically dispersed nationwide population
  • Work with a research team that lives, breathes and sleeps beauty, personal care and wellnes
  • Optional post IHUT add-ons: Video Testimonials, Before & After Photograpgy and post-IHUT focus groups.

Claims Are Important When Marketing To Women


believe validated consumer claims on a beauty product demonstrates a brand's commitment o developing and delivering products that will work


of women believe that validated consumer claims proves the effectiveness of a brand's products....making it easier for her to make a purchase decision.

Types Of Hair Care Product 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.
  • Shampoos, conditioners, and dry shampoos
  • Home hair coloring/dyes
  • Hair styling products and volumizers
  • Hair masks and treatments
  • Hair serums and rinses
  • Scalp serums
  • Hair tools, such as blowdryers, curling irons, and hair towels
  • CBD-based hair care products
  • Hair growth products (including lashes, brows, beards)
  • OTC treatments for dandruff and hair loss
  • Leave-in conditioners, and more

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.