Cosmetic innovation not only needs technical functionality, but consumer validation too. Three prototypes based on botanical extracts, peptides and sustainable excipients were developed and validated in laboratory tests to assess stability (pH 5.5–6.2, viscosity 1200–1450 cp) and dermatological safety (0% irritation; 50 patches tested).Consumer attitudes were explored through structured questionnaire surveys administered to 200 participants (18–45 years). In term of desirability the most appreciated cosmetic characteristic was texture (78% preference), followed by fragrance (65%) and absorption rate (59%). Trust towards the safety claims greatly influenced purchase intent with 72% of participants stating that dermatologically tested products are more likely to be adopted. Regression analysis showed a strong correlation between perceived safety and purchase intent (R² = 0.81). These results indicate that consumer perception is just as important as laboratory efficacy in the development and validation of successful cosmetic products. It is proposed a framework of dual validation wherein formulation science and consumer feedback are sequentially and mutually incorporated into the innovation process
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