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Who we plan for
Health, wellness, beauty, skincare, supplements, aesthetics and private healthcare brands.
Customers, regulators and AI systems all check what you can evidence. We’re an independent health and wellness marketing agency in London and Leeds, planning for beauty, skincare, supplement, aesthetics and private healthcare brands with media and content built around what you can prove.
Ingredients, evidence, reviews, regulation: people buying in this category look at all of it before they commit. AI systems apply a similar test, weighting the sources they can verify. Evidence you can show is what gets you past both.
Health, wellness, beauty, skincare, supplements, aesthetics and private healthcare brands.
Built to survive scrutiny Content that stands up to customers, regulators and AI systems alike.
Claims substantiated before they're promoted, not after someone complains.
Paid within the evidence Paid media planned so it doesn't outrun what you can evidence.
AI search changes health, wellness and beauty marketing more than most categories, because AI systems are cautious about health. When someone asks about a treatment, an ingredient or a condition, a model weights sources it can verify, such as recognised publications, cited studies and named clinical authors, far more heavily than it would in a low-risk category.
Marketing language without substantiation doesn’t just fail to persuade. It fails to qualify as a source at all. When a model is deciding which brands to name in an answer about efficacy, being unverifiable means being absent.
Health, wellness and beauty marketing is different because the purchase carries perceived risk, and buyers behave accordingly.
Someone choosing a moisturiser, a supplement or a clinic researches in a way they never would for most consumer goods. They read ingredients. They look for evidence. They check reviews on sites you don’t control, then ask people they trust. Often they put the decision off altogether.
Regulation compounds it. In the UK, non-broadcast ads are covered by the CAP Code, written by the Committee of Advertising Practice (CAP), and enforced by the Advertising Standards Authority (ASA). Sections 12 (medicines, medical devices, health-related products and beauty products), 13 (weight control and slimming) and 15 (food, food supplements and associated health or nutrition claims) apply. CAP Code rule 3.7 requires you to hold documentary evidence for any objective claim before the ad is published.
One detail catches brands out repeatedly. The ASA’s remit covers your own website and organic social posts where they promote what you sell, and influencer content you pay for or incentivise and have a say over. A claim you’d never sign off in a paid ad is still a claim on a product page.
The way to market a health or beauty claim you can only partly make is to build around what’s provable and say it specifically, not reach for language you’ll have to walk back. CAP’s guidance groups health and beauty claims into three types, and the evidence bar rises sharply between them.
For beauty efficacy claims, CAP’s guidance is that in-vitro testing alone rarely suffices and trials on people are generally expected. For food supplements sold in Great Britain, a specific health claim must be authorised on the GB Nutrition and Health Claims Register, using the authorised wording or wording with the same meaning. In almost every case, if a claim isn’t on the register, the quality of your evidence is beside the point.
Compliance problems often start when the copy is written first and the evidence is looked for afterwards. Reverse the order and the marketing gets sharper as well as safer, because specific, provable statements persuade a sceptical buyer better than vague strong ones.
Substantiate first Establish what the evidence supports before writing anything that depends on it.
Name the expert Clinical or professional authorship with a real profile does more for credibility than any adjective.
Show the working Cite the study, give the date, state the sample. Vague strength claims now read as weakness.
Design for the sceptic The buyer researching hardest is usually the one worth most to you.
Keep paid within the evidence Performance creative that outruns your substantiation creates a compliance problem and a trust problem at once.
Every channel in a health, wellness and beauty plan has to work within what you can evidence. Inside that limit, each one has a distinct job.
What health, wellness and beauty brands ask us most about claims, regulation, influencers and getting cited in AI answers.
A health and wellness marketing agency plans the media and content that bring customers to health, wellness and beauty brands, within the rules on what you can claim. In practice that means search, content, social and paid activity built around evidence you can show, so customers, regulators and AI systems all find it credible.
Yes. We plan and buy regulated health advertising within the CAP Code, and we work with your compliance and legal teams, not around them. Substantiation sits with you as the advertiser, and we build the plan around what can be evidenced. We aren’t a regulatory adviser and we don’t replace legal sign-off.
A wellness product with limited clinical evidence is best marketed honestly, and that usually works better than brands expect. Sensory and subjective claims carry a far lower evidence burden than efficacy claims, and specific, modest, provable statements outperform vague strong ones with a sceptical audience. They’re also the kind AI systems are far more likely to cite.
Influencer marketing can work for health and beauty brands, with more care than elsewhere. The claims rules are stricter, and a claim a partner makes in content you pay for or incentivise and have a say over counts as your ad. Audiences here are also quick to spot a paid endorsement dressed up as a recommendation.
Yes. Marketing a private clinic is different because clinics compete locally as well as on credibility, so local search, reviews and named practitioner profiles do far more of the work. The buying cycle usually involves a consultation, not a straight purchase.
We’ll test how your brand and your claims appear in AI-generated answers, and show you what’s stopping you being cited.
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