Picture this: You bought new makeup, it claimed to do this and that, you tried and road tested it, and it didn’t deliver as promised—or did it? On the one hand, it could be a case of a product with overpromising marketing campaigns, an attention-grabbing tagline, or a too-good-to-be-true promise; on the other hand, it could be a misinterpretation (or a misunderstanding?) of what the claim actually means—and how this applies.
A Quick History of Makeup Claims
By definition, a “claim” in cosmetics presents a key characteristic of a product or promotes one or more of its qualities that make it unique or superior over others.
Cosmetics may have been around for centuries, but the specific, performance-based claims we see today are a relatively recent development. In the 19th and early 20th centuries, makeup was marketed primarily on the basis of glamour and societal status, with little emphasis on the science or efficacy behind the products.
It was only around the mid-20th century when companies started introducing particular claims to market cosmetics, propelled by increasing regulations from bodies like the U.S. Food and Drug Administration (FDA) and other similar organizations, coupled with the rise of modern advertising.
Through the years, makeup claims have evolved as the beauty industry continues to adapt and respond to consumers’ needs for products that can withstand the demands of modern life—be it a long and overly busy day, an intense workout, or a humid climate. Today, brands and marketers use these terms to make their products stand out in an increasingly crowded market, keen to win over discerning consumers.
Are These Claims Regulated in the Philippines?
Locally, the FDA Philippines is responsible for monitoring and approving claims made by makeup companies. The FDA ensures that all cosmetics sold in the country meet safety standards and that any claims made are substantiated by scientific evidence, following the ASEAN Cosmetic Claims Guidelines.
This means that before a product can be marketed with specific claims like “waterproof” or “long-wearing,” the company must submit data to the FDA demonstrating that the product really possesses the trait or delivers the benefit. This may include lab tests, clinical studies, and consumer trials, which the FDA reviews to ensure that the claims are true.
In addition, the FDA prohibits claims that are misleading, exaggerated, or downright false. For example, a brow-tinting product cannot claim to deliver “permanent” results without supporting evidence.
It goes without saying, however, that such regulations are enforced in legitimate commerce channels, such as official offline and online stores. That said, if you buy lipstick from a random stall in Divisoria or from a shady online seller, you run the risk of falling victim to deceitful and unverified claims.
Common Makeup Claims and What They Mean
Let’s cut to the chase: Here, we give a rundown of the most popular and frequently used makeup terms to help you decipher what they mean in practical terms—so you can choose the right cosmetics for your hyper-specific needs.
Budge-Proof
What it means: A budge-proof product is designed to stay in place throughout the day without showing any signs of “budging”(moving, fading, or shifting) regardless of factors like rubbing or touching.
Often used for: eyeliners, lipsticks, foundations—products you want to literally stay put once applied
What to expect: When you see this claim, you can expect the product to remain intact and last all day or even longer, making it ideal for those who want their makeup to be as low-maintenance as possible.
How they’re usually tested: Budge-proof products are often tested by applying the makeup to the skin and then subjecting it to conditions that might cause it to move or fade, such as rubbing or exposure to moisture.
Prime example: The Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation, marketed as a budge-proof base, doesn’t disappoint. This beloved formula from Rihanna uses a climate-adaptive technology that keeps it beautifully intact through heat, sweat, and movement.
Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation
P2,900, Fenty Beauty
Smudge-Proof
What it means: While the term budge-proof focuses on makeup being immovable, smudge-proof specifically ensures the product doesn’t smear or transfer when it comes into contact with the skin or other surfaces. (FYI: A product can be both budge-proof and smudge-proof.)
Often used for: mascara, eyeliner, and lipstick—products that can smear onto the skin, leading to unwanted marks or streaks
What to expect: A smudge-proof product is typically designed to stay crisp and clean even when exposed to moisture or oils from the skin. This benefit is particularly useful in humid conditions.
How they’re usually tested: Exposure to humidity, finger swipe tests, and rub-and-friction tests are some ways smudge-proof products are evaluated to ensure they resist smearing and transferring.
Prime example: The Kat Von D Tattoo Liner, praised widely for its smudge-proof formula, maintains amazing precision and clarity throughout the day (or night).
Kat Von D Tattoo Liner
P1,740, Sephora Philippines
Sweat-Proof
What it means: Sweat-proof makeup is specifically formulated to resist breaking down or fading when exposed to sweat.
Often used for: Foundations, concealers, and setting powders—products that need to maintain coverage and appearance despite sweating.
What to expect: A sweat-proof product should maintain its coverage, color, and texture even if you’re perspiring. It should stay intact even during intense physical activity or in hot, humid conditions.
How they’re usually tested: These are typically tested in controlled environments that simulate high temperatures and physical exertion, including exposure to artificial sweat and wear tests during exercise.
Prime example: The Urban Decay All-Nighter Setting Spray is a cult-favorite setting that gets endless raves for keeping makeup immaculate through the toughest conditions—a night of nonstop sweaty dancing included.
Urban Decay All-Nighter Setting Spray
P1,980, Sephora Philippines
Waterproof
What it means: As the term suggests, waterproof makeup is designed to resist water, ensuring that it doesn’t smudge, run, or wash off even as it gets wet.
Often used for: Mascaras, eyeliners, and foundation.
What to expect: It’s expected to stay put through water exposure, a quality ideal for when you’re hitting the beach or going out on a rainy day. Since they’re not easily washed away by water, they’re usually removed using oil-based cleansers.
How they’re usually tested: These products are often tested by immersing them in water for specific periods, followed by wear and rub tests to ensure they maintain their integrity.
Prime Example: Even Olympic swimmers swear by this supremely waterproof eye pencil: Make Up For Ever Aqua Resist Color Pencil, which serves consistently intense color that doesn’t melt or budge when wet.
Make Up For Ever Aqua Resist Color Pencil
P1,500, Make Up For Ever
Transfer-Resistant or Transfer-Proof
What it means: To be transfer-resistant means to stay on the skin without transferring onto other surfaces, like masks, clothes, phones, or other people’s skin.
Often used for: lipsticks, foundations, and powders—products that are prone to transferring onto clothing, cups, or skin
What to expect: If a product is transfer-resistant, it’s designed to stay on you, not elsewhere.
How they’re usually tested: Transfer-resistant products undergo rub and friction tests, as well as contact tests with fabrics and other surfaces to confirm that they won’t easily transfer.
Prime example: The Maybelline SuperStay Matte Ink Liquid Lipstick is a highly-pigmented liquid lipstick known for its serious staying power (up to 16 hours!) and zero transferability—able to withstand eating, drinking, and even kissing.
Maybelline SuperStay Matte Ink Liquid Lipstick
P429, Lazada
Longwearing or Long-Lasting
What it means: Longwearing makeup is formulated to last for extended periods with zero touch-ups, maintaining its fresh appearance from a.m. to p.m.
Often used for: foundations, lipsticks, and eyeliners—products that benefit from lasting coverage and color without frequent reapplication.
What to expect: A longwearing product should provide consistent coverage and color, without fading or settling into fine lines, typically for 8 hours or more.
How they’re usually tested: These are usually tested through extended wear tests while doing normal daily activities, often for over 12 to 24 hours.
Prime example: The Estée Lauder Double Wear Stay-in-Place Foundation is a best-selling foundation that doubles down on the longwear claim with the term “Double Wear,” providing full, long-lasting coverage for up to 24 hours.
Estée Lauder Double Wear Stay-in-Place Foundation
P2,950, via Lazada
HD or HD Finish
What it means: An HD (high-definition) claim refers to makeup having attributes that make it undetectable on camera, giving a smooth, flawless appearance even under the scrutiny of high-definition video and photography.
Often used for: foundations, powders, and primers—products that create a seamless look, especially in professional settings (TV, film, photo shoots).
What to expect: HD products are powered by cosmetic technology that blurs pores, smoothens the skin texture, and provides an even skin tone without caking or appearing heavy.
How they’re usually tested: They’re meticulously assessed under HD cameras and different lighting conditions to ensure they provide a smooth, natural finish without visible texture or flashback.
Prime example: Coming from a brand renowned for its HD technology, the Make Up For Ever HD Skin Powder Foundation expertly blurs imperfections and mattifies skin for a super-smooth, camera-ready finish.
