How to Talk About the Skin Microbiome: An Interview with Kind to Biome

Communicating Microbiome Claims Clearly

The skin microbiome has rapidly gone from niche science to mainstream skincare buzzword—but communicating it clearly to consumers remains a challenge for beauty brands. How can brand communicate what “microbiome-friendly” actually means, and how can brands make claims that resonate without veering into regulatory grey zones?

In this sponsored post, we reconnect with Kind to Biome, a third-party certification company that evaluates and certifies products as microbiome-gentle. In our previous collaboration, we looked at some of the top trending microbiome-friendly brands, including Byoma, Naturium, Innisfree, Moon Juice, L:A Bruket, good light, and The Nue Co., to explore how the category was evolving across different across brand aesthetics and marketing strategies.

This time, we're shifting the focus to communication strategy—how brands can explain the value of microbiome-friendly formulations in ways that resonate with consumers and align with regulatory frameworks.

I asked Leo Salvi (Head of Science) and David Hjalmarsson (Business Development) at Kind to Biome to share their insights on common pitfalls, smart category-specific messaging, and the role of certifications in building trust. Whether you're developing claims, planning education-led marketing, or refining your product storytelling, this conversation offers timely and practical guidance.

Leo and David from Kind to Biome

How can brands effectively communicate the concept of the skin microbiome to consumers?

David -   Simplify, simplify, simplify—but don’t oversimplify. Consumers are more knowledgeable than ever. The key is making the concept of the skin microbiome meaningful. While many consumers are already aware of the microbiome, others may not be. The important question is: Why should they care about the skin microbiome? Consumers want healthy skin, and the microbiome plays a critical role in this by supporting the skin barrier and overall skin health. The microbiome is simply essential to skin health. Lay this out over time and space!

Leo -   From a regulatory standpoint, brands need to understand the limitations of what cosmetic products can claim. Diving into microbiome-modulating claims can be risky, costly, and time-consuming. It may just be better to anchor the messaging around terms like "microbiome-gentle," "maintains the skin microbiome of healthy skin," or "respects the natural microbiome." These claims don't receive the same level of attention from regulatory bodies as modulating claims do, yet they align well with consumer maturity, leaving little to nothing on the table from a "claims-value" perspective. 

Moon Juice takes a holistic approach by offering both skincare and supplements.

What are the biggest challenges brands face when trying to explain microbiome-friendly skincare to consumers?

David -   One of the biggest hurdles is capturing the consumer’s limited attention span. It’s not enough to simply state that a product is 'skin microbiome-friendly.' Consumers need to understand the implications of something negatively impacting their skin microbiome. Thankfully, this is changing as more brands educate their audiences on microbiome science. As consumers learn about the microbiome, they’re starting to recognize its significance in maintaining long-term skin health. Not to forget: selling the microbiome has a lot to do with selling proactive skin care, not just quick cosmetic fixes for immediate skin issues. Try focusing on that!

L:A Bruket is a Swedish lifestyle brand.

What are some common mistakes brands make when communicating microbiome claims, and how can they avoid them?

Leo -   From a regulatory standpoint, a costly mistake is making claims that imply an improvement to the skin microbiome without adequate and significant scientific backing. Venturing into these 'betterment' claims without significant R&D investment can mean risky-business. It's worth repeating: it's important to keep in mind that caring for the microbiome is for the majority of consumers a proactive step towards skin health. Just as we prioritize a healthy diet, we need to nurture and protect what works for our skin—namely, the skin’s microbiome.

Byoma is a colorful Gen-z targeted brand with a focus on microbiome friendly formulations.

How does microbiome-friendly messaging differ for different categories, such as facial skincare, body care, or haircare?

Leo -   Microbiome friendly messaging is more important when it comes to some product categories, since the potential of disrupting the microbiome of these areas is both easier and comes with greater consequences. Product categories such as Oral Care, Intimate Care, Baby Care and Scalp Care stand to gain the most from incorporating microbiome messaging in their communications. Dysbiosis in the oral microbiome is linked to cavities and gum disease, dysbiosis of the vaginal microbiome is linked to vaginosis and yeast infections. The same applies for the nappy area of babies where diaper dermatitis can arise when disrupting the microbiome. Finally, for scalp care conditions like seborrheic dermatitis and dandruff are also linked to an imbalance in the microbiome. Using microbiome friendly cosmetics is important across all product categories, but not all areas of the body have been created equal. This message can be reflected in the communications of brands, and there is great overlap between the categories were mild and gentle formulations are of greater relevance and the ones standing to benefit the most from microbiome friendly claims. 

RMS Beauty is most known for their makeup but also have a range of skincare products.

Have you seen any particularly strong examples of brands successfully integrating microbiome science into their storytelling?

David -   Yes, RMS Beauty is a standout example. This brand, a pioneer of the Clean Beauty movement, is now focusing on the skin microbiome as an essential part of skin health. RMS Beauty is giving contextualized meaning to the concept of the microbiome by explaining that just because a product is clean doesn’t mean it’s microbiome-friendly. Consumers deserve more than just clean products—they deserve products that support their microbiome, not disrupt it. RMS has embraced this emerging science and integrated it into their communication strategy. Sometimes effective communication is just the one that gets prioritized, the one-liner!

Another great example that we have seen is a marketing campaign by THE NUE CO. around scalp care with strong physical presence on billboards throughout New York. The link between beauty and health was made as clear as day. By using pictures from voluminous flocks of hair and driving home the message that ''This is not thick hair; This is a balanced scalp microbiome''. Once again, the microbiome is essential to skin or scalp health, and health is beauty! 

The Nue Co. offers a wide range of products from haircare to supplements.

What role do third-party certifications play in consumer trust, and how can brands make the most of them in their marketing?

Leo -   Third-party certifications, such as KIND TO BIOME, play a crucial role in boosting consumer trust by offering independent validation of a product’s claims. They reduce regulatory risks and provide consumers with a visual symbol that makes the claims more tangible and easier to understand. These certifications serve as a shorthand that helps consumers make informed choices, adding credibility to a brand’s marketing efforts. Showcase the certification and explain the scrutiny that goes into the certification process. Then explain what the certification mean for the consumer´s skin health.

Innisfree is a South Korean skincare brand.

Check out Kind to Biome's website for more information on the skin microbiome and their certification.