Claims Substantiation

Last Updated: December 2025

Use of this Website constitutes acceptance of Viori’s Terms and Conditions of Use, Disclaimers, and this Claims Substantiation page. By continuing to browse or shop on this site, you acknowledge and agree that claims made by Viori are subject to the limitations, scope, and explanations set forth herein.

This Claims Substantiation page is provided to explain the basis, scope, and limitations of claims made across Viori’s website, packaging, marketing materials, and third-party platforms.

1. Claims Framework & Regulatory Basis

Viori designs, markets, and substantiates claims in accordance with applicable U.S. laws and guidance, including:

Federal Trade Commission (FTC) advertising substantiation standards
U.S. Food & Drug Administration (FDA) cosmetic and dietary supplement regulations
Dietary Supplement Health and Education Act (DSHEA) requirements

Governing Principles

All claims are intended to be truthful, not misleading, and supported by a reasonable basis at the time made
Claims are cosmetic-appearance or structure/function in nature unless explicitly stated otherwise
Viori does not make drug claims, disease claims, or claims of medical treatment

Primary Regulatory References:

FTC Advertising Substantiation Policy

https://www.ftc.gov/legal-library/browse/ftc-policy-statement-regarding-advertising-substantiation
FTC Substantiation Training Materials (PDF)

https://www.ftc.gov/sites/default/files/attachments/training-materials/substantiation.pdf
FDA – Is It a Cosmetic, a Drug, or Both?

https://www.fda.gov/cosmetics/cosmetics-laws-regulations/it-cosmetic-drug-or-both-or-it-soap
FDA – Cosmetic Labeling & Claims

https://www.fda.gov/cosmetics/cosmetics-labeling/cosmetics-labeling-claims
DSHEA Disclaimer Requirements (21 CFR §101.93)

https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93

2. Scope of Claims (Important)

Claims made by Viori:

Are product-specific and context-specific
Do not apply universally to all products, packaging formats, or historical offerings
May vary by formula, ingredient composition, usage pattern, and individual experience
Should not be interpreted as guarantees of results

Individual results may vary.

3. System-Level Claims — The Full-Hair Ritual™

What Is Claimed

Viori’s Full-Hair Ritual™ is described as:

A coordinated system of hair-care products, dietary supplements, and professional spa rituals
Designed to support the appearance of fuller-looking, longer-looking, and healthier-looking hair through consistent use*

Explicit Boundaries

Viori does not claim:

Hair regrowth
Follicle stimulation
Treatment or prevention of hair loss
Medical or pharmaceutical outcomes

All system-level claims are cosmetic-appearance or structure/function in nature.

4. Cosmetic Hair Appearance Claims

Across Viori’s topical products, spa rituals, and supporting materials, the following appearance-based claims may be used:

Thicker-looking hair*
Fuller-looking hair*
Longer-looking ends due to reduced breakage*†
Less visible hair fall-out due to reduced breakage*†
Improved hair fiber tensile strength*‡
Soft, smooth, healthy-looking hair*

* Not evaluated by the FDA

† Due to reduced breakage

‡ Due to improved tensile strength

Substantiation Basis

These claims are supported by:

Established cosmetic science demonstrating that reduced breakage, conditioning, and fiber reinforcement improve perceived length, density, and hair appearance
Ingredient-function rationale consistent with cosmetic use
Internal product testing, consumer perception studies, and instrumental measurements (where applicable)

Supporting Scientific Literature:

Hair breakage during combing and conditioning effects

https://pubmed.ncbi.nlm.nih.gov/17728947/
Mechanical hair damage and breakage mechanisms

https://pubmed.ncbi.nlm.nih.gov/18305876/

5. Ingredient Story & Safety Substantiation

Longsheng Rice Protein™

Viori’s use of Longsheng Rice Protein™ is:

Inspired by traditional Red Yao hair-care practices
Valued for supporting smoothness, shine, strength, and overall hair appearance*
Used as a unifying cosmetic and formulation concept across select products

Longsheng Rice Protein™ may include one or more of the following components, depending on product formulation:

Longsheng Rice Flour
Longsheng Rice Water
Longsheng Rice Water + Longsheng Rice Flour
Longsheng Rice Flour combined with hydrolyzed rice protein
Longsheng Rice Water combined with hydrolyzed rice protein

Both Longsheng Rice Flour and Longsheng Rice Water naturally contain rice-derived proteins and starches commonly used in cosmetic formulations.

Ingredient Safety References

Cosmetic Ingredient Review (CIR) — Rice-derived ingredients

https://pubmed.ncbi.nlm.nih.gov/17090480/
CIR — Hydrolyzed Rice Protein

https://www.cir-safety.org/ingredient/hydrolyzed-rice-protein
CIR — Plant-derived proteins safety assessment (PDF)

https://www.cir-safety.org/sites/default/files/Plant%20Proteins.pdf

Viori does not claim genetic, ethnic, or biological superiority associated with any ingredient.

6. Dietary Supplement Claims (Structure / Function Only)

Permitted Claims

For dietary supplements, Viori may use claims such as:

Supports the appearance of healthy-looking hair*
Supports hair fiber structure and cosmetic strength*
Supports overall beauty appearance consistency*

These claims are made in compliance with DSHEA and include the required disclaimer:

These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Supporting References

NIH Office of Dietary Supplements — Biotin Consumer Fact Sheet

https://ods.od.nih.gov/factsheets/Biotin-Consumer/
DSHEA Disclaimer Requirements

https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93

Viori does not claim to treat nutrient deficiencies, stimulate hair growth, or alter biological hair growth cycles.

7. Fair Trade Claim Substantiation

Viori substantiates its use of the term “Fair Trade” through documented, ongoing direct-trade relationships with producer communities, most notably the Red Yao communities of Longsheng, China.

These relationships emphasize ethical sourcing practices rather than reliance on third-party certification.

Key Supporting Elements

Direct sourcing relationships with Red Yao community partners
Premium pricing above local market rates for Longsheng rice and related materials
Long-term partnership commitments rather than one-time or spot purchases
Community-directed reinvestment, including financial contributions and project support
Ongoing engagement, transparency, documentation, and public reporting

Important Clarification

Viori’s use of “Fair Trade” does not indicate certification by a third-party fair-trade organization unless explicitly stated. Rather, it reflects Viori’s direct-trade sourcing model, which the company believes aligns with widely recognized fair-trade principles, including fairness, transparency, sustainability, and community well-being.

8. Environmental & Sustainability Claims

Environmental claims (such as “plastic-free,” “plastic-reduced,” or sustainability-related statements) are intended to be understood by a reasonable consumer and are limited by:

Product format
Packaging component
Distribution and fulfillment channel

Regulatory Reference

FTC Green Guides — Environmental Marketing Claims

https://www.ftc.gov/system/files/documents/public_events/975753/ftc_-_environmental_claims_summary_of_the_green_guides.pdf

Additional explanations and limitations are provided on Viori’s Disclaimers page.

9. Final Notes

Claims evolve as formulations, sourcing, and packaging evolve
Viori reviews claims regularly to ensure continued compliance
This page is incorporated by reference into Viori’s Terms of Service

For additional disclosures, limitations, and clarifications, please review: