Consumer protection has been enforced through the regulation set forth in Law No. 8 of 1999 on Consumer Protection (UUPK). Skincare in Indonesia has experienced rapid growth in recent years, alongside an increase in public awareness of the importance of self-care. However, this rapid growth has also brought about new challenges, particularly related to the phenomenon of overclaim in skincare. Overclaim refers to exaggerated claims about a product or service to attract consumers. This can lead to uncertainty among consumers and potentially undermine trust in skincare products. This study aims to identify this phenomenon, analyze its impact on the market and consumers, and evaluate the effectiveness of existing regulations to enhance transparency and trust in the skincare industry in Indonesia. The research is conducted using normative legal research methods, with a legislative approach, and is analyzed descriptively. It is expected that the findings of this study will provide insights for the Indonesian public and minimize the actions of skincare owners engaging in overclaim practices.
