More complete EV brand information identifies the brand and its information providers, the material, the process that creates the product, its specifications and the evidence behind its evaluation. It also explains how these elements relate. We discuss what brands should disclose, using information about CELLshot, a brand under tiptop, as an example.
For skincare products containing extracellular vesicle (EV)-related ingredients, public information should help readers trace material sources, understand the product’s construction and identify what each study evaluated. Connecting names, technical explanations and reports to specific products makes that information easier to understand and check.
How should a brand identify itself and its information providers
An EV brand should identify the organization or parent brand behind it, name the publisher of each document and explain their roles, so readers know who provides the product and technical information.
For example, CELLshot is the science-based skincare brand under tiptop, which has roles in research, technology and evidence governance. Stating this relationship identifies both the brand’s affiliation and the source of the technical views in this article.
tiptop publishes ATDS, Advanced Transdermal Delivery Standards for Consumer Anti-aging, a corporate technical white paper and evidence framework for topical consumer products. It uses Identity → Delivery → Outcome to organize the relationships between material identity, delivery from the final formulation and human outcomes. Material naming documents and product evaluation reports also have their own issuing organizations, which should be identified in the relevant records.
How much information should a brand disclose about its material
An EV brand should identify the material’s source, formal name and verifiable naming records, and state which products those records concern.
The formal material name and finished-product name serve different identification purposes. Explaining how naming records relate to a product helps readers understand which material a brand is describing.
For example, the EV-related ingredients in CELLshot AgeCare ExoMask Pro and CELLshot AgeCare ExoSerum Pro both correspond to material derived from human endometrial stem cells, with documented INCI and Japanese labeling names.
- INCI name: Human Endometrial Stem Cell Exosomes. PCPC Application No. 2023-10936; Mono ID 39001; notification dated April 12, 2024.
- Japanese labeling name: ヒト子宮内膜幹細胞エクソソーム. Japan Cosmetic Industry Association (JCIA) receipt number 22787; Notification No. 9891, dated September 10, 2024.
Together, these two naming records establish the ingredient’s formal names within the international INCI system and Japan’s cosmetic labeling system. Like an identity card for the ingredient, they help brands, formulators and readers identify the same material using clear, consistent names.
How should technical explanations connect to the finished product
An EV brand should disclose the key processing steps needed to understand its product, their sequence and the resulting format, so readers can follow how the material becomes a product ready for use.
A process description should explain when a treatment occurs, what product follows and which design considerations informed it. This connects the technical name to the actual product.
CELLshot provides a concrete processing example. Both products use lipid-protection pretreatment before freeze-drying, followed by separate pathways into a freeze-dried sheet system and a powder system housed in a dual-chamber container.
- ExoMask Pro: after lipid-protection pretreatment, the relevant ingredients enter the sheet system and are freeze-dried on the sheet to form the freeze-dried biological membrane.
- ExoSerum Pro: after the same type of pretreatment, the relevant ingredients form 0.18 g of freeze-dried powder. The powder and 3.5 mL of companion essence are held in separate chambers and mixed at first use.
The pretreatment is designed with freeze-drying, storage stability and subsequent skin-delivery conditions in mind. Describing it alongside the subsequent formats shows how a shared upstream approach leads to two products. Process design objectives and measured finished-product results are stated separately; stability and delivery performance require evaluations of the corresponding final formulation.
Which specifications and directions should a brand disclose
An EV brand should state each finished product’s name, format, component quantities, preparation steps and routine directions, matching the description to the package the consumer receives.
Similar materials can become different finished products. Describing each product’s format and handling separately helps readers understand the differences and see which product a material or technical explanation concerns.
For example, in CELLshot’s product information, ExoMask Pro combines one freeze-dried membrane with three 9 mL essences in a 1+3 care product. ExoSerum Pro combines 0.18 g of freeze-dried powder with 3.5 mL of essence in a dual-chamber serum. Each has a defined format, package and preparation method.
| Item | ExoMask Pro | ExoSerum Pro |
|---|---|---|
| Name (EN) | CELLshot AgeCare ExoMask Pro | CELLshot AgeCare ExoSerum Pro |
| Name (JA) | エイジケア エクソマスクプロ | エイジケア エクソセラムプロ |
| Pack | One freeze-dried membrane; EXP導入美容液Ⅰ, Ⅱ and Ⅲ, each 9 mL | 0.18 g powder essence and 3.5 mL companion essence |
| Mixing | Add all three essences in the order I → II → III to the sheet container, thoroughly and evenly soaking the entire sheet | Keep the bottle upright and push upward from the base so the upper-chamber liquid enters the lower chamber and mixes thoroughly with the freeze-dried powder |
| Use | Apply the soaked sheet to the face, remove after 45 minutes and gently pat in the remaining essence | After mixing, use morning and evening after toner as the serum step |
All three companion essences form part of the complete preparation for ExoMask Pro. ExoSerum Pro combines its powder and liquid within a single bottle. These details connect the freeze-dried state, package construction and actual handling steps.
What should evaluation records disclose so readers can check them
An EV brand should identify the organization that issued an evaluation report, the sample studied, the participant group and size, the conditions of use, the observation time points and the measures assessed. Reported results should also state the comparison baseline and scope.
The participants, conditions of use and observation times define the scope of an evaluation. Stating them clearly helps readers distinguish observations after a single use from assessments made during continued use.
For example, CELLshot’s ExoMask Pro has an SGS human efficacy evaluation report for a corresponding sample. Its study design and evaluation measures can be described in concrete terms:
- Issuing entity: SGS.
- Sample name in the report: AgeCare ExosomeBeta-Mask Pro / エイジケア エクソマスクプロ, corresponding to the ExoMask Pro 1+3 care product currently sold.
- Participants and evaluation period: 32 healthy Chinese women with sensitive skin, aged 31–60; evaluation from June 16 to July 16, 2026.
- Study regimen: all three essences, I, II and III, added to the sheet system; used twice a week for at least 45 minutes per application over a 28-day evaluation, with each participant’s measurements before product use serving as the baseline.
- Observation time points: baseline, 15 minutes after a single use, day 14 and day 28. These cover short-term observations after one application and assessments during continued use.
- Evaluation measures: stratum corneum hydration, transepidermal water loss, wrinkles, radiance and elasticity.
This gives concrete meaning to the statement that evaluation documentation exists. Readers can identify the sample, report and participant group, together with the application method, observation times and measured endpoints. The twice-weekly frequency above belongs to this report’s study regimen.
Documentation associated with ExoSerum Pro also includes an evaluation report on a related solution. Its test sample was a 5 mL liquid named Human Endometrial Stem Cell Exosomes Solution. Thirty participants completed the evaluation, with observations at baseline, day 14 and day 28. This sample format differs from the 0.18 g + 3.5 mL dual-chamber finished product. The report is therefore described separately as evidence concerning the related solution, and its results are not directly attributed to the finished ExoSerum Pro dual-chamber serum.
More complete EV brand information lets readers follow the publisher, material, finished product and evaluation subject in turn. The CELLshot examples show how material names, key processes, specifications, directions and evaluation measures can be stated concretely. Clear relationships between those details help readers understand the basis and scope of each explanation.
Evaluation report details
The human-use evaluation report for the sample corresponding to ExoMask Pro was issued by SGS-CSTC Standards Technical Services (Qingdao) Co., Ltd. (SGS).
The evaluation report for Human Endometrial Stem Cell Exosomes Solution, a 5 mL liquid sample, was issued by 杭州华妆科技有限公司.