Beauty and personal care
Your file says Tocopherol. Your shopper types vitamin E.
Cernel turns supplier rows and INCI lists into the fields shoppers search on, and holds every claim to your claims policy.
Sound familiar?
A name, a size and a wall of INCI. Everything else is written by hand.
Vendors send no description
Supplier files stop at a name, a volume, an EAN and an ingredient list in capitals. Often someone has to find the description on the brand's site.
Agents write the description from the INCI list, the pack photo and the brand's own page, in your tone and shape.
Shoppers search by ingredient and concern
The file says Tocopherol and Niacinamide. The shopper types vitamin E, uneven tone or fragrance free, and the search comes back empty.
The actives come out of the INCI list with the names people type, and concern and skin type are filled from your lists.
Claims carry regulatory risk
A suitability or treatment claim the brand never made is a problem. Nobody wants ingredient content pushed live unseen.
Your claims policy is written once and every agent follows it, and claim fields can always wait for a person.
Each category needs its own fields
Sun care needs SPF, makeup needs finish and shade, fragrance needs its notes. One template does not fit the range.
Attributes sit on categories, so each product only gets the fields that belong to it.
- of ecommerce sites have issues with feature searches, like a product by its ingredient or propertyBaymard Institute search benchmark, 2026
- 39%
Ingredients
One INCI cell in capitals. Nothing for search to match.
Shoppers search for vitamin E, niacinamide or fragrance free. Cernel reads the INCI list you hold, pulls out the actives, adds the names people type and fills concern and skin type from your own value lists. It never states a concentration nobody published.
Supplier row
SERUM NIACIN 10% FF 30ML
INCI
AQUA, NIACINAMIDE, PROPANEDIOL, GLYCERIN, ZINC PCA, PANTHENOL, SODIUM HYALURONATE, TOCOPHEROL, XANTHAN GUM, PHENOXYETHANOL
Example product
Key actives
Also searched as
Concern
- Uneven tone
- Enlarged pores
Skin type
- Oily
- Combination
Fragrance free
Yes, no parfum in the listvitamin e serum oily skin
Niacinamide face serum matches on vitamin E, Serum and Oily
Claims
One claim the brand never made is a regulatory problem.
Your claims policy is written once and every agent follows it, and each claim shows the reasoning behind it. You choose which values go live automatically and which get a review step; review steps check every value and only ask a person when something fails or needs a decision.
- 1Agent drafts
- 2Rules applied
- 3With a person
- 4Approved
- Vegan Brand product page
- Fragrance free INCI list, no parfum
- Suitable for sensitive skin Looking for a source
- With 10% niacinamide Brand product page
Rule: state only claims the brand makes
Example product and reviewer.
Shades
Shoppers filter by colour. Your brand calls it Wild Mulberry.
Shades arrive one row each, a code and a name in capitals. Cernel picks the colour family and finish from your lists and keeps the brand's shade name exactly as it is, so the berry filter finds Wild Mulberry.
Your shop Colour filter
- Red1
- Nude1
- Brown1
- Berry2
2 berry shades, shown as Wild Mulberry and Midnight Plum
How it works
From a distributor's row to a product shoppers find. What happens to the data.
Cernel works next to the systems you already have. Blue is an agent at work, yellow is your team deciding, green is done.
01Comes in
The range comes in
Products arrive from your PIM or shop as they are created, or in a distributor's file. Rows about the same product match on EAN, GTIN or SKU.
02An agent works
Sorted into categories
Every product is classified by what it is, so each one gets its own fields: SPF on sun care, finish and shade on makeup.
03An agent works
One agent per field
Agents read the INCI list, the pack photo and, on sites you allow, the brand's product page. Values come from your own lists, and every agent follows your claims policy.
04Your team decides
Claims checked first
You choose which values go live automatically and which get a review step; review steps check every value and only ask a person when something fails or needs a decision.
05Done
Back to your shop
Approved values go back to your PIM or shop in every language you sell in, or out as an export.
What changes
Every product answers the shopper's search. Your team decides which claims go live.
Fields of their own
- Key activesNiacinamide, Zinc PCA
- Also searched asVitamin B3
- ConcernUneven tone
- Skin typeOily, Combination
- Fragrance freeYes
- Colour familyBerry (shade: Wild Mulberry)
- FinishSatin
- ClaimsVegan, from the brand's page
Example values. You define the fields and the lists they pick from.
You stay in control
- Your claims policy is written once, and every agent follows it.
- Claim fields can always wait for a person, while ingredients go live by themselves.
- Every AI-written value shows the data it used, the reasoning and the prompt, so a reviewer sees why a claim is there.
- Every value keeps its history: manual edits show who made them, and earlier versions can be restored.
In and out
- Your shop and PIMTwo-way with the systems we integrate with: products in, approved values back
- Distributor filesIn whatever layout each distributor sends, joined on the EAN
- Any other platformThrough the API, or a file in the columns it expects
- Google ShoppingA feed file, ready to upload
Firtal Group
Firtal Group added a thousand extra hands without adding headcount
- products enriched
- +25K
- organic traffic to product pages
- +20%
- faster time to market
- +80%
Molly & My
Molly & My builds every market on one foundation
- products enriched across 8 markets
- 20,000
- faster time to market
- 4x
- organic traffic to product pages
- +29.3%
FAQ
Questions beauty teams ask us.
Can it read an INCI list and tell us the actives?
Yes. An agent reads the INCI list you already hold, picks out the key actives and adds the everyday name for each, like vitamin E for tocopherol. It works only from the list, so it never states a concentration the brand has not published.
How do we stop claims we're not allowed to make?
Write your claims policy once, and every agent follows it. Add a review step that checks every claim against that policy: claims that pass go on, and a claim the product data does not support is held for a person or rejected. You also choose per field whether values go live by themselves or always wait for a person, so claim fields can require review while ingredients publish automatically.
Does it handle shade and size variants?
Yes. Each shade and size stays a variant of one product. Agents fill what the product shares, like actives and skin type, once, and depth and undertone on every shade from your value list, so a shade filter works.
Can Cernel find photos for products that arrive without them?
Yes. Cernel finds the brand's own product photos on the sites you allow and returns them for your team to review. For beauty we recommend the brand's real packshots over generated images, so the shade and the pack are exactly what the shopper receives.
What happens when a brand reformulates?
The change reaches Cernel from your shop or PIM, and an automation set to run when the attributes you pick are updated enriches the affected products again.
Where to next
See how each part works.
- Platform
Agentic review
Claims checked against your policy. Your team only sees the ones that fail or need a decision.
- Platform
Product data enrichment
Actives, concern, skin type, shade and finish, filled from your own value lists.
- Platform
Translation and localization
The copy and the filter values in every language, with your claims rules in each.