Angel dusting

Angel dusting is the misleading marketing practice of including a minuscule amount of an active ingredient in a cosmetic, cosmeceutical, dietary supplement, food product, or nutraceutical, insufficient to cause any measurable benefit. The advertising materials may claim that the ingredient is helpful and that the ingredient is contained in the product, both of which are true. However, no claim is made that the product contains enough of the active ingredient to have an effect – this is just assumed by the purchaser. Thus, while misleading, angel dusting is typically legal.

Causes

Manufacturers have several reasons not to include sufficient quantities to have a measurable effect. Consumers want the benefits of the active ingredient, but are unwilling to pay the cost or risk the side effects of that ingredient, while businesses want to maximize profit and minimize risk: