As early as 1970, the Czech dermatologist J. Zahejsky, from Brno, proposed a technique to study the microtopography of the surface of the epidermis, thus allowing an evaluation of product efficacy. Thanks to new devices
and techniques in chemistry and physics, it was possible to know the healthy skin better and to objectivize the effects of the products. One progressively evolved from a world of allegations to a world of proof. New methods
were developed to measure hydration, firmness, elasticity or makeup stay. Progress due to biophysics allowed the clinical evaluation and the measurement of the effects of the products.