Ingredient Claims Testing


I'm new to the forum and to formulating. I was hoping to get some advice on the best approach to ingredient claims substantiation for a made-to-order custom shampoo and conditioner line. After doing some research on existing custom shampoo companies, I noticed Prose Hair, a startup in NYC, took an interesting approach to claims: 

My questions are if I were to take the same approach:

1) Do I need to perform claims testing studies on each ingredient? Or can I use existing research that outlines the benefits of each ingredient at certain percentages, to support each claim?   
2) What are some useful resources to find research on the benefits of each ingredient? 

Thank you all for your time and attention. 

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