Stem cells and the pursuit of youth, a tale of limitless possibilities and commercial fraud.

This article examines the hype generated around the term "stem cell", and the capitalization of the stem cell craze by the cosmetic industry. It started by introducing product lines containing active ingredients derived from plant stem cells. Then, evolved to using own cells for skin regeneration and hair loss treatment, and allogenic cells for the manufacturing of stem cell-derived products. This article also discusses the missing links for safe and reliable stem cell applications in cosmetics, and why local regulatory bodies, members of the industry and consumers must all work together to stop the illegitimate use of the "stem cell" good name in unsafe or fraudulent commercial practices.