Business ProfileforPremium Naturals LLC

In July 2017, BBB contacted the business regarding its advertising of free trial periods of its products. Consumers that sign up for the free trial period are enrolled in a monthly subscription for additional products. BBB requested the business substantiate that the claims meet the standards outlined in BBB's Code of Advertising (Section 18, Negative Option Plans, Continuity Plans and Automatic Shipments). The Code maintains that "Any advertisement for a product or service that includes an offer to sell or provide consumers with additional goods or services under a negative option feature must include a clear and conspicuous disclosure of all material terms of the negative option feature." Material terms that should be clear and conspicuous include the existence of the negative option feature, the cost of the additional goods or services, how consumers can cancel and avoid future shipments and charges, and how consumers can return items that they do not want. The Code continues that "advertisers must avoid making disclosures that are vague, unnecessarily long or which contain contradictory language."
Additionally, BBB asked the company to substantiate claims made on its website about the efficacy or results of using the company's products. BBB requested the business substantiate the claims per standards outlined in BBB's Code of Advertising (Section 34, Claimed Results). Claims as to efficacy or results which will be obtained by or realized from a particular product should be based on recent and competent scientific or other objective data. Advertisers should be prepared to substantiate such claims.

On August 16, 2017, BBB received the business response:

We do not offer Free Trials. We have Never Offered Free Trials.

We do not offer Negative Option Features. WE have Never Offered Negative Option Features.

We call Alpha Arbutin and Kojic Acid "nature's most effective skin lightening ingredients" because they are. Numerous studies have been done on both, and I don't think there is really anyone who disputes that those two are the most effective natural skin lighteners. If there is a more effective natural skin lightening ingredient that you are aware of, we're very interested. Mzany studies have been done on the efficacy of those ingredients.

Here are scientific studies that support that claim:

Here is an Alpha Arbutin study from PentaPharm: https://www.lotioncrafter.com/pdf/tech_data_alpha_arbutin.pdf

And there are several studies referenced here: Spec-Chem Ind, page 4-5: https://www.in-cosmetics.com/__novadocuments/2883

Here is a study on Koji Acid: https://www.ncbi.nlm.nih.gov/pubmed?uid=7714722&cmd=showdetailview&indexed=google

Other Alpha Arbutin Studies

https://www.researchgate.net/publication/8644137_Inhibitory_effects_of_alpha-arbutin_on_melanin_synthesis_in_cultured_human_melanoma_cells_and_a_three-dimensional_human_skin_model

https://www.ncbi.nlm.nih.gov/pubmed/15056856

Other Kojic Acid Studies

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3468271/

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3726874/

Hopefully, this will satisfy you that Alpha Arbutin and Kojic Acid are in fact, the most effective natural skin lightening ingredients.