It is believed that activated charcoal acts like a tiny magnet to pull dirt, oil, and toxins from your pores. Activated charcoal is uniquely good at attracting and holding other compounds. This process is called "adsorption", and it is why activated charcoal is used emergency rooms all over the world to trap and remove specific poisons from the bodies of patients. The effectiveness of activated charcoal for skin purification has not been proven. But the theory that adsorption could occur in skincare as it does for toxins in the gut has been enough to kick-start a skincare phenomenon.
Goodness Soaps cannot claim that activated charcoal does anything for skincare purposes without scientific evidence to cite. However, as you are probably aware, there are many raving fans of activated charcoal who will testify to brighter skin, tighter pores, and a smoother complexion. I personally use activated charcoal soap on my face. Studies may or may not happen, but that doesn't mean it doesn't work, only that as a company, we can't tell you for sure this ingredient works. So, in good conscience we say there is no evidence for it. You can give it a try and see what you think.