Expert Opin Investig Drugs 24:12871298 Ginn C, Khalili H, Lever R, Brocchini S (2014) PEGylation and its impact on the design of new protein-based medicines
As you may guess, if something is only recommended in products that you rinse off (cleansers and shampoos), then its probably not the best ingredient for the skin
There is nothing wrong with the product because of this

showed increased epidermal and dermal thickness, skin hydration, skin elasticity, skin contrast, and collagen I synthesis A trial with 41 women applying GHK-Cu eye cream for three months reported reduced lines and wrinkles, improved skin density, and increased skin thickness, outperforming both placebo and vitamin K cream Comparable studies show wrinkle volume reductions around 60-70%, attributed to enhanced collagen cross-linking and decorin synthesis Key Benefits for Product Claims Formulators can support the following claims when incorporating GHK-Cu: Firmer feel and improved skin firmness Smoother skin texture with reduced wrinkles More even tone and enhanced radiance Improved skin hydration and barrier function Powerful antioxidant protection against environmental stressors and reactive oxygen species Reduction of visible redness Effects are gradual rather than instant, relying on consistent use to deliver meaningful improvements in skin density and overall appearance