Preservatives are VITAL in any water-containing cosmetic products - let's discuss why!
Water is NOT a filler, but an important solvent - an inactive ingredient necessary for a lot of the water-loving ingredients needed for healthy, hydrated skin.
Should active ingredients always be high on an INCI list? The short answer is no, but let me explain why!
Should you use INCI lists, or ingredient analyser apps to choose skincare? This post explains why they oversimplify a very complex topic!
We shouldn't push our skin with higher strengths of actives. "Less is more" is obvious when it comes to actives like retinoids & acids (or maybe not?!), but the same is also true of ingredients like niacinamide. Let's discuss why!
Being perceived as ethical is something to which a lot of brands aspire. In the world of beauty it's synonymous with using responsibly sourced ingredients, being environmentally conscious and corporate social responsibility. These are all of course very important things. But what about ethical or responsible marketing?