When I first started my transition into clean beauty, it took some time to truly understand the game. As a former marketer, I had a front-row seat to the strategies that bounce around a boardroom table—all designed to boost profits. And, more often than not, these tricks keep consumers in the dark about what they’re actually putting on their skin.
One of the most frustrating tactics (which has sadly become the status quo) is the way brands list ingredients. Instead of providing full transparency, many companies only highlight the 'active' ingredients, leaving out the full picture. Some do list all ingredients, but they hide them behind obscure buttons, making them difficult to find. And some brands don't even bother.
Why does this matter?
Your skin absorbs what you put on it, so shouldn’t you have the right to know exactly what’s in your products? When brands spotlight only the active ingredients, they divert attention from the fillers, preservatives, and potential irritants that make up the rest of the formula. This lack of transparency can mislead consumers into thinking they’re using something purer or more natural than they actually are.
It's up to you to dig around for the facts. Don’t take marketing claims at face value. Instead:
- Check the full ingredient list. If it's hard to find, ask why.
- Look for transparency. Brands committed to honesty won't make you hunt for the information.
- Ask questions. If an ingredient list seems incomplete, reach out to the company for clarification.
At Skin Botanist, we believe in full disclosure. Every ingredient in our products is an active ingredient because we don’t use fillers, synthetics, or unnecessary additives. What you see is what you get.
The first step to better skincare is demanding more from brands. Because you deserve to know exactly what you're putting on your skin—no exceptions.