Over the last decade, we've become far more knowledgable and discerning when it comes to buying beauty products. We know how to decode our ingredients lists and decipher the best formula for our specific skin concerns. But one area that's still a bit murky is skincare marketing terminology—the claims and promises splashed across every campaign and product packaging. While they may sound convincing, these are often very cleverly worded to slip through regulatory loopholes, leaving them totally unchecked and, in some cases, unsubstantiated.
Just as being able to translate an ingredient label helps us care for our skin, understanding which skincare claims are marketing fluff and which are evidence-backed empowers you to make the best purchasing decisions for your skin.
