Like so many things these days, shopping for skincare often starts with a scroll. I pop onto Instagram to find a quick recommendation for a moisturiser… and emerge an hour later having bookmarked a so-called "salmon sperm" facial, followed 20 new midlife wellbeing gurus and ordered half a dozen products all promising to be the latest anti-ageing must-haves. And instead of feeling excited, I’m confused.
After three decades in beauty, I’ve never known a time when we’ve had so much information at our fingertips. Yet for many of us, knowing what to use in our skincare routine and what to ignore can feel like a minefield. Perhaps the real issue isn’t that we don’t have enough information, but that we have too much of it – and not enough confidence in what to trust.
