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Addressing a common reticence towards chemical-heavy beauty, skincare brand Deciem is bolstering customer understanding through an awareness campaign.
Research by Holland & Barrett has shown that the majority (97%) of UK beauty consumers would like brands to be more transparent about the ingredients that they use.
Taking inspiration from the popularity of brands like The Ordinary and The Inkey List, Boots is introducing a range of ingredient-led cosmetics.
The Inkey List creates straightforward beauty products and gives customers 24/7 access to a skincare expert.
In an era of hyper-knowledgeable beauty buyers, eye-candy marketing is no longer sufficient.
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