The brand’s disclosure of ingredients is in line with Unilever’s transparency initiative announced in 2017
Unilever-owned premium skin care brand Murad has revamped its website to include ingredients lists for all of its products.
In 2017, the consumer goods giant said it would publish in-depth ingredient information about its home, beauty and personal care brands in an effort to promote ingredient transparency.
Last year, it rolled out the initiative across Europe and the US, and promised to disclose its fragrance ingredients down to 0.01% of the formula.
Murad's product pages will now also highlight ingredients that it is free from, such as gluten and parabens.
Shoppers will be able to browse the site by preferred ingredients and skin concern.
Commenting on the new design Murad’s CEO, Michelle Shigemasa, said: “We’ve designed a website with the consumers in mind.
“The site gives consumers the tools and information they need about our products, what it is, why it’s different, how to use it and, of course, some of Murad’s famed wellness tips.”
In addition, the site includes educational content on the products and how they work on the skin.
Shigemasa added: “We’ve also brought our brand story to life, including our heritage of how Murad founded the first modern doctor brand and how we now live at the intersection of clinical efficacy and science-backed wellness.”