Tinker, tailor: Why is there a surge of beauty brands reformulating already best-selling products?

By Sarah Parsons 30-Jun-2021

Revamping classic formulations in response to industry innovation and changing consumer requirements can breathe new life into old favourites. But brands should ensure their customers are included on the journey

The phrase 'if it ain't broke, don't fix it' is regularly ignored by the beauty industry. Reformulations of best-selling products are nothing new, but tweaks to ingredient lists have historically been made in the ...

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