Transparent beauty: How to stop INCI lists bamboozling consumers

Jenni Retourné explains why brands should embrace consumers’ call for greater clarity when it comes to cosmetic ingredients

Transparency is the current buzzword in beauty, but I don’t think it should be treated as a trend; it should be the way the beauty industry moves forward.

Transparency is good for both customer and brand, because transparency leads to trust, which leads to customer loyalty. It shines a light on brands with real values and ethics at their core, and forces brands with questionable practices or ingredients to change their way or risk losing market share.

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