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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