US consumers look for ingredient transparency when buying skin care

More women are researching products online before purchasing in store

US female consumers are increasingly turning to online research to better understand the ingredients in their facial skin care products, and the brands behind them, according to The NPD Group.

The analyst noted that nearly 50% of women surveyed prefer to research products online prior to buying them in store, citing online reviews and ratings, as well as social media influencers, as their main sources of information. 

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