You can be your true self.”In beauty, particularly in skincare, we have officially entered the Authenticity Era. From the banning of the phrase “anti-aging” from the pages of Allure magazine to the rise of “clean” products with botanical ingredients, the beauty industrial complex seems determined to send a boomer-friendly message that pandering to youth-craving is over. The site offers a free pocket guide to “Ingredient Intel ” that lists the ingredients (dubbed “Villains”) deemed toxic by international-standards’ groups but still often found in beauty products. It’s a crib sheet meant to educate buyers to carefully review what’s on the label of most beauty products. As comforting as these newer approaches appear, the simple question remains: What do these clean products promise?

Source: Wall Street Journal November 09, 2017 17:48 UTC