The increase in information about ingredients, formulations and results online has brought about a shift in the dynamic between brand and consumer.
In a world accustomed to fake news, the buzz phrase for this year, according to market research experts at Mintel, is ‘radical transparency’.
The Ordinary – the name alone speaks volumes about its rejection of false promises and fancy jargon – launches its new 100% L-Ascorbic Acid Powder (£4.90, theordinary.com) this month. As a pure form of vitamin C, you can mix the powder into any other water-based serum or moisturiser, as and when you want to apply it; this reduces the amount of time that it is in contact with water and maintains the efficacy of the treatment. So the results – rather than an over-egged promise – speak for themselves.
Glossier is another brand that has broken the industry mould. By crowdsourcing ideas for products via its online platforms, it is able to tailor new launches to likely customers. But doing so makes it even more vital that it delivers on those ideas and expectations. View the Generation G lipstick in Cake (above right) or Like (left, £14 each, glossier.com) online and you will see a simple explanation of the sheer, matt and ‘dialled-down’ pigments that adapt to your natural lip colour.
Over at Lush, every ingredient in every product is listed online and linked to a page explaining what it does and where it comes from. On a sleepy winter morning, the citrus, grapefruit and seaweed Whoosh Shower Jelly (£8.50, lush.com) not only feels energising, but honest as well.
5 of the best natural and tinted lip balms
Natural and tinted lips were the hit of the SS18 shows. Here are five balms to get the look:
Eve Lom Kiss Mix Tinted Balm in Demure (£18, spacenk.com) is said to firm lips and boost collagen production – plus it leaves a pretty pink tint.
With its good colour and sun protection, Lanolips Tinted Balm SPF30 in Red Apple (£7.99, victoriahealth.com) is a winner when you want some more oomph.
Fresh, minty and infused with its signature ‘miracle broth’, La Mer The Lip Balm (£50, cremedelamer.co.uk) is the gold standard in hydration.
Dior Lip Glow in Coral (£25, dior.com) enhances your natural lip colour, leaving a subtle sheen.
Natralus Australia Nourishing Paw Paw Lip Butter in Honey and Vanilla (£6.95, avernaco.com) has a nourishing, good-enough-to-eat scent and no nasties.
Words by Bella Blissett