Meaningless Beauty Buzzwords

In today's age of information and marketing overload, buzzwords are ubiquitous. The beauty industry, not one to be left behind, has also adopted a slew of enticing terms designed to draw in consumers. But what do these phrases actually mean? You'd be surprised to learn that many of them might not carry the weight they promise. Let's look into some of these beauty buzz terms and understand why they can sometimes mean very little. 

• Hypoallergenic:
• Why its meaningless:
• A product labeled "hypoallergenic" suggests it is less likely to cause allergic reactions. However, there's no standardized testing required to prove such a claim. It's a self-appointed label and not backed by any specific criteria.
• Why its misleading:
• Hypoallergenic products can still contain fragrances – a common cause of allergy and irritation. In fact, almost all of the products marketed as hypoallergenic have as many as 1-5 potential irritant ingredients and some as many as 5-10.
• Learn more about fragrances and potential allergens 
• For Sensitive Skin:
• Why its meaningless:
• Just because a product claims it's for sensitive skin doesn't mean it won't cause irritation. Many of these formulas contain botanicals and fragrances that are known to be irritants. In fact, MOST products marketed to people with skin sensitivity have three or more potential irritants in their ingredient list.
• Why its misleading:
• Irritation as a result of a product can sometimes take several months to start showing. This makes it hard for people to determine the cause and motivates people to buy even more of the product labeled “for sensitive skin” continuing a vicious cycle.
• Learn more about sensitive skin
• Preservative Free:
• Why its meaningless:
• Preservatives are not all created equally. The large majority of them, like Ascorbic Acid (Vitamin C) are completely safe. When suspended in a water-based solution, however, preservatives like Ascorbic Acid only remain effective for a finite amount of time which is why mass-produced, water-based products need a wide-spectrum, often petroleum-based preservative in order to remain uncontaminated. The only way a product can be manufactured without wide-spectrum anti-microbial preservatives is by also removing the solvent (water or oil) and keeping it isolated from any outside contact (like dipping your fingers into it). Which is exactly what I did
• Why its misleading:
• If a product claims that it is preservative free and it is one or more of the following then they are either lying or the product is not safe to use:
• In a water or oil base
• In a jar that allows direct contact with the product
• In a dropper bottle
• Allowing you to store it at room temperature.
• Natural:
• Why its meaningless:
• Natural has become a ubiquitous marketing term used to make the consumer feel as though it is somehow purer or safer to use. The truth is, there is no regulated definition of what makes a product natural.
• Why its misleading:
• Natural is not synonymous with better. There are highly volatile compounds out there in nature. Botanicals are grouped into this category and are some of the most allergenic substances. Plants do secrete these compounds to defend themselves after all. Furthermore, sourcing these ingredients from nature is more labor and water intensive and has resulted in the endangerment of many species of plants. (Sandalwood) for example.
• Learn more about Natural vs Synthetic skincare here
• Chemical Free:
• Why its meaningless:
• Everything, including the air we breathe and the water we drink, is made of chemicals. Brands that claim their products are "chemical-free" are often trying to distance themselves from the perception of harmful synthetic substances. But remember, even water (Dihydrogen Monoxide) is a chemical.
• Why its misleading:
• When a product claims that it is chemical free, it is possible that the formulators made the extra effort to source their ingredients from a supplier that derives the ingredient from an origin found in nature. This is usually NOT the best practice. Take the compound Urea {CO(NH2)2} for example. If taken from it’s “natural” source, mammalian urine, and not refined on a molecular level (a very laborious and imperfect process) so that all that remains is the CO(NH2)2 then there is a chance that some other compounds found in urine such as histamines or hormones end up in the final product. In the lab, urea is synthesized from nitrogen, carbon, hydrogen, and oxygen. This results in a purer, more cost effective, and higher performing ingredient.
• Clean Beauty:
• Why its meaningless:
• This term is one of the most ambiguous. What defines 'clean' varies from brand to brand and is usually only reflected in the marketing and branding of the product.
• Why its misleading:
• Because the term is unregulated, many brands have literally taken a formula that they have already been using, repackage it, slap the “Clean beauty” sticker on it and raise the price. You are often paying more for the same stuff.
• Anti-ageing:
• Why its meaningless:
• This term is a classic example of the “over-promise and under-deliver” marketing tactics employed by the beauty industry. While some signs of ageing can be mitigated, nothing is truly anti-ageing.
• Why its misleading:
• Setting consumer expectations at such a high level has resulted in a general distrust of the industry and a large population of underwhelmed consumers.
• Cruelty-Free:
• Why its meaningless:
• As yet another unregulated term, there is no universal standard for what qualifies as "cruelty-free."
• Why it’s misleading:
• While a finished product might not have been evaluated on animals, individual ingredients most definitely have been.

When navigating the beauty aisle, keep in mind, a marketing department somewhere out there has coined the alluring words and phrases used on the packaging. Try to ignore the hype and turn the jar over. The ingredient list is where you should look if you are seeking the truth about what to expect from a product. Check out my “how to read an ingredient list” blog and checkout www.illumenase.com to see an example of a brand that chooses not to intentionally mislead their customers.

Have a quality day!

Mathew B Mayer

(AI was used to organize the ideas in this Blog, however the content is original to it’s owner)