The Ordinary line features a products range designed to remove confusion about ingredients from the buying experience. The high- concentration, low-price formula is simply labelled with the names of the active ingredients, and does not feature any overblown descriptions or misleading names.

Deciem’s NIOD (Non-invasive Options in Dermal science) is aimed at consumers who know their hyaluronic acid from their peptides, and is marketed with a no-frills, scienti c approach. The range includes a Copper Amino Isolate Serum 1%, a Multi-Molecular Hyaluronic Complex and a Superoxide Dismutase Saccharide Mist. While these technical names may seem confusing, Deciem founder Brandon Truaxe believes that his consumers are an educated audience who understand exactly how to use his products. ‘If we called this product Prevent and Hydrate Mist we would do so much injustice not only to the product but also to the audience who uses it,’ he says

In a similar way the Korean cosmetic brand Belif provides the user with labels that make it easier to navigate the range by listing the percentage value of its ingredients. This brand positions itself as a truthful and sincere cosmetic brand based in ages of knowledge and traditional herbal processing method passed down from a British herbalist since 1860. They use their own innovative extracting method to get the bes out of the natural herbs that are present in their products.

The American company Milk Makeup offers products with high-tech ingredients and cruelty-free. They use many superfood ingredients such as matcha, hydrating jojoba, coconut, orange peel, and grape seed oils, which is also a huge trend that I will discuss in the next beauty trend report. Their special packaging allows for minimal to no preservatives. This brand clarifies the percentage of each natural ingredients in its online product descriptions.

Consumers are taking a result-driven approach to beauty products and the don’t buy into overpriced products with termas as ‘perfecting’, ‘elixir’ and ‘magic’ anymore. Today beauty brands are rethinking markups.

For example, going back to The Ordinary, rather than averaging the cost of its ingredients across the whole range, the prices of all of its skincare products are based on the cost of the ingredients inside the bottle.

Beauty Pie did a great job in the honest prices trend. They offer a backdoor pass to buy direct off the lines of the world’s leading cosmetics and skincare suppliers. From them you can buy luxury formula cosmetics at the actual factory cost prices once you became a member. They will offer customers full disclosure on how much money has been spent on packaging and formulations, and provide a list of ingredients.