Beauty
Text by Avani Thakkar. Photography and Styling by Mallika Chandra
The beauty industry, much like fashion, is awash with trends that end up as nothing more than marketing buzzwords for many brands: “clean”, “organic”, “natural”, “sustainable”, and the list goes on. Certain active ingredients, especially in recent times, risk a similar fate since they are constantly hailed as miracle workers by influencers, skincare enthusiasts and beauty brands across the board. If hyaluronic acid, niacinamide or retinol appear in a product’s ingredient profile, chances are that consumers will be inclined to try it on account of the hype factor as opposed to evaluating its efficacy or the specific skin concern that it is meant to address.
However, long before the conversation around beauty products was inundated with complicated yet popular terminology…