Customers want real answers. While many brands are stepping up their social media game with a glimpse behind the scenes, it’s clear that consumers’ curiosity and a thirst for transparency are still running high. Skincare brands that proudly share their ingredient lists are becoming fast favourites, as savvy consumers seek out specifics like organic products and allergen-free formulas. In a world where beauty claims are scrutinized, it’s no wonder that educated consumers are digging deeper to ensure their products align with their values and expectations (Beauty Independent).

 ‘Clean’ and ‘natural’ don’t mean what they used to. Here’s why. Today’s consumers are demanding substance, not just surface-level claims. Once enough to satisfy curiosity about ingredients and supply chains, terms like ‘clean’ and ‘natural’ now fall short. Shoppers are pushing brands to reveal the full story behind their sourcing and impact. To stay ahead, brands should go beyond clichés, offering genuine transparency and educating with integrity rather than leaning on outdated jargon (Forbes).

Think ‘Find My Friends,’ but for your beauty products. The future of supply chain transparency is here, letting you trace your ingredients from their roots all the way to your bottle. With tech stepping up, we might even see NFTs as the new gold standard for certification and authenticity—transforming beauty tech from just a gimmick to a game-changer (Cosmetics Design).