BEAUTY BUZZ The brands embracing transparency - YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Sign in Welcome!Log into your account Forgot your password? Password recovery Recover your password Search Sign in Welcome! Log into your account Forgot your password? Get help Password recovery Recover your password A password will be e-mailed to you. YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Home Beauty BEAUTY BUZZ The brands embracing transparency By You Magazine - February 6, 2018 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: The trend as seen at Isabel Marant. Image: Catwalking.com 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 RELATED ARTICLESMORE FROM AUTHOR You could get paid to test Liberty’ s Beauty Advent Calendar People are obsessed with this Revlon hair drying tool A new drop of Boots Star Gifts has landed for Christmas 2022 Popular in Beauty People are seriously impressed with Primark’ s £8 skinny curling tongs December 16, 2019 Boots is giving away free lipsticks to celebrate the launch of January 23, 2020 This long-lasting eyebrow product is getting rave reviews and is just June 21, 2021 These Liz Earle gift sets are on sale just in time March 5, 2020 WIN A Kiehl’ s skincare heroes bundle worth £104 July 24, 2020 Cult skincare brand Sunday Riley is branching out into hair products April 24, 2020 Superdrug is holding a huge BOGOF sale on all cosmetics for May 28, 2020 Your salon could charge you extra for overgrown roots and bad June 25, 2020 Facial steamers Why searches for this beauty gadget were up 400 July 10, 2020 Lush subscription boxes have arrived and they contain exclusive new products August 3, 2020 Popular CategoriesFood2704Life2496Fashion2240Beauty1738Celebrity1261Interiors684 Sign up for YOUMail Thanks for subscribing Please check your email to confirm (If you don't see the email, check the spam box) Fashion Beauty Celebrity Life Food Privacy & Cookies T&C Copyright 2022 - YOU Magazine. All Rights Reserved