From "magic elixir" to "contains hyaluronic acid": "People thought it would burn their face" — how transparency has changed cosmetics

In recent years, terms like hyaluronic acid, niacinamide and retinoids have come to dominate cosmetics advertising. But what led brands to swap vague promises such as “magic elixir” or “rejuvenated skin” for clear messaging? Behind this shift is The Ordinary, which relied on science to communicate its products. In this episode, we speak with Rita Silva, the brand's communications manager.