In the Era of Science-Backed Beauty, What’s Becoming Table Stakes for Brands?

In the Era of Science-Backed Beauty, What’s Becoming Table Stakes for Brands?

In recent years, the tenets of clean beauty such as avoidance of certain ingredients have become commonplace in the beauty industry. Now, science-backed beauty seems to be on the upswing in the industry, and it could bring new obligations for brands as they try to attract audiences in a crowded market.