WE SELL YOU DREAMS, BUT YOU ARE NO LONGER NAIVE!
Without setting aside our "emotional" criteria, we have all noticed that a rational approach to choosing a skincare product is now the rule:
committed choice (certified Organic, vegan…)
choice for health (hypoallergenic, free from controversial ingredients…)
choice of effectiveness (% active ingredients, clinical results…).
But what tools do you have to make the right choices? I'll let you in on a secret: even the marketing departments of most brands don’t understand what they’re selling. That’s what I noticed when I was heading a formulation lab serving brands, before creating Novexpert. So where should you look for the right info to adopt a skincare brand?
Ultimately, the question is no longer which brand you chose but why you chose it! And that changes everything.
YOU ARE FINALLY ACTORS!
I no longer like the word "transparency," now overused. But I must admit that thanks to this new demand, consumers have pushed companies to communicate differently! Today, you don’t just look at a product’s benefits but also whether the brand embodies values that resonate with you. Much like an election: you’re given the platform (organic, natural, ecological, made in France…) and you choose!
And to make a choice, you have become true everyday investigators with different profiles:
INVESTIGATOR PROFILE #1: THE IMPATIENT
His weapon: apps
His target: barcodes
YUKA: with its 21 million fans, it’s essential: comprehensive (food & cosmetics), this app is firmly committed with strong opinions.
INCI BEAUTY: The most tech-savvy app with a very clear website. Here too, the app takes a stand with ratings and colors that penalize the least "virtuous" formulas.
CLEAN BEAUTY: with this app, you don’t scan the barcode but the ingredient list (sometimes not so simple with a tube…). You then get information on concerning ingredients: endocrine disruptors, irritants, etc., supported by scientific evidence.
QUELPRODUIT: app designed by the magazine Que Choisir. It replaces the previous version QuelCosmetic as it now includes food and household products. It specifies the risk level according to age and whether the product is rinsed off or not. Its stance on controversial molecules is more measured and only includes those with established scientific consensus.
COSMETHICS: a very clear ranking according to 3 categories (safe, allergy risk, or toxic risk) - can also be personalized based on your personal allergies, for example. Small downside: the database is not yet very large.
MIREILLE: new (paid) app created by a biologist and a YouTuber that also allows you to analyze your skincare products, ingredient by ingredient. Here, the product is not rated but the components are! Alternatives considered more "natural" can also be suggested.
INVESTIGATOR PROFILE #2: THE KNOWLEDGEABLE!
His weapon: websites
His target: associations
EWG (Environmental Working Group) is a true institution in the USA and lets you know everything about the ingredients in your skincare: https://www.ewg.org/skindeep/. You can even access scientific publications on each active ingredient. Heavy stuff… Too bad this association, which also offers a complete evaluation of formulas, only covers cosmetics sold in the USA.
For now, there is no French equivalent (calling all entrepreneurs!), but the Observatoire des cosmétiques offers its subscribers the ability to search for an ingredient and get up-to-date knowledge as well as the cosmetic products containing it.
You also have "La vérité sur les cosmétiques" which provides a database on ingredients and especially editorials and product tests that show true independence. Finally, I would add https://cosmeticobs.com/fr/: a specialized site for connoisseurs, highly regarded by beauty industry players. Very comprehensive premium subscription.
INVESTIGATOR PROFILE #3: THE STROLLER!
His weapon: social networks
His target: influencers
Influencers are a less dry, more friendly source and allow the discovery of "gems." And when some handle irony brilliantly, it becomes a real pleasure. I leave it to you to identify, according to your criteria, those who will quench your thirst for information while obviously tracking those who follow the money. A small clue about their independence: if they talk as well about unknown brands as about historic brands with a little tone of freedom that dares criticism, then that’s a good sign.
INVESTIGATOR PROFILE #4: THE RATIONAL!
His weapon: specialists
His target: dermatologists and naturopaths
I haven’t mentioned them yet, maybe that surprises you, even though obviously they are the best placed as skin experts. But here’s the thing: only a few rare brands finance medical visitors to promote their products, so their knowledge of the cosmetic offer is limited. My advice? Show your dermatologist the product you use (with the box showing the ingredient list) so they can advise you. Same advice for your naturopath who can guide you provided the formula is natural.
AND WHAT ABOUT THE BRANDS? DO THEY FINALLY HAVE NOTHING TO SAY?
Oh yes, but most have become… inaudible! Do you find me harsh? Yesterday champions of silicone and harsh chemistry, today they promise to save the world… Before, they mocked "clean cosmetics" but now join the movement shamelessly (in words only). It smells like opportunism or even panic fear of being left behind by consumers who have memory and common sense! To see more clearly in this cosmetic noise, here are my last two tips:
1 / A COMPASS RATHER THAN A WEATHER VANE: make sure the brand’s "positioning" has not changed over several years, which reflects deep convictions.
2 / FACTS RATHER THAN WORDS: focus on the content of their communication. It must be unambiguous. For example, for naturalness, a total percentage of the formula must be displayed and the certifying body must be mentioned. And this applies to all products of the brand without exception…
Happy investigating to all and especially contact us if you find any gems (hint: you don’t have to look too far...).
The Essentials
Buying a skincare product means choosing a product yes, but today it’s above all about trusting a brand. Are you looking for a committed brand offering natural and effective products? You’re absolutely right. We are much more than "beauty makers," we want to be knowledge bearers.
So we do our best to advise you to transform you into a savvy super-consumer! Apps, websites, influencers, specialists: choose what suits you best to inform yourself and choose for yourself!
At Novexpert, much more than beautiful promises, it’s a fully transparent approach: 100% natural origin skincare, vegan, made in France, with concentrated active ingredients and proven effectiveness. Discover, for example, the iconic Hyaluronic Acid Booster Serum or explore our entire range of skincare and routines.
