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Hailey Gerards

Helping beauty brands lead with transparency.

A recent survey by The Benchmarking Company showed that 99% of people believe product claims should include clear disclosures about their substantiation—such as the number of study participants or whether the data comes from clinical trials or consumer feedback. In an industry overwhelmed by misinformation and unverified claims, even well-intentioned statements are often met with skepticism from consumers. Which in today’s landscape, is to be expected. To rebuild trust and credibility, we need to prioritize transparency. While ingredient transparency has become a baseline expectation, the next frontier is fragrance disclosure, and it’s coming quickly. For claims like “safe for sensitive skin” or “certified clean,” it’s essential for your partners to provide full visibility into your fragrance’s ingredients and testing. By doing so, we not only meet consumer expectations but also set a higher standard for trust and accountability in our industry. Ingredient transparency does not stop at fragrance. 👏 Independent Beauty Association

Ali Birouti

Helping brands and retailers connect, understand and serve customers better through Ingredient Transparency and Education | Head of Customer Experience & Product Solutions and Co-founder of ClearForMe

2mo

facts ☝

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