The best ones take the guesswork out of a skincare routine, tackling dullness, dehydration, poor texture and lines
The beauty industry’s great fallacy is that its customer base is made up of (cue nauseating marketing portmanteau) “skintellectuals” – people who have the time, interest and wherewithal to understand the difference between a peptide, a retinoid and a humectant – and the inclination to apply all three in a single routine.
In reality, most people do not have a specific interest in skincare and have other priorities, which is why I know that suggesting a serum is already pushing my luck, so it had better work hard for its time and money.
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