More Than “Clean” Claims: How Ingredient Transparency Influences Purchase Behavior Across Generations

Read time: 10 minutes
The ordinary serums
Photo by Claudia Manas (Source)

Introduction: The Evolution of Transparency in Beauty Marketing

As a Millennial born in the early ’90s, the idea of ‘actives,’ ‘concentration levels,’ and ‘formulas’ was unfamiliar. Why? Back then, ingredient-focused marketing amplified by social media didn’t exist. For me, “a good product” meant buying skincare from the parapharmacie (I’m French, after all) – safe and dermatologist-approved. But what was inside those products, and why was it good for my skin? No clue whatsoever.

Next came the rise of ‘clean beauty,’ sparking the first conversations about transparency in the industry, though often wrapped in vague marketing messages and green packaging meant to imply purity and nature.

Fast-forward to 2025, a different era, a different marketing focus for beauty brands: ingredient transparency is a must and a powerful selling point if paired with innovation. Today, consumers are not just looking for a list of ingredients, they want to know where those ingredients come from, how they work, and whether they align with their values.

I was curious to explore how various age groups' values and consumer behavior respond to this ingredient transparency shift. Here’s a summary of the generational consumer data I could find on the topic.

1. From ‘Clean’ to Clear: The Rise of Ingredient Transparency

Before the actives-first approach, ‘clean beauty’ was THE star term some brands used as a key selling point. Today, ‘clean’ is no longer a brand differentiator; it's table stakes. The perfect example is the unfortunate rise and fall of the ‘clean beauty’ UK pioneer REN Clean Skincare. Unilever, the owner of the brand, has announced that it will shut down operations by Q3 2025 after 25 years. After reading the news, I asked myself when I last bought a REN product and realized it had been over five years ago... If REN was for a long time considered a trend setter, the brand simply lost its edge:

  • First: As said, clean beauty is no longer a distinguishing factor in the industry; it’s now a standard embraced by countless brands, although it remains a debatable claim
  • Second: The absence of tangible innovation has likely pushed REN out of sync with today’s skincare consumers, seeking potent, results-driven products packed with active ingredients

A glance at my beauty shelf (alright, shelves) tells the same story: most products I own prominently display one or several active ingredients and their concentration on the front of the bottle. I want transparency and effectiveness.

Beckham meme

2. The Marketing Angle: How Brands Leverage Ingredient Transparency – The Ordinary Example

The Ordinary (Deciem Group), bought by The Estée Lauder Companies Inc. in 2024 for a total investment of $1.7B, has pioneered ingredient-first marketing to the masses, thanks to transparent formulations and a powerful social media strategy.

Suddenly, terms like Niacinamide, BHA, AHA, and Squalane weren’t just for cosmetic scientists, they became the star ingredients boldly featured on packaging. The Ordinary was the first brand to fully lean into a chemist-lab aesthetic, from its branding to store displays, making you feel like a scientist in your own bathroom. For the industry, it was disruptive; for consumers, it was fun.

What has amplified the brand is its ability to connect to its audience through social media and extensive educational content on each ingredient and its benefits:

  • placing the spotlight on the actual scientists creating the products
  • collaborating with like-minded influencers passionate about skincare, ingredients-savvy, and obsessed with results

Coupled with affordable pricing, this behind-the-scenes approach made the brand:

  • Unique
  • Trustworthy
  • Innovative (hello, ‘skintellectuals’)
  • Relevant

I’m sure The Ordinary wasn’t the first ingredient-focused brand; I’m thinking here of brands like SkinCeuticals (L’Oréal), Paula’s Choice, or Kate Somerville who were all founded before The Ordinary, but it seems that it was the first to grasp the mainstream potential of ingredient transparency and transform it into a marketing powerhouse that retain attention.

The Ordinary Eye Serum
Photo by Mariia Khisamutdinova (Source)

Other Brands Championing Ingredient Transparency:

  • Krave Beauty: Provides an extensive and interactive ingredients list with detailed explanations, including what’s not in the products and recycling instructions
  • Naturium: Emphasizes ingredient performance through ‘biocompatibility’ (how skin and actives react to each other) while maintaining transparency about sourcing and formulation
  • Typology: Focuses on simple, minimal ingredient lists that prioritize essential ingredients and sustainable sourcing
  • The Inkey List: Targets skincare beginners on a budget with clear ingredient descriptions. Very comparable to The Ordinary (same affordability, formula-focused approach)
  • Medik8: Stands out for its patented and cutting-edge technologies, like the latest Crystal Retinal (a next generation of retinol, faster-acting and more effective)
  • Allies of Skin: Concentrates on high-potency multi-tasking formulations with visible concentration levels

3. How Ingredients Transparency Matters Across Generations

Gen Z (1997 - 2012): The Ingredient-Conscious Digital Natives

Gen Z has redefined the way beauty brands communicate with their audience. Raised in the age of digital transparency and SkinToks, they expect brands to be honest, educational, and interactive.

  • Digital Engagement: Social media platforms like TikTok and Instagram for beauty education and product discovery are how Gen Z consumers stay on trend. According to data found on Beauty Matter, 35% spend over four hours daily engaging with beauty content on social media
  • Transparency as Trust: 81% of Gen Z check ingredient lists before purchasing (The Industry Beauty)

Brand example: The viral brand Rhode is a great example. Owned by Hailey Bieber, the brand is not just delivering products but a vibe that screams virality and cultural moments. These mini trends, like ‘latte girl’ or ‘clean girl’, aligned with product launch schedules, all serve a minimalistic aesthetic and a simple yet trendy approach to skincare for this age group that sells. Purchasing these products means embodying this lifestyle so well illustrated by Hailey Bieber, while enjoying education on the products' formulation and benefits.

Millennials (1981 - 1996): Balancing Sustainability with Innovation

For Millennials, transparency goes beyond ingredient lists, it extends to ethical sourcing, eco-friendly packaging, and sustainable practices. This generation is more likely to support brands that align with their values of environmental responsibility.

  • Eco-Conscious Choices: According to NielsenIQ, 56% of Millennials actively consider natural ingredients or food-based alternatives in their beauty routines

Brand example: The French brand Typology is a great example for this age group. Founded by Ning Li in 2019, the brand’s statement from day 1 was:

  • No unnecessary additives
  • Locally sourced ingredients with actives coming from organic farming
  • And a no-fluff D2C marketing strategy (minimalistic packaging, products prominently sold online – although they have a pop-up in Paris)

Since 2021, the Typology is B Corp certified, strengthening the brand’s image as an ‘environmentally friendly’, ‘positive impact’ company, creating a transparent supply chain that resonates with consumers.

Typology
Photo by Killian Cartignies (Source)

Gen X (1965 - 1980): Pragmatic Consumers Seeking ‘Superior Ingredients’ and Simplicity

Often overlooked in beauty marketing, Gen X is predicted to make up 24% of global beauty spend by 2034 (NielsenIQ).

  • Informed consumers: Like other generations, Gen Xers are paying attention to the products they put on their skin: 57% of Gen X consumers read ingredient labels, seeking products that deliver tangible results, and are no strangers to Gen Z’s favourite social platform. Hello TikTokGenxbeauty
  • A maxi-wallet for ‘maximalist’ results: Today, several brands are responding to the needs of those over the age of 45, hoping to cash in on their spending power, making Gen Xers the biggest market share in the prestige beauty category (Circana)

Brand example: Take U Beauty for example, the branding speaks for itself:

  • Michelle Monaghan, the 49-year-old ‘White Lotus’ star (who easily passes for 37 imo), serves as the brand’s global ambassador, highlighting her need for ‘superior ingredients’ in a simple routine
  • Impressive ‘Real Skin / Real Results’ before-and-after photos
  • A sophisticated, impactful narrative: ‘advanced skin,’ ‘transformative skincare,’ ‘superior ingredients’

4. The Pitfalls of Transparency: Navigating Information Overload

While I’m 100% pro-ingredients-transparency and believe it has become a crucial aspect of beauty marketing, I can find myself overwhelmed by too much information, even with brands I like. This is where a smart content-marketing strategy is essential.

A recent example for me is Allies of Skin. While I love the brand and find their results-driven narrative compelling, I struggle to quickly identify which products to start with for specific skin concerns. They offer a quiz and a routine builder on their website, and the product descriptions are thorough, but navigating through the options still feels overwhelming. The search by ‘category/concerns’ can feel circular, directing you through the catalog without zeroing in on clear, standout recommendations.

That said, I follow the brand on social media and noticed how the founder actively participates in in-person marketing events, demonstrating and explaining how each product (particularly their serums) works and how they can be mixed for a streamlined routine. This hands-on approach effectively humanizes the brand and reinforces the idea of an effective yet simplified regimen, a strong selling point. However, if someone lands on the website for the first time, this valuable intel isn’t immediately apparent. That’s where content can play a pivotal role in educating potential customers and guiding them to the right products.

Why does this stand out to me? Serums are typically the priciest product category in a skincare lineup, packed with high concentrations of actives and positioned as the most effective (and worth your investment). If you have a similar consumer profile to mine: ingredient-focused, who likes balancing high-end and on-budget skincare, deciding which serum to invest in can take time, especially with prices sometimes reaching $200+/170€+.

I recognize that I may not be AOS’s core target, given the price range, but I’m still part of the segment that occasionally splurges on high-end products. Plus, I imagine even affluent buyers (maybe some Gen Xers) may seek more clarity. Refining the product selection per skin concern or category and/or introducing more funnel-oriented pages that simplify choices, e.g., Medik8 “ready-made” regimens, on their website, could be interesting to test.

Conclusion: The Future of Ingredient Transparency in Beauty

Ingredient transparency has become a cornerstone of beauty marketing, shaping consumer trust and fueling curiosity to explore new brands. They can educate themselves easily on multiple platforms, and some generations, like Gen Z, won’t hesitate to turn brands down if they don’t have enough proof before buying.

My take: as a ‘skintellectual’ buyer, I can easily spend hours researching a brand or product, digging for evidence of real results before buying. Conversations with peers in their early to mid-30s reveal a shared mindset: we see skincare as an integral part of both health and self-care, with the understanding that good habits now will pay off in the next 10 to 20 years.

Looking at the data found for this case study, it’s clear that each generation values knowledge and ingredient transparency. What’s even more interesting: these aspirations often overlap. While browsing U Beauty’s website, it struck me how generational skincare needs converge. As a Millennial (and likely for Gen Z too), the goal is to look as luminous as Michelle Monaghan when we reach her age. And for brands, the opportunity is clear: they can attract a broader audience if they remain:

  • Innovative
  • Connected to customers’ needs
  • Aspirational

In my view, ingredients and formulations will remain pivotal in beauty marketing, serving as key drivers of trust, sales, and brand loyalty across generations. Moving forward, the challenge for brands will be finding the right balance between full transparency and accessible, educational content to meet the rising expectations of increasingly ingredient-savvy consumers.

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