Do Ingredient Claims Matter More Than Brand Names in Beauty?
As beauty buyers go label-skeptic, ingredient claims are now the new currency. We explore this consumer shift and what it means for design and storytelling.
03 Jul'25
By Amanda
Do Ingredient Claims Matter More Than Brand Names in Beauty?
Walk into any beauty aisle today, and it’s not “HydraLux by Maybliss” catching eyes, it’s “2% Salicylic Acid Serum” in bold letters. Gen Z doesn’t just shop for brands anymore; they shop for ingredients that work. According to NielsenIQ, 44% of skincare consumers now seek specific ingredients when choosing a product, even if they haven’t heard of the brand.
Traditionally, beauty brands built loyalty through legacy, celebrity, or luxury perception. But in today’s skincare space, loyalty is shifting from the brand to the benefit.
This shift isn’t just disrupting product R&D, it’s changing the entire visual identity of beauty.
What’s Fueling This Ingredient-First Obsession?
- Search behavior: “Niacinamide serum” gets more monthly searches than many leading brand names in India. (Google Trends)
- Skintellectuals: Consumers research ingredients deeply and call out “greenwashing” or buzzwords without proven results.
- Minimalism: New buyers prefer clean, clinical packaging with ingredient percentages and clear benefits.
"I don’t care about the logo—I care about whether this calms my redness,” says Mira, a 24-year-old content creator who switched from luxury brands to minimalist DTC skincare.
What This Means for Creative & Packaging Teams
Ingredient-first design flips the traditional hierarchy of beauty branding. Instead of a logo-first layout, you now lead with:
- Ingredient name
- Benefit in 2–3 words (“Reduces oil,” “Calms acne”)
- Percentage strength
- Dermatologist quote or clinical stat
Design Cue Shifts We're Seeing
Traditional BrandingIngredient-Led BrandingHero shot of celebrityHero shot of ingredientLogo-centric labelIngredient-centric labelBrand-first storytellingSkin concern-first messagingEmotional adjectivesClinical claims & percentages
Ingredient-Led Brands Killing It Right Now
- Minimalist – 2% Salicylic Acid, 10% Vitamin C front and center
- The Ordinary – Synonymous with active ingredients
- Chemist at Play – Indian brand using dermat-approved actives
The Takeaway for Beauty Marketers
To win the new consumer:
- Lead with transparency
- Highlight ingredients over endorsements
- Invest in motion design that educates and builds trust
Because right now, the most powerful brand in beauty might just be Niacinamide.
For more blogs like this, check out Admigos here! https://www.hireadmigos.com/thrve/beauty%20intel/Why_ASMR_Beauty_Reels_Outperform_Voiceovers_
#IngredientClaims #BeautySearchBehavior #Skintellectuals #MinimalistSkincare #IngredientLedBranding #AdmigosMotion #BeautyContentMarketing
AI-Powered Skincare Feels Empty? Here’s Why Your Beauty Routine Needs a Human Touch.
When AI meets skincare, it can feel smart—but does it feel you? In India’s booming beauty world, algorithm-led brands are racing to personalise routines. But without emotional resonance, they miss the point. Here’s why your skincare deserves more than code—and how human-first storytelling makes all the difference.
Flipkart vs QVC: India’s Livestream Beauty Era Has Begun
Flipkart’s live commerce revival is bringing back the QVC experience with a Gen Z twist. What it means for beauty brands and shoppers.
