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The key it seems is perhaps in the mention of the ingredient ‘du jour’ in order to market a particular product with the amount and concentration of it varying significantly, and being kept under wraps, amongst the competing brands.
Given the huge variety of cosmeceutical ingredients available to skincare manufacturers, with new ones popping up every few months, it’s easy for the public not to realise just which ingredients do what and at what percentages or levels they actually have an active effect on the skin, especially when credible clinical data is lacking.
This is why professional skincare advice is a must but few actually seek it out and instead rely on supermarket and high street chemist shelves for the answers.