Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

With social media cluttered with beauty tips, credibility is a high priority. Cutting through this noise is Neutrogena – its SkinU campaign aims to quash skincare myths. As people become more critical of online influencers, the brand aims to tackle this with short-form educational videos.

Although it was originally positioned as being ‘safe’ and ‘free from nasties’, the concept of ‘clean beauty’ lacks clarity. It's being criticised for not being clear enough on ingredients – especially for those who have chronic diseases that impact what ingredients they can use.

American dermatologist Dr. Muneeb Shah has built a cult following on TikTok with his entertaining yet educational videos on all things skincare. His bite-sized tips and product recommendations help to combat digital misinformation by broadening access to trustworthy professional guidance.

Chronic skin conditions don’t get much attention in the beauty industry but skincare brand Topicals is looking to change the narrative. With playful packaging worth flaunting instead of hiding and copy that promotes body-neutrality, it’s catering to a traditionally underserved audience.