New skin solutions are never more than a click away in the social media era. Yet in Germany, the beauty culture is defined more by tradition than innovation. Why do older brands such as Weleda and Dr. Hauschka still resonate with people? And what can new players learn from them?

As people take a more considered approach to the ingredients in their skincare, brands are responding with products that cater to diverse skin types and tones – but finding expert validation isn’t simple. E-commerce platform RealSelf is bringing a layer of expertise to skincare. We explore the insights behind this and dig into the growing appeal of science-backed beauty.

Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

Savvy beauty buyers are paying close attention to what ingredients go on their bodies, with many taking cues from influencers instead of in-store assistants. French social media personality Garance Doré’s skincare line caters to these habits with simple ingredients and no-frills messaging.