Posts Tagged ‘The Ordinary’
A new EWG analysis of serums and essences, popularized by Korean beauty, or K-Beauty, finds that about 40 percent of the products were formulated with less hazardous ingredients. U.S. sales of K-beauty products have increased by almost 300 percent in the past two years alone.
EWG researchers analyzed 352 products in the Skin Deep database from U.S., European, Korean and other Asian companies, looking at the hazards posed by the ingredients and the price point per fluid ounce. Skin Deep assesses products based on the hazards associated with their ingredients. Consumers often assume that more expensive skin care products are made with healthier ingredients. This is not always the case. Many of the green-scoring products we assessed cost less per fluid ounce than did products with worse scores. Some of the most expensive products – costing as much as $640 per fluid ounce – scored in the red range.
“We analyzed the ingredients used to make the serums and essences based on their hazard scores in Skin Deep,” said Kali Rauhe, an associate database analyst at EWG. “Sixty-six of the products met the strictest criteria for health and transparency, to earn the EWG VERIFIED mark. Five of these EWG VERIFIED products made our Best Bets list, meaning they are less hazardous for you and your wallet.”
EWG researchers found that companies can make a trendy personal care product that also meets the rigorous standards for health and transparency dictated by the EWG VERIFIED program. “We wanted to highlight that product marketing, packaging and cost often have very little to do with the safety of the ingredients used in the product,” said Nneka Leiba, director of EWG’s healthy living science program. “Consumers are drawn to the design and price point without realizing that the information on the front of the package is not vetted by the Food and Drug Administration, the agency governing personal care products. So a company can claim almost anything and use almost any ingredients without penalty because they’re so poorly regulated.” (more…)
On Monday Deciem founder, Brandon Truaxe, posted a bizarre video entry on the brand’s Instagram account, claiming that the company “will shut down all operations until further notice, which is about two months,” indicating that members of his team have been embroiled in a “major criminal activity.” This is just one example of the erratic behavior Truaxe has displayed since February, when he fired brand co-founder, Nicola Kilner (who was subsequently rehired in July). In April Truaxe fired the brand’s entire U.S. staff and June he announced that Deciem would be leaving Sephora for Ulta (something which was never realized).
Update: Estée Lauder, who owns a 28% stake in Deciem has just filed an injunction against Truaxe, asking that he be removed from the company and replaced by Kilner as sole CEO. Truaxe has since posted correspondence from Lauder.
Deciem is known for housing several trendy beauty lines, including The Ordinary, NIOD, Hylamide, Chemistry Brand, Stemm, Fountain, HIF, Ab Crew, and Abnormaly, as well as off-shoots, Loopha, White Rx, Inhibitif, Halftone, Hippooh, and Stencil. Its lines are vertically integrated and benefit from the sharing of proprietary technology. As of late Tuesday, nearly all of Deciem’s stores in the US, Canada, UK, Australia, South Korea, and The Netherlands were closed. Only Mexico City’s three stores and its offices in Toronto, London, Melbourne, and Nottingham currently remain open.
In Truaxe’s post, he accuses a number of high-profile cosmetics, fashion, and lifestyle, companies, including Estée Lauder Hyatt, LVMH, David Yurman, Tom Ford, and many others of “financial crimes.” A spokesperson for Lauder responded, “The Estée Lauder Companies is a minority investor in Deciem and as such we do not control Deciem’s operations, social media or personnel decisions. We are deeply concerned by the material that has recently been posted on social media and will defend our right as a minority investor.”