The high standards of products come from work: trying out formulas, conducting research, decoding ingredient lists, talking to experts, talking to people who really interact with beauty, and thinking about the “reasons” behind all these. There are no shortcuts to high standards. High standards are not a goal: it is a process of continuous development, which evolves with the development of innovation.
For this reason, we always pay attention to research on the latest ingredients: we want to provide and recommend high-quality, effective and safe products-which means to understand what the latest intel says. Data, innovation and trends are always changing, and it is important that we know what is happening so we can make wise recommendations.
We also understand that seals and certifications can provide insights about product quality, but they do not always provide a reference for the whole situation. Although we believe that third-party verification may be useful for certain brands and websites, we believe that this is not done once and for all. In the final analysis, we value brands that provide products with thoughtful, scientifically based, and honest information-regardless of whether the product is certified or not.
Finally, our standards are not affected by delivery trends, currency pressures or external incentives: the content we write and recommend in the editorial content has been selected and reviewed by our editors.