Why we print the concentration

Most skincare tells you what is in the bottle. Very few tell you how much. The distinction matters, because an ingredient present at a trace amount and an ingredient present at an active amount are, from your skin's point of view, different ingredients.

We print the concentration of every active on the front of the bottle. Niacinamide at 5%. Azelaic acid at 10%. Bakuchiol at 1%. Not because the numbers are impressive — some of them are deliberately modest — but because a number is checkable and an adjective is not.

It also makes our formulas harder to change quietly. If we lower a concentration, the bottle says so.