High standards for products come from doing things: Trying recipes, researching, decoding ingredient lists, talking to experts, talking realistically interacting with beauty and think about the “reason” behind it all. There are no shortcuts to high standards. High standards are not the end either: It is a process that continues to evolve like innovation.
To do this, we are always up to date with the latest ingredient research: We want to offer and recommend products of high quality, efficacy and safety – and that means knowing the best. What the latest information says. Data, innovation and trends are always changing and it is important that we know what’s going on so we can make informed suggestions.
We also understand that the seal and the certificate can provide details about the quality of the product, but it doesn’t always provide the full picture. While we believe third-party verification can be helpful for some brands and websites, we don’t believe it is all-out and ultimate. Ultimately, we appreciate brands that deliver an honest, scientifically supported, thoughtful message about their products – whether it’s certified or not.
Ultimately, our standards are not affected by passing trends, currency pressures or external incentives: What we write and recommend in our editorial content has been Our editors sift through and review.