A study of 2,000 women has revealed that 37% purchase skincare products based on buzzword ingredients like retinol and hyaluronic acid without fully understanding their purpose or proper usage. The research, commissioned by Skin Rocks, found that 43% of women consider themselves knowledgeable about the latest beauty innovations, yet a significant portion are buying into trends without comprehension.
Lack of Ingredient Knowledge
Only 36% of participants could correctly explain what retinoids do, while 81% had no idea about ceramides. Just 26% accurately identified glycolic acid's primary function: exfoliation and improving skin texture and tone. Additionally, 86% didn't know niacinamide's role, and 60% were unaware which ingredients should be used at night versus morning.
Nearly nine in 10 (85%) believe skincare has become overly jargon-filled for the average person. Caroline Hirons, founder of Skin Rocks, stated: "People are buying products because they’ve heard the name, not because they understand it. We’re seeing a real disconnect between how confident people feel and how much they know about what they’re using on their skin."
Confusion in Application and Order
Only 19% know the correct order to apply skincare and stick to it, while 29% admit they have no idea. Half of all women have felt unsure about the correct order at some point. Uncertainty also extends to product quantity: 41% are not confident they apply the correct amount.
This confusion leads to misuse: 33% have combined ingredients without knowing if they should be used together, and 29% experienced irritation, breakouts, or other skin issues as a result.
Sources of Advice and Overwhelm
More than a third (35%) receive no skincare advice. Of those who do, 25% consult brand websites, 25% ask friends and family, and 22% listen to dermatologists. A third say expert advice most influences their purchases, but 39% said no source strongly impacts their decisions.
Despite the complexity, 53% use between two and four products daily. However, a third feel overwhelmed by the sheer choice, and 12% admit to guessing and hoping for the best. Nearly 44% often feel confused by the language on packaging.
Top Confusing Skincare Phrases
The study identified the most confusing terms: non-comedogenic (63% didn't know), free radicals (54%), cell turnover (34%), medical grade, double cleanse, antioxidant, pH-balanced, collagen, active ingredients, and skin barrier.
Caroline Hirons added: "After working with hundreds of brands and seeing the same issue over and over again. Not with the products themselves, but with the way skincare was being marketed. People were overwhelmed, confused, and misled by buzzwords and trends rather than being given real education on what their skin actually needs."
