Nip + Fab is aiming to bring new levels of transparency to the beauty industry with a streamlined skin care line called The Fix.
Described as a skin care “philosophy”, the high-performance three-product line is aimed at consumers who are sceptical about whether topical products really work.
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Incorporating a serum, cream and SPF, each product will have its “complete recipe” detailed online.
This will include not only a list of ingredients – something commonly found on product INCI lists – but their quantities too.
Levels of all the ingredients used are typically not disclosed by brands for entire formulas.Full testing reports for each ingredient will also be made available, including clinical studies, lab results and raw supplier data, beyond just the claims which are drawn from them – including any failures.
The Fix will also be accompanied by commercial information related to the price of all the elements that go into creating the products.
The goal is to democratise accessibility to the very best, to as many people as possible
“This is not simply another product launch, it is a movement, the setting of new industry benchmarks in transparency, just as we did 15 years ago,” said Michael Hume, Managing Director of Nip + Fab.
“Skin care has become noise and misinformation, and we wanted to remove it rather than add to it.
“We wanted to re-establish trust with people who are rightly sceptical of topical skin care.
“That meant publishing everything: every ingredient at the level we use it, every test we ran, including the ones we did not pass first time, and what it costs us to make it.
“Not just creating the most efficacious system for preventing and reversing the hallmarks of aging out there, at any price point. Creating trust.”
Beauty industry experts
With The Fix, Nip + Fab is also aiming to bring greater transparency to beauty marketing and promotion.
Industry experts ranging from cosmetic scientists, engineers and “voices of authority” within the beauty industry, have been given the product to test, and a chance to scrutinise the formula before launch.
They will be sharing their thoughts on the range and its approach to transparency from today (22 September), ahead of its launch on 29 September.
“We are going to share all the information with them, and we want them to tell the truth about what they think it means for the industry, what positive change is coming, [and] the fact that a brand has had the confidence to be able to do this for the first time,” Hume told Cosmetics Business.
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