What do consumers want from skin care products?

Paula Begoun, aka the ‘cosmetics cop’, is an author and Founder of Paula’s Choice. Here she solves the mystery of what consumers want.

You have been writing about beauty for 30 years. How has the industry changed?
It’s the 30th year since I wrote my first book, Blue Eyeshadow Should be Illegal, and the past three decades have propelled skin care knowledge to unbelievable new heights. The amount of real research, and not just marketing claim research, is astounding. Our understanding of skin care, ingredients and the physiology of skin is so vast it takes my entire team to stay on top of all of it.