Publish the full INCI
The omissions are the point.
What the front of the bottle leaves out
The fragrance, the alcohol, and the ingredient you have been reacting to for years.
How we work
Publish the list, refuse the claim
Cosmetic marketing works by selecting three ingredients to celebrate and saying nothing about the other forty. The INCI list, which regulation requires, is where the full formulation appears — including fragrance allergens, which are the commonest cause of contact reactions and the reason many people never identify what their skin dislikes.
The other discipline is refusing the medical claim. A cosmetic cannot lawfully claim to treat acne, eczema or hair loss, and the ones that imply it are both breaking the rules and keeping people away from a pharmacist who could actually help. Saying that costs sales on exactly the products people most want to believe in.
Patch testing is the small thing worth insisting on. Reactions to hair dye can be severe, previous uneventful use is no protection, and the 48-hour test exists because of real harm. It is inconvenient, and no reputable retailer should help anyone skip it.
Our principles
Three beliefs behind the method
No medical claims
A cosmetic is not a medicine.
Patch test, 48 hours
Past use is not protection.
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