Nearly 85% of women believe that skincare marketing has become too full of jargon for the average person to understand, according to a new consumer study.
The research, which surveyed 2,000 women, highlights a significant gap between consumer purchasing behaviour and actual product education.
The study was commissioned by skincare brand Skin Rocks, founded by industry expert Caroline Hirons, to coincide with its new Make Skincare Make Sense campaign.
While 43% of respondents stated they like to think they are clued up on the latest beauty innovations, 37% admitted they purchase products with "buzzword" ingredients without fully understanding how or when to use them.
The active ingredient knowledge gap
The data revealed widespread uncertainty surrounding the specific functions of popular active ingredients and terminology frequently used on product packaging:
Retinoids: Only 36% of women surveyed could correctly explain the primary purpose of retinoids.
Ceramides: An overwhelming 81% of respondents stated they had no idea what ceramides do for the skin.
Niacinamide: Roughly 86% of participants did not know the primary usage of niacinamide in a skincare routine.
Glycolic Acid: Conversely, consumer knowledge was higher for chemical exfoliants, with 26% accurately identifying that glycolic acid is designed to exfoliate and improve skin texture and tone.
The lack of clarity also extends to product function and definitions. Over half of the respondents (54%) could not define "free radicals," 34% were confused by the term "cell turnover," and 63% did not know the meaning of "non-comedogenic".
Consequently, 44% of those surveyed stated they frequently feel confused by the text on skincare packaging.
Application mistakes and skin irritation
This consumer confusion is increasingly translating into application errors and product misuse in the treatment room and at home.
According to the data, 60% of women are unsure about which ingredients should be used specifically at night versus in the morning.
Only 19% claim to know the correct order to apply their products and stick to it, while 29% admitted they are completely unaware of the correct layering process.
Meanwhile, 41% expressed a lack of confidence regarding the correct physical amount of product to apply to their skin.
This lack of structural guidance has led 33% of consumers to combine active ingredients without knowing if they should safely be used together.
For many, this trial-and-error approach has resulted in visible cutaneous damage, with nearly three in 10 women (29%) experiencing irritation, breakouts, or skin barrier issues after using a product they did not fully understand.
Where are beauty clients sourcing advice?
When it comes to navigating product choices, the study indicates a shifting advice landscape for modern consumers:
No advice: 35% of women do not seek out skincare advice from any source at all.
Brand sites & peers: 25% look to brand websites for guidance, and an equal 25% ask friends and family.
Professionals: 22% stated they would listen to a qualified dermatologist.
While 33% noted that expert advice holds the most influence over their final purchasing choices, the largest single segment (39%) stated that none of these common sources have a strong impact on their ultimate buying decisions.
Commenting on the structural findings, Skin Rocks founder Caroline Hirons 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. With so much jargon and so many trends, it’s easy to feel overwhelmed, which is why simple, clear guidance has never been more important."
Hirons added that the issue stems directly from cosmetic positioning: "People were overwhelmed, confused, and misled by buzzwords and trends rather than being given real education on what their skin actually needs."
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