Transparency in clean beauty: INCI literacy is on the rise

Consumers now scan the ingredient list and question every component. For brands, transparent communication is no longer a marketing option but a necessity.

Although the definition of 'clean beauty' varies from market to market, the common denominator is transparency: consumers want to know what is in a product and why. The INCI list is no longer a technical detail to be hidden but a communication tool.

This trend also places responsibility on suppliers and distributors: ingredient origin, certifications, and the scientific basis of claims must be clearly documented.

By clearly presenting the INCI and function information for every product in its catalog, Latro aims to meet this expectation of transparency.