In the past, women bought skincare based on brand names, packaging, and advertising. Over the last two years, women have become much savvier in their choices of skincare according to Women’s Facial Skincare Consumer Report 2017. 40-50% of women actively seek natural or organic ingredients free of parabens, gluten, sulfates, pthatlates, and fragrance.
Women are starting to realize that skin sensitivity is more likely from the hundreds of chemicals found in commercial skincare products. Female consumers have also been increasingly aware of health and wellness trends. They carefully watch the food they eat and get plenty of exercise so it’s no wonder that they are starting to become more concerned about the ingredients in their skincare.
Female consumers also expect full disclosure and transparency. The ingredients should be clearly listed on the label as well as product testing information. Leaping Bunny and cruelty-free certifications have also become much more important than in the past.
KalVera Skincare was created specifically for the savvy female consumer who is aware of ingredients in her products. Each ingredient has been personally reviewed by Dr. Kalpana DePasquale, the founder. Dr. D, as people commonly refer to her, became an advocate for full disclosure and healthy ingredients in skincare after she had thyroid cancer in her early 30’s. She was dismayed to find that there was little to no regulation of ingredients in skincare products. The Toxic Substance Control Act (TSCA) was passed in 1976 but all existing chemicals were grandfathered in and deemed to be safe. TSCA does not separate chemicals into categories of toxic and nontoxic. It just prohibits manufacturers from importing chemicals that are not on the TSCA inventory.
Many products on the market list only active ingredients on the label, make it difficult to view a full listing of ingredients and even misrepresent the product as “Natural” or “Organic”. Consumers need to be able to view a listing of ingredients and quickly pick out ingredients that are a hard no for their skin health and avoid those products.