<img src="https://magarticles.magzter.com/articles/2241/373767/5d89f1572a60a/1569321101398.jpg"" owidth=585 oheight=806" style="height:689px; width:500px" />Until just a few years ago, the only way to know what was in your cleanser or serum was to read the tiny label on the back of the packaging. That is, until brands like The Ordinary launched in 2016, showing offstar ingredients front and center. The line&rsquo;s Glycolic Acid 7% Toning Solution ($9) and Niacinamide 10% + Zinc 1% ($6), for example, quickly became cult favorites. Fast-forward to 2019, and anyone serious about their skin care knows the difference between hyaluronic and salicylic acids (the first is hydrating, and the second is drying). Suddenly, we&rsquo;re all ingredient experts&mdash;or so we may think. &ldquo;I find most of my patients spend a lot of money on the wrong things,&rdquo; says New York City dermatologist Anne Chapas, MD. Without knowing what works best for their skin, they run the risk of irritation and allergic reactions, she says, so she urges her patients to consider their skin type when choosing products, not just relying on what&rsquo;s buzzy on the internet.A new brand making ingredient-first products accessible and safe is The INKEY List (the name is a play on the industry shorthand for &ldquo;ingredient list&rdquo;). The UK-based company touts hero ingredients with the whys and hows spelled out on the packaging. &ldquo;We make ingredients easy to understand and use,&rdquo; says cofounder Mark Curry. Thanks to nononsense formulas designed to work together and the brand&rsquo;s commitment to answering customer questions, including every Instagram DM, users feel confident experimenting on their own (and for just $15 or less).The INKEY List&rsquo;s team also uses the web to learn what will be in demand next. Recently, followers requested a specific acne-fighting ingredient via DM. &ldquo;Niacinamide&mdash;that was the biggest miss for us,&rdquo; says cofounder Colette Newberry. The brand launched a serum straightaway. Online outreach also inspired the new community-based program, The INKEY Lab. &ldquo;It&rsquo;s where we experiment with [ingredients] that are trending or that people haven&rsquo;t even heard of,&rdquo; Curry says. And it&rsquo;s led to the creation of products like Tranexamic Acid Night Treatment ($15), which was made in collaboration with Sephora&rsquo;s social media, marketing, and online buying teams.Also relying on web intel, skin-care brand Mxt uses an online quiz and AI-powered algorithm so people can make customized formulations or shop by ingredient. Mxt also details its entire ingredient supply chain on its site.&ldquo;I think ingredients are in the spotlight because of macro trends like personalization and transparency,&rdquo; says Curry, who also predicts an eventual shift from multilayered skin-care routines as customers face ever-increasing demands on their time. But come that day, at least we&rsquo;ll have better skin&mdash;and the beginnings of a chemistry degree&mdash;because of it.

Mix-And-Match Skin Care

ELLE US

THEY'RE WITH THE BAND

RETURN TO FORM

Cosmopolitan US

COQUETTE

You're About to See Vacation Everywhere

Is Speed Dating...Back?

JEWEL WILL STILL SAVE YOUR SOUL

The MAGIC of CHARLOTTE TILBURY

LOOKING FOR TONI LANE

ONLY IN VENICE

sabrina carpenter

Ms. Bright Side

SUMMER SOUNDS

Prevention US

Craft your perfect SKINCARE ROUTINE

What It's Really Like to Cut Off Your Parents

Higher Power

Let's Talk About WRINKLES

Beauty TOOLS and TECH

Common SKIN CONCERNS, solved

We Need to Talk About Secondary Infertility

Young Love ON THE Streets OF Mexico City

MUSIC for This MOMENT

The Skin You LIVE IN

Y'all Better Not Be Sleeping on Canada

BODY BY BOTOX

GREATEST HITS

RISE & SHINE

EAT for better skin

Guitar Player

WATER UNDER THE BRIDGE

TIP SHEET

EYE ON THE PRIZE

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Malayalam(മലയാളം)

Tamil(தமிழ்)

Telugu(తెలుగు)

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is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.

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which gives digital readers unlimited access to 8,500+ magazines and newspapers for a monthly subscription price. Magzter also has the largest number of stories in the world with its game-changing ezRead 2.0 feature for its apps, which enables smartphone and small-screen mobile users to enjoy magazine content the way it was meant to be enjoyed, with article text that is easy to read and is accompanied by stunning videos and high resolution photography.

{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.