By  on January 26, 2018

The days of top-secret ingredients and formulations are over.

Instead of beauty brands slapping multi-hundred-dollar price tags on products where the ingredients, for decades, have been shrouded in secrecy — whether under the guise of proprietary blends or just to foster an air of mystery and allure — a new movement is taking shape. A handful of beauty players — from mass to prestige, indie to legacy — are adopting a new modus operandi when it comes to the way they speak to customers — and it’s all about being radically transparent.

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