We were delighted to be featured in The Sun on Thursday 6th November 2025, where our founder and chemist Julie Macken spoke about the “smoke and mirrors” in today’s skincare industry — and how many products are really just selling water and processing chemicals.
Julie explained that while creams once contained less than half water, some now reach 90%, leaving only a small amount of truly beneficial ingredients. Adding water also means more preservatives, stabilisers and emulsifiers, which can harm the skin’s natural barrier. Even high-end brands are guilty of this “skimpflation”, where expensive oils and waxes are replaced or diluted, meaning customers pay more for less.
Julie’s advice is simple: always check the ingredients list — if “aqua” comes first, it’s mostly water — and opt for pure, natural options like organic sunflower oil on damp skin for better hydration, value, and care for both you and the planet.
And here’s a link to the article: https://www.thesun.co.uk/fabulous/37232226/beauty-products-shrinkflation/