Key Insights

• Trust in Influencer Reviews: Only 54.4% of shoppers trust these reviews.
• Lab Testing as a Trust Signal: Formal lab testing is the most trusted indicator of product quality.
• Skepticism Towards Media Awards: Many consumers view awards and customer reviews as potentially biased.

(More insights are included in the full report.)

⭐️ Access the Full Skincare Brand Trust Report Here (PDF)

Why This Matters:

Trust is crucial for brand loyalty, and recent research indicates that traditional marketing strategies may be ineffective. Modern skincare shoppers increasingly question the authenticity of claims, reviews, and accolades. Brands that acknowledge and address these perceptions will be better positioned to foster enduring customer relationships.

About the Report:

• Conducted by Dr. Heather Smith, founder of bareLUXE Skincare
• Released: August 2025
• Participants: 237 U.S. skincare consumers
• Method: Online consumer survey via a third-party aggregator, ensuring a representative sample of U.S. skincare shoppers.

Why Release These Findings?

The indie beauty sector is facing closures at a troubling rate, often overshadowed by aggressive marketing and mass-produced products. As an independent founder, I believe that transparency can extend beyond customer relations. Providing honest insights to indie founders can empower the industry to grow stronger and more resilient.