What's inside
What's inside
Key Ingredients
Benefits
Concerns
Ingredients Side-by-side
Water
Skin ConditioningCitrus Limon Fruit Extract 10%
MaskingButylene Glycol
HumectantGlycerin
HumectantNiacinamide
SmoothingPentylene Glycol
Skin ConditioningPropanediol
SolventBifida Ferment Lysate
Skin ConditioningChondrus Crispus Extract
Skin ConditioningSaccharum Officinarum Extract
MoisturisingChlorella Vulgaris Extract
Skin ConditioningCentella Asiatica Extract
Cleansing1,2-Hexanediol
Skin ConditioningCholeth-24
EmulsifyingCaprylyl Glycol
EmollientBetaine
HumectantGlucose
HumectantPanthenol
Skin ConditioningEthylhexylglycerin
Skin ConditioningFructooligosaccharides
HumectantFructose
HumectantTromethamine
BufferingAllantoin
Skin ConditioningAscorbic Acid
AntioxidantBetaine Salicylate
AntimicrobialCitric Acid
BufferingLactobionic Acid
BufferingSodium Ascorbyl Phosphate
AntioxidantTranexamic Acid
AstringentTocopherol
AntioxidantCarbomer
Emulsion StabilisingDisodium EDTA
Xanthan Gum
EmulsifyingParfum
MaskingWater, Citrus Limon Fruit Extract 10%, Butylene Glycol, Glycerin, Niacinamide, Pentylene Glycol, Propanediol, Bifida Ferment Lysate, Chondrus Crispus Extract, Saccharum Officinarum Extract, Chlorella Vulgaris Extract, Centella Asiatica Extract, 1,2-Hexanediol, Choleth-24, Caprylyl Glycol, Betaine, Glucose, Panthenol, Ethylhexylglycerin, Fructooligosaccharides, Fructose, Tromethamine, Allantoin, Ascorbic Acid, Betaine Salicylate, Citric Acid, Lactobionic Acid, Sodium Ascorbyl Phosphate, Tranexamic Acid, Tocopherol, Carbomer, Disodium EDTA, Xanthan Gum, Parfum
Water
Skin ConditioningButylene Glycol
HumectantCitrus Limon Fruit Extract
MaskingGlycerin
HumectantNiacinamide
SmoothingPropanediol
SolventPentylene Glycol
Skin ConditioningSodium Ascorbyl Phosphate
AntioxidantAscorbic Acid
AntioxidantCentella Asiatica Extract
CleansingCitric Acid
BufferingBifida Ferment Lysate
Skin ConditioningLactobionic Acid
BufferingChondrus Crispus Extract
Skin ConditioningSaccharum Officinarum Extract
MoisturisingChlorella Vulgaris Extract
Skin ConditioningFructooligosaccharides
HumectantEthylhexylglycerin
Skin ConditioningCaprylyl Glycol
Emollient1,2-Hexanediol
Skin ConditioningCholesterol
EmollientGlucose
HumectantBetaine
HumectantFructose
HumectantCarbomer
Emulsion StabilisingTromethamine
BufferingDisodium EDTA
Xanthan Gum
EmulsifyingSalicylic Acid
MaskingTocopherol
AntioxidantPanthenol
Skin ConditioningAllantoin
Skin ConditioningParfum
MaskingWater, Butylene Glycol, Citrus Limon Fruit Extract, Glycerin, Niacinamide, Propanediol, Pentylene Glycol, Sodium Ascorbyl Phosphate, Ascorbic Acid, Centella Asiatica Extract, Citric Acid, Bifida Ferment Lysate, Lactobionic Acid, Chondrus Crispus Extract, Saccharum Officinarum Extract, Chlorella Vulgaris Extract, Fructooligosaccharides, Ethylhexylglycerin, Caprylyl Glycol, 1,2-Hexanediol, Cholesterol, Glucose, Betaine, Fructose, Carbomer, Tromethamine, Disodium EDTA, Xanthan Gum, Salicylic Acid, Tocopherol, Panthenol, Allantoin, Parfum
Ingredients Explained
These ingredients are found in both products.
Ingredients higher up in an ingredient list are typically present in a larger amount.
1,2-Hexanediol is a synthetic liquid and another multi-functional powerhouse.
It is a:
- Humectant, drawing moisture into the skin
- Emollient, helping to soften skin
- Solvent, dispersing and stabilizing formulas
- Preservative booster, enhancing the antimicrobial activity of other preservatives
Allantoin is a soothing ingredient known for its protective and moisturizing properties; it's basically a quiet workhorse ingredient you can find in a huge range of cosmetics.
Though it can be derived from the comfrey plant, allantoin is produced synthetically for cosmetic products to ensure purity.
Research shows it can encourage your skin cells to turn over and renew by stimulating keratinocyte and fibroblast proliferation.
It also has mild keratolytic properties to help loosen and shed dead skin cells without being harsh.
Studies also suggest allantoin can help calm inflammation by dialing down some of the chemical signals your skin sends out when it is irritated.
This ingredient is typically used in the 0.1-0.5% range, and the FDA recognizes it as a skin protectant in OTC products up to 2%.
Overall, allantoin is a wonderful addition to most routines; it is stable across a wide pH range (~4-8), works well with other ingredients, and is considered non-sensitizing/non-irritating.
Fun fact: Allantoin is naturally occurring in comfrey root, beets, chamomile, and wheat sprouts. Our bodies even produce it as a byproduct of uric acid metabolism.
Learn more about AllantoinAscorbic Acid is is pure Vitamin C and is the biologically active form used directly by skin.
Not only is vitamin C great for your overall health and immune system, but it also has plenty of benefits for your skin. It is best supported by academic literature for:
Topical vitamin C has been shown to help neutralize oxidative stress from UV and pollution, helping to improve photoaging and hyperpigmentation when used consistently.
One clinical study found that using 5% topical vitamin C for six months improved signs of photodamaged skin, both on the surface and in the deeper structural layers of the skin.
While vitamin C doesn’t replace sunscreen, studies show it can boost photoprotection when combined with Vitamin E and ferulic acid. These two ingredients help improve stability and protective effects.
The big downside of this ingredient is formulation difficulty. Vitamin C is prone to oxidation and doesn't penetrate the skin unless formulated correctly. Research found that vitamin C absorbs into the skin best at a low pH (< 3.5) with about 20% being the upper limit for effective absorption.
Skin levels can saturate after repeated application; this means your skin won’t keep absorbing more once it’s full of vitamin C. This is why more isn’t always better with vitamin C and why very high concentrations don’t necessarily give extra benefits.
Ascorbic acid generally works well with many skincare ingredients but can be irritating when combined with other active ingredients. Strong oxidizing acne treatments like benzoyl peroxide can reduce the effectiveness of vitamin C if they are used at the same time; they are often recommended for use at different times of day.
Read more about other types of Vitamin C:
Foods rich with vitamin C include oranges, strawberries, broccoli, bell peppers, and more. When consuming Vitamin C, your skin receives a portion of the nutrients.
Learn more about Ascorbic AcidBetaine is a humectant. Like hyaluronic acid, it helps attract and retain moisture in the skin. It’s known for being gentle and for helping the skin maintain balanced hydration.
Betaine is mainly used to improve hydration and support calmer skin. It helps skin cells regulate water balance because it functions as an osmolyte.
Some studies suggest betaine may support making skin tone more even.
Fun fact: Betaine naturally exists in the skin and the body. In cosmetic products, it can be either plant-derived (most commonly from sugar beets) or synthetically produced for consistency and stability.
Betaine is also known as trimethylglycine.
Learn more about BetaineBifida Ferment Lysate is a postbiotic ingredient made by fermenting Bifidobacterium to extract a nutrient-rich mix of peptides, amino acids, vitamins, organic acids, and polysaccharides.
These components are basically the building blocks that your skin already uses to stay hydrated, repair itself, and maintain its barrier. That's why this ingredient helps your skin hold onto moisture and stay resilient against irritation.
One in-vitro study found that this ingredient tells your skin cells to produce more of the proteins (filaggrin, loricrin, and involucrin) for building a strong and healthy barrier. This study also found this ingredient to be a solid antioxidant that helped neutralize damage against UV and pollution.
A study with people from 2010 found that sensitive, reactive skin using a cream with 10% of this ingredient for a month became noticeably less dry, less reactive, and harder to irritate compared to the group using a plain cream.
In short, this ingredient is a well-tolerated ingredient that can help with barrier repair, antioxidant protection, and calming reactive skin.
This ingredient is generally considered fungal acne (Malassezia) safe; Bifidobacterium is a bacterium, not a yeast or fungus.
The fungal acne concern with fermented ingredients mainly applies to yeast-derived ferments like Saccharomyces and Galactomyces, because those are in the same kingdom as Malassezia and could theoretically contain residual compounds that feed it.
Bifida is a completely different organism, so on its own it doesn't provide a food source for the Malassezia yeast that causes fungal acne.
Learn more about Bifida Ferment LysateButylene Glycol (or BG) is used within cosmetic products for a few different reasons:
Overall, Butylene Glycol is a safe and well-rounded ingredient that works well with other ingredients.
Though this ingredient works well with most skin types, some people with sensitive skin may experience a reaction such as allergic rashes, closed comedones, or itchiness.
Learn more about Butylene GlycolCaprylyl Glycol is a humectant, skin conditioner, emollient, and preservative booster derived from either caprylic acid or synthetically created.
Typical use levels vary from 0.3-1% as a preservative booster and go up to 2% to condition skin.
Because it is not a free-fatty acid or alcohol, this ingredient is fungal acne safe (there's nothing for Malassezia to feed on).
Learn more about Caprylyl GlycolCarbomer is a high-molecular weight polymer of acrylic acid. It is used to form gels and thicken formulas.
Due to its large molecular size, carbomer has minimal skin penetration and is considered an inert ingredient.
A high amount of carbomer can cause pilling or balling up of products. Don't worry, most products contain 1% or less of carbomer.
Learn more about CarbomerCentella Asiatica Extract (Centella) is derived from an herb native to Southeast Asia. It is famous for its anti-inflammatory and soothing properties.
Centella is rich in antioxidants and amino acids, such as Madecassic Acid and Asiaticoside.
Studies show the compounds in centella help with:
The combination of all these properties makes centella effective at soothing, hydrating, and protecting the skin.
Other great components of centella include Vitamin A, vitamin C, several B vitamins, and Asiatic Acid.
Fun fact: Centella has been used as a medicine and in food for many centuries. As a medicine, it is used to treat burns, scratches, and wounds.
Learn more about Centella Asiatica ExtractChlorella Vulgaris Extract comes from a green microalga. It is hydrating and contains antioxidants.
Studies also show Chlorella Vulgaris may help in rebuilding collagen and elastin. This ingredient is made up of lipids, carbohydrates, and chlorophyll.
Fun fact: This ingredient is commonly used as food additive in Japan.
Learn more about Chlorella Vulgaris ExtractChondrus Crispus Extract comes from a red algae native to the northern Atlantic coasts of Europe and North America. It helps hydrate the skin and is rich in antioxidants.
The antioxidants in chondrus crispus include lutein and zeaxanthin. Lutein has the ability to filter blue light from screens.
Other contents of chondrus crispus include polysaccharides, peptides, and amino acids. These help hydrate the skin.
What's the difference between algae and seaweed?
Algae is a broad term that includes seaweed. Not all algae is seaweed.
Citric Acid is an alpha hydroxy acid (AHA) naturally found in citrus fruits like oranges, lemons, and limes.
Like other AHAs, citric acid can exfoliate skin by breaking down the bonds that hold dead skin cells together. This helps reveal smoother and brighter skin underneath.
However, this exfoliating effect only happens at high concentrations (20%) which can be hard to find in cosmetic products.
Due to this, citric acid is usually included in small amounts as a pH adjuster. This helps keep products slightly more acidic and compatible with skin's natural pH.
In skincare formulas, citric acid can:
While it can provide some skin benefits, research shows lactic acid and glycolic acid are generally more effective and less irritating exfoliants.
Most citric acid used in skincare today is made by fermenting sugars (usually from molasses). This synthetic version is identical to the natural citrus form but easier to stabilize and use in formulations.
Read more about some other popular AHA's here:
Learn more about Citric AcidCitrus Limon Fruit Extract comes from lemons. While lemon extract is exfoliating and antimicrobial, it can also cause skin sensitivity.
Lemons contains antioxidants, which may help with anti-aging. They are also rich in citric acid, an AHA.
And of course, lemons are rich in Vitamin C. Vitamin C helps with skin-brightening and increasing collagen production.
The acidity of lemons may work as an astringent for acne.
However, lemons can also cause skin sensitivity due to its limonene content. It can also increase photosensitivity, or sensitivity to the sun.
This ingredient is also used to add a lemon scent to products.
Learn more about Citrus Limon Fruit ExtractDisodium EDTA is a chelating agent. It grabs onto and deactivates metal ions that sneak into your products from water, packaging, or air.
This ingredient mainly works behind the scenes and helps with:
On top of that, this ingredient can counteract the effects of hard water by binding to the minerals in it.
One thing worth knowing is that Disodium EDTA has been shown to be a mild penetration enhancer. It can help other ingredients absorb into skin more effectively which can be a double-edged sword (great for actives, but can also make the active too strong if you have sensitive skin).
Clinical patch testing showed no significant skin irritation at typical use concentrations and minimal dermal absorption.
You'll most likely see this ingredient near the end of an ingredient list. It's typically found in concentrations less than 1%.
Learn more about Disodium EDTAEthylhexylglycerin is created from glycerin. It is a multitasker ingredient that:
The CIR Expert Panel found minimal skin absorption or sensitization of any kind in a safety assessment. Though this ingredient is considered well-tolerated, a small number of cases of allergic dermatitis have been published since 2002. Just be sure to patch test if you are unsure.
Industry-reported use ranges from 8% in rinse-off products and 2% in leave-on formulations.
Learn more about EthylhexylglycerinFructooligosaccharides (FOS) are a type of prebiotic sugar with humectant and skin conditioning properties. As a humectant, they help attract and hold moisture in the skin.
FOS essentially acts as a food source for the "good" bacteria on your skin and make it harder for "bad" bacteria to thrive. A 2022 study using a reconstructured human skin model found that just 1% of FOS was enough to shift the bacteria balance in favor of beneficial species. This suggests it could help support a healthier skin microbiome over time.
This ingredient has a low sensitization risk and testing shows it does not classify as a skin irritant or sensitizer.
FOS are usually produced from sugar beets and can also be found in foods like bananas, garlic, and onions.
Learn more about FructooligosaccharidesGlucose is a simple sugar (a monosaccharide). In skincare, it is mostly a humectant and skin conditioning agent.
Mechanistically, it has multiple hydroxyl groups that hydrogen-bond to water. This pulls moisture into the upper layers of skin to keep the surface soft and hydrated.
It's worth knowing sugars are already a natural component of the skin's NMF (natural moisturizing factor) so it's a molecule that your stratum corneum is well-acquainted with.
Just so you know, glucose is hydrophilic (water-loving) and the stratum corneum is a strong barrier to hydrophilic compounds. This just means penetration is slow and most of the action is happening on the surface.
Gram-to-gram, glucose is not as efficient as a humectant as glycerin. This is why you'll likely see glycose paired with stronger humectants for a bigger hydration payoff.
In skincare, glucose is typically derived from corn or other starch sources.
Learn more about GlucoseGlycerin (or glycerol) is a compound naturally found in your skin. It's a powerhouse humectant that pulls water into the stratum corneum.
Topically, glycerin does several things at once:
Your skin makes glycerin on its own (mostly from sebaceous oil breakdown) and shuttles it to your outermost layer of skin, or your epidermis, via aquaporin-3.
Aquaporin-3 is a transporter that is essential for normal skin hydration, elasticity, and repair. Interestingly, mice lacking in AQP3 have dry and less elastic skin that can be fully corrected with glycerin.
This ingredient is non-irritating, plays well with almost every ingredient, and works across all skin types. Typical use is anywhere between 3-10% but can go up to 79% in some leave-on products.
Just know very high concentrations (>40%) can feel tacky in low humidity.
Glycerin is the name for this ingredient in American English. British English uses Glycerol/Glycerine.
Learn more about GlycerinLactobionic Acid is a PHA. PHAs are the gentle cousins to AHAS.
Like AHAs, they exfoliate the top layer of skin. Lactobionic acid also exhibits significant antioxidant activity.
PHAs are more gentle than AHAs due to their larger structure. This means they do not penetrate as deeply as AHAs and take a longer time to dissolve dead cells. Studies show PHAs do not cause as much irritation.
By removing dead skin cells, PHAs leave the skin brighter and with even-texture.
Learn more about Lactobionic AcidNiacinamide is a multitasking form of vitamin B3 that strengthens the skin barrier, reduces pores and dark spots, regulates oil, and improves signs of aging.
And the best part? It's gentle and well-tolerated by most skin types, including sensitive and reactive skin.
You might have heard of "niacin flush", or the reddening of skin that causes itchiness. Niacinamide has not been found to cause this.
In very rare cases, some individuals may not be able to tolerate niacinamide at all or experience an allergic reaction to it.
If you are experiencing flaking, irritation, and dryness with this ingredient, be sure to double check all your products as this ingredient can be found in all categories of skincare.
When incorporating niacinamide into your routine, look out for concentration amounts. Typically, 5% niacinamide provides benefits such as fading dark spots. However, if you have sensitive skin, it is better to begin with a smaller concentration.
When you apply niacinamide to your skin, your body converts it into nicotinamide adenine dinucleotide (NAD). NAD is an essential coenzyme that is already found in your cells as "fuel" and powers countless biological processes.
In your skin, NAD helps repair cell damage, produce new healthy cells, support collagen production, strengthen the skin barrier, and fight environmental stressors (like UV and pollution).
Our natural NAD levels start to decline with age, leading to slower skin repair, visible aging, and a weaker skin barrier. By providing your skin niacinamide, you're recharging your skin's NAD levels. This leads to stronger, healthier, and younger looking skin.
Another name for vitamin B3 is nicotinamide. This vitamin is water-soluble and our bodies don't store it. We obtain Vitamin B3 from either food or skincare. Meat, fish, wheat, yeast, and leafy greens contain vitamin B3.
The type of niacinamide used in skincare is synthetically created.
Learn more about NiacinamidePanthenol is a common ingredient that helps hydrate and soothe the skin. It is found naturally in our skin and hair.
There are two forms of panthenol: D and L.
D-panthenol is also known as dexpanthenol. Most cosmetics use dexpanthenol or a mixture of D and L-panthenol.
Panthenol is famous due to its ability to go deeper into the skin's layers. Using this ingredient has numerous pros (and no cons):
Like hyaluronic acid, panthenol is a humectant. Humectants are able to bind and hold large amounts of water to keep skin hydrated.
This ingredient works well for wound healing. It works by increasing tissue in the wound and helps close open wounds.
Once oxidized, panthenol converts to pantothenic acid. Panthothenic acid is found in all living cells.
This ingredient is also referred to as pro-vitamin B5.
Learn more about PanthenolParfum is a catch-all term for an ingredient or more that is used to give a scent to products.
Also called "fragrance", this ingredient can be a blend of hundreds of chemicals or plant oils. This means every product with "fragrance" or "parfum" in the ingredients list is a different mixture.
For instance, Habanolide is a proprietary trade name for a specific aroma chemical. When used as a fragrance ingredient in cosmetics, most aroma chemicals fall under the broad labeling category of “FRAGRANCE” or “PARFUM” according to EU and US regulations.
The term 'parfum' or 'fragrance' is not regulated in many countries. In many cases, it is up to the brand to define this term.
For instance, many brands choose to label themselves as "fragrance-free" because they are not using synthetic fragrances. However, their products may still contain ingredients such as essential oils that are considered a fragrance by INCI standards.
One example is Calendula flower extract. Calendula is an essential oil that still imparts a scent or 'fragrance'.
Depending on the blend, the ingredients in the mixture can cause allergies and sensitivities on the skin. Some ingredients that are known EU allergens include linalool and citronellol.
Parfum can also be used to mask or cover an unpleasant scent.
The bottom line is: not all fragrances/parfum/ingredients are created equally. If you are worried about fragrances, we recommend taking a closer look at an ingredient. And of course, we always recommend speaking with a professional.
Learn more about ParfumPentylene glycol is typically used within a product to thicken it. It also adds a smooth, soft, and moisturizing feel to the product. It is naturally found in plants such as sugar beets.
The hydrophilic trait of Pentylene Glycol makes it a humectant. As a humectant, Pentylene Glycol helps draw moisture from the air to your skin. This can help keep your skin hydrated.
This property also makes Pentylene Glycol a great texture enhancer. It can also help thicken or stabilize a product.
Pentylene Glycol also acts as a mild preservative and helps to keep a product microbe-free.
Some people may experience mild eye and skin irritation from Pentylene Glycol. We always recommend speaking with a professional about using this ingredient in your routine.
Pentylene Glycol has a low molecular weight and is part of the 1,2-glycol family.
Learn more about Pentylene GlycolPropanediol is an all-star ingredient. It softens, hydrates, and smooths the skin.
It’s often used to:
Propanediol is not likely to cause sensitivity and considered safe to use. It is derived from corn or petroleum with a clear color and no scent.
Learn more about PropanediolThis ingredient is also called sugarcane extract. It is a moisturizing humectant and has skin soothing properties.
Similar to hyaluronic acid, sugarcane can attract moisture to your skin.
Glycolic acid is a derivative of sugarcane. While glycolic acid is an AHA with exfoliating properties, sugarcane is not an AHA.
A study from 2021 found the compounds in sugarcane extract to have antioxidant, antimicrobial, and anti-inflammatory activity. The study also suggests these compounds can inhibit skin ageing enzymes and promote collagen synthesis.
Learn more about Saccharum Officinarum ExtractSodium Ascorbyl Phosphate (SAP) is a water-soluble form of Vitamin C. It is the salt of ascorbic acid.
This ingredient is commonly used in skincare because it's more formulation-stable while still offering the same benefits as pure ascorbic acid. Ascorbic acid is notorious for breaking down when exposed to sunlight and oxygen whereas SAP has been shown to be more stable.
Studies show SAP has anti-acne and antioxidant benefits. One study found 5% of SAP lotion to be an effective ingredient for treating acne vulgaris. This is because research shows that SAP may help control acne by reducing acne-causing bacteria and slowing the oxidation of skin oils caused by UV exposure.
In addition to acne, vitamin C is important for skin structure. Lab studies suggest SAP may support collagen production in skin cells, making it a great ingredient in anti-aging routines.
Vitamin C has many benefits: it helps reduce redness, improve skin texture, fade the appearance of dark spots, and brighten the skin.
Read more about other types of Vitamin C:
Learn more about Sodium Ascorbyl PhosphateTocopherol is a fat-soluble antioxidant known as Vitamin E.
You'll find this ingredient in the vast majority of skincare (for good reason). It works to neutralize free radicals, or unstable molecules generated by UV exposure, pollution, and other environmental stressors, before they can cause oxidative damage to your skin cells.
Topically applied tocopherol has been shown to protect against UV damage by ramping up the skin's own natural defense enzymes.
It also acts as a skin conditioning agent; some studies show that regular topical use can improve the skin's water-binding capacity over 2-4 weeks.
This ingredient is especially loved for being a team player. When combined with Vitamin C, the photoprotective effect of both ingredients roughly doubles and the combo also helps reduce UV-induced DNA damage.
This ingredient has some brightening potential but it's more of a prevention ingredient than spot-fader. Cell studies show it can slow down melanin production but it's worth noting that it's not the most powerful brightener out there.
In formulations, it also serves as a stabilizer that helps protect other oxidation-prone ingredients from degrading.
Concentrations usually range from 0.1-1% in most leave-on products.
Learn more about TocopherolTromethamine helps balance the pH and improve the texture of a product. It is synthetically created.
As an emulsifier, Tromethamine prevents oil and water ingredients from separating. This helps stabilize the product and elongate a product's shelf life. Tromethamine also makes a product thicker.
Tromethamine helps balance the pH level of a product. Normal pH level of skin is slightly acidic (~4.75-5.5). The acidity of our skin is maintained by our glands and skin biome. Being slightly acidic allows our skin to create an "acid mantle". This acid mantle is a thin barrier that protects our skin from bacteria and contaminants.
Oral Tromethanmine is an anti-inflammatory drug but plays the role of masking, adding fragrance, and/or balancing pH in skincare.
1,3-Propanediol, 2-amino-2-(hydroxymethyl)-
Learn more about TromethamineWater. It's the most common cosmetic ingredient of all. You'll usually see it at the top of ingredient lists, meaning that it makes up the largest part of the product.
So why is it so popular? Water most often acts as a solvent - this means that it helps dissolve other ingredients into the formulation.
You'll also recognize water as that liquid we all need to stay alive. If you see this, drink a glass of water. Remember to stay hydrated!
Learn more about WaterXanthan gum is used as a stabilizer and thickener within cosmetic products. It helps give products a sticky, thick feeling - preventing them from being too runny.
On the technical side of things, xanthan gum is a polysaccharide - a combination consisting of multiple sugar molecules bonded together.
Xanthan gum is a pretty common and great ingredient. It is a natural, non-toxic, non-irritating ingredient that is also commonly used in food products.
Learn more about Xanthan Gum