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On a cellular level, it disrupts the cell membranes of microbes by poking holes that make the cell leak. This shuts down the chemical reactions the microbe needs to make energy so it can no longer survive.

Another perk of this ingredient is that it stays functional across a wide pH range (3-10).

You'll often see it paired with boosters like Ethylhexylglycerin; one study showed that a 1:9 ratio of Ethylhexylglycerin to Phenoxyethanol damages bacterial membranes as effectively as doubling the Phenoxyethanol concentration on its own.

Typical use concentrations range from 0.3-1% depending on the formula, and this ingredient is capped at 1% int the EU.

Safety-wise, the fear mongering does not hold up to the evidence. The EU's Scientific Committee on Consumer Safety and FDA consider it safe as a preservative at up to 1%, including for children of all ages.

Adverse systemic effects only showed up in animal studies at exposures roughly 200x higher than what people get from cosmetics. And despite its very widespread use, this ingredient is a rare sensitizer and allergic reactions are uncommon.

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.

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.

Here's what the research shows:

In-vitro shows it calms inflammation signals; the most skin-relevant study put a kelp extract on human skin cells and then hit them with inflammatory triggers. The kelp-treated cells produced less of the inflammatory messenger molecules that normally get released.

In a realistic 3D model of skin, the pre-treated tissue held onto its cell-to-cell "seals" better and leaked less water (basically the lab version of a strong vs. weak skin barrier).

Two honest notes: the seal effect only showed up in the 3D model and at higher doses the extract started harming the cells (so more might not be better)

Fucoidan is why kelp gets talked about; it's the sulfated sugar molecule that brands like to name-drop. When four fucoidans were compared, the one from Macrocystis pyrifera was the most active. Just know this was from immune research and not skincare research.

On real people, the numbers look good (with an asterisk). The strongest evidence is all on Macrocystis Pyrifera Ferment inside one company's finished serum and not the plain extract.

Using it twice daily for eight weeks raised skin moisture 16 percent and cut water loss through the skin by 11 percent. A stripping test that repeatedly tapes and peels the skin surface found treated skin held up 30 percent better.

The standout result: half the face was prepped for three weeks and then the whole face got a 70 percent glycolic peel. The prepped side had recovered 71 percent of its barrier versus 23 percent untreated two hours later. A separate review also reported less visible redness and improvement in visible aging measures.

Three asterisk: It's the ferment, not the extract. The kelp isn't necessarily doing all the work since it's the whole formula. And it was funded by The Estée Lauder Companies with several authors on staff.

There's no fixed concentration published for this ingredient but real-world use survey shows this ingredient can be used up to 36%. There's an extra wrinkle for leave-on products since these extracts are usually supplier pre-diluted in water, glycerin, or propanediol.So "5%" on the bottle might mean under 1% for actual kelp solids.

On allergies: kelp is naturally iodine-rich, so people with a known iodine or seafood ingredient sensitivity should patch test.

You'll see algae listed as a 5/5 on a lot of pore-clogging charts and that number doesn't come from anywhere; it's not in the original rabbit-ear studies that most comedogenic ratings trace back to.

The reasoning behind the reputation is that seaweed is high in iodine and iodine can trigger acne-like breakouts when eaten. This traces back to a 1976 letter in Archives of Dermatology describing two women whose breakouts cleared after they stopped taking high-dose kelp supplements orally.

And the reaction of these two women wasn't clogged pores at all: it was an iodine-triggered pustular rash. Later research found normal dietary iodine doesn't meaningfully affect acne either and nobody has shown topical algae delivers enough iodine to matter.

What we do have is dozens of brown and red algae ingredients found to be non-irritating and non-sensitizing, and a handful of studies that found algae compounds may actually help acne.

However, plenty of people do report breaking out from algae-containing products. Skin is individual and it's worth avoiding if yours has reacted to algae before.

Interestingly, the size of the molecule affects its behavior:

Some clinical evidence links low molecular weight versions to improved wrinkle depth, elasticity, anti-inflammatory effects, and barrier repair.

Many serums use a blend of both weights so you can get surface hydration plus longer-lasting and deeper effects.

You'll typically see concentrations between 0.1-2% for this ingredient.

It is less effective in high-humidity. It tends to draw moisture, but this moisture dismantles the structure and "hold".

PVP is generally well tolerated on skin and toxicity studies are negative for dermal irritation.

Industry-reported use ranges from 8% in rinse-off products and 2% in leave-on formulations.

This ingredient is often chosen as a biodegradable, gentler-sounding alternative to EDTA. It also pulls double duty as a mild humectant and pH buffer.

Typical use levels sit around 0.1-1% and supplier documents list up to 10% as an acceptable ceiling. Industry data found this ingredient family is mostly used well below 1% in leave on products.

Allergy risk is very low; animal testing has found it to be non-irritating to skin and eyes, mutagenicity assays came back negative, and there are no published reports of allergic contact dermatitis to it.

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.

Rosacea skin has a lower threshold for acids generally, with 62.5% of rosacea subjects in one study reacting to lactic acid in a sting test. This is why we mark citric acid as a potential rosacea trigger.

However, this ingredient shows up as a pH adjuster or chelator at roughly 0.1-1% in many products. These low levels are unlikely to be an issue for rosacea skin and becomes a potential trigger at exfoliating concentrations (20%). Because everybody's skin is unique, we recommend a patch test if you are unsure.

Both potassium sorbate and sorbic acid can be found in baked goods, cheeses, dried meats, dried fruit, ice cream, pickles, wine, yogurt, and more.

You'll often find this ingredient used with other preservatives.

Sodium benzoate works as a preservative by inhibiting the growth of bacteria inside of cells. It prevents the cell from fermenting a type of sugar using an enzyme called phosphofructokinase.

It is the salt of benzoic acid. Foods containing sodium benzoate include soda, salad dressings, condiments, fruit juices, wines, and snack foods.

Studies for using ascorbic acid and sodium benzoate in cosmetics are lacking, especially in skincare routines with multiple steps.

We always recommend speaking with a professional, such as a dermatologist, if you have any concerns.

More research is needed on applying biotin topically. However, taking biotin orally has been shown to help nourish the skin, hair, and nails. They play a role in forming skin-hydrating fatty acids.

Biotin is water-soluble. It can be found in foods such as fish, eggs, dairy, nuts, and meat. Vitamin H stands for "haar" and "haut". These are the German words for hair and skin.