Most women struggle to understand skincare ingredients, Skin Rocks survey finds

A Skin Rocks-commissioned survey of 2,000 women has shown a clear gap between how confident consumers feel about skincare and how much they actually understand, with 85% saying the category is packed with jargon that the average person struggles to follow.

The research, conducted by OnePoll, found that 43% of respondents liked to think they were clued up on the latest beauty innovations. Yet 37% admitted they were buying into "buzz" ingredients such as retinol and hyaluronic acid without really knowing how or when to use them.

Knowledge gaps were evident across commonly marketed actives. Only 36% could correctly explain what retinoids, vitamin A-derived actives used for acne, pigmentation and fine lines, are designed to do.

A further 81% could not say what ceramides do for the skin, and 86% did not know what niacinamide was primarily used for. Glycolic acid fared slightly better, though still only 26% correctly identified its exfoliating function.

Routine confusion and misuse

The uncertainty also extended from ingredient names to basic routine habits. Six in 10 respondents said they did not know which ingredients belonged at night rather than in the morning. Only 19% said they knew the correct order to apply skincare and stuck to it, while 29% admitted they had no idea about application order at all.

A third of respondents said they had combined skincare ingredients without knowing whether they should be used together, and 29% reported irritation, breakouts or other skin issues after using a product they did not fully understand.

Caroline Hirons, founder of Skin Rocks, said: "People are buying products because they've heard the name, not because they understand it. We're seeing a real disconnect between how confident people feel and how much they know about what they're using on their skin."

Sources of advice

More than a third of respondents said they do not get skincare advice from anywhere at all. Among those who do seek guidance, 25% turn to brand websites, 25% ask friends and family, and 22% listen to dermatologists. The largest single group, 39%, said none of these sources have a strong impact on their purchasing decisions.

Despite the complexity of ingredient marketing, most routines remain simple: 53% use between two and four products daily. Yet a third said they feel swamped by the amount of choice on offer, and 12% admitted they often end up guessing.

The survey was released alongside Skin Rocks' largest advertising campaign to date, built around the platform "Make Skincare Make Sense". The brand has positioned itself around simplified naming, transparent education and clinically substantiated claims.

"People were overwhelmed, confused, and misled by buzzwords and trends rather than being given real education on what their skin actually needs," Hirons said.

Among the terms respondents found most confusing were non-comedogenic (unknown to 63%), free radicals (54% unable to define it) and cell turnover (34% stumped). For brands competing in an active-led market, the findings point to a commercial opportunity in plain-language communication and clearer on-pack guidance.