Are skincare and makeup shopping feeling more scary than fun lately? Then you may be suffering from fearmongering. If you’ve been with us at Care to Beauty for a while, then you know that all our blog posts, descriptions, and opinions are science-based—and that’s why we feel that now is a good time to discuss what fearmongering in cosmetics is. Hopefully, after reading this post, shopping will feel safe and fun again.
On this post:
- What does fearmongering mean?
- What is fearmongering in the beauty industry?
- What does fearmongering sound like in the beauty industry?
- “Some formulas have “toxic” ingredients that you need to avoid”
- “Natural ingredients are superior to “chemicals” and synthetic ingredients”
- “DIY skincare is “clean” and good for your skin”
- “Fragrance in skincare is dangerous”
- “Preservatives are bad for you”
- “Mineral sunscreens are better than chemical ones”
- How to know if a claim is true or fearmongering?
What does fearmongering mean?
Fearmongering is the deliberate attempt to spread fear about a particular subject, creating a false sense of danger. But what’s the point? The goal usually is to spread needless fear about something. Then, you have all the attention to sell a “safer” alternative. The big problem with fearmongering is that the message is delivered with a sense of urgency, leading individuals to think they found a new threat that they need to protect themselves from. Individuals may also feel like they should spread the word to make other people avoid danger.
If fearmongering is just making you fear what’s probably harmless, then the consequences shouldn’t be too bad, right? We wouldn’t say that much. By making you focus on something that’s irrelevant, you may be overlooking what really would count for your benefit or safety. You may be compromising on your choices in order to pick a “better, cleaner, safer” option while sacrificing the real, actual issues that matter. Fearmongering is everywhere, promoted by fake news and fake specialists—and further spread by actually concerned people who encounter that information and share it, thinking it’s a valuable finding. You may find examples of it in public health information, nutrition, and in cosmetics. Let’s see more about this particular issue in the beauty industry:
What is fearmongering in the beauty industry?
The beauty world creates the perfect ecosystem for fearmongering to thrive: the formulas are made from ingredients with complicated names, with technology and scientific knowledge that only a few can understand, and the products are applied over your body every day (which would put you at risk if the formulas were not safe). Anyone who cares for their health and uses cosmetics on a regular basis is likely to engage in fearmongering claims.
Consumers want to purchase safe cosmetics—and having that in mind, some brands resort to wild marketing strategies. That may include exaggerated claims about the danger of other cosmetic products’ ingredients. As a result, consumers discover the new thing to avoid and that becomes their number one criteria for buying their cosmetics. Below, we’re listing six common fearmongering claims in the beauty industry:
What does fearmongering sound like in the beauty industry?
To make fearmongering in cosmetics easier to spot, we’re commenting on six common marketing claims for skincare and makeup. The skincare world is complex and we need more than reading a few lines to get it. Make sure to check your sources and question those who say that something is bad and dangerous just to sell you a safer option.
“Some formulas have “toxic” ingredients that you need to avoid”
From the Latin “dosis sola facit venenum”, “the dose makes the poison” should sound like a familiar adage. Even water or oxygen can be toxic—it’s all about the amount that you absorb. So when someone says that a certain ingredient is toxic, that is, to some extent, true. You just need to consider the real risk! Why is an ingredient being considered “toxic”? Because of the new study that reports bad outcomes to human health when a gigantic amount of that active is ingested? Is that a real threat for you when you’re applying an insignificant amount of it topically?
As you can see, you need to approach those claims with questions. Keep in mind that, depending on where you are in the world, there is likely to be legislation in place to protect you. In the European Union, for example, where Care to Beauty is located, we have the European legal framework for cosmetic products is by our side, fighting for our health with all the scientific knowledge that’s available to this day. Anything that would be toxic for you is literally illegal. Therefore, any legal cosmetic that you buy is non-toxic! We hope this brings you some peace.
“Natural ingredients are superior to “chemicals” and synthetic ingredients”
The premise here is that, as natural ingredients are more “pure”, they are, therefore, more beneficial and compatible with your skin. This simplistic approach to ingredients is, to say the least, flawed. There are poisonous mushrooms as well as poisonous animals that can send the healthiest of humans 6 feet under in the blink of an eye—and they’re 100% natural. On the other hand, there are literally life-saving human-made ingredients and actives.
Unfortunately, the word “chemical” is now seen as something dangerous and that you should avoid—and we blame fearmongering in cosmetics for that. We like how the United States Nuclear Regulatory Commission puts it: “a chemical is any substance that has a defined composition. In other words, a chemical is always made up of the same “stuff.” Some chemicals occur in nature, such as water. Other chemicals are manufactured, such as chlorine (used for bleaching fabrics or in swimming pools).” As you can see, even natural ingredients are chemicals, and there’s nothing wrong with that.
We also love natural skincare products. The thing is that when we like a formula it’s not because it’s natural, but because it’s good! Natural or not, a formula is likely to be safe when it’s brought into the market by established skincare brands, which are subject to legislation.
“DIY skincare is “clean” and good for your skin”
This fearmongering classic derives from the premise we’ve just analyzed: one would think that by using natural, “pure”, even edible ingredients, your skin is safer. That’s hardly the case. For starters, a kitchen-made DIY skincare mix is not tested and you have no idea if it’s safe or if it’s going to destabilize your skin for the worst. It’s not created in a sterile or controlled environment, so it may contain those invisible agents called germs that may mess with your skin. And, of course, without proper preservatives, they’re not going to be shelf-stable.
Long story short, DIY is a party for bacteria and you shouldn’t attend. You deserve better! There are plenty of safe and effective skincare products on the market–and if you’re concerned about the price tags, remember that it’s possible to build a great skincare routine at an affordable price point.
“Fragrance in skincare is dangerous”
We should look at this claim from a number of angles, and we’ll start with the angle of numbers. According to a study from 2021, featured in a publication of the European Society of Contact Dermatitis, “in the European general population, the prevalence of contact allergy to FM I [Fragrance Mix I] was reported in a systematic review and meta-analysis yielding a prevalence of 3.5%”.
Fragrance Mix I, if you’re not familiar, is a mixture of 8 individual fragrance ingredients that includes amyl cinnamal, cinnamal, cinnamyl alcohol, eugenol, oak moss (Evernia prunastri), geraniol, hydroxycitronellal, and isoeugenol. Although it doesn’t contain all the ingredients that fall under the umbrella of “fragrance”, this list includes some of the most potentially irritating ones, which makes the numbers sound pretty encouraging: the vast majority of people, it seems, won’t have any problem using scented skin care products.
Now, let’s be clear: on a personal level, it’s valid if you want to skip fragrance in cosmetics for ever. Maybe you’re not the vast majority of people. Maybe you have sensitive or reactive skin, or suffer from rosacea, or are simply intolerant to wearing scented products on your face, so close to your nose. That’s a personal choice, but it isn’t indisputable proof that fragrance in skincare is dangerous in and of itself.
Fragrance is, for many, a key factor in encouraging the consistent use of cosmetics that bring actual benefits to the skin and health (like sunscreen, for example). If fragrance promotes the application of a beneficial cosmetic and improves the frequency of use, we think that’s a pretty good health outcome—and more than not being dangerous, it can actually be helpful!
“Preservatives are bad for you”
Preservatives are awful–for the mold and microorganisms trying to set up a thriving ecosystem in your moisturizer jar. For you, however, they’re great at making your cosmetics shelf-stable!
There was once a study linking parabens (a type of preservative) to negative health outcomes. It was a flawed study, that was disproved hundreds of times, but the parabens and other preservatives weren’t able to clean their good names ever again. Instead of being appreciated, preservatives are seen as “bad chemicals” that work against your skin. But as you can see, that’s not a fair assessment of their role in a cosmetic formula.
“Mineral sunscreens are better than chemical ones”
The bad reputation of “chemicals” made a dramatic entrance into the circle of sunscreen users. You’ll find thousands of online pages scaring readers about the dangers of using anything other than a mineral sunscreen—and, unfortunately, many brands take advantage of the misinformation.
Chemical sunscreen filters (also known as organic filters) simply work a little differently when compared to mineral (or inorganic) filters. Both mineral and chemical filters will deflect and absorb radiation, just in slightly different ways.
If you’re a sunscreen nerd like us, you may want to read our deep dive into the subject of mineral vs chemical sunscreen–it’s a fascinating subject! Long story short, mineral and chemical sunscreens are both safe and effective. They’ll both protect you from sunburn. Use whichever you and your skin like the best!
How to know if a claim is true or fearmongering?
If you read something that sounds alarming and you want to confirm whether it is a real or human-made issue, there are ways to check.
Keep in mind that random searches may lead you to random answers, so you need to analyze your sources. You may want to start by consulting your country’s health organizations or other relevant international institutions. You can also consider how reputable universities position themselves on the subject.
If you know how to find and interpret actual scientific papers (it’s not as easy as it seems), you may also count on them to clarify your doubts. Here are some things to bear in mind if you are looking directly at scientific literature:
- Who is the author, and what are their credentials?
- Who funded the research?
- How was the data collected, and what is the sample size?
- Is there a conflict of interest?
Keep in mind that not all scientific literature is reliable or rigorous, and critical thinking is a must when reading it.
So, now that you’re all clear on fearmongering in cosmetics, could we invite you to read up on greenwashing? Although different, these concepts often walk hand in hand. You may like to learn about that as well!
