Feelunique to 'decode' beauty for consumers

UK-based retailer, Feelunique, has announced a new initiative that looks set to gratify discerning beauty consumers wanting to learn more about what's in their products.

The Beauty Decoded program will provide customers with in-depth information about each product's ingredients, functionality and benefits via an online hub on the Feelunique website. It has pledged to decode the more than 5,300 ingredients for its product listings by 2020.

“Transparency is one of our core brand ideals, a natural extension of that is to provide helpful information in relation to ingredients and their benefits,” said Feelunique’s chief marketing officer Jennifer Roebuck.

“Brands like The Ordinary pioneered the ingredient movement and consumers look for ingredients first in many cases when they start their beauty shopping journey.

“Our vision to provide a knowledge driven digital shopping experience starts with transparency and we will build on this over time as we learn more about what matters to our customers and how transparency evolves in the beauty industry.”

Feelunique is expected to revamp its site with Beauty Decoded at the forefront, alongside an ingredients glossary and a sustainable switches category.