Mon. Jun 27th, 2022

Consumers flock to the What’s In My Jar website for unbiased skincare recommendations. The platform hosts a free AI-powered routine builder tool that selects products from multiple brands and price points based on individual skin needs. Users also share and discuss traditional skincare practices, share reviews and skincare tips. Most users prefer anonymous accounts, but they share real skin details.

“We are creating an online space where people can ‘look at’ each other’s bathroom shelves, get support for skin problems, and have candid conversations about products and activities. Our users reject the exploits of flashy influencer images and skin anxieties that make up much of the traditional beauty industry marketing.” – says Maria Semykoz, one of the creators of the platform.

“Marketing in the skincare industry today is dominated by paid influencer reviews and promotions. Consumers follow influencers for real insight into their beauty regimen. Instead, they feed on paid reviews, vague skincare tips, and unrealistic appearance standards. This is why more and more people are turning to other sources of skincare advice online. People discover What’s In My Jar through search engines and friend recommendations, and they stay for a genuine community, evidence-based discussion of skincare formulations, and honest advice. You will find that our website looks very different from the usual beauty page. It’s crowd-sourced and functional, without luster or glamour.”– Semykoz continues.

Currently, the platform has over 7500 registered users. Registrations increased 8% in May, with no ads and no active social media presence. The User Routines section of the website hosts over 3000 real skincare routines. This is the largest collection of full routines online since a Reddit skincare subscription.

“I think we will see independent social skincare platforms like What’s In My Jar grow into real challengers to the influencer dominance in skincare. More and more consumers are losing confidence in Instagram’s advice. They strive to educate themselves about cosmetic ingredients, formulations and skin biology. We are seeing an increasing number of empowered, independent and savvy skincare consumers. It’s a good change for both the skin of people and the overall conversation about beauty and self-care in our society.” – Added Semykoz

Annabel Cooper

After graduating from King’s College London, Anabel embarked on a journey to inspire and empower women through her words. In addition to working as a digital marketing expert, Anabel is a freelance copywriter.

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