100 skincare ads. One obsession.
We read 100 live Meta ads from nine Indian skincare brands. Percentages, creators and freebies are doing the selling. Ideas, less so.
Read it →No hype. No fluff. Just what works.
Science
Check an ingredient →Niacinamide isn’t a miracle. Here’s its real job.
Oil, redness, barrier and dark spots, at 2–5%. Why 20% bottles aren’t 4× better.
IngredientsRetinol, retinal, tretinoin: a ladder.
Same destination, different speeds. Where to start, and when to climb.
SunThe 1% nobody explains about SPF.
SPF numbers, PA ratings, and the amount you’re probably not using.
Well Aware Check.
Type any ingredient. Get what it does, who it’s for, and what not to mix it with. In plain English.
Check an ingredient →Claims check
Our standards →What “tested” actually tells you.
Tested on whom, for what, with what result? The label rarely says.
Shelf lifeYour serum has a colour code.
Clear to pale yellow: fine. Dark orange: oxidised. Here’s why.
IndustryWhy every ad says “10%”.
Indian skincare sells by percentage. What that means for you, and for brands.
Approved by Well Aware.
When we put our stamp on a product, it’s because the ingredients, the claims and the price hold up. We say how we decided. Every time.