Exponent Beauty, founded by Elizabeth Whitman is on a mission to create efficacious skincare, creating a brand where products are more than their marketing.
The brand has launched with a Vitamin C test kit, to show how both air & light can detrimentally impact the potency of a product over time. Consumers can share their results in order to add to a larger study Exponent Beauty is leading around product efficacy.
Vitamin C is particularly fickle, where even Drunk Elephant recently reformulated to a powder solution, where consumers mix on arrival, in order to extend the shelf-life of the product.
The truth about many skincare products is their potency may be high when initially formulated, but over time this degrades. Many brands do test the shelf-life of a product over time to ensure product stability.
Exponent beauty is all about product freshness, something few products on the market are really able to speak to.
The brand is choosing to focus on what it is in the product not what a product is free of. This is a big shift in the current skincare space, but welcome based on the current lack of definitions around clean.
I ordered the kit, and am hoping my products do not turn out to be hotdog water.