It’s easy to feel overwhelmed by skincare. With filters, fads and questionable hacks, this guide navigates beauty through the lens of social media and its endless pursuit of unattainable perfection.

A recent beauty report revealed that while Gen Z began experimenting with skincare at 13, Gen Alpha has eclipsed them by five years – starting at an average age of eight1. Yet very few are accessing information that is age-appropriate, accurate and trustworthy.

We’re dedicated to creating a safe beauty space that is defined by you. Beauty is for everyone, all faces, all ages. We want you to see real skin – unfiltered and un-photoshopped – and read advice that is reliable, empowering and grounded in facts.

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