Beauty manufacturer Deciem, with brands such as NIOD, Hylamide and The Ordinary, aims to bring forth better transparency and insight to consumers as its products are being developed. As such, its latest campaign prominently declares, 'Everything is Chemicals,' and explains in detail how even the most natural compound is technically a ‘chemical.’
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For example, Deciem explains that in chemistry, a chemical is any substance with a definite composition. A simple combination of one atom of oxygen (O) and two atoms of hydrogen (H) creates H2O, the chemical formula of water. In this context, water is a chemical. When the language of chemistry is removed, water is still water with the same molecular structure, playing the same role it always has.
The Deciem campaign adds that humans are made entirely of chemicals, too, and so is everything else; from the things people can see, to those they cannot. This includes the taste of foods and smell of flowers.
The company presses consumers: What is it about defining a substance by its chemical composition that makes it “unclean” when compared to its common name? What makes vinegar and baking soda cupboard staples, but acetic acid and sodium bicarbonate dangerous substances? Much like some people are afraid of the dark, most fear the unknown.
Deciem was founded on principles of authenticity and transparency. The unclear definition of clean beauty directly contradicts these values by encouraging marketing to lead over science.
Deciem believes that by bringing science-backed, repeatable, experimental evidence to the forefront, some of this fear is left behind. The unknown is replaced with reliable information to circumvent the use of fear as a form of marketing. While the company understands there is much to be uncovered, it conscientiously avoids cherry-picking information to further an agenda, choosing instead to "trust the many scientists making a monumental effort to evaluate a complete body of evidence pertaining to the safety of the products."
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Furthermore, Deciem was founded on principles of authenticity and transparency. The unclear definition of clean beauty directly contradicts these values by encouraging marketing to lead over science. As consumers move toward a more transparent future, the company feels it is important to question how the beauty industry communicates.
Looking ahead, Deciem notes its scientific team has been working on a project that will shed some light on the subject of ingredient and product safety from a scientifically sound perspective that encompasses both the principles of toxicology and the basis of regulatory requirements. In the upcoming months, the company will share this work via several resources that will enable readers to better understand the chemistry of the world.
Provided below is a video of the company further explaining how, "Everything is Chemicals."