“Active” ingredients are everywhere in the cosmetics industry. They present formulators with incredible new tools to make products more effective than we ever could have imagined. However, to those of us who have been around a while, we remember when our legal departments prohibited the use of the term active anywhere around a cosmetic. If the marketing department loved an ingredient, it went into the product at 0.00001% with a carefully worded claim and a creative demo for broadcast advertising. Cosmetics were cosmetics, and drugs were drugs, and we treated them very differently. With the exponential developments in science today, this is no longer the case.