100% or is it?

EFSA [European Food Safety Authority]
10th June 2015
Younique mascara…
15th September 2015
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100 percent100% of something is a popular labelling trick in the cosmetics industry but there is no standard use of this claim.

A product may be promoted as containing 100% aloe vera for instance but this does not mean that the entire product is necessarily aloe vera.

It could mean that the amount of aloe vera used in a product is 100% i.e. pure aloe vera which has not been diluted with anything else – but the product itself is not wholly made up of aloe vera as it has other ingredients as well.

It might also be questionable whether the ‘100%’ ingredient has been included in sufficient amounts to have any effect – maybe it is just there on the label as a marketing ploy to help sell the product.

Another bit of smoke & mirrors nonsense…what do you think?



  1. Crooked, crooked label companies. You can’t trust anything!

    • Susie says:

      I don’t suppose they started out to be crooked Paige but it truly amazes me how people don’t question the marketing hype 🙂

  2. Lottie says:

    What’s really sad about this is that it doesn’t even surprise me 🙁 It does seem that in just about every market these days it’s just all about the sales, and many companies will stoop to all sorts to get those – we are treated like fools

  3. Robyn says:

    Loop holes, everywhere there seems to be some way for companies to get around be honest. Good grief!

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