Where do you draw the line between ingredient innovation and ingredient hype? 🧪

A promoted serum featuring EGF, peptides and NAD+ recently sparked a lot of skepticism online, with commenters questioning the science behind the claims and even the before-and-after photos being used to support them.

As ingredients like peptides, growth factors and NAD+ become more common in skincare marketing, it can be harder for consumers to know what’s well-supported and what’s still emerging.

When you see a “next-generation” ingredient trending, what do you look for before believing the claims?

Clinical evidence? Formulation? Delivery system? Before-and-afters? Something else?