For skincare brand The Ordinary. “The Periodic Fable, a scientific table with zero science designed to expose the misleading buzzwords that dominate beauty marketing. From ‘magic’ to ‘medical grade,’ this table replaces real elements with industry jargon, challenges the culture of overpromising and calls for a more transparent future in skincare. When half of skincare shoppers in the United Kingdom trust a product more just for being called ‘luxury,’ it’s time we started reading between the lines.”
