Almost four in 10 women admit they have been seduced by buzzwords on skincare. Skin Rocks wants to demystify the market with the use of clearer language and guidanceJasmine Lenthall13:33, 25 Jun 2026Skincare ingredients like retinol and hyaluronic acid have seduced almost four in 10 women – but they simply have no idea what they do. A study of 2,000 women found more than four in 10 (43%) like to think they are clued up on the latest beauty innovations, but 37% are simply buying into ‘buzz’ word ingredients without fully understanding how or when to use them.‌Nearly nine in 10 (85%) believe skincare has become too full of jargon for the average person to understand. Only 36% of those surveyed were able to correctly explain what popular active skincare agents like retinoids are for, while 81% had no idea what ceramides do for the skin.‌‌However, around a quarter (26%) could accurately identify what glycolic acid is primarily designed for: to exfoliate and improve skin texture and tone.The research was commissioned by Skin Rocks, which is on a mission to make skincare make sense.Caroline Hirons, founder of the brand, said: “People are buying products because they’ve heard the name, not because they understand it.‌"We’re seeing a real disconnect between how confident people feel and how much they know about what they’re using on their skin.“With so much jargon and so many trends, it’s easy to feel overwhelmed, which is why simple, clear guidance has never been more important.”‌The study also found 86% didn’t know what niacinamide was primarily used for in skincare, while exactly six in 10 weren’t knowledgeable about which ingredients should be used at night versus in the morning.Only 19% know the correct order to apply skincare and stick to it, while 29% admitted they have no idea at all - although half of all women have felt unsure whether they were applying products in the right order at some point.Uncertainty also extends to how much product to use, with 41% not confident they are applying the correct amount of skincare.‌This confusion is leading to misuse, with 33% admitting they have combined skincare ingredients without knowing if they should be used together.For some, this has had visible consequences; 29% have experienced irritation, breakouts or other skin issues after misusing a product they didn’t fully understand.‌The research also found more than a third (35%) don’t get any skincare advice, although 25% turn to brand websites, 25% ask friends and family, and 22% would listen to dermatologists.A third said expert advice most influences what they buy, 39% said none of these sources have a strong impact on their decisions.Despite this, many routines remain relatively simple, with more than half of women (53%) using between two and four products in their everyday skincare regime.‌However, a third feel overwhelmed by the sheer amount of choice when it comes to skincare, while 12% admitted they often end up guessing and hoping for the best.With 63% not knowing what non-comedogenic means, 54% couldn’t tell you the definition of free radicals and 34% were left stumped by cell turnover.‌With confusion so widespread, nearly 44% of those who took part in the OnePoll.com study, said they often or very often feel confused by the language used on skincare packaging.Caroline Hirons, founder of Skin Rocks, added: “After working with hundreds of brands and seeing the same issue over and over again.“Not with the products themselves, but with the way skincare was being marketed.Article continues below“People were overwhelmed, confused, and misled by buzzwords and trends rather than being given real education on what their skin actually needs.”Top 10 confusing skincare phrases:Non-comedogenicFree radicalsCell turnoverMedical gradeDouble cleanseAntioxidantpH-balancedCollagenActive ingredientsSkin barrier