Overhyped trends that really don’t help
Eleven-step routines Popularised by Korean beauty bloggers, these routines go way beyond the usual cleanse, tone and moisturise. Included in the process: prep, pre-cleanse, cleanse, exfoliate, tone, essence (a cross between a serum and toner), ampoule, mask, eye cream, emulsifier and sleep mask. Feels like it would deliver great results, but the products are often gimmicky, without real benefits.
Looking at you, bubble masks. Great for visuals and good for starting a conversation, but they don’t have any real longterm skincare benefits.