Go down a skincare aisle or scroll through social media, and you’ll quickly notice something unusual: every “new” skincare launch starts to feel like déjà vu. Different names, different packaging, slightly tweaked claims—but ultimately, the same texture, smell, and results. Why do so many skincare products feel interchangeable?
Short answer: because usually.
1. One Parent, Many Faces
You might think you’re choosing between a bunch of different skin care brands—but in reality, many of those “different” companies are owned by the same parent corporation. Whether it’s L’Oréal, Estée Lauder, Procter & Gamble, or Unilever, these global giants own a diverse portfolio of beauty and skincare products that span all price ranges and aesthetics.
These companies are able to market to different demographics—organic vs. clinical, prestige vs. mass market, small vs. glam—but behind the scenes, they often share the same R&D teams, manufacturing facilities, and even infrastructure. What makes them so different is the brand: a different bottle, a different influence, a different story.
2. The Private Label Conundrum
Then there’s the booming world of “indie” skincare, which many consumers think is innovative or creative. In some cases, it is. But more often than not, independent skincare brands rely on contract manufacturers and private label companies to manufacture their products.
These private labs offer pre-made products—moisturizers, serums, cleansers—that any entrepreneur can buy, package, and sell under their brand name. They may make small changes to fragrance, color, or key ingredients to differentiate one client’s product from another, but the basic formulas are pretty much the same across dozens, sometimes hundreds, of products.
The result? A marketplace full of similar products decorated with different marketing stories.
3. Innovation vs. Iteration
True innovation is time-consuming, expensive, and risky. It requires R&D investment, clinical trials, regulatory navigation, and many years of development. In contrast, modifying an existing formula and packaging it as “new” is fast, affordable, and profitable. That’s why you see a constant stream of “new” products that feel like they’re new.
For consumers, this creates a frustrating experience: investing in the latest startup only to find that it works exactly like the last five you tried.
4. So What Can You Do?
- Read beyond the label: Look for brands that are transparent about their design, acquisition, and evaluation.
- Proprietary research: Knowing who owns a brand can help you understand the broader manufacturing and marketing strategy.
- Be skeptical of the hype: Beauty packaging and buzzwords often hide recycled design.
- Support innovation: Look for brands that reflect real scientific innovation or ethics, not just clever branding.
In conclusion
In today’s beauty market, sameness often acts as variety. Whether you’re buying from a global brand or an “indie” newcomer, chances are the product you’re carrying is almost identical to a few others—just dressed up differently.
Understanding how skincare is produced and marketed empowers you to make smart decisions and spend your money on products that really do—not just what they look like.
