Beauty Buzzwords

Beauty buzzwords such as "collagen-boosting" and "paraben-free" sound reassuringly scientific, something beauty brands have capitalised on in the fierce battle to win customers. But, on a scale of one to 10, how accurately could you describe the purpose of collagen in our skin, the chemical formulas of sulphates or the scientific benefit of antioxidants? If your answer is above seven, you are either a trained scientist or just plain cheating. It's time to learn what the buzzwords mean.

Collagen boosting
Label says: A cure for wrinkles.
Label doesn't say: Collagen makes up 70 per cent of the connective tissue in our skin, the part where the ageing process takes place. With time and exposure to sunlight, young collagen in our skin becomes inflexible. It loses its ability to retain moisture, leaving our skin looking dried out. Collagen is in fact too big a particle to be absorbed by applying it to skin topically but treatments can increase collagen production.
Buzzword approved: Elemis Pro-Collagen Marine Cream, £99, contains high concentrations of collagen boosters.

Paraben-free
Label says: Our product is poison-free.
Label doesn't say: More than 90 per cent of our cosmetics contain preservatives called parabens, which have been blacklisted by the eco market as possibly cancerous. Due to a lack of independently funded research, existing studies have proved far from conclusive; parabens have not been proven to have a direct link with cancer and are found occurring naturally in coffee beans, blueberries and raspberries. Also, many natural alternatives don't keep cosmetics bacteria-free.
Buzzword approved: Rahua Shampoo and Conditioner contains a natural preservative from the Amazonian Palo Santo tree, which is not only effective but errs on the side of caution if you are worried about your paraben intake. Available from Liberty. Prices from £26.

AntioxidantLabel says: Live longer, look better the natural way.
Label doesn't say: Antioxidants slow down the oxidation of nutrients while neutralising harmful free radicals. You will find natural antioxidants in the form of many vitamins but also frequently in synthetic substances such as preservative BHA (butylated hydroxyanisole).
Buzzword approved: It is important to start protecting the nutrients in your skin while you still have plenty of them. That is why the Good Things range contains antioxidants sourced from acai berries, blueberries, cranberries, mango seed extract and pomegranates. Good Things Stay Clear Purifying Cleanser, £4.99 from Boots.