After working behind the scenes to launch numerous beauty startups we saw how the messaging behind skincare products can be confusing, biased, or even intentionally misleading. This leads to wasted time, money, and mediocre results stemming from a trial-and-error strategy. It also puts control in the hands of companies who benefit from millions of customers feeling confused and uncertain. We believe that women deserve better access to the tools they need to make informed decisions so we decided to build a powerful tool to help make that a reality: The Clean Skincare Quiz. So much more than another beauty evaluation, it aggregates and leverages data from scientific studies, ingredients, expert opinions, and user experiences to empower good decision making. As it gathers more responses it learns similarities between skin types and product usage patterns — becoming an even more powerful tool for personalized product recommendations.