Apps will reveal what’s really in your makeup | Advertising


Top model and Kardashian half-sister Kendall Jenner has been known to tout Estee Lauder’s Drop Dead Red shade of lipstick.

Jenner followers take note: the lipstick has ingredients that, according to health and beauty app Think Dirty, could be harmful. Think Dirty scans cosmetics labels and rates the lipstick a 7or three points short of the dirtiest grade on a 1-to-10 scale. The putative culprit: polyethylene, a polymer commonly used in cosmetics that Think Dirty says could cause allergies in some people. (Estee Lauder Cos Inc. says polyethylene is not a known allergen.)

In shopping centers around the world, shoppers bent on finding out what they’re putting on their bodies are scanning everything from lipstick to skin cream. Canada’s Think Dirty, America’s EWG Healthy Living and France’s Yuka are among dozens of apps that zero in on allegedly unsafe ingredients inside cosmetics. “We don’t care what the label looks like or what your brand is called,” says Lily Tse, the founder of Toronto-based Think Dirty. “We just care about the ingredients list.” Her company’s home screen asks: “Is your bathroom Kardashian-filthy?” a jab at products recommended by the Instagram-happy TV clan. (A Jenner representative didn’t respond to a request for comment.)

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