Our Promise
Every ingredient. Every percentage. Nothing hidden.
Most skincare labels are written to be skimmed, not read. A long INCI list in six-point type, a few starred ingredients in the marketing, and no way to know whether the ceramides on the front of the tube are 2% of the formula or 0.02%.
uncluttered exists to end that. On every product we make, the full ingredient list is printed with the exact percentage by weight of every ingredient — and the numbers add up to 100%. Not "key actives". Not a curated shortlist. Everything.
Why we print percentages
Because concentration is the difference between an ingredient that works and an ingredient that decorates a label. The industry calls the second kind "fairy-dusting" — adding a trace of a fashionable ingredient so it can be named in the marketing. You can't spot it from a standard label, because standard labels don't carry numbers. Ours do. Even the most transparent brands in the category publish the hero active's percentage and stop there; we publish the other seventeen lines too.
How to read our label
Every product page carries the 100% panel — the full label, rendered two ways. The grouped view answers "what is this formula, broadly?": five to seven functional groups (UV filter, hydrators, emollients, preservation…) with their combined percentages. The full view is the complete INCI list, descending order, exact percentage on every line, each with a plain-English name and a one-line job description that links to its page in our ingredient dictionary. At the bottom of both: the total, 100.00%. That total is the whole point — a label that doesn't sum to 100 is a label with something missing.
A note on accuracy: percentages are declared to manufacturing tolerance — about ±0.3% on minor ingredients and ±1% on the water phase. Honesty includes the error bars.
What you can do with the numbers
Check our claims against the evidence — if we say 4% niacinamide, you can verify that's a studied, functional level. Compare us honestly with anything else on your shelf. Show the label to your dermatologist and get a real answer, because they can finally see the whole formula. And if we ever get it wrong, hold us to it — the number is printed. That's the point.
Our honest positions
On phenoxyethanol: our water-based products use phenoxyethanol as the preservative. It's globally approved up to 1%, has a strong safety record, and is the most reliable way to keep a water-based formula safe. Brands that shout "preservative-free" are either not water-based or not telling you something. We'd rather name it and explain it.
On zinc-only sun care: our sunscreen uses a single mineral UV filter — coated zinc oxide — because it's broad-spectrum on its own and among the best-understood filters in the world. No chemical filters, no titanium dioxide, no fragrance.
On glycerin over hype: the humectant with the deepest evidence base isn't exotic. It's glycerin. We build on ingredients the science actually rewards, at percentages that do the work, and we print those percentages so you don't have to take our word for it.
On proof over slogans: every claim we make is tracked on our lab reports page — the standard, the lab, the status, and the report itself once it exists. A product that hasn't cleared its tests doesn't sell. cushion's page says "formula not locked yet" instead of showing you draft numbers, because on a transparency brand, placeholder percentages are the one thing that can't be faked.
On what we won't say: no "fairness" or skin-lightening claims, ever — our story is skin health and honesty, not colour. No fake urgency, no fictional "was" prices (how our pricing works), no seeded reviews. A transparency brand caught faking anything has nothing left.
Read the labels. That's what they're for.