Our goal is to be transparent with our company. Transparent on privacy policy, shipping policy, return policy and terms on service. We are also transparent on "The Ultimate Moisturizer and Primer. We make it simple for customers to understand our product because it's all natural. There is not a long ingredient list full of things that you have never heard of and don't understand if you're not a chemist. There are no fragrances, parabens, phthalates, PEGs (polyethylene glycols), synthetic ingredients or pharmaceutical chemicals. If there are more than 20 ingredients in a product then most of the ingredients will be at a smaller percentage than necessary to have a beneficial effect For example, many companies will advertise Vitamin E, Vitamin C, Vitamin E, CoQ10 etc on the front of their label. Usually they are advertising a desirable ingredient to get a potential customers attention. It's a very effective strategy. However, if you read ingredient list on the back of label. You will often see the advertised ingredient near the bottom of the list.