Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Skincare Products Don’t Have Sell-By Dates. Should They?

An increasingly science-conscious beauty consumer is realising what formulators have known for years: that active ingredients lose their potency far quicker than brands would like to admit. But are “use by” dates really the answer?
A woman holding a spray to her face
While shoppers are used to checking expiration dates on food, but when it comes to skincare, science-savvy consumers are catching on. (Courtesy)

Almost all shoppers are used to checking expiration dates on food, but when it comes to skincare, only a fraction of people have noticed that often tiny jar marked with “6M” or “12M” or “24M” on their favourite serum or moisturiser.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Is Clean Beauty Now a Dirty Word in Europe?

The European Union is cracking down on beauty brands’ claims that their products are 'free of' certain ingredients. That presents a challenge to clean beauty brands that base their image around the 'made without' ideology.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.


Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON