I posted about your brand on my socials back in March of 2019 after reading about Schaf in a BeautyMatter article and thinking its gender-neutral marketing plan was worth mentioning at the time.
The products looked generic, and I wasn't sure whether they were White Label or Private Label, but it didn't really matter because I was commenting on the marketing, not the formulations.
Now that I've gone back to look more carefully, I see the effects of ingredient fear-mongering all over your marketing and product descriptions.
You've immediately lost credibility in my eyes by citing those fear-mongering political lobbyists at EWG as validation of your product's "safety". And everyone in the industry knows about the pay-for-play Leaping Bunny certification game.
Disappointing.
Then I noticed you made a 4% peptide claim on YOUR moisturizer, and the peptide is pretty close to the end of the INCI - which is exactly what you're here trashing Dieux for doing with their 5% peptide claim - saying it's so close to the backend of the INCI, and that it couldn't possibly have that percentage...without any actual proof except your "opinion".
Interesting that you feel confident in calling them out when you're doing something very similar. I believe the word for this is hypocrisy.
You know what they say about people in glass houses...
I do not want to be adversarial, but you threw down - I'm just responding.
It was you who showed up in my comments, trash-talking DIEUX's transparency claim, then felt the need to take it a step further by writing your own article and naming me.
I can see now that you're the type of person who escalates a situation and then acts like a victim when people clap back.
So, if you're going to try to paint me as a villain when I defend what I've published, just know I'm not going to remain silent.
This is so interesting. It’s great to hear of a brand that a) works and b) you know can be trusted. I’m in the UK but will try and purchase. Thank you. ☺️
I love Dieux and its founders, Charlotte Palermino and Joyce de Lemos. It’s rare to see a beauty brand lead so unapologetically with science and transparency. I especially appreciate their willingness to call out greenwashing and challenge misinformation surrounding organizations like the Environmental Working Group. Palermino’s commitment to social justice also makes the brand stand out — she rejects the outdated idea that beauty companies should “stay in their lane” and instead recognizes that values and advocacy matter. On top of all that, the products themselves are genuinely exceptional. Thank you for this great post, Kevin.
I suppose there is an answer out there but here’s my question - and no judgment because I find Charlotte to be engaging, bright and informed in every podcast I’ve heard her on - why all the religious references (including the name which is the plural of god in French)? Angel, mercy, deliverance etc.
Why not use religious or spiritual terms? They've been used in global cosmetic and fragrance marketing since...forever.
Your asking this question makes me wonder whether you're offended (because you're a religious person) or just trolling (which seems possible after looking at your profile).
I am neither! No need to be defensive (especially after I just sung her praises) or offensive. It’s just quite specific for an entire product line, not just one product, and I thought you might have insight after such a deep dive.
I wasn't being defensive, nor was I being offensive. Typically, a social profile with no profile image and an account name followed by a string of numbers is a troll or a bot. That's not shade, that's logic.
I apologize if I upset you, but I often feel that people expect on-demand answers from me when they have the same research tools I do. If you're truly interested in the reasoning behind Dieux's use of spiritual terms, why haven't you researched and/or reached out to them?
Kevin, I have to thank you once again. I picked up the forever eye mask, Auracle, and Instant Angel at my local beauty crackhouse, and within two days, my skin already looked plumper, dewier, younger, just more alive. Looking forward to seeing how it looks after a month of using these. I've worn out my barrier a few times in the past couple years with too many actives, so this feels heaven-sent (and Kevin-sent!)
I use Perplexity for its robust research engine. But I don't use it to write the content. If you familiarize yourself with the writing on my old blog and on social platforms (especially Instagram), I've always sounded like this. Because of the amount of research I put into each article/post, I sometimes need to be mindful of sounding too technical, which I agree can read like AI. I do use Grammarly because my spelling is atrocious. But the actual articles are all mine.
For reference, this was an IG post from 2021, long before we had AI access. The writing style and tone are the same.
So you, a brand owner, decided to drop by and trash a competitor in the comments. Classy.
I guess you conveniently missed the part where I list the two peptides, and the percentages that validate the 5% claim. 🤨
I posted about your brand on my socials back in March of 2019 after reading about Schaf in a BeautyMatter article and thinking its gender-neutral marketing plan was worth mentioning at the time.
The products looked generic, and I wasn't sure whether they were White Label or Private Label, but it didn't really matter because I was commenting on the marketing, not the formulations.
Now that I've gone back to look more carefully, I see the effects of ingredient fear-mongering all over your marketing and product descriptions.
You've immediately lost credibility in my eyes by citing those fear-mongering political lobbyists at EWG as validation of your product's "safety". And everyone in the industry knows about the pay-for-play Leaping Bunny certification game.
Disappointing.
Then I noticed you made a 4% peptide claim on YOUR moisturizer, and the peptide is pretty close to the end of the INCI - which is exactly what you're here trashing Dieux for doing with their 5% peptide claim - saying it's so close to the backend of the INCI, and that it couldn't possibly have that percentage...without any actual proof except your "opinion".
Interesting that you feel confident in calling them out when you're doing something very similar. I believe the word for this is hypocrisy.
You know what they say about people in glass houses...
I do not want to be adversarial, but you threw down - I'm just responding.
It was you who showed up in my comments, trash-talking DIEUX's transparency claim, then felt the need to take it a step further by writing your own article and naming me.
I can see now that you're the type of person who escalates a situation and then acts like a victim when people clap back.
So, if you're going to try to paint me as a villain when I defend what I've published, just know I'm not going to remain silent.
This is so interesting. It’s great to hear of a brand that a) works and b) you know can be trusted. I’m in the UK but will try and purchase. Thank you. ☺️
Love this brand! Thanks for the fantastic coverage.
So good! You turned me on to the silicone eye patch and eye cream and I love them both. You are such an amazing resource.
awwwww, thanks Terri. 💙
You are welcome. And I just bought that Prequel Vit C serum you recommended.
I love Dieux and its founders, Charlotte Palermino and Joyce de Lemos. It’s rare to see a beauty brand lead so unapologetically with science and transparency. I especially appreciate their willingness to call out greenwashing and challenge misinformation surrounding organizations like the Environmental Working Group. Palermino’s commitment to social justice also makes the brand stand out — she rejects the outdated idea that beauty companies should “stay in their lane” and instead recognizes that values and advocacy matter. On top of all that, the products themselves are genuinely exceptional. Thank you for this great post, Kevin.
I suppose there is an answer out there but here’s my question - and no judgment because I find Charlotte to be engaging, bright and informed in every podcast I’ve heard her on - why all the religious references (including the name which is the plural of god in French)? Angel, mercy, deliverance etc.
Why not use religious or spiritual terms? They've been used in global cosmetic and fragrance marketing since...forever.
Your asking this question makes me wonder whether you're offended (because you're a religious person) or just trolling (which seems possible after looking at your profile).
Which is it?
I am neither! No need to be defensive (especially after I just sung her praises) or offensive. It’s just quite specific for an entire product line, not just one product, and I thought you might have insight after such a deep dive.
I wasn't being defensive, nor was I being offensive. Typically, a social profile with no profile image and an account name followed by a string of numbers is a troll or a bot. That's not shade, that's logic.
I apologize if I upset you, but I often feel that people expect on-demand answers from me when they have the same research tools I do. If you're truly interested in the reasoning behind Dieux's use of spiritual terms, why haven't you researched and/or reached out to them?
Thank you for these articles. I love it. I bought your recommendations for Dieux. I also bought the Prequel recommendation. Thank you. 😊
Kevin, I have to thank you once again. I picked up the forever eye mask, Auracle, and Instant Angel at my local beauty crackhouse, and within two days, my skin already looked plumper, dewier, younger, just more alive. Looking forward to seeing how it looks after a month of using these. I've worn out my barrier a few times in the past couple years with too many actives, so this feels heaven-sent (and Kevin-sent!)
Great write up of Dieux! But this does sound like ai writing…
I use Perplexity for its robust research engine. But I don't use it to write the content. If you familiarize yourself with the writing on my old blog and on social platforms (especially Instagram), I've always sounded like this. Because of the amount of research I put into each article/post, I sometimes need to be mindful of sounding too technical, which I agree can read like AI. I do use Grammarly because my spelling is atrocious. But the actual articles are all mine.
For reference, this was an IG post from 2021, long before we had AI access. The writing style and tone are the same.
https://www.instagram.com/kjbennettbeauty/p/CXyTrGJr28e/
I employ AI technology to make sure the information in my articles is accurate and easily citable - I don't allow it to write the articles for me.
I appreciate the transparency of the brand and of your writing/research.
Really want them to do a body cream already because I don't have that JLo money to be using facial moisturizer on my body! LOL