Once wildly personal, skincare has gone public, often verging on theaterโ€”whether itโ€™s a faux-casual selfie of someone eating pasta while masking or a highly produced video of a celebrity washing their face and getting dragged for doing it badly. Thereโ€™s also an abundance of advice offered by experts and enthusiasts, sometimes the two unable to agree (and people having a hard time deciding whoโ€™s right).

The world of skincare, in its sheet-masking, serum-applying, carefully-documented glory, is often touted as the great unifier for people of all skin tones, skin types and needs. Thereโ€™s something for everyone, it claims, the inherent invisibility of products allowing the industry to be slow in its focus on inclusivity and avoid the discussion in a way the makeup sector never could.