How we build your consultation

Every consultation draws its citations from a curated bibliography of 82 published dermatology references — peer-reviewed journal papers, Cochrane reviews and NICE clinical guidelines. Before an entry is allowed onto the list, we verify it against the published record: correct first author, year and journal, with a note of the specific claim it supports. Nothing goes in unverified.

The list covers the ground your consultation actually stands on: skin barrier function and moisturisers, retinoids and photoageing, sunscreen, UVA and hyperpigmentation in skin of colour, acne, rosacea, cleansing and skin pH, diet, sleep, stress and hormones, and pregnancy and breastfeeding safety.

The rule is strict: a consultation may only cite references from this list, in a form you can look up — e.g. (Draelos 2018). If no reference on the list supports a claim, the citation is omitted rather than invented. Vague filler like “studies show” is banned.

The full list is public: browse every reference we cite, including what each source supports.

Recommendations come from a database of 11,929 products across 607 brands, built from current product listings at major UK retailers (Boots and LOOKFANTASTIC). “Verified” means exactly this: the product was matched to a real, current UK retailer listing — name, price and product page checked — so you’re never sent chasing something that doesn’t exist or costs double what we said.

We’re honest about the gaps, too. Products matched to a current listing carry a “verified price” badge in your consultation. Where we can’t verify a price against a current listing, there’s no badge — treat the price as a guide and check the retailer’s page before you buy.

No brand can pay to be included, excluded or ranked higher. A product earns its place on suitability and evidence alone.

Before any analysis begins, your consultation asks about allergies, current medication, and — where relevant — pregnancy and breastfeeding. These answers drive non-negotiable rules:

• Pregnancy and breastfeeding. A hard exclusion list applies: no retinoids of any kind, no salicylic acid above 0.5%, no hydroquinone, no high-dose vitamin A — in any product, at any concentration. Routines are built instead around options with established pregnancy safety records, such as azelaic acid, niacinamide and mineral SPF.
• Medication. Many medicines change skin — hormonal contraceptives, HRT, isotretinoin history, SSRIs, corticosteroids among them. Your consultation takes what you’re taking into account and flags where it changes what’s sensible to use.
• Allergies. Stated allergens are excluded from every recommendation, cross-checked product by product.
• Medical boundaries. We don’t diagnose skin disease. If what you describe suggests something that needs medical attention, your consultation says so plainly and points you to a GP or dermatologist.

This is the part that makes everything above believable, so here it is in full: the consultation fee you pay is our only income. No commissions, no affiliate links, no sponsorships, no brand partnerships, no PR samples. When your consultation links to a product at a retailer, we earn nothing if you buy it.

That’s also why every recommendation comes with alternatives at different price points. A service paid on commission has a reason to push you towards the £38 serum. We don’t — if the £5.90 alternative suits your skin, your consultation says so.