The Truth About 'Active' Percentages
In recent years, the skincare industry has entered into an "arms race" of active ingredient percentages. We see 20% Niacinamide, 30% Vitamin C, and multi-acid peels that boast eye-watering concentrations.
At Iduna, we reject this approach. More is not always better. In fact, more is often worse.
Clinical Floors
When an ingredient is studied for efficacy, researchers determine its "clinical floor"—the minimum percentage required to see a statistically significant benefit in the skin.
For example, Niacinamide (Vitamin B3) has been extensively studied and proven effective for barrier repair, brightening, and oil control at concentrations between 2% and 5%.
Harmful Floors
Conversely, there is also a "harmful floor" (or irritation threshold). This is the percentage at which an ingredient begins to cause statistically significant irritation, inflammation, or barrier disruption.
Using Niacinamide again as an example, studies show that concentrations above 5% do not offer increased benefits, but they do dramatically increase the likelihood of irritation, redness, and stinging. A 10% or 20% Niacinamide serum is not "twice as effective"—it is simply more likely to damage your skin barrier.
The Iduna Philosophy
Our formulation philosophy is simple: we formulate at the optimal clinical floor to guarantee results, while staying far away from the harmful floor to guarantee comfort and safety. We believe in consistency over intensity.