Ingredient-awareness rises among label-conscious consumers, but cosmetic injectables lag

Americans aged 30 to 54 are growing more ingredient-conscious, but a large share remains uninformed about the ingredients in injectable frown line treatments, according to a new survey. The poll of 2,000 U.S. adults who currently receive neurotoxin injections or plan to within six months found that 91% say they’re more ingredient-aware than ever, while fewer than half could name a single ingredient in their injectable treatment.

Beyond cosmetics, the trend spans skincare, supplements and hair care, with a majority of respondents researching ingredients to improve product outcomes. Sixty-one percent said they research ingredients to ensure a product works well, 41% cited managing allergies, and 36% said they look to understand how products differ. Over half (51%) said their pre-use research had increased significantly in the last year.

Yet the study also highlights gaps in knowledge around cosmetic injectables. Fifty-three percent believe all injectable frown line treatments are more or less the same, despite known differences in formulation. Thirty-one percent said they would switch to a product with an innovative formula, while 32% were unaware that alternative formulations exist. The survey also found that 31% say AI tools have already equipped them to make better product decisions with less laborious research.

The 2,000 respondents were all currently receiving frown line treatments or intended to in the next six months. About 36% said they chose their current treatment because it was the most obvious option, and a similar share (32%) were unaware that alternative formulations exist. Thirty-one percent said they would change an aesthetic product if it had an innovative formula.

"It’s encouraging to see consumers becoming more thoughtful about the products they use," a Revance spokesperson said. "They’re doing their homework, asking better questions and expecting more information from brands. But this research shows there’s still a gap when it comes to aesthetic treatments. The majority of respondents said they research ingredients to ensure a product works well, while others cited benefits like managing allergies and understanding product differences."

AI usage may also be impacting this boom in product research, with 31% feeling it has already equipped them to make better product decisions with less laborious research. Despite having this technology at our fingertips, the data shows that ingredient curiosity hasn’t fully extended to aesthetic treatments. The findings show some significant misconceptions, with 53% believing all injectable frown line treatments are “more or less the same” despite real differences in formulations.

Methodology: Talker Research surveyed 2,000 people ages 30–54 who get neurotoxin treatments or want to in the next six months; the survey was commissioned by Revance and conducted online between Aug. 5 and Aug. 12, 2025.

The results underscore a broader consumer shift toward ingredient transparency in business and markets, with beauty and wellness products highlighted as a key area of focus. Marketers say the trend calls for clearer ingredient disclosures and better education around how different formulations function, especially in the rapidly evolving field of aesthetic treatments. As brands respond, the challenge will be to align consumer curiosity with accurate, comprehensible product information while maintaining regulatory clarity and safety standards.