"At Brandless, we define clean beauty as beauty products that are made without questionable ingredients and only formulated with the minimum ingredients require

"At Brandless, we define clean beauty as beauty products that are made without questionable ingredients and only formulated with the minimum ingredients required for the product to function." I looked at a lotion, which includes the ingredient "fragrance". This is automatically questionable because it doesn't tell you what the ingredient actually is. Moreover, it's a term that companies use instead of telling us what's actually in the product, including any number of potentially harmful ingredients. It is also patently not required for the product to function, so it's clearly against Brandless's stated aim. Brandless looks to me like an Orwellian marketing gimmick: they claim to be brandless, yet they're actually trying to develop a brand.