Americans are more ingredient-conscious than ever before — but not in all areas, according to new research.
A survey examining the mindsets of 2,000 Americans aged 30–54 reveals a growing cultural trend: people are paying closer attention to what’s in the products they purchase regularly, whether it’s pet food, groceries, skincare products or supplements.
Yet, in an age of label-reading and ingredient-driven choices, the findings showed that aesthetic treatments, such as injectable frown line treatments, remain an area where familiarity often outweighs informed decision-making.
The survey, conducted by Talker Research on behalf of Revance, polled 2,000 U.S. adults aged 30–54 and found that 91% of respondents said they’re more ingredient-aware than ever before, yet fewer than half could name a single ingredient in their injectable frown line treatment.
According to the findings, this rise in ingredient awareness is being driven by a desire for better outcomes across multiple categories like skincare, supplements, and hair care, with the majority of respondents saying they research ingredients to ensure a product works well (61%).
Others cited benefits like managing allergies (41%) and understanding product differences (36%).
Over half (51%) said their research before using certain products, treatments or ingredients had increased significantly in the last 12 months.
“It’s encouraging to see consumers becoming more thoughtful about the products they use,” said a spokesperson for Revance. “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.
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 results showed some significant misconceptions, with 53% believing all injectable frown line treatments are “more or less the same” despite real differences in formulations.
The 2,000 respondents polled were all currently receiving frown line treatments or intended to in the next six months.
Thirty-six percent said they chose their current treatment because it was “the most obvious option,” while a similar number (32%) were unaware that alternative formulations even exist.
But that doesn’t mean Americans aren’t willing to switch it up when it comes to their loyalty. Thirty-one percent of those surveyed said they’d change an aesthetic product or treatment if it had an innovative formula.
“Americans have become increasingly focused on what goes into the products they use, especially in categories like beauty and wellness,” the spokesperson added. “We’d like to see that same curiosity extend to frown line treatments so that people feel informed and confident about the different formulations available to them.”
Survey 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 administered and conducted online by Talker Research between Aug. 5 and Aug. 12, 2025.
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