Put simply, it’s marketing. In fact, brands often talk about a ‘marketing dose’ meaning that a particularly trend ingredient can be claimed as part of the formula although it’s probably doing very little or nothing at all. But, here’s the thing, people kind of know this now – it’s something that in part, social media, blogs in particular, can be proud of for ensuring that consumers know what to look for now. They understand an INCI in a way that no non-science person did a decade ago. So, I’m happy you’ve questioned this because for years, nobody ever did. I found them to be very pleasant, gentle cleansers and both felt skin soothing but you’re absolutely right, there are no real benefits of anything when it’s washed off in two seconds flat. It comes down to texture and preference after that.