Transparency first

What's In Your Product — And Why

Every active we use is chosen for a reason: proven efficacy, honest concentrations, and skin that actually tolerates it. No hidden blends. No marketing filler.

Deep dive

Why We Use PHA in Our Formulas

PHA (Polyhydroxy Acid) — specifically Gluconolactone — is the third exfoliant in our AHA + BHA + PHA system. While AHAs work on surface dullness and BHAs clear pores, PHA does the job the gentle way: slow penetration, built-in hydration, and minimal irritation.

Most brands stop at AHA or BHA. We added PHA because Indian skin — often sensitive, often over-exfoliated — needs an active that works daily without compromising the barrier.

AHA vs BHA vs PHA — at a glance

Acid Size What it does Best for Irritation risk
AHA (Glycolic Acid) Small Dissolves dead cells on the skin surface Dullness, rough texture, strawberry skin Moderate
BHA (Salicylic Acid) Medium Oil-soluble — clears inside pores Oily, acne-prone, blackhead-prone skin Low–moderate
PHA (Gluconolactone) Large Gentle exfoliation + draws moisture in Sensitive, dry, daily use Lowest

Why Reluctant chose PHA

  • Larger molecule = gentler entryPHA penetrates slowly compared to AHAs. That means effective exfoliation with far less burning, peeling, or post-wash redness — especially important for sensitive Indian skin.
  • Exfoliates and hydrates at onceUnlike most acids that can strip the barrier, PHA is a humectant — it pulls water into the skin while it works. You get smoother skin without the tight, dry feeling.
  • Completes the AHA + BHA systemAHA handles surface texture. BHA handles pores. PHA maintains daily exfoliation for skin that can't tolerate harsh actives alone. Together, they cover every layer — without overlap or irritation.
  • Clinically dosed, not token-addedWe use 2% Gluconolactone — a meaningful concentration, not a label claim. You'll find it in our AHA BHA PHA Face Wash and Body Wash at percentages designed for daily use.

The result: Our AHA BHA PHA face wash and body wash deliver multi-level exfoliation — surface, pore, and barrier-friendly — in one clinically dosed formula you can use daily.

Every Active We Use — And What It Does

No proprietary blends. No vague "botanical extracts." Just named ingredients at stated concentrations.

Glycolic Acid

2%

Dissolves dead skin on the surface for smoother, brighter skin

Best for: Dull, rough, strawberry skin

Salicylic Acid

2%

Oil-soluble BHA that clears pores and reduces breakouts

Best for: Oily, acne-prone skin

Gluconolactone (PHA)

2%

Gentle exfoliation with hydration — less irritation than AHAs

Best for: Sensitive, dry, and reactive skin

Niacinamide

5%

Regulates oil, minimizes pores, and evens skin tone

Best for: Oily, combination, acne-prone skin

Vitamin C

10%

Brightens dull skin and helps fade dark spots

Best for: Dull, uneven, sun-damaged skin

Vitamin E

1%

Antioxidant support that strengthens the skin barrier

Best for: All skin types, especially dry or sensitive

See full product ingredient lists →

Active spotlight

Why We Use 5% Niacinamide

Niacinamide (Vitamin B3) is one of the most studied skincare actives — and one of the most mislabeled. Brands add 1–2% and call it a hero ingredient. We use 5%, the concentration dermatologists reference for visible results on oil control, pore appearance, and post-acne pigmentation.

It works for almost every skin type, layers well with acids and retinoids, and doesn't photosensitize — making it a daily staple, not a occasional treatment.

Why Reluctant chose 5% Niacinamide

  • 5% is the evidence-backed sweet spotStudies on niacinamide consistently use 2–5% concentrations. Below 2%, effects are minimal. Above 5%, irritation rises without proportional benefit. We use 5% — the highest well-tolerated dose for oil control and pore refinement.
  • Controls oil without strippingNiacinamide regulates sebum production at the source — it doesn't dry skin out like harsh cleansers or alcohol-based toners. Ideal for oily and combination skin in India's humid climate.
  • Strengthens the barrier while it treatsUnlike many acne actives that compromise the skin barrier, niacinamide boosts ceramide synthesis. You get clearer, less oily skin without the redness and peeling cycle.
  • Fades post-acne marks over timeNiacinamide inhibits melanosome transfer — meaning it helps fade the dark spots and uneven tone left behind after breakouts. It's a treatment and a repair active in one.

How to use it: Apply to clean, dry skin morning or evening. Pairs well with our AHA BHA PHA cleansers — use niacinamide in your serum or moisturizer step for best results.

Active spotlight

Why We Use 10% Vitamin C + 1% Vitamin E

Vitamin C is the most requested brightening active — and the most poorly formulated. Unstable, oxidized, or under-dosed serums are everywhere. We use 10% Vitamin C with 1% Vitamin E — a clinically referenced pairing that brightens, protects, and stays stable in the bottle.

Vitamin C forms compared

Form Potency Mechanism Best for Trade-off
L-Ascorbic Acid (pure Vit C) Highest potency Direct antioxidant — brightest results Dullness, hyperpigmentation, sun damage Moderate — needs stable formula
Vit C derivatives (SAP, MAP) Lower potency Converted slowly in skin — gentler Sensitive skin, beginners Low — but weaker results
Our 10% Vit C + 1% Vit E High + stable Brightening + antioxidant stability Daily AM use, Indian sun exposure Low–moderate at 10%

Why Reluctant chose this pairing

  • 10% — effective without prescription strength20%+ L-Ascorbic acid serums cause stinging and oxidation issues for most people. 10% delivers measurable brightening and antioxidant protection in clinical studies — without the burn.
  • 1% Vitamin E stabilizes the formulaPure Vitamin C oxidizes fast — turning brown and losing potency. Vitamin E is a proven stabilizer and antioxidant partner. Together they protect skin from UV-induced free radical damage more effectively than either alone.
  • Targets Indian skin concerns: PIH and dullnessPost-inflammatory hyperpigmentation (PIH) from acne and sun exposure is the #1 brightening concern in India. Vitamin C inhibits tyrosinase — the enzyme that produces excess melanin — helping fade dark spots over 4–8 weeks of consistent use.
  • Always pair with SPF in the AMVitamin C boosts your sunscreen's effectiveness but doesn't replace it. Use our Vitamin C serum in the morning, then layer SPF — our Tinted Lip Balm with SPF 50 is a good start for daily protection.

Pro tip: Apply Vitamin C serum on clean skin in the morning, wait 60 seconds, then moisturizer and SPF. Avoid mixing with high-strength acids in the same routine — alternate AM/PM instead.

Shop Clinically Dosed Formulas

Every product lists its hero actives at the concentration we use — pick your active, add to cart.

Shop all products →