I’d been pouring over labels for years and considered myself a savvy shopper, but the skincare aisle almost had me duped. I’m one of those people: the kind that stands in the Whole Foods aisle obsessively scanning every label. I am not appeased by claims of Natural! Kid Safe! or Hypoallergenic. What I’m looking for are the ingredients. The rest, as far as I am concerned, is just fancy PR. I want to know what I’m putting in and on my body.